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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 Tue. May / 24 / 2022

Video Advertising Archives - Search Engine Journal
Video Advertising Archives  Search Engine Journal

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Advertising to Gen Z? Personalize it  Smartbrief

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Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?  AdExchanger

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Federal Trade Commission News
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Federal Trade Commission News

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Fayetteville Advertising and Promotion Commission OKs director of downtown initiatives position, allocates $100,000 to effort  Arkansas Online

Advertising Trends from Top DTC Brands in 2022 - Practical Ecommerce
Advertising Trends from Top DTC Brands in 2022  Practical Ecommerce

Digital advertising stocks in play after SNAP sells off - Seeking Alpha
Digital advertising stocks in play after SNAP sells off  Seeking Alpha

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Digital Video Advertising Gives Framework for CTV: MiQ's Moe Chughtai – Beet.TV  BeetTV

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Forget Subscribers. Now It's All About Advertising - TV News Check  TV News Check

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Insights on the Programmatic Display Advertising Global Market to 2027 - Players Include Adobe, Alibaba, Amazon and Media Math - ResearchAndMarkets.com  Yahoo Finance

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Advertising in the Metaverse  Fenwick & West LLP

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What if Elon Musk ditches Twitter advertising?  Smartbrief

US senators target Big Tech's digital advertising machine with new legislation - CNN
US senators target Big Tech's digital advertising machine with new legislation  CNN

US TikTok Advertising 2022 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
US TikTok Advertising 2022 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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Upfront sports marketplace plays a major advertising role for Fox, other networks  Sports Business Journal

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Advertising RPM doubles at CentralNic  Domain Name Wire

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VFX Industry Veteran Tony Robins Joins Harbor as Managing Director of Advertising - Below the Line | Below the Line  Below the Line

Why advertising will never die - Marketing Week
Why advertising will never die  Marketing Week

Evite Is Exiting the Advertising Business - Business Insider
Evite Is Exiting the Advertising Business  Business Insider

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Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water'  Greenpeace International

Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media” - Federal Trade Commission News
Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media”  Federal Trade Commission News

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'Surfboard' advertising forces stockbrokers to step up game  The Australian Financial Review

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ERP Software for Advertising Agencies Market Trend, Demands, Size, Share and Key Players – Deskera, Softdoit, Orcale, Fitnet Manager, Swk Technologies – The Daily Vale  The Daily Vale

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How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott  Hospitality Net

Advertising and marketing veteran Anant Rangaswami passes away - Exchange4Media
Advertising and marketing veteran Anant Rangaswami passes away  Exchange4Media

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

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Global Internet Advertising Market 2022 by Major Players List: Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft, etc.. – The Daily Vale  The Daily Vale

KidGlov Advertising Agency Podcast Hosts Bill Black, Chief Marketing Officer of Scooter's Coffee - Digital Journal
KidGlov Advertising Agency Podcast Hosts Bill Black, Chief Marketing Officer of Scooter's Coffee  Digital Journal

APCON introduces new advertising guidelines, vows crackdown on defaulters - Punch Newspapers
APCON introduces new advertising guidelines, vows crackdown on defaulters  Punch Newspapers

Elizabeth line to add over 300 new advertising sites to London - ianVisits
Elizabeth line to add over 300 new advertising sites to London  ianVisits

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Forget Fast Food Advertising Lawsuit the Fries Are the Problem  ksisradio.com

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2 Top Advertising Tech Stocks to Buy Right Now  The Motley Fool

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Bread False Advertising Claims Partially Underbaked, Judge Says  Law Street Media

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Logan Paul and KSI are getting some Prime advertising space on the NASCAR circuit  Tubefilter

Meet the Notable Leaders in Advertising, Marketing and PR - Crain's New York Business
Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

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Digital Advertising Platforms Market Upcoming Trends, Segmented by Type, Application, End-User and Region -Amazon, Aol, Baidu, Facebook, Google, IAC, Linkedin, Microsoft, Twitter, Yahoo – The Daily Vale - The Daily Vale
Digital Advertising Platforms Market Upcoming Trends, Segmented by Type, Application, End-User and Region -Amazon, Aol, Baidu, Facebook, Google, IAC, Linkedin, Microsoft, Twitter, Yahoo – The Daily Vale  The Daily Vale

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Television Advertising (TV Commercial ) Market Size And Forecast | CBS, Comcast, News, Viacom, Fisher Communication, Comcast, Cox Communications, Gray Television, LiveRail, Sinclair Broadcast Group – The Daily Vale  The Daily Vale

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Cross Platform and Mobile Advertising Market Grows Significantly by 2022 -2028 | SAP SE, Facebook Inc, Alphabet Inc, AOL, Millenial Media, etc – The Daily Vale  The Daily Vale

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Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

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Advertising in the Era of the Great Reprioritisation  PerformanceIN

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How to use your music site to generate advertising revenue  Music In Africa

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Interactive Advertising Market Grows Significantly by 2022 -2028 | Deutsch, Wieden+Kennedy, Stern & Partners, Droga5, Crispin Porter + Bogusky, etc – The Daily Vale  The Daily Vale

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Social Advertising & Social Media Market Biggest Innovation with Top Key Players -Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo, Tencent, LINE, Kakao Talk, MoMo, Microsoft – The Daily Vale  The Daily Vale

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Wicked Campers’ explicit advertising returns after 3-year hiatus  Mumbrella

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Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance  JD Supra

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Why advertising won the streaming wars  Fast Company

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Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

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FAW-VW Audi Says Sorry, Pulls Video After 'Unbelievable' Advertising Blunder  Yicai Global

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Social Media Contextual Advertising Market demand and future scope with Russia-Ukraine Crisis Impact Analysis –Google, Facebook, LinkedIn, YouTube, Baidu, Twitter, Snapchat, Xing, Microsoft, Amazon, Yahoo – The Daily Vale  The Daily Vale

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Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

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The Science Behind Why Watches are Set to 10:10 in Advertising Photos  PetaPixel

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Checklist for Amazon Prime Day 2022 Preparation from Advertising and Inventory Management Experts  EIN News

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Battlefield 2042 removed its 128-player Breakthrough mode - but is still advertising it  Rock Paper Shotgun

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South Dakota Department of Tourism Announces Partnerships with Advertising Agencies  South Dakota State News Home

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In-app Advertising Market 2021-2026 | Industry Size, Share, Trends, Growth, Opportunities and Competitive Analysis – The Daily Vale  The Daily Vale

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AG Brnovich Obtains Over $90000 In Restitution from Pfizer for Deceptive Advertising  Azag.gov

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Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills  Digiday

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'Cost conscious consumers, restrictive economy': Advertising's tough ride in 2022  Digiday

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'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle  Digiday

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Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

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What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list  Endpoints News

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Direct-response audio advertising agency uses marketing analytics to pump up client ad performance  Marketing Dive

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Is There Too Much Sports Betting Advertising?  SportsGrid

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It's Time Advertisers Change Their Approach to OTT Advertising—Here's Why  TV Technology

Meta is going to reveal how political advertisements on Facebook work - TweakTown
Meta is going to reveal how political advertisements on Facebook work  TweakTown

All the ways marketing and advertising are shaping the metaverse - msnNOW
All the ways marketing and advertising are shaping the metaverse  msnNOW

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What social media advertising tells us about inflation  Marketplace

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David Droga changed advertising. Now he wants to kill it.  Fast Company

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The Pitch: Advertising and marketing news for 4.26.22  RichmondBizSense

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US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections  IAB

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Digital OOH Advertising Market 2022 Recent Trends by Major Competitors – Focus Media, Balintimes Hong Kong Media, Stroer, Christie Digital System, Primedia Outdoor, Blue Outdoor, etc – The Daily Vale  The Daily Vale

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Questions about digital advertising? – The Florida Bar  The Florida Bar

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Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

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TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

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Google Topics Resembles Contextual Advertising  Practical Ecommerce

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False advertising of Illinois' new 'property tax relief' bill – Wirepoints Quickpoint  Wirepoints

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Smart Advertising Market Is Going To Boom: Lamar Advertising Company, OUTFRONT Media Inc., CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Inc., Exterion Media Limited – The Daily Vale  The Daily Vale

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'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

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Amazon Advertising Is 44% Cheaper Than Facebook Or Google. But That’s Not The Only Only Thing Brands Should Care About  Forbes

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

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CCNY's Dr. Simone K. Tarver is a 2022 Crain's Notable in Advertising, Marketing and PR  The City College of New York News

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Increase Cross-Channel Advertising Success With Data Clean Rooms  Adweek

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Cinema advertising hopes to get close to pre-pandemic ad revenue totals with new tools, services  Digiday

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Publicis appoints co-CEOs in Thailand | Advertising  Campaign Asia

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It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

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Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

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How Amazon Is Building Its Huge Advertising Business  Business Insider

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Contextual Advertising – Giving Publishers What They Need  The Drum

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Dream hacking: Is this the dystopian future of advertising?  Big Think

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Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll  Endpoints News

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Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

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