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Do Your Radio Ads Work?


Most small businesses don't have a high powered advertising agency to produce selling radio commercials for them and end up with something akin to a high school play, or with the business owner reading tired copy.

The radio salesperson knows that by suggesting the owner be the star, visions of Dave from Wendy's or that guy with the talking dog who says "roll that beautiful bean footage" come to mind.

Worse, most businesses don't have a plan to coordinate all advertising to the same message. The newspaper ad says one thing, yellow pages another and the radio commercial is off in its own world.

The radio ad person should know all about your campaign and image before leaving with the order. You should be promised a "proof" of your radio ad before it goes on the air. There should be at least two commercials, better four, selling the benefits.

Remember Tom Bodett and Motel 6? A great campaign. It was just Tom delivering solid copy about the benefits of staying at the motel (and a little twinkle music in the background). It won awards, put them on the map and raised occupancy rates and profits. The company was gobbled up by the Accor chain (one of the biggest in the world) who have the smarts to continue the same campaign. What does he say at the end of every commercial? Radio done right works!

Maybe you can't get the local station to come up with Tom Bodett quality but there is nothing wrong with solid copy pitching benefits, benefits benefits. Answer the question WIIFM (What's In It For Me). You don't have to be cute, use lame humor, two voices or loud music to do that.

BIG Mike's Tips for Better Radio Ads

» Buy more than one station (ones that target your customers, not ones you like)

» Buy 24 or more ads per week on one and 24 ads the following week on the other, alternate for four weeks, take four weeks off and do it again.

» Rotate two to four commercials, all with the same overall theme and opening and closing lines and change the meat in the middle (they call 'em donuts)

» Don't let the radio person talk you into being the star. Remember, its not about you. There is no need to spend a bundle to have 3 friends say "I heard you on the radio" or "I saw your mug on the billboard". That's not advertising.

» Don't let some drama school dropout cook up a slice of life commercial by dragging the receptionist into the studio to play a part. They never sell.

Pick a plan and stick with it. Tell 'em to trade the cutsey stuff for real substance. Coordinate your radio with your other advertising and you can benefit from the power of electronic word of mouth, radio.

For more about advertising get my article "Cable Ads 5 Bucks" Send a blank eMail to the MailTo:CableAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. January / 20 / 2020

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Susan Estrich: Microtargeting affects not only advertising but politics tpp - Omaha World-Herald
Susan Estrich: Microtargeting affects not only advertising but politics tpp  Omaha World-Herald

[Trends 2020] Here's What Will Redefine Outdoor Advertising - Entrepreneur
[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

Former Tribune advertising director Smith dies | Local News - Citizentribune
Former Tribune advertising director Smith dies | Local News  Citizentribune

4 Best Practices To Keep In Mind For Your AR Advertising Campaign - Grit Daily
4 Best Practices To Keep In Mind For Your AR Advertising Campaign  Grit Daily

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - Yahoo Finance
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Yahoo Finance

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Thomas E. Lister: Don't allow false political advertising - La Crosse Tomah Journal
Thomas E. Lister: Don't allow false political advertising  La Crosse Tomah Journal

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBC News
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising - The Guardian
Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Scoop: Cargo pivots to car-top advertising, does layoffs - Axios
Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Chipotle Won the Advertising Battle Last Quarter - QSR magazine
Chipotle Won the Advertising Battle Last Quarter  QSR magazine

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Animal Crossing: New Horizons advertising going up at Walmart - GoNintendo
Animal Crossing: New Horizons advertising going up at Walmart  GoNintendo

Legislation would allow student athletes to sign advertising contracts - WREG NewsChannel 3
Legislation would allow student athletes to sign advertising contracts  WREG NewsChannel 3

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News - Dagoretti News
Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News  Dagoretti News

ADVERTISING: Advertorial — JONATHON M. SASSER: Health Detectives: Allies through your wellness adventure - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHON M. SASSER: Health Detectives: Allies through your wellness adventure  Coeur d'Alene Press

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - MarTech Series
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

Verizon’s Super Bowl advertising will focus on, what else, 5G - Fortune
Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

Brands and Agencies Are Bullish on New Walmart Advertising Partners Program - Adweek
Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

Twitter Sorry for Helping Advertisers Reach Homophobes - Advocate.com
Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

New Subway boss John Chidsey seizes control of ad budget - New York Post
New Subway boss John Chidsey seizes control of ad budget  New York Post

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Can revenue-hungry retailers rise to meet digital advertising's opportunity? - Marketing Dive
Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

CenturyLink Settles a Case for Deceptive Advertising - Cord Cutters News, LLC
CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

Multiple platforms of advertising now, says Goa's ad veteran - The Navhind Times
Multiple platforms of advertising now, says Goa's ad veteran  The Navhind Times

The Pitch: Advertising and marketing news for 1.14.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M - Medical Marketing and Media
W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

Amazon challenges Google and Facebook's hold on digital ad market - AdAge.com
Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

Video is now more lucrative for Chinese advertisers than news sites - Abacus
Video is now more lucrative for Chinese advertisers than news sites  Abacus

Responsive search ads available globally in all Microsoft Advertising interfaces - Search Engine Land
Responsive search ads available globally in all Microsoft Advertising interfaces  Search Engine Land

Verizon's Super Bowl advertising focuses on 5G - Daily Gaming Worlld
Verizon's Super Bowl advertising focuses on 5G  Daily Gaming Worlld

New advertising manager for Umco 'Home' brands - Niche Publishing Network
New advertising manager for Umco 'Home' brands  Niche Publishing Network

Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers - themediatimes
Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers  themediatimes

Super Bowl 2020: the ins and outs of the big game's advertisers - The Drum
Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury - Patch.com
Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury  Patch.com

Quibi video startup explained: Marketing, revenue, execs, advertising - Business Insider
Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

Waitrose slammed for advertising eggs before a VEGAN cooking show - Daily Mail
Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

9 Comparative Advertising Examples to Help You Get Ahead - Business 2 Community
9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

IBM Launches Advertising Accelerator with Watson - Yahoo Finance
IBM Launches Advertising Accelerator with Watson  Yahoo Finance

Outfront Media: A Long-Term Investment Opportunity In The Advertising REIT Segment - Seeking Alpha
Outfront Media: A Long-Term Investment Opportunity In The Advertising REIT Segment  Seeking Alpha

Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show - The Telegraph
Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True? - Forbes
Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

From internet to billboards, Ukraine's advertising market continues to grow - Kyiv Post
From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

Facebook enables disinformation with advertising policy | Columns - Effingham Daily News
Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

Facebook rethinks plan to insert ads into WhatsApp - Campaign Asia-Pacific
Facebook rethinks plan to insert ads into WhatsApp  Campaign Asia-Pacific

Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News - Dagoretti News
Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News  Dagoretti News

US advertising spending will increase to nearly $ 390 billion in 2020 - Adweek - Mash Viral
US advertising spending will increase to nearly $ 390 billion in 2020 - Adweek  Mash Viral

Advertising Market by Size | Growth | Analysis | Trends and Forecasts to 2020-2025 – Dagoretti News - Dagoretti News
Advertising Market by Size | Growth | Analysis | Trends and Forecasts to 2020-2025 – Dagoretti News  Dagoretti News

Michael Bloomberg surpasses $200 million on ads - ABC News
Michael Bloomberg surpasses $200 million on ads  ABC News

Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta - Search Engine Land
Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

Video sites now more attractive than news sites for online advertisers in China - Tech in Asia
Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO] - TVRev
What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

New tool will tell Spotify advertisers who listens to podcasts - Los Angeles Times
New tool will tell Spotify advertisers who listens to podcasts  Los Angeles Times

Cross-Platform and Mobile Advertising Market: Global Industry Share, Size, Trends, Growth, Investment Analysis, Development Factors, Future Scope, Challenges and Forecast to 2024 – Dagoretti News - Dagoretti News
Cross-Platform and Mobile Advertising Market: Global Industry Share, Size, Trends, Growth, Investment Analysis, Development Factors, Future Scope, Challenges and Forecast to 2024 – Dagoretti News  Dagoretti News

Global Door to Door Advertising Market 2020 Industry Key Players, Size, Share, Growth, Trends, Sales, Supply, Demand Deployment Model and Growing Prominence Analysis by 2024 – Dagoretti News - Dagoretti News
Global Door to Door Advertising Market 2020 Industry Key Players, Size, Share, Growth, Trends, Sales, Supply, Demand Deployment Model and Growing Prominence Analysis by 2024 – Dagoretti News  Dagoretti News

Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people - Seattle Times
Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

The Duke of Wellington is advertising for a '100 per cent trustworthy' steward - Daily Mail
The Duke of Wellington is advertising for a '100 per cent trustworthy' steward  Daily Mail

Maryland lawmakers propose tax on digital advertising revenue - MNE Tax
Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

Get ready to be bombarded with 2020 Census ads - Pittsburgh Post-Gazette
Get ready to be bombarded with 2020 Census ads  Pittsburgh Post-Gazette

Facebook backtracks on plans to monetise WhatsApp with advertising - MobileMarketing Magazine
Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

Move and win roundup: Week of January 20, 2020 | Advertising - Campaign Asia-Pacific
Move and win roundup: Week of January 20, 2020 | Advertising  Campaign Asia-Pacific

‘The lowest-priced time of year’: Advertisers pounce on TV’s discounted holiday rates - Digiday
‘The lowest-priced time of year’: Advertisers pounce on TV’s discounted holiday rates  Digiday

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

New report offers analysis on the Outdoor Advertising Machine Market - Fusion Science Academy
New report offers analysis on the Outdoor Advertising Machine Market  Fusion Science Academy

Outdoor Advertising Machine Market is Set to Experience Revolutionary Growth by 2019 – 2027 - Fusion Science Academy
Outdoor Advertising Machine Market is Set to Experience Revolutionary Growth by 2019 – 2027  Fusion Science Academy

Advertising in a world of consumer distrust | Analysis – Gulf News - Gulf News
Advertising in a world of consumer distrust | Analysis – Gulf News  Gulf News

I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle - MuMbrella
I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle  MuMbrella

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

Celebrities Starting To Line Up For Super Bowl Advertisers - SportsBusiness Daily
Celebrities Starting To Line Up For Super Bowl Advertisers  SportsBusiness Daily

'Mobile' will remain the digital advertising hero in 2020 too - Exchange4Media
'Mobile' will remain the digital advertising hero in 2020 too  Exchange4Media

Survey: Most advertisers used advanced TV solutions in 2019 | - Advanced Television
Survey: Most advertisers used advanced TV solutions in 2019 |  Advanced Television

Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020 - MediaPost Communications
Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

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