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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. November / 06 / 2024

Microsoft expands Copilot AI-powered advertising capabilities - Search Engine Land
Microsoft expands Copilot AI-powered advertising capabilities  Search Engine Land

The evolving "Wild West" of political advertising - CBS News
The evolving "Wild West" of political advertising  CBS News

Election night is Calm’s ‘Super Bowl,’ so it’s buying 30 seconds of silence on CNN and ABC - Fast Company
Election night is Calm’s ‘Super Bowl,’ so it’s buying 30 seconds of silence on CNN and ABC  Fast Company

Fox Corp tops revenue targets on political ad boom ahead of US election - Reuters
Fox Corp tops revenue targets on political ad boom ahead of US election  Reuters

Sky faces bill for hundreds of millions after advertising blunder - The Guardian
Sky faces bill for hundreds of millions after advertising blunder  The Guardian

All of the winners from The Drum Awards for Advertising 2024 - The Drum
All of the winners from The Drum Awards for Advertising 2024  The Drum

Political Advertising Surge Drives Fox Corp. Earnings - Hollywood Reporter
Political Advertising Surge Drives Fox Corp. Earnings  Hollywood Reporter

Better Advertising Stock: The Trade Desk vs. Alphabet - The Motley Fool
Better Advertising Stock: The Trade Desk vs. Alphabet  The Motley Fool

Rogers promoted to regional advertising director - The Globe
Rogers promoted to regional advertising director  The Globe

Amazon: Amazing Buy Opportunity - Promising ECommerce/ Subscription/ AWS/ Advertising Monetizations - Seeking Alpha
Amazon: Amazing Buy Opportunity - Promising ECommerce/ Subscription/ AWS/ Advertising Monetizations  Seeking Alpha

YouTube is eating the TV industry’s lunch - Fast Company
YouTube is eating the TV industry’s lunch  Fast Company

Marks and Spencer apologise and remove poser after advertising girls' first-time bras for 'young things' - Daily Mail
Marks and Spencer apologise and remove poser after advertising girls' first-time bras for 'young things'  Daily Mail

Advertisers grow spending in Amazon DSP as adoption increases - Digiday
Advertisers grow spending in Amazon DSP as adoption increases  Digiday

Advertising Law Alert -- Falsely Claiming A Product Feature Is "Patented" May Spark A False Advertising Claim - Mondaq News Alerts
Advertising Law Alert -- Falsely Claiming A Product Feature Is "Patented" May Spark A False Advertising Claim  Mondaq News Alerts

Vici Unveils Digital Out-Of-Home Advertising Product To Their MarTech - Martechcube
Vici Unveils Digital Out-Of-Home Advertising Product To Their MarTech  Martechcube

IAB Europe’s 10th Annual Attitudes to Programmatic Advertising Report Unveils Latest Market Insights & Trends - ExchangeWire
IAB Europe’s 10th Annual Attitudes to Programmatic Advertising Report Unveils Latest Market Insights & Trends  ExchangeWire

Fox Sports has announced that it has sold out all advertising slots for Super Bowl LIX - AS USA
Fox Sports has announced that it has sold out all advertising slots for Super Bowl LIX  AS USA

Advertising fails to deliver the usual sales pop for Portillo's - Restaurant Business Online
Advertising fails to deliver the usual sales pop for Portillo's  Restaurant Business Online

Why ZipRecruiter embraced advertising during a presidential election - Marketing Brew
Why ZipRecruiter embraced advertising during a presidential election  Marketing Brew

Ace Studios named Advertising Agency of the Year - Northern Nevada Business Weekly
Ace Studios named Advertising Agency of the Year  Northern Nevada Business Weekly

Sonnant’s Programmatic Entry Vows To Make Audio Advertising More Precise And Cost Effective. - Insideradio.com
Sonnant’s Programmatic Entry Vows To Make Audio Advertising More Precise And Cost Effective.  Insideradio.com

Deceptive Advertising on the Ballot - Cato Institute
Deceptive Advertising on the Ballot  Cato Institute

Fox sells out Super Bowl LIX advertising inventory three months early - SportsPro Media
Fox sells out Super Bowl LIX advertising inventory three months early  SportsPro Media

‘EA Sports FC 25’ Adds Actual Advertisements And… Cancer? - VICE
‘EA Sports FC 25’ Adds Actual Advertisements And… Cancer?  VICE

Web Marketing Association's 23rd IAC Awards to Name Best Online Advertising Campaigns - PR.com
Web Marketing Association's 23rd IAC Awards to Name Best Online Advertising Campaigns  PR.com

Meta to extend block on new election ads past voting day - Axios
Meta to extend block on new election ads past voting day  Axios

Yes, There Is A Wrong Way To Advertise On TV - Forbes
Yes, There Is A Wrong Way To Advertise On TV  Forbes

South Korea Fines Meta $15.67M for Illegally Sharing Sensitive User Data with Advertisers - The Hacker News
South Korea Fines Meta $15.67M for Illegally Sharing Sensitive User Data with Advertisers  The Hacker News

Our new advertising campaign dedicated to Retirement Savings Management - Amundi
Our new advertising campaign dedicated to Retirement Savings Management  Amundi

Republicans outspend Dems in Arkansas advertising - Axios
Republicans outspend Dems in Arkansas advertising  Axios

No One Wants to Admit What Will Really Decide This Election. Unfortunately, I Saw It for Myself. - Slate
No One Wants to Admit What Will Really Decide This Election. Unfortunately, I Saw It for Myself.  Slate

In-Game Advertising Market Getting Back To Stellar Growth Ahead: AdInMo, BidStack, Frameplay - EIN News
In-Game Advertising Market Getting Back To Stellar Growth Ahead: AdInMo, BidStack, Frameplay  EIN News

LA County sues Pepsi and Coke over plastic pollution and false advertising - Grist
LA County sues Pepsi and Coke over plastic pollution and false advertising  Grist

Saylor Advertising.Inc's (TSE:2156) Returns On Capital Tell Us There Is Reason To Feel Uneasy - Simply Wall St
Saylor Advertising.Inc's (TSE:2156) Returns On Capital Tell Us There Is Reason To Feel Uneasy  Simply Wall St

Resident furious after witnessing awful advertising scheme in neighborhood: 'So dangerous for everyone on the road' - The Cool Down
Resident furious after witnessing awful advertising scheme in neighborhood: 'So dangerous for everyone on the road'  The Cool Down

Online Advertising Market Analysis, Trends, and Business - GlobeNewswire
Online Advertising Market Analysis, Trends, and Business  GlobeNewswire

South Korean authorities fine Meta $15.6 million for sharing user data with advertisers - The Record from Recorded Future News
South Korean authorities fine Meta $15.6 million for sharing user data with advertisers  The Record from Recorded Future News

The cost of TV advertising is falling, but football ad prices surge - eMarketer
The cost of TV advertising is falling, but football ad prices surge  eMarketer

Political Ad Spending To Top $12 Billion in 2024 - TV Technology
Political Ad Spending To Top $12 Billion in 2024  TV Technology

Advertising's inevitable decline turned out to be evitable - Sherwood News
Advertising's inevitable decline turned out to be evitable  Sherwood News

Amazon's advertising business grew 19% in the third quarter - CNBC
Amazon's advertising business grew 19% in the third quarter  CNBC

The evolving "Wild West" of political advertising - CBS News
The evolving "Wild West" of political advertising  CBS News

Pomilio Blumm to oversee advertising and product promotion for De Cecco Group - GlobeNewswire
Pomilio Blumm to oversee advertising and product promotion for De Cecco Group  GlobeNewswire

Kit Kat’s Winning Formula: Attention, Emotion, and Advertising Success - Leger
Kit Kat’s Winning Formula: Attention, Emotion, and Advertising Success  Leger

Advertising Software Stocks Q2 Results: Benchmarking DoubleVerify (NYSE:DV) - Yahoo Finance
Advertising Software Stocks Q2 Results: Benchmarking DoubleVerify (NYSE:DV)  Yahoo Finance

3 Trends Shaping the Future of Programmatic Advertising - ReadWrite
3 Trends Shaping the Future of Programmatic Advertising  ReadWrite

Wunderman Thompson Books $1.9B Marine Corps Contract for Recruitment Advertising Support - GovCon Wire
Wunderman Thompson Books $1.9B Marine Corps Contract for Recruitment Advertising Support  GovCon Wire

Dialog newspaper and website offer quality, affordable local advertising; get a print and digital package for as low as $100 - The Dialog
Dialog newspaper and website offer quality, affordable local advertising; get a print and digital package for as low as $100  The Dialog

Forget $2 million Super Mario Bros carts - in 1994 retro game collectors were trading price guides advertising the "Holy Grail of the game industry" at a whopping $100 - Gamesradar
Forget $2 million Super Mario Bros carts - in 1994 retro game collectors were trading price guides advertising the "Holy Grail of the game industry" at a whopping $100  Gamesradar

Nearly $1 billion spent on political ads over the last week - NBC News
Nearly $1 billion spent on political ads over the last week  NBC News

CIMM City 2024. The State Of TV Advertising - TVRev
CIMM City 2024. The State Of TV Advertising  TVRev

UK advertising watchdog slams CurrencyWave for misleading ad - FX News Group
UK advertising watchdog slams CurrencyWave for misleading ad  FX News Group

Meta found to have exposed info on North Korean defectors to advertisers - TechCrunch
Meta found to have exposed info on North Korean defectors to advertisers  TechCrunch

The cryptocurrency industry raised over $245 million in this cycle, with advertising avoiding discussions about cryptocurrencies - ChainCatcher
The cryptocurrency industry raised over $245 million in this cycle, with advertising avoiding discussions about cryptocurrencies  ChainCatcher

Presidential candidates target different demographics through different advertising methods - Columbia Chronicle
Presidential candidates target different demographics through different advertising methods  Columbia Chronicle

US election showers Fox with advertising dollars - AdNews
US election showers Fox with advertising dollars  AdNews

National Advertising Division Finds Certain Safety Claims - GlobeNewswire
National Advertising Division Finds Certain Safety Claims  GlobeNewswire

Top takeaways from Advertising Week 2024 marketers need to know - Marketing Dive
Top takeaways from Advertising Week 2024 marketers need to know  Marketing Dive

Vistar partners with Haleon in DOOH advertising - Digital Signage Today
Vistar partners with Haleon in DOOH advertising  Digital Signage Today

Hats, Tats and Tees: How Americans Are Advertising Their Political Support - Newsweek
Hats, Tats and Tees: How Americans Are Advertising Their Political Support  Newsweek

SoundCloud Selects PubMatic to Enhance Access to Programmatic Advertising on a Global Scale - StockTitan
SoundCloud Selects PubMatic to Enhance Access to Programmatic Advertising on a Global Scale  StockTitan

Feds, Google continue sparring match over tech monopoly suit - Courthouse News Service
Feds, Google continue sparring match over tech monopoly suit  Courthouse News Service

Advertising Crisis Management: Roadmap to braving a backlash - ETBrandEquity
Advertising Crisis Management: Roadmap to braving a backlash  ETBrandEquity

Federal agency investigating how Meta uses consumer financial data for advertising - The Record from Recorded Future News
Federal agency investigating how Meta uses consumer financial data for advertising  The Record from Recorded Future News

Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims - Digiday
Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims  Digiday

Meta discloses potential CFPB lawsuit following probe into advertising, disclosure practices - Compliance Week
Meta discloses potential CFPB lawsuit following probe into advertising, disclosure practices  Compliance Week

Will political ads end after Election Day? What to know about how long they can run - Fort Worth Star-Telegram
Will political ads end after Election Day? What to know about how long they can run  Fort Worth Star-Telegram

CENTER TOWNSHIP APPROVES ADVERTISING SOLAR ORDINANCE - wccsradio.com
CENTER TOWNSHIP APPROVES ADVERTISING SOLAR ORDINANCE  wccsradio.com

End of Word-of-Mouth Advertising? GoDaddy Data Shows Gen Z Trusts Influencers More Than Friends - 3BL Media
End of Word-of-Mouth Advertising? GoDaddy Data Shows Gen Z Trusts Influencers More Than Friends  3BL Media

FDIC Extends Compliance Date for Subpart A of the FDIC Official Signs and Advertising Requirements, False Advertising, Misrepresentation of Insured Status, and Misuse of the FDIC’s Name or Logo - FDIC
FDIC Extends Compliance Date for Subpart A of the FDIC Official Signs and Advertising Requirements, False Advertising, Misrepresentation of Insured Status, and Misuse of the FDIC’s Name or Logo  FDIC

Amazon Lays Out Its Next $50 Billion Opportunity In Advertising - AdExchanger
Amazon Lays Out Its Next $50 Billion Opportunity In Advertising  AdExchanger

Sky facing hefty bill after advertising miscalculation - Broadband TV News
Sky facing hefty bill after advertising miscalculation  Broadband TV News

Meta’s generative AI tools find purchase with users and advertisers - Marketing Dive
Meta’s generative AI tools find purchase with users and advertisers  Marketing Dive

Demandbase Releases 2024 State of B2B Advertising Report: AI, ABM, and Personalization Lead Industry Evolution - PR Newswire
Demandbase Releases 2024 State of B2B Advertising Report: AI, ABM, and Personalization Lead Industry Evolution  PR Newswire

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Why Roblox’s Clip It is using its billion-view moment to launch an ad product - Digiday
Why Roblox’s Clip It is using its billion-view moment to launch an ad product  Digiday

$6.625M LinkedIn advertising class action settlement - Top Class Actions
$6.625M LinkedIn advertising class action settlement  Top Class Actions

Political Advertising Powers Fox Corporation Gains - World Screen
Political Advertising Powers Fox Corporation Gains  World Screen

Omneky Launches AI-Powered Advertising Agents - Martechcube
Omneky Launches AI-Powered Advertising Agents  Martechcube

Political Advertising Helps Drive 11% Revenue Hike For Fox 11/05/2024 - MediaPost Communications
Political Advertising Helps Drive 11% Revenue Hike For Fox 11/05/2024  MediaPost Communications

Advertising companies should address climate conflicts of interest, says study - Sustainable Views
Advertising companies should address climate conflicts of interest, says study  Sustainable Views

Best Affiliate Programme Optimisation - Rakuten Advertising for COS - Hello Partner
Best Affiliate Programme Optimisation - Rakuten Advertising for COS  Hello Partner

Visit Britain advertising campaign deploys ‘hologram’ wall - AV Magazine
Visit Britain advertising campaign deploys ‘hologram’ wall  AV Magazine

Fox Corp beats revenue estimates on robust political advertising - ETBrandEquity
Fox Corp beats revenue estimates on robust political advertising  ETBrandEquity

Advertisers That Rely On Social and YouTube Are Whiffing on Reaching Customers - Adweek
Advertisers That Rely On Social and YouTube Are Whiffing on Reaching Customers  Adweek

ATI Launches Training Course on Google Advertising For Auto Shops - Ratchet+Wrench
ATI Launches Training Course on Google Advertising For Auto Shops  Ratchet+Wrench

Nicolle Pangis Joins Netflix as VP Advertising - Variety
Nicolle Pangis Joins Netflix as VP Advertising  Variety

Athar Festival and UK Advertising Exports Group partnership to amplify local and global resonance and reach of creative talent - ZAWYA
Athar Festival and UK Advertising Exports Group partnership to amplify local and global resonance and reach of creative talent  ZAWYA

Partners For Paws President Asks to Rescind Policy on Advertising PitBulls at Dog Shelter in Pickaway County - Scioto Post
Partners For Paws President Asks to Rescind Policy on Advertising PitBulls at Dog Shelter in Pickaway County  Scioto Post

Part 3: AI in Advertising - From the threat of AI to Nobel Prizes for AI - Bizcommunity.com
Part 3: AI in Advertising - From the threat of AI to Nobel Prizes for AI  Bizcommunity.com

U.S. Senator Elizabeth Warren, Congressman Adam Schiff, and Colleagues Call for Probe of Albertsons and Other Giant Grocery Chains for False Advertising - Sierra Sun Times
U.S. Senator Elizabeth Warren, Congressman Adam Schiff, and Colleagues Call for Probe of Albertsons and Other Giant Grocery Chains for False Advertising  Sierra Sun Times

Your 2 Cents: Voting signatures and advertising | Video | 2news.com - KTVN
Your 2 Cents: Voting signatures and advertising | Video | 2news.com  KTVN

Lawyers increase talc ad spending after J&J's $9 billion settlement offer - ETBrandEquity
Lawyers increase talc ad spending after J&J's $9 billion settlement offer  ETBrandEquity

Meta Reports Record Revenue, Slower Digital Advertising Growth - The Wall Street Journal
Meta Reports Record Revenue, Slower Digital Advertising Growth  The Wall Street Journal

What are your views on political advertising this election season? - Wyoming Public Media
What are your views on political advertising this election season?  Wyoming Public Media

Which? launches festive advertising campaign - Creativebrief
Which? launches festive advertising campaign  Creativebrief

How Pinterest got advertisers to spend more budget on the platform - The Drum
How Pinterest got advertisers to spend more budget on the platform  The Drum

What primetime TV ads cost in the 2024-25 season - Ad Age
What primetime TV ads cost in the 2024-25 season  Ad Age

Lynn University students shine in advertising competition - Lynn University
Lynn University students shine in advertising competition  Lynn University

Netflix Names Nicolle Pangis as New VP of Advertising - Adweek
Netflix Names Nicolle Pangis as New VP of Advertising  Adweek

Listen up: why advertisers need to switch on to personalized audio ads - The Drum
Listen up: why advertisers need to switch on to personalized audio ads  The Drum

The evolving "Wild West" of political advertising - Yahoo! Voices
The evolving "Wild West" of political advertising  Yahoo! Voices

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