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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:[email protected]

©2005 BIG Mike McDaniel All Rights Reserved [email protected] 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:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. February / 28 / 2024

World Creative Rankings 2024: advertising's top companies, campaigns & people announced - The Drum
World Creative Rankings 2024: advertising's top companies, campaigns & people announced  The Drum

The Best Advertising Agency Starts With a Good Marriage - Inc.
The Best Advertising Agency Starts With a Good Marriage  Inc.

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Hulu advertising reportedly blocks 'religious indoctrination' - Deseret News
Hulu advertising reportedly blocks 'religious indoctrination'  Deseret News

Meta's layoffs continue to impact advertisers as the company replaces account team members with AI - Digiday
Meta's layoffs continue to impact advertisers as the company replaces account team members with AI  Digiday

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Google gives advertisers more visibility and control over search following scathing Adalytics report - Ad Age
Google gives advertisers more visibility and control over search following scathing Adalytics report  Ad Age

SC issues contempt notice to Patanjali over 'misleading advertisements' - The Times of India
SC issues contempt notice to Patanjali over 'misleading advertisements'  The Times of India

'Entire Country Taken For A Ride, You Shut Eyes For 2 Years!': Supreme Court Pulls Up Union For Inaction... - Live Law - Indian Legal News
'Entire Country Taken For A Ride, You Shut Eyes For 2 Years!': Supreme Court Pulls Up Union For Inaction...  Live Law - Indian Legal News

SC issues contempt notice to Patanjali Ayurved for ‘misleading’ advertisements - Hindustan Times
SC issues contempt notice to Patanjali Ayurved for ‘misleading’ advertisements  Hindustan Times

Where do candidates stand as ND political advertising season begins? - KFYR
Where do candidates stand as ND political advertising season begins?  KFYR

PGA TOUR joins Coalition for Responsible Sports Betting Advertising - PGA TOUR
PGA TOUR joins Coalition for Responsible Sports Betting Advertising  PGA TOUR

ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines - Coeur d'Alene Press
ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines  Coeur d'Alene Press

Introducing NinaData WordIntent™ - A Breakthrough in Contextual Advertising with Generative AI - 24-7 Press Release
Introducing NinaData WordIntent™ - A Breakthrough in Contextual Advertising with Generative AI  24-7 Press Release

CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ... - Center for Democracy and Technology
CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ...  Center for Democracy and Technology

Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience - PR Newswire
Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience  PR Newswire

Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments - Florida Politics
Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments  Florida Politics

Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley - AmericanBankingNEWS
Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley  AmericanBankingNEWS

Fox employs Madhive's new local CTV political ad marketplace - StreamTV Insider
Fox employs Madhive's new local CTV political ad marketplace  StreamTV Insider

Mushroom Council advertising campaign targets mushroom loyalists - Produce Blue Book
Mushroom Council advertising campaign targets mushroom loyalists  Produce Blue Book

Advertisers Are On Edge, But IAS Is In Fine Fettle - AdExchanger
Advertisers Are On Edge, But IAS Is In Fine Fettle  AdExchanger

Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video) - MediaVillage
Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video)  MediaVillage

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom - EIN News
Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom  EIN News

Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport - TravelDailyNews International
Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport  TravelDailyNews International

Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades - PR Newswire
Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades  PR Newswire

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Virtual Marketing, PR, Advertising Fair | Student Affairs - The University of Virginia
Virtual Marketing, PR, Advertising Fair | Student Affairs  The University of Virginia

Parliament adopts new transparency rules for political advertising - European Interest
Parliament adopts new transparency rules for political advertising  European Interest

How Tom Burell made advertising with Black people, for Black people - WILL News - Illinois Public Media
How Tom Burell made advertising with Black people, for Black people  WILL News - Illinois Public Media

PGA Tour signs up to Coalition for Responsible Sports Betting Advertising - EGR Global
PGA Tour signs up to Coalition for Responsible Sports Betting Advertising  EGR Global

Madhive Launches Local CTV Market For Political Advertising - Next TV
Madhive Launches Local CTV Market For Political Advertising  Next TV

Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group - EIN News
Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group  EIN News

DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability - MarTech Series
DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability  MarTech Series

5 crucial insights from mobile leaders on privacy-first advertising - The Drum
5 crucial insights from mobile leaders on privacy-first advertising  The Drum

URiT Advertising Unveils New Slogan: 'Make America Proud Again - EIN News
URiT Advertising Unveils New Slogan: 'Make America Proud Again  EIN News

Hackers Advertising New Version Of WarZone RAT On Hacking Forums - GBHackers
Hackers Advertising New Version Of WarZone RAT On Hacking Forums  GBHackers

Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024 - New Pittsburgh Courier
Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024  New Pittsburgh Courier

Madhive Launches Local CTV Marketplace For Political Advertising - TV Technology
Madhive Launches Local CTV Marketplace For Political Advertising  TV Technology

Campaign Chemistry: The New York Times global chief advertising officer Joy Robins - Campaign US
Campaign Chemistry: The New York Times global chief advertising officer Joy Robins  Campaign US

RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone - Yahoo Finance
RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone  Yahoo Finance

Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec - Yahoo Finance
Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec  Yahoo Finance

The Pitch: Advertising and marketing news for 2.27.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 2.27.24  RichmondBizSense

PGA Tour Joins Coalition for Responsible Sports Betting Advertising - Covers
PGA Tour Joins Coalition for Responsible Sports Betting Advertising  Covers

Serie A agrees five-year renewal to ISG virtual advertising contract - SportBusiness
Serie A agrees five-year renewal to ISG virtual advertising contract  SportBusiness

iQIYI's Mixed Financial Fortunes: Membership Stability, Advertising Growth, Content Revenue Dip - BNN Breaking
iQIYI's Mixed Financial Fortunes: Membership Stability, Advertising Growth, Content Revenue Dip  BNN Breaking

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

What’s the future of advertising? Ask Sora - ETBrandEquity
What’s the future of advertising? Ask Sora  ETBrandEquity

There's Been No Shortage Of Growth Recently For Guangdong Advertising GroupLtd's (SZSE:002400) Returns On ... - Simply Wall St
There's Been No Shortage Of Growth Recently For Guangdong Advertising GroupLtd's (SZSE:002400) Returns On ...  Simply Wall St

Looking to expand your online presence? Glenside Local can help you advertise - Glenside Local
Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

CTV advertising in India set to witness 47 percent growth; hitting around $395 million by 2027 - Storyboard18
CTV advertising in India set to witness 47 percent growth; hitting around $395 million by 2027  Storyboard18

PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING - The Golf Wire
PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING  The Golf Wire

Hulu Rejects Fort Worth Church Advertisement, Demand Letter Sent for Explanation - The Texan
Hulu Rejects Fort Worth Church Advertisement, Demand Letter Sent for Explanation  The Texan

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

Madhive Launches Local CTV Marketplace For Political Advertising - PR Web
Madhive Launches Local CTV Marketplace For Political Advertising  PR Web

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing - Digiday
My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing  Digiday

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

Tannenbaum leaves IPG’s That Lot for social agency Kairos - More About Advertising
Tannenbaum leaves IPG’s That Lot for social agency Kairos  More About Advertising

Nextdoor Holdings Inc Reports Q4 Growth Amid Advertising Challenges, Eyes Future Innovation - BNN Breaking
Nextdoor Holdings Inc Reports Q4 Growth Amid Advertising Challenges, Eyes Future Innovation  BNN Breaking

PGA Tour Named Coalition for Responsible Betting Ads Member - SBC Americas
PGA Tour Named Coalition for Responsible Betting Ads Member  SBC Americas

Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind' - The Cool Down
Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind'  The Cool Down

Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners - Digiday
Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners  Digiday

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - Yahoo Finance
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  Yahoo Finance

Successful Ramadan advertising relies on authenticity and engaging storytelling - Campaign Middle East
Successful Ramadan advertising relies on authenticity and engaging storytelling  Campaign Middle East

Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends - BNN Breaking
Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends  BNN Breaking

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

ADVERTISEMENT FOR BIDS Pursuant to NC | Public Notices | wataugademocrat.com - Watauga Democrat
ADVERTISEMENT FOR BIDS Pursuant to NC | Public Notices | wataugademocrat.com  Watauga Democrat

Grubhub sued by LA County for false advertising and unfair business practices - CBS News
Grubhub sued by LA County for false advertising and unfair business practices  CBS News

40,000 tear sheets from old Eisner advertising museum going up for auction - Milwaukee Record
40,000 tear sheets from old Eisner advertising museum going up for auction  Milwaukee Record

Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising - Marketscreener.com
Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising  Marketscreener.com

Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media - BNN Breaking
Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media  BNN Breaking

Prepare Your Child to Thrive in the Rapidly Evolving World - South China Morning Post
Prepare Your Child to Thrive in the Rapidly Evolving World  South China Morning Post

Brothers and Sisters nabs TNT Sports from Saatchi - More About Advertising
Brothers and Sisters nabs TNT Sports from Saatchi  More About Advertising

Why Google Gave Advertisers Insight To Audit Ads 02/27/2024 - MediaPost Communications
Why Google Gave Advertisers Insight To Audit Ads 02/27/2024  MediaPost Communications

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - MarTech Series
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  MarTech Series

GA4 updates Advertising workspace to simplify reporting - Search Engine Land
GA4 updates Advertising workspace to simplify reporting  Search Engine Land

‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut... - ThatGrapeJuice
‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

Downtown Perham business owner starts guerilla advertising campaign to grow customer base for town - Perham Focus
Downtown Perham business owner starts guerilla advertising campaign to grow customer base for town  Perham Focus

Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies? - InvestorsObserver
Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies?  InvestorsObserver

2024 is a huge year for political advertising. What does that mean for other advertisers? - Insider Intelligence
2024 is a huge year for political advertising. What does that mean for other advertisers?  Insider Intelligence

What Thriller teaches us about advertising audibility - The Media Leader
What Thriller teaches us about advertising audibility  The Media Leader

Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology - IBC365
Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology  IBC365

Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness - Yahoo Finance
Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels - KWTX
‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels  KWTX

As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News - Campaign Asia
As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News  Campaign Asia

Google unveils major Search Partner Network update as it removes opt-out option - Search Engine Land
Google unveils major Search Partner Network update as it removes opt-out option  Search Engine Land

Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ... - AKIpress
Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ...  AKIpress

Meta's Ad Manager Glitch Causes Ad Prices to Soar - Business Insider
Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

AdTheorent Launches Point™, a Suite of Machine Learning-Powered Geo-Intelligence Solutions Designed to Drive ... - StreetInsider.com
AdTheorent Launches Point™, a Suite of Machine Learning-Powered Geo-Intelligence Solutions Designed to Drive ...  StreetInsider.com

Ad Results Media Unveils ARM PRO, Cutting-Edge Audience Buying Solution for Audio Advertising - MarTech Series
Ad Results Media Unveils ARM PRO, Cutting-Edge Audience Buying Solution for Audio Advertising  MarTech Series

Wonderhood marks leap year with extra day off - More About Advertising
Wonderhood marks leap year with extra day off  More About Advertising

New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies' - Mashable
New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

Walmart's Strategic Move: Acquiring Vizio for $2.3 Billion to Revolutionize Advertising - BNN Breaking
Walmart's Strategic Move: Acquiring Vizio for $2.3 Billion to Revolutionize Advertising  BNN Breaking

JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00 - AmericanBankingNEWS
JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00  AmericanBankingNEWS

FTC to ban Avast from selling browsing data for advertising purposes - BleepingComputer
FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

AKP mayoral candidates working with Israeli company for campaign advertising - TurkishMinute
AKP mayoral candidates working with Israeli company for campaign advertising  TurkishMinute

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