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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 Fri. May / 07 / 2021

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Lerner Advertising To Receive Two Golden Gavel Awards  PRNewswire

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Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President  PRNewswire

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Bragg, lottery's advertising lead, leaves for Texas  Northwest Arkansas Democrat-Gazette

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AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

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Diversity in Advertising: Avoid The Obvious 05/06/2021  MediaPost Communications

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ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters.com

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What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

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Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

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OAAA logo (PRNewsfoto/Out of Home Advertising Association)  NBC Right Now

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Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

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The Future of Digital Out of Home Advertising  MarketScale

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

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FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra  JD Supra

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

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Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present  Digital Information World

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BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

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6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com  Galveston County Daily News

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Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

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10 Best Advertising Stocks to Buy Now  Yahoo Finance

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Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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Advertising revenue rebounds strongly for British broadcaster ITV  Reuters UK

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E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing  GOBankingRates

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Thursday Sector Laggards: Shipping, Advertising Stocks  Nasdaq

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

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Yelp beats expectations as diners, advertisers return  MarketWatch

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County - Patch.com
Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County  Patch.com

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Dear Dave Magazine Stops Advertising for a Subscription Model – WWD - WWD
Dear Dave Magazine Stops Advertising for a Subscription Model – WWD  WWD

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

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Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

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World Changing Ideas Awards 2021: Advertising Finalists and Honorable  Fast Company

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Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

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In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

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Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

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Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion  Hartford Courant

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

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Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall  Business Insider

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How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

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For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  WhatTheyThink

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Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

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TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

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Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

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Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels Atlanta  CBS46 News Atlanta

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FY 2020 Digital Video Advertising Spend Report  IAB

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Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

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Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

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Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

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Amazon Joins New Advertisers On The Q India – PRNewswire  PRNewswire

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3 advantages of printed signage and advertising for driving traffic back to the store  Marketing Dive

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Idaho Senate Passes Bill (SB 1218) To Ban Marijuana Advertising  High Times

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CTV is still among the fastest-growing channels in digital advertising  eMarketer

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry?  InvestorsObserver

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No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising  Lexology

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Lamar Advertising (NASDAQ:LAMR) Hits New 1-Year High After Analyst Upgrade  MarketBeat

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How to Make Money with Scoreboard Advertising  Campus Rec Magazine

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Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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A Huge Thanks To ATL’s Advertisers  Above the Law

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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How Walmart is pitching advertisers  Business Insider

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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2020/2021 IAB Internet Advertising Revenue Report  IAB

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With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

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What Digital Advertising Gets Wrong  Harvard Business Review

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Best Advertising Agencies for 2021  Investopedia

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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How a stay-at-home year accelerated three trends in the advertising industry  CNBC

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What’s Left of Tucker Carlson’s Advertisers (So Far) in 2021?  TVRev

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The Time for Diversity in Advertising Is Now  Entrepreneur

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From The Experts: Media And Advertising In 2021  Forbes

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