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Heard A Good Radio Ad Lately? Neither Have We


To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it. Unfortunately, that's exactly what the listener ends up hearing.

What advertisers and their ad agencies have forgotten is that radio truly is a "theater for the mind". Anything you can dream up can be in a radio spot. Elephants doing the back stroke in your soup? No problem. Landing on planet Neptune and finding the alien of your dreams? Done. Recreating scenes like that on television would cost a fortune for the computer graphics alone, not to mention the animal trainer.

So how do you write a great radio ad? I've written over 2000 in my career and if there's one helpful point I can pass along it's this: Less is more. The less copy you write, the better your radio spot will sound. One of the biggest mistakes made with radio copy is when the client insists on trying to tell the company's entire story within sixty seconds. You've heard them before. The announcer is talking a million miles per hour because they've been given two minutes of copy for a one minute ad, the end result being a verbal assault on your eardrums. Combine that with having to endure five or six of these spots in a row and it's no wonder stations are losing listenership!

Writing humor is another problem. That's because humor in radio requires the timing be perfect, much like the way a standup comedian tells jokes which means even less copy than normal is needed. Plus, and this is very important - it has to be funny. It takes talent and skill to write humor and unfortunately, this has not deterred many from trying. If you're attempting to put humor in your radio copy, try reading it to unbiased ears (not your husband, wife, or parents) first to see if they "get it". If you find yourself having to explain the funny part, it ain't workin!

Another common mistake is when the client feels the need to repeat the phone number a half dozen times. Studies have shown that repeating the phone number over and over again does not guarantee the listener will remember it. All it will probably do is irritate them. Many people listen to radio in their cars and can't write the number down anyway. But the real truth is, most don't hear the number at all. If the number is still a requirement, your best bet is to put it in once or twice towards the end of the spot so it is close to, if not the last thing the listener hears.

The most effective way to get your product or service to stick in the minds of radio listeners is to have a clever message that rises above the others and does so often. As I've stressed in past articles, repetition is your friend. However, remember that the downside to clever radio is that it "burns" quickly. This means that because the ad is clever, people really listen to it which makes the "bit" or spot lose its appeal faster. Many times I've heard a clever ad and the first three or four times I heard it, I chuckled, but the next 12 times it aired I wanted throw my radio out the window. If you're writing clever creative or having it written for you, make sure you've budgeted for at least two different spots that can be rotated within the campaign. This will keep your message fresh while giving you the opportunity to present different features in each spot.

Some radio stations are now selling thirty second spots which is fine if you can get your message across in that limited time frame. However, unless you've been on the radio a long time, I would suggest sticking with the sixty second format for awhile, at least until you feel you've established your brand.

The next time you hear a bad radio commercial remember that writing clever radio is not something everyone can do. It takes skill, imagination and practice but if you get it right, it can be the most effective advertising tool you'll ever use.

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

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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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Advertising and strategic communications to move to school of business  Lindenlink

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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

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

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Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

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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

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

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Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

The Future of Digital Out of Home Advertising - MarketScale
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

FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra - JD Supra
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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Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement  Lexology

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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

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

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

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

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

Advertising revenue rebounds strongly for British broadcaster ITV - Reuters UK
Advertising revenue rebounds strongly for British broadcaster ITV  Reuters UK

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

Thursday Sector Laggards: Shipping, Advertising Stocks - Nasdaq
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

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

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

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

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

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TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

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

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

Billy Lewis The 7 Figure Digital Advertising Consultant - Influencive
Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

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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

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

How Artificial Intelligence Is Revolutionizing the Advertising Industry - BBN Times
How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

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

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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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TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

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

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Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

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FY 2020 Digital Video Advertising Spend Report  IAB

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

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

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Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

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Top Ten Most Recalled Brands in Podcast Advertising Q1 2021  RADIO ONLINE

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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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‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth  Digiday

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Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference  Yahoo Sports

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Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

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

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UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media  Ole Miss News

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Local businesses alerted to advertising scam  Daily Journal Online

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

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

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How to Make Money with Scoreboard Advertising  Campus Rec Magazine

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A Huge Thanks To ATL’s Advertisers  Above the Law

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Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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

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

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Verizon Media launches Next-Gen Solutions, the future of ID-less advertising  Verizon Communications

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

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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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Discover a new advertising approach to help reach new players  GamesIndustry.biz

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

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Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever  Forbes

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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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Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

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Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

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

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Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

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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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