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Radio Advertising - Is it for Your Business? - More Small Business Power Tools


If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services. She or he will also probably stress how inexpensive radio advertising is vs. TV or even newspaper ads.

Yes, radio spots are cheaper that TV ads and often even cheaper than newspaper ads. But there area few things you need to think about before you sign that radio advertising contract. First, is yours the kind of business that can really profit from radio advertising? Radio commercials are very ethereal. Once the 30 or 60 second spot is over, there is nothing physical for your customers to hang on to. You have to depend on their ability to remember your message long enough to take some action, i.e., either call you or come to your place of business. This means you have to have a very strong and compelling advertising message. This could be a special, and I do mean special, sales event, or some other special promotion.

Second, how many of your prospects will the advertising actually reach? Radio ads are much harder to target than some other forms of advertising because they can be purchased only by demographics such as age. You can pick a station that scores well with people age 18-35, but how many of these 18 to 35-year olds are really prospects for your products or services?

Third, when will your spots actually run? The most expensive radio advertising is called "drive time," which in most cities is 7:00 to 9:00 AM, and 4:00 PM to 6:00 PM. Drive time gets higher radio ratings because there are so many people in cars listening to their radios as they drive to and from work. The smart radio station sales person probably won't even try to sell you drive time spots because either they've already been sold or because she or he knows you're most likely to choke at their cost. Instead, they will most likely try to sell you some other combination of times and days. The important thing to know is when your spots will run and how many people will hear your message.

Because radio advertising is so ethereal (see #1, above), you need to do a lot of it to get your message across. This is especially true if you cannot feature a special sales event or some other special promotion.

One of our local jewelers is a good example of what to do when you do not have a special event to promote. The main thrust of his advertising is for engagement rings. Just think about this market. A guy buys only one of these during his entire lifetime (theoretically), and could decide to make his purchase on just about any day of the year. So how do you reach this market? He buys so many commercials, I don't think a day goes by that I do not hear one of his spots. Sure, it's expensive, but it's the only way he can guarantee he will reach a prospect just before he purchases a ring. Plus, he has advertised so heavily and for so long, I don't think a man in this city could buy an engagement ring without least thinking about this particular jeweler.

I don't think it makes much sense to run a commercial that requires your prospect to remember a phone number. In most cases, he or she will not be in a position to drop everything, grab a pencil and write down your number. What would be more effective, in my mind, is to use a web address, especially if your web address matches your company's name. For example, if the name of your store is Great Memories, your web site should be www.greatmemories.com. Repeat this at least a couple of times in your commercial to help prospects remember the name of your business and drive them to your web site. You can then use your web site to provide more your business's address and phone number, and well as other important information.

The radio station will most likely offer to do your commercial for you free or at a reduced cost. This can be a good deal for you but you must provide the station with a list of "talking points," or those sales points that must be included in your commercial. For example, your list might include:

Store name = Great Memories (at least twice)|

Store description: Everything for the avid scrapbooker

Web address - www.greatmemories.com (at least twice)

Special sale = all items reduced 30% this week only. Once a year sale. Stock up on your scrapbooking supplies now

Store address: 5600 Brookhaven

Finally, make sure you get to approve the script for your commercial before the station records it. As you review the script, think about your customer and make sure it includes everything necessary to get them to contact you or stop by your store.

Article by Douglas Hanna. Douglas is a retired advertising and marketing executive and long-time Denver resident. He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better."


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. July / 08 / 2020

Facebook frustrates advertising boycott leaders with lack of concessions - Fox Business
  1. Facebook frustrates advertising boycott leaders with lack of concessions  Fox Business
  2. Facebook met with civil rights groups after hundreds of companies joined ad boycott  The Washington Post
  3. Facebook prepares to dig in as advertising boycott continues  NBC News
  4. Organizers of Facebook Advertising Boycott Call Meeting with Zuckerberg a ‘Disappointment’  National Review
  5. Big Advertisers Still Fund Hate And Disinformation Outside Of Facebook  Forbes
  6. View Full Coverage on Google News

TV Advertising Shows Signs of Rebound, Finds SMI - TV Technology
TV Advertising Shows Signs of Rebound, Finds SMI  TV Technology

Advertising Perfect Storm - Radio Ink
Advertising Perfect Storm  Radio Ink

Advertising blitz over Illinois progressive tax vote kicks off with Pritzker donation - WLS-TV
Advertising blitz over Illinois progressive tax vote kicks off with Pritzker donation  WLS-TV

DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised - Tax Foundation
DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised  Tax Foundation

Global Outdoor Advertising Industry - Yahoo Finance
Global Outdoor Advertising Industry  Yahoo Finance

Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue - Yahoo Finance
Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue  Yahoo Finance

Viamedia Expands Advertising Partnership With MetroNet - Business Wire
Viamedia Expands Advertising Partnership With MetroNet  Business Wire

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline  Forbes

Why can't the best brand advertising be radio advertising? - The Drum
Why can't the best brand advertising be radio advertising?  The Drum

Visitors Bureau suspends... - Islands' Sounder
Visitors Bureau suspends...  Islands' Sounder

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

Digital Advertising Download Webinar presented by Score! - HamletHub
Digital Advertising Download Webinar presented by Score!  HamletHub

springbig Integrates Direct-to-Consumer Brand Advertising Platform With Lucid Green - PRNewswire
springbig Integrates Direct-to-Consumer Brand Advertising Platform With Lucid Green  PRNewswire

Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft - Apsters News
Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft  Apsters News

Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO - Benzinga
Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO  Benzinga

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Touchless Edge Technology is Shaping Retail & Advertising Engagement - MarketScale
Touchless Edge Technology is Shaping Retail & Advertising Engagement  MarketScale

Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking - CNBC
Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking  CNBC

5 Lessons on Success from the Life of a Legendary Advertising Photographer - Fstoppers
5 Lessons on Success from the Life of a Legendary Advertising Photographer  Fstoppers

Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19 - GlobeNewswire
Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19  GlobeNewswire

Advertisers must tackle racist choices in casting | WARC - Warc
Advertisers must tackle racist choices in casting | WARC  Warc

ANALYSIS: Better times ahead for advertising but no dancing in the street yet - AdNews
ANALYSIS: Better times ahead for advertising but no dancing in the street yet  AdNews

Fiksu DSP Launches BidMind, a CTV Advertising Platform - MarTech Series
Fiksu DSP Launches BidMind, a CTV Advertising Platform  MarTech Series

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020 - MediaPost Communications
Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020  MediaPost Communications

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

CACVB pauses social media advertising - - CBS19 News
CACVB pauses social media advertising -  CBS19 News

The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers - JD Supra
The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers  JD Supra

San Juan Visitors Bureau suspending regional advertising - SanJuanIslander.com
San Juan Visitors Bureau suspending regional advertising  SanJuanIslander.com

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend - CBN News
'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend  CBN News

'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown - The Drum
'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown  The Drum

Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute - TEO - The Esports Observer
Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute  TEO - The Esports Observer

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

Business Germany's online casinos set TV advertising limits - CalvinAyre.com
Business Germany's online casinos set TV advertising limits  CalvinAyre.com

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Can retargeted advertising campaigns be done under service provider agreements? - Lexology
Can retargeted advertising campaigns be done under service provider agreements?  Lexology

Social Advertising & Social Media Market Demand & SWOT Analysis By 2028: Key Players Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo, Tencent, LINE, Kakao Talk, MoMo, Microsoft - Cole of Duty
Social Advertising & Social Media Market Demand & SWOT Analysis By 2028: Key Players Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo, Tencent, LINE, Kakao Talk, MoMo, Microsoft  Cole of Duty

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

What's Next For Advertising On iPhones? - B&T
What's Next For Advertising On iPhones?  B&T

Citing racist, hateful online content, Quebec City suspends Facebook advertising - Montreal Gazette
Citing racist, hateful online content, Quebec City suspends Facebook advertising  Montreal Gazette

Media Groups Join Forces with Google to Bolster Local News Advertising - Associations Now
Media Groups Join Forces with Google to Bolster Local News Advertising  Associations Now

EBGA advertising code welcomed by major European media association - AffiliateINSIDER
EBGA advertising code welcomed by major European media association  AffiliateINSIDER

Facebook to Meet With Boycotting Advertisers Over Hate Speech - NBC10 Boston
Facebook to Meet With Boycotting Advertisers Over Hate Speech  NBC10 Boston

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10 - The Hindu
Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10  The Hindu

Metasearch still “winning formula” for hotel bookings, but display advertising is catching on - Web In Travel
Metasearch still “winning formula” for hotel bookings, but display advertising is catching on  Web In Travel

‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook - The New York Times
‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets” - The Independent
Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets”  The Independent

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

Social Advertising & Social Media Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Social Advertising & Social Media Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’ - Forbes
Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd - 3rd Watch News
Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd  3rd Watch News

Digital Advertising Management Platform Market Outlook: 2020 the Year on a Positive Note | Google, Adobe, Adform - 3rd Watch News
Digital Advertising Management Platform Market Outlook: 2020 the Year on a Positive Note | Google, Adobe, Adform  3rd Watch News

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

Media undersold itself, is overdependent on advertising: Uday Shankar - Livemint
Media undersold itself, is overdependent on advertising: Uday Shankar  Livemint

Global Advertising Agencie Service Market Expected To Reach Highest CAGR By 2025: WPP Group, 22squared, Omnicom Group, Interpublic Group, Dentsu, Publicis Groupe etc. - 3rd Watch News
Global Advertising Agencie Service Market Expected To Reach Highest CAGR By 2025: WPP Group, 22squared, Omnicom Group, Interpublic Group, Dentsu, Publicis Groupe etc.  3rd Watch News

Where is the creative, effective advertising for face masks? - The Irish Times
Where is the creative, effective advertising for face masks?  The Irish Times

The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe - ReliefWeb
The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe  ReliefWeb

Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States - Forbes
Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States  Forbes

Quebec City pulls advertising from Facebook until further notice - Globalnews.ca
Quebec City pulls advertising from Facebook until further notice  Globalnews.ca

New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report - 3rd Watch News
New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report  3rd Watch News

Advertise With Us - WBKO
Advertise With Us  WBKO

Digital Display Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Digital Display Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Booker and McGrath Intensify Advertising Blitz in Kentucky - The New York Times
Booker and McGrath Intensify Advertising Blitz in Kentucky  The New York Times

Corona Impact on Online Display Advertising Platforms Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE - 3rd Watch News
Corona Impact on Online Display Advertising Platforms Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE  3rd Watch News

Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE - 3rd Watch News
Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE  3rd Watch News

Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights - MarTech Series
Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights  MarTech Series

NAACP and others call for advertisers to boycott Facebook - Vox.com
NAACP and others call for advertisers to boycott Facebook  Vox.com

Ministers need to fix broken online advertising market - The Times
Ministers need to fix broken online advertising market  The Times

Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

Demand Side Platforms (DSP) For Programmatic Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Demand Side Platforms (DSP) For Programmatic Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

The North Face is the biggest brand yet to join Facebook ad boycott - CNN
The North Face is the biggest brand yet to join Facebook ad boycott  CNN

Visualizing the COVID-19 Impact on Advertising Spend - Visual Capitalist
Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

Facebook’s Tensions With Advertisers Predate the Boycott - The Wall Street Journal
Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14 - MacRumors
EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14  MacRumors

Apple's privacy changes represent 'tectonic shift' for digital ad industry - AdAge.com
Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

Fox News Host Tucker Carlson Loses More Advertisers - The New York Times
Fox News Host Tucker Carlson Loses More Advertisers  The New York Times

Gary Vaynerchuk: Most advertisers don't know what they want Facebook to do about hate speech - Yahoo Finance
Gary Vaynerchuk: Most advertisers don't know what they want Facebook to do about hate speech  Yahoo Finance

Six lessons from David Ogilvy that advertisers should remember today - AdAge.com
Six lessons from David Ogilvy that advertisers should remember today  AdAge.com

As brand advertising budgets get pinched, publishers pivot to cater to direct response - Digiday
As brand advertising budgets get pinched, publishers pivot to cater to direct response  Digiday

Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform - Newsweek
Facebook Market Value Plummets $56 Billion as Advertisers Flee Platform  Newsweek

Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed. - The New York Times
Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed.  The New York Times

A Former Google Executive Takes Aim at His Old Company With a Start-Up - The New York Times
A Former Google Executive Takes Aim at His Old Company With a Start-Up  The New York Times

Advertisers eye in-game ads as audiences swell in lockdown - Digiday
Advertisers eye in-game ads as audiences swell in lockdown  Digiday

Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV - Deadline
Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV  Deadline

Now You Can Opt Out of Seeing Political Ads on Facebook - The New York Times
Now You Can Opt Out of Seeing Political Ads on Facebook  The New York Times

Facebook under pressure as advertisers pause campaigns - CNN
Facebook under pressure as advertisers pause campaigns  CNN

Third of top brands likely to suspend social media spending, survey finds - Financial Times
Third of top brands likely to suspend social media spending, survey finds  Financial Times

Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page - Social Media Today
Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page  Social Media Today

PSVR Patent Filed For Advertisements Displayed Within The Headset - IGN
PSVR Patent Filed For Advertisements Displayed Within The Headset  IGN

Influential group of MPs calls for total ban on gambling advertising - The Guardian
Influential group of MPs calls for total ban on gambling advertising  The Guardian

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