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The Secrets To Successful Radio Advertising


Ask some businesses about radio advertising and they'll tell you it's the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What's the secret to successful radio advertising?

Know this: Radio can be a major player in your advertising mix if you know how to do it and I'm about to give you the secrets to successful radio advertising so read on.

First, write down a detailed description of who your core customers are. You can do this by looking at prior sales or just by knowing your products and services. Are they women in their 30's and 40's who have a good disposable income? Are they men in their early 20's who are into sports and cars? Figure out who your target customer base is and then you'll be one step closer to figuring out how to reach them.

Second, give a listen to the radio stations in your market besides the ones you usually listen to. Remember, just because you listen to a certain station every morning doesn't mean your potential customers do. Most stations have a pretty definitive type of music or format they follow which gives them their listening base. You don't have to be a media buyer to know that certain stations will be right for your targeted consumer while others will be way off the chart. For example, if your customer base is women in their 30's and 40's, then you can rule out formats such as rap and sports, right? If you live in a major market like Atlanta or Chicago there may be as many as 30 to 40 stations on the radio dial so you'll have plenty to choose from. If you live in a smaller market you'll have less stations to choose from but you'll still have a good selection.

Third, figure out your budget. How can you do this if you know nothing about radio costs? One way is to contact an advertising agency who places radio on a regular basis. Most likely they'll have the pulse on the market you're in and if not, can gather enough information to help you decide how much you'll need to spend to make radio effective. If you're hesitant to call an ad agency right away, the next best thing to do is call two or three of the stations you've chosen yourself. Ask to speak to the sales manager and let them know you're trying to gather information for a radio buy. Most likely they will assign you an account executive to work up a plan. Keep in mind that a good advertising agency may be able to negotiate for better rates and added incentives due to their relationship with the stations and their experience but at the very least, this will give you a good starting point . Don't be overly concerned if you discover that you cannot afford the top stations in the market. There are usually several stations in each market that share listeners and formats and their costs will vary greatly. The rates you receive will be based on many factors including the time of day you want to advertise, how soon you want to be on the air, and the "avails" or inventory the stations have at the time you want to advertise. "Drive time" is the term used by radio to mean just that: the times listeners spend driving in their cars listening. Typically this is 6am to 10am and 4pm to 7pm. These are the coveted listener day parts for most stations and they can be very expensive. But do you need to buy these times? Again, by defining your target customer, you can determine the best times to reach them. There are also spots known as "broad rotators" that can be equally as effective and less expensive because you allow the station to place them over a longer period of the day for example, 6am to midnight.

Fourth, and I feel this is equally if not the most important aspect of radio advertising: the message. While some stations brag about playing thirty minutes to an hour of uninterrupted music, this can be bad for you as an advertiser because it also means that your radio commercial or spot will be slammed with six or more other spots at one time in order to get all their advertisers on the air. I don't know about you, but if I endure three or four spots in a row and the fifth one doesn't catch my ear, I'm punching the button. Therefore your spot has to be clever. It has to make the listener want to hear your message. Remember that the spot they hear may be the first time they learn about your business so it needs to catch them right away. I have found that humor, when done well, can be very effective. It's always amazed me how some companies will devote so much time and money into making sure their radio buy is right but devote so little time to the message itself. Sure, they're on the airwaves alot, but are the listeners paying attention? Without an effective ear-grabbing ad, it's money down the drain. That's why it would be wise to let a professional write and produce your spot. The radio stations may even volunteer to do this for you for free but remember, you get what you pay for.

The final piece of advice I will give you is this: repetition, repetition, repetition. It doesn't matter how clever your ad is or how well you placed the buy if you do not have the budget to stay on the air consistently so make sure when putting together your budget you think long term. Consumers are bombarded with so many messages every day including television, the internet, billboards, mailers, matchbook covers, even some grocery store floors and elevators now carry advertising, unless you stay in their ears on a regular basis, they will forget about you.

Utilize these basic rules and soon when someone asks you if your radio is effective you can reply, "Yes it's been wonderful!" because you've learned the secret to making radio advertising work.

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. Visit his web site at http://www.eisenbergagency.com. Contact Hal at halacious@eisenbergagency.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. November / 18 / 2019

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. Twitter says issue ads not part of ban on political advertising  USA TODAY
  5. Twitter details new policy banning political advertising that also limits ads pertaining to 'issues'  Daily Mail
  6. View full coverage on Google News

Getting rid of microtargeting in political advertising is a terrible idea - Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  Washington Post

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Speigel - CNBC
Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Speigel  CNBC

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

Money spent on beer ads linked to underage drinking - EurekAlert
Money spent on beer ads linked to underage drinking  EurekAlert

TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it - Business Insider
TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it  Business Insider

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Measuring online behavioral advertising: One more step to protect users - EurekAlert
Measuring online behavioral advertising: One more step to protect users  EurekAlert

Hyundai Confirms Super Bowl LIV Advertising - PRNewswire
Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking' - Complex
Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking'  Complex

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture - Food & Environment Reporting Network
Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture  Food & Environment Reporting Network

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

Twitter Formalizes Its Policies on Political Advertising - Adweek
Twitter Formalizes Its Policies on Political Advertising  Adweek

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Yahoo Finance
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Yahoo Finance

BOB CONFER: Advertising fits the bill for schools - Lockport Union-Sun & Journal
BOB CONFER: Advertising fits the bill for schools  Lockport Union-Sun & Journal

Opinion Why men's advertising is in crisis - The Drum
Opinion Why men's advertising is in crisis  The Drum

Tesla’s word of mouth strategy in focus: Why Elon Musk’s community-based initiative still works - Teslarati
Tesla’s word of mouth strategy in focus: Why Elon Musk’s community-based initiative still works  Teslarati

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

BAYARD ADVERTISING AGENCY INC - Ad from 2019-11-17 | Office Services - Herald & Review
BAYARD ADVERTISING AGENCY INC - Ad from 2019-11-17 | Office Services  Herald & Review

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R - Business Insider India
Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Advertising Management Platform Market Size, Industry Status and Growth opportunities for Leading Players| Google ,Bannerflow ,RhythmOne - ToplatestDailynews
Advertising Management Platform Market Size, Industry Status and Growth opportunities for Leading Players| Google ,Bannerflow ,RhythmOne  ToplatestDailynews

Iconic Newspapers advertising executive to feature on Pulling With My Parents - Waterford Live
Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

GDPR // A non-technical view of programmatic advertising for brands and publishers - Mediatel News
GDPR // A non-technical view of programmatic advertising for brands and publishers  Mediatel News

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Mobile Advertising Needs More Than Just 5G - MarTech Series
Mobile Advertising Needs More Than Just 5G  MarTech Series

Irish Heart Foundation calls on State to ban e-cigarette advertising - The Irish Times
Irish Heart Foundation calls on State to ban e-cigarette advertising  The Irish Times

Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign - StreetInsider.com
Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign  StreetInsider.com

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting - The Connect Report
Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting  The Connect Report

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Apple's next big thing is advertising - AdNews
Apple's next big thing is advertising  AdNews

SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers - JD Supra
SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers  JD Supra

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

EARLY SMI: October misses an expected lift in advertising spend - AdNews
EARLY SMI: October misses an expected lift in advertising spend  AdNews

It's Time For Some Honesty About (Online) Advertising - B&T
It's Time For Some Honesty About (Online) Advertising  B&T

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Facebook Advertising: How to Choose the Best Campaign for Your Goal? - ChartAttack
Facebook Advertising: How to Choose the Best Campaign for Your Goal?  ChartAttack

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Konga founder Sim Shagaya's early company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia - Techpoint Africa
Konga founder Sim Shagaya's early company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia  Techpoint Africa

Radio to TV, festive advertising volumes in India decline sharply: Report - Business Standard
Radio to TV, festive advertising volumes in India decline sharply: Report  Business Standard

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

Globo Loses Share of Official Advertising Funds under Bolsonaro Administration - The Rio Times
Globo Loses Share of Official Advertising Funds under Bolsonaro Administration  The Rio Times

$13 Billion Dollars In Missing Digital Video Advertising Revenue. How To Capture That Money. - Forbes
$13 Billion Dollars In Missing Digital Video Advertising Revenue. How To Capture That Money.  Forbes

ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019 - CSRwire.com
ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019  CSRwire.com

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign - MarTech Series
Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign  MarTech Series

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US - News Conduct
Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US  News Conduct

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Data from Facebook Pay will power its advertising - TechHQ
Data from Facebook Pay will power its advertising  TechHQ

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

Why Don't Truth In Advertising Laws Apply To Political Ads? - wgbh.org
Why Don't Truth In Advertising Laws Apply To Political Ads?  wgbh.org

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Digital advertising can certainly deliver impact, but it's not the Holy Grail - The Media Online
Digital advertising can certainly deliver impact, but it's not the Holy Grail  The Media Online

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

UK Advertisement Authority Goes After Misleading Crypto Advertisement - CryptoGlobe
UK Advertisement Authority Goes After Misleading Crypto Advertisement  CryptoGlobe

TikTok Is Running Ads Targeting Potential Facebook Advertisers - Adweek
TikTok Is Running Ads Targeting Potential Facebook Advertisers  Adweek

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Online Advertising Management Software Market 2019-2026 is booming in forthcoming year by Leading Players Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix - Market Expert
Online Advertising Management Software Market 2019-2026 is booming in forthcoming year by Leading Players Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix  Market Expert

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Campbell's secures prime real estate at Walmart in deal with Hallmark Channel - AdAge.com
Campbell's secures prime real estate at Walmart in deal with Hallmark Channel  AdAge.com

Tories spend thousands on targeted advertising in Boris Johnson's seat - New Statesman
Tories spend thousands on targeted advertising in Boris Johnson's seat  New Statesman

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

The Rundown: We've always hated advertising - Digiday
The Rundown: We've always hated advertising  Digiday

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

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