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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 [email protected].


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. December / 01 / 2021

What The 'Facebook Papers' Reveal About The Social Network's Advertising Business - Forbes
What The 'Facebook Papers' Reveal About The Social Network's Advertising Business  Forbes

Advertising in the pandemic: how companies used COVID as a marketing tool - The Conversation Africa
Advertising in the pandemic: how companies used COVID as a marketing tool  The Conversation Africa

Health & Wellness Advertising Tips To Drive Holiday Sales - Search Engine Journal
Health & Wellness Advertising Tips To Drive Holiday Sales  Search Engine Journal

TV Advertising Leaders on Collaboration in the Industry - Variety
TV Advertising Leaders on Collaboration in the Industry  Variety

Anderson Collaborative Announced As Amazon Advertising Partner - PRNewswire
Anderson Collaborative Announced As Amazon Advertising Partner  PRNewswire

National Advertising Division Recommends Byte Disclose Incentivized Reviews for Aligner Products - WFMZ Allentown
National Advertising Division Recommends Byte Disclose Incentivized Reviews for Aligner Products  WFMZ Allentown

React LLC Announces Next Phase of Positive Advertising Experiences - MarTech Series
React LLC Announces Next Phase of Positive Advertising Experiences  MarTech Series

fuboTV: Improving Profitability Through Better Advertising - Seeking Alpha
fuboTV: Improving Profitability Through Better Advertising  Seeking Alpha

Mascots, brand name pump up advertising sign value - Clinton Herald
Mascots, brand name pump up advertising sign value  Clinton Herald

New Guide Helps B2B Marketers Take Advantage of Podcast Advertising - MarTech Series
New Guide Helps B2B Marketers Take Advantage of Podcast Advertising  MarTech Series

Marcos Oliveira, Clever Advertising: Affiliates must keep clients in mind rather than ‘cherry-pick’ US states - SBC Americas
Marcos Oliveira, Clever Advertising: Affiliates must keep clients in mind rather than ‘cherry-pick’ US states  SBC Americas

Why Zero-Party Data Is the Future Of Privacy-First Advertising - AdExchanger
Why Zero-Party Data Is the Future Of Privacy-First Advertising  AdExchanger

ListenFirst's Jonathan Farb Named Co-Chair Of The Advertising Research Foundation's Social Council - PRNewswire
ListenFirst's Jonathan Farb Named Co-Chair Of The Advertising Research Foundation's Social Council  PRNewswire

Once again, marketers navigate addressing the pandemic in holiday advertising - Morning Brew
Once again, marketers navigate addressing the pandemic in holiday advertising  Morning Brew

‘We need a structural shift’: Conscious Advertising Network’s co-chair on how the ad industry can tackle the climate crisis - Digiday
‘We need a structural shift’: Conscious Advertising Network’s co-chair on how the ad industry can tackle the climate crisis  Digiday

How new, binding EU transparency standards for political advertising could be even higher - EURACTIV
How new, binding EU transparency standards for political advertising could be even higher  EURACTIV

New Decree Amending and Supplementing Regulations on Cross-border Advertising - Lexology
New Decree Amending and Supplementing Regulations on Cross-border Advertising  Lexology

Official Rollout of Advertising Targeting Solution ATOM: Strong Performance of 28% Higher Click-Through-Rates and App 15% Better Monetization Compared to Campaigns Without IDFA - Yahoo Finance
Official Rollout of Advertising Targeting Solution ATOM: Strong Performance of 28% Higher Click-Through-Rates and App 15% Better Monetization Compared to Campaigns Without IDFA  Yahoo Finance

Here's how to nail your search advertising for your business - Sifted
Here's how to nail your search advertising for your business  Sifted

The Department Of Transportation Should Leave Advertising To The Kardashians - Above the Law
The Department Of Transportation Should Leave Advertising To The Kardashians  Above the Law

Advertise Page - Coindesk
Advertise Page  Coindesk

Lawmakers press pause on award of disputed DC Lottery advertising contract - Washington Business Journal - Washington Business Journal
Lawmakers press pause on award of disputed DC Lottery advertising contract - Washington Business Journal  Washington Business Journal

Kuwait's OptimizeApp Acquires Panda Media, Bolsters Presence in Gulf's Digital Advertising Landscape - PRNewswire
Kuwait's OptimizeApp Acquires Panda Media, Bolsters Presence in Gulf's Digital Advertising Landscape  PRNewswire

Lasso Digital Wins Advertising Contract with Town of Parker - WFMZ Allentown
Lasso Digital Wins Advertising Contract with Town of Parker  WFMZ Allentown

Aces of Trades: Jay Nauman is fourth-generation owner of local outdoor advertising company - Lancaster Eagle Gazette
Aces of Trades: Jay Nauman is fourth-generation owner of local outdoor advertising company  Lancaster Eagle Gazette

Ineo digital advertising raises sales by 61% - Digital Signage Today
Ineo digital advertising raises sales by 61%  Digital Signage Today

Social Media Advertisers Are Grabbing Huge Amounts of Your Data - PCMag.com
Social Media Advertisers Are Grabbing Huge Amounts of Your Data  PCMag.com

Introducing Endpoints Studio, a new way to advertise with Endpoints-crafted branding campaigns - Endpoints News
Introducing Endpoints Studio, a new way to advertise with Endpoints-crafted branding campaigns  Endpoints News

HubSpot : 2021 Advertising Stats You Need to Know - marketscreener.com
HubSpot : 2021 Advertising Stats You Need to Know  marketscreener.com

How to Reap the Rewards of Automation in Advertising - HomeCare
How to Reap the Rewards of Automation in Advertising  HomeCare

Twitter advertisers reflect on Jack Dorsey's tenure - AdAge.com
Twitter advertisers reflect on Jack Dorsey's tenure  AdAge.com

Advertisers Adjust Holiday Messages to Covid-19, Supply-Chain Challenges - The Wall Street Journal
Advertisers Adjust Holiday Messages to Covid-19, Supply-Chain Challenges  The Wall Street Journal

Constantine Announces Advertising and Investor Awareness Program and Shares Issued for Financial Advisory Services - Yahoo Finance
Constantine Announces Advertising and Investor Awareness Program and Shares Issued for Financial Advisory Services  Yahoo Finance

Free downtown ride-hailing company banks on advertising, not fares - BusinessDen
Free downtown ride-hailing company banks on advertising, not fares  BusinessDen

Ay, Papantla, your children fly! Backdoor is now looking to advertise - Entrepreneur
Ay, Papantla, your children fly! Backdoor is now looking to advertise  Entrepreneur

Facebook owner Meta told to sell Giphy as British regulator blocks acquisition - CNBC
Facebook owner Meta told to sell Giphy as British regulator blocks acquisition  CNBC

The advertising that aims to revolutionize the sport: not to believe this in the USA - Market Research Telecast
The advertising that aims to revolutionize the sport: not to believe this in the USA  Market Research Telecast

MLW advertising a current ROH champion for its first show of 2022 - ProWrestling.net
MLW advertising a current ROH champion for its first show of 2022  ProWrestling.net

White Bullet appoints Stuart Dickinson as Director of Advertising Operations and Client Success - EIN News
White Bullet appoints Stuart Dickinson as Director of Advertising Operations and Client Success  EIN News

UT-Austin to keep Stan Richards' name on advertising school after he called motel campaign “too Black” - The Texas Tribune
UT-Austin to keep Stan Richards' name on advertising school after he called motel campaign “too Black”  The Texas Tribune

Small business tips for making the most of digital advertising - Wyoming Tribune
Small business tips for making the most of digital advertising  Wyoming Tribune

Advertising Standards - American Dental Association
Advertising Standards  American Dental Association

Aniview’s one-stop-shop bringing clarity to advertisers - opinion - The Jerusalem Post
Aniview’s one-stop-shop bringing clarity to advertisers - opinion  The Jerusalem Post

Looking back at Ridley Scott's advertising career - Far Out Magazine
Looking back at Ridley Scott's advertising career  Far Out Magazine

Global Data Monetization Platform Markets Report 2021: AI and Digital Advertising Emerging as Critical Elements for Telcos to Create Differentiation - PRNewswire
Global Data Monetization Platform Markets Report 2021: AI and Digital Advertising Emerging as Critical Elements for Telcos to Create Differentiation  PRNewswire

Detroit Entrepreneur gives away Free Advertising to local Detroit Small Businesses - EIN News
Detroit Entrepreneur gives away Free Advertising to local Detroit Small Businesses  EIN News

Court of Justice of the EU Finds that Advertising Shown in Email Inbox is Subject to Rules on Direct Marketing - Lexology
Court of Justice of the EU Finds that Advertising Shown in Email Inbox is Subject to Rules on Direct Marketing  Lexology

The advertising industry's first inclusion and diversity census - AdNews
The advertising industry's first inclusion and diversity census  AdNews

How Can Upswell Marketing Help You With Your Automotive Print Advertising? - SpeedywayMedia.com
How Can Upswell Marketing Help You With Your Automotive Print Advertising?  SpeedywayMedia.com

Meta Plans to Remove Thousands of Sensitive Ad-Targeting Categories - The New York Times
Meta Plans to Remove Thousands of Sensitive Ad-Targeting Categories  The New York Times

Roku's new campaign aims to help marketers future-proof advertising - AdAge.com
Roku's new campaign aims to help marketers future-proof advertising  AdAge.com

HubSpot : A Step-by-Step Guide to Advertising on Instagram - marketscreener.com
HubSpot : A Step-by-Step Guide to Advertising on Instagram  marketscreener.com

Latest top-100 rankings for creativity, effectiveness, media excellence in advertising revealed - Arab News
Latest top-100 rankings for creativity, effectiveness, media excellence in advertising revealed  Arab News

Is Ontario About to get Hit by a Wave of Advertising for Online Sportsbooks? - Covers
Is Ontario About to get Hit by a Wave of Advertising for Online Sportsbooks?  Covers

Congressman hit by backlash after advertising for unpaid interns on Twitter - Yahoo News
Congressman hit by backlash after advertising for unpaid interns on Twitter  Yahoo News

WWE Hall Of Famer Calls Out Promoter Over False Advertisement - Wrestling Inc.
WWE Hall Of Famer Calls Out Promoter Over False Advertisement  Wrestling Inc.

Complex Streaming Deals Push TV Networks to Make Advertising Pitches Far Ahead of Schedule - Variety
Complex Streaming Deals Push TV Networks to Make Advertising Pitches Far Ahead of Schedule  Variety

Advertising giant WPP acquires Amazon, eBay, Etsy and Wayfair tech firm - Business Live
Advertising giant WPP acquires Amazon, eBay, Etsy and Wayfair tech firm  Business Live

Indian advertising still stuck in stereotypes: report | Advertising - Campaign Asia
Indian advertising still stuck in stereotypes: report | Advertising  Campaign Asia

NGOs call for government ban on alcohol advertising - The Phnom Penh Post
NGOs call for government ban on alcohol advertising  The Phnom Penh Post

Insiders who bought this year lost ₹1.4m as Vertoz Advertising Limited (NSE:VERTOZ) sheds ₹133m in value - Simply Wall St
Insiders who bought this year lost ₹1.4m as Vertoz Advertising Limited (NSE:VERTOZ) sheds ₹133m in value  Simply Wall St

How The Emergence Of The ‘80/20’ Ad Groups Is Changing The Narrative Of Advertising - Forbes
How The Emergence Of The ‘80/20’ Ad Groups Is Changing The Narrative Of Advertising  Forbes

Kubient Acqui-Hires Team from Leading Digital Media Agency MediaCrossing Inc. to Bolster Managed Solutions Division - PRNewswire
Kubient Acqui-Hires Team from Leading Digital Media Agency MediaCrossing Inc. to Bolster Managed Solutions Division  PRNewswire

Russian Cybercriminal Sentenced to 10 Years in Prison for Digital Advertising Fraud Scheme - Department of Justice
Russian Cybercriminal Sentenced to 10 Years in Prison for Digital Advertising Fraud Scheme  Department of Justice

Gov't Rests Hope Of Tackling Fraud On Advertising Program - Law360
Gov't Rests Hope Of Tackling Fraud On Advertising Program  Law360

GB News takes swipe at BBC as it launches new advertising campaign - Metro
GB News takes swipe at BBC as it launches new advertising campaign  Metro

Barstool advertisers spooked by Dave Portnoy exposé — but execs aren't worried - Page Six
Barstool advertisers spooked by Dave Portnoy exposé — but execs aren't worried  Page Six

Inside Mark Zuckerberg's metaverse, how will the world of advertisements look? - CNBC
Inside Mark Zuckerberg's metaverse, how will the world of advertisements look?  CNBC

How the TV industry can chart the path to better measurement - AdAge.com
How the TV industry can chart the path to better measurement  AdAge.com

The photo of Catherine of Cambridge in an advertising campaign that has not been liked by royalty - Market Research Telecast
The photo of Catherine of Cambridge in an advertising campaign that has not been liked by royalty  Market Research Telecast

Why Fiverr believes it’s finally time to bring back OOH advertising next year - Digiday
Why Fiverr believes it’s finally time to bring back OOH advertising next year  Digiday

False advertising is alive and well in mobile gaming with no sign of stopping - App Trigger
False advertising is alive and well in mobile gaming with no sign of stopping  App Trigger

Experts on How Shopify Could Get Into Digital Advertising - Business Insider
Experts on How Shopify Could Get Into Digital Advertising  Business Insider

Video: Klarna CMO on advertising and livestream shopping - AdAge.com
Video: Klarna CMO on advertising and livestream shopping  AdAge.com

T-Mobile blocked from advertising 'most reliable' 5G - TechRadar
T-Mobile blocked from advertising 'most reliable' 5G  TechRadar

Inside Mob Scene's Creative Advertising and Content for Will Smith's King Richard - Muse by Clio
Inside Mob Scene's Creative Advertising and Content for Will Smith's King Richard  Muse by Clio

Orji Kalu advertising visit to Kanu for political gains – Family - The Punch
Orji Kalu advertising visit to Kanu for political gains – Family  The Punch

How Cellphone Data Collected for Advertising Landed at U.S. Government Agencies - The Wall Street Journal
How Cellphone Data Collected for Advertising Landed at U.S. Government Agencies  The Wall Street Journal

Senator Markey says Facebook statements on kids advertising ‘appear misleading’ - BetaBoston
Senator Markey says Facebook statements on kids advertising ‘appear misleading’  BetaBoston

China to Step Up Oversight of Online Advertising with New Rule - Bloomberg Law
China to Step Up Oversight of Online Advertising with New Rule  Bloomberg Law

Adcore Announces Renewal of Microsoft Advertising Agreement for 2022 - StreetInsider.com
Adcore Announces Renewal of Microsoft Advertising Agreement for 2022  StreetInsider.com

Amazon Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
Amazon Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Global Advertising Production Services Market Sourcing and Procurement Intelligence Report| Top Spending Regions and Market Price Trends| SpendEdge - PRNewswire
Global Advertising Production Services Market Sourcing and Procurement Intelligence Report| Top Spending Regions and Market Price Trends| SpendEdge  PRNewswire

CD Projekt believes Cyberpunk 2077's infamy is great for advertising - TweakTown
CD Projekt believes Cyberpunk 2077's infamy is great for advertising  TweakTown

How Supply Chain Issues Are Messing Up TV Advertising - Hollywood Reporter
How Supply Chain Issues Are Messing Up TV Advertising  Hollywood Reporter

U.S. advertising employment increased by 2200 jobs in October - AdAge.com
U.S. advertising employment increased by 2200 jobs in October  AdAge.com

Advertising In Reliable News Sources Provides Stronger Brand Effectiveness - Forbes
Advertising In Reliable News Sources Provides Stronger Brand Effectiveness  Forbes

US Connected TV Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
US Connected TV Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Crown Media Taps into Mirriad’s In-Video Advertising Opportunities for Holiday Season - Yahoo Finance
Crown Media Taps into Mirriad’s In-Video Advertising Opportunities for Holiday Season  Yahoo Finance

Crypto Advertisements Are Everywhere: The Consumer Isn’t A Moron - Forbes
Crypto Advertisements Are Everywhere: The Consumer Isn’t A Moron  Forbes

Alphabet, Magnite: Are Digital Advertising Stocks A Buy Ahead Of The Holidays? - Forbes
Alphabet, Magnite: Are Digital Advertising Stocks A Buy Ahead Of The Holidays?  Forbes

Amazon's Advertising Business Is Firing on All Cylinders - Motley Fool
Amazon's Advertising Business Is Firing on All Cylinders  Motley Fool

Internet Advertising About to Change | Third-Party Cookies - ConsumerReports.org
Internet Advertising About to Change | Third-Party Cookies  ConsumerReports.org

Apple's ad privacy change impact shows the power it wields over other industries - CNBC
Apple's ad privacy change impact shows the power it wields over other industries  CNBC

Big Tech scrambles as Europe ramps up crusade against online advertising - POLITICO.eu
Big Tech scrambles as Europe ramps up crusade against online advertising  POLITICO.eu

Albertsons Launching Internal Advertising Business - Business Insider
Albertsons Launching Internal Advertising Business  Business Insider

ADVERTISING: Advertorial — How we are different - Coeur d'Alene Press
ADVERTISING: Advertorial — How we are different  Coeur d'Alene Press

How 2021's Elections Could Predict The Future Of Political Advertising - AdExchanger
How 2021's Elections Could Predict The Future Of Political Advertising  AdExchanger

US connected TV advertising will approach 60% growth by year-end - eMarketer
US connected TV advertising will approach 60% growth by year-end  eMarketer

The future of AI-enabled advertising: how marketers can win in a first-party data world - The Drum
The future of AI-enabled advertising: how marketers can win in a first-party data world  The Drum

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