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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 Sun. December / 10 / 2023

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Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

Tesla defends ‘Autopilot’ and ‘FSD’ names in false advertising case - TESLARATI
Tesla defends ‘Autopilot’ and ‘FSD’ names in false advertising case  TESLARATI

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move - MLB Trade Rumors
Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move  MLB Trade Rumors

Disney: Elon Musk calls for boss to be fired over ad spat - BBC.com
Disney: Elon Musk calls for boss to be fired over ad spat  BBC.com

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Yahoo News
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Yahoo News

As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart - Bloomberg
As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart  Bloomberg

IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023 - MediaPost Communications
IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023  MediaPost Communications

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

The Key to Successful Advertising - Practical Ecommerce
The Key to Successful Advertising  Practical Ecommerce

Local author offers unique book cover advertising - Foothills Sun Gazette
Local author offers unique book cover advertising  Foothills Sun Gazette

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | News - Campaign Asia
Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | News  Campaign Asia

Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Sustainable businesses explain 'greenwashing' and how to avoid it while shopping - WZZM13.com
Sustainable businesses explain 'greenwashing' and how to avoid it while shopping  WZZM13.com

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

Opinion: A thriving education system needs no advertising budget - Kennebec Journal and Morning Sentinel
Opinion: A thriving education system needs no advertising budget  Kennebec Journal and Morning Sentinel

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

FDA’s Final Rule on Direct-to-Consumer Advertising – Presentation of Risk Information - Foley & Lardner LLP
FDA’s Final Rule on Direct-to-Consumer Advertising – Presentation of Risk Information  Foley & Lardner LLP

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

Serena Williams and Alexis Cohanian Storm Miami In Foundation Series Cybertruck: See - Tesla Doesn't Need to Advertise! - Torque News
Serena Williams and Alexis Cohanian Storm Miami In Foundation Series Cybertruck: See - Tesla Doesn't Need to Advertise!  Torque News

Kevani expands LA digital signage advertising fleet with South Bay Pairing - Digital Signage Today
Kevani expands LA digital signage advertising fleet with South Bay Pairing  Digital Signage Today

Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated - Digiday
Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated  Digiday

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA - International Association of Privacy Professionals
EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA  International Association of Privacy Professionals

Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue - Digiday
Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue  Digiday

IAB on the Hill: Advocating for Digital Advertising to Policymakers - IAB
IAB on the Hill: Advocating for Digital Advertising to Policymakers  IAB

Draftkings facing class action lawsuit over sign-on bonus advertising - NBC10 Boston
Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Digital Out-of-Home vs. Traditional Advertising — Which is Best for You? - Entrepreneur
Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Elon Musk restores X account of conspiracy theorist Alex Jones - Euronews
Elon Musk restores X account of conspiracy theorist Alex Jones  Euronews

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

Google lets advertisers opt out of Search Partner Network amid Adalytics claims - MarTech
Google lets advertisers opt out of Search Partner Network amid Adalytics claims  MarTech

Waymark in Detroit Working to Automate TV Advertising Process - DBusiness
Waymark in Detroit Working to Automate TV Advertising Process  DBusiness

Our Political Advertising Policy for 2024 Primary and General Election - canadianrecord.com
Our Political Advertising Policy for 2024 Primary and General Election  canadianrecord.com

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Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Elon Musk's attitude problem is the biggest issue for advertisers - Business Insider
Elon Musk's attitude problem is the biggest issue for advertisers  Business Insider

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer - CNBC
'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer  CNBC

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

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PC opposition leader critical of Liberals for advertising successes during cost-of-living crisis  CBC.ca

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Advertising Trends to Watch in 2024  Insider Intelligence

Advertising & Marketing Tips Archives - Home Textiles Today
Advertising & Marketing Tips Archives  Home Textiles Today

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

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Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  PR Newswire

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India - IndiaTimes
Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India  IndiaTimes

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

Morning Brew hires Sara Badler as chief commercial officer, advertising - Axios
Morning Brew hires Sara Badler as chief commercial officer, advertising  Axios

Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report - The Messenger
Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

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Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests  The Drum

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

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How Much do Small Businesses Spend on Advertising?  Small Business Trends

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Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

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Advertising foods high in fat, sugar or salt (HFSS)  Lewis Silkin

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In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

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Tata Play to introduce targeted advertisements on linear TV | Mint  Mint

Carol Williams, advertising powerhouse - KTVU FOX 2 San Francisco
Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

Major advertisers flee X, deepening crisis at Elon Musk’s social media site - CNN
Major advertisers flee X, deepening crisis at Elon Musk’s social media site  CNN

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

New Hampshire newspaper publisher found guilty of political advertisement omissions - NewsCenterMaine.com WCSH-WLBZ
New Hampshire newspaper publisher found guilty of political advertisement omissions  NewsCenterMaine.com WCSH-WLBZ

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Celebs starting ad agencies, directing ads: 2023 year in review - Ad Age
Celebs starting ad agencies, directing ads: 2023 year in review  Ad Age

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Digital advertising is still far too murky - The Manila Times
Digital advertising is still far too murky  The Manila Times

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Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023  MediaPost Communications

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

What do hotel guests really want in 2024? You might be surprised. - USA TODAY
What do hotel guests really want in 2024? You might be surprised.  USA TODAY

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

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X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

HomeAdvisor false advertising FTC refunds - Top Class Actions
HomeAdvisor false advertising FTC refunds  Top Class Actions

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Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing - The Intercept
Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

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The Renter's Guide to Upgrades | Special-advertising | postandcourier.com  The Post and Courier

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Google's 2024 cookie deprecation deadline is still on, says vp of global advertising Dan Taylor - Digiday
Google's 2024 cookie deprecation deadline is still on, says vp of global advertising Dan Taylor  Digiday

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