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Radio Advertising - Is it for Your Business? - More Small Business Power Tools


If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services. She or he will also probably stress how inexpensive radio advertising is vs. TV or even newspaper ads.

Yes, radio spots are cheaper that TV ads and often even cheaper than newspaper ads. But there area few things you need to think about before you sign that radio advertising contract. First, is yours the kind of business that can really profit from radio advertising? Radio commercials are very ethereal. Once the 30 or 60 second spot is over, there is nothing physical for your customers to hang on to. You have to depend on their ability to remember your message long enough to take some action, i.e., either call you or come to your place of business. This means you have to have a very strong and compelling advertising message. This could be a special, and I do mean special, sales event, or some other special promotion.

Second, how many of your prospects will the advertising actually reach? Radio ads are much harder to target than some other forms of advertising because they can be purchased only by demographics such as age. You can pick a station that scores well with people age 18-35, but how many of these 18 to 35-year olds are really prospects for your products or services?

Third, when will your spots actually run? The most expensive radio advertising is called "drive time," which in most cities is 7:00 to 9:00 AM, and 4:00 PM to 6:00 PM. Drive time gets higher radio ratings because there are so many people in cars listening to their radios as they drive to and from work. The smart radio station sales person probably won't even try to sell you drive time spots because either they've already been sold or because she or he knows you're most likely to choke at their cost. Instead, they will most likely try to sell you some other combination of times and days. The important thing to know is when your spots will run and how many people will hear your message.

Because radio advertising is so ethereal (see #1, above), you need to do a lot of it to get your message across. This is especially true if you cannot feature a special sales event or some other special promotion.

One of our local jewelers is a good example of what to do when you do not have a special event to promote. The main thrust of his advertising is for engagement rings. Just think about this market. A guy buys only one of these during his entire lifetime (theoretically), and could decide to make his purchase on just about any day of the year. So how do you reach this market? He buys so many commercials, I don't think a day goes by that I do not hear one of his spots. Sure, it's expensive, but it's the only way he can guarantee he will reach a prospect just before he purchases a ring. Plus, he has advertised so heavily and for so long, I don't think a man in this city could buy an engagement ring without least thinking about this particular jeweler.

I don't think it makes much sense to run a commercial that requires your prospect to remember a phone number. In most cases, he or she will not be in a position to drop everything, grab a pencil and write down your number. What would be more effective, in my mind, is to use a web address, especially if your web address matches your company's name. For example, if the name of your store is Great Memories, your web site should be www.greatmemories.com. Repeat this at least a couple of times in your commercial to help prospects remember the name of your business and drive them to your web site. You can then use your web site to provide more your business's address and phone number, and well as other important information.

The radio station will most likely offer to do your commercial for you free or at a reduced cost. This can be a good deal for you but you must provide the station with a list of "talking points," or those sales points that must be included in your commercial. For example, your list might include:

Store name = Great Memories (at least twice)|

Store description: Everything for the avid scrapbooker

Web address - www.greatmemories.com (at least twice)

Special sale = all items reduced 30% this week only. Once a year sale. Stock up on your scrapbooking supplies now

Store address: 5600 Brookhaven

Finally, make sure you get to approve the script for your commercial before the station records it. As you review the script, think about your customer and make sure it includes everything necessary to get them to contact you or stop by your store.

Article by Douglas Hanna. Douglas is a retired advertising and marketing executive and long-time Denver resident. He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better."


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. May / 21 / 2022

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Sierra Sun Times
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Sierra Sun Times

US senators target Big Tech's digital advertising machine with new legislation - CNN
  1. US senators target Big Tech's digital advertising machine with new legislation  CNN
  2. New legislation aimed at online advertising exchanges will hit most of big tech - including Apple  AppleInsider
  3. Lee Introduces Digital Advertising Act  United States Senator Mike Lee
  4. Google antitrust: Bipartisan Congress bill just latest in tech firm legal troubles over advertising practices  Fox Business
  5. New bipartisan bill would force Google to break up its ad business  CNBC
  6. View Full Coverage on Google News

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

Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance - JD Supra
Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance  JD Supra

McDonald’s among burger joints sued for false advertising - NewsNation Now
McDonald’s among burger joints sued for false advertising  NewsNation Now

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

2 Reasons Investors Should Pay Attention To FuboTV's Advertising Business - The Motley Fool
2 Reasons Investors Should Pay Attention To FuboTV's Advertising Business  The Motley Fool

Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising - Business Wire
Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising  Business Wire

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising - Adweek
AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising  Adweek

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

Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media - Seattle Medium
Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media  Seattle Medium

2022 Advertising Upfronts: Four Fast Takeaways - Forbes
2022 Advertising Upfronts: Four Fast Takeaways  Forbes

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

Artful advertising from Out of Hand | | berkshireeagle.com - Berkshire Eagle
Artful advertising from Out of Hand | | berkshireeagle.com  Berkshire Eagle

6 Free Advertising Ideas for Your Small Business - The Motley Fool
6 Free Advertising Ideas for Your Small Business  The Motley Fool

What Programmatic Advertising Can Do for Businesses in 2022 - ReadWrite
What Programmatic Advertising Can Do for Businesses in 2022  ReadWrite

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

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

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

Advertising Distribution System Market is Booming Worldwide with Kollective Technology, Aviwest SAS, AdSparx USA – The Daily Vale - The Daily Vale
Advertising Distribution System Market is Booming Worldwide with Kollective Technology, Aviwest SAS, AdSparx USA – The Daily Vale  The Daily Vale

Lamar Advertising (NASDAQ:LAMR) Plans Quarterly Dividend of $1.20 - Defense World
Lamar Advertising (NASDAQ:LAMR) Plans Quarterly Dividend of $1.20  Defense World

Advertising on Netflix would boost its average revenue per user - Axios
Advertising on Netflix would boost its average revenue per user  Axios

FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States - Mondaq
FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States  Mondaq

Adapt, reach and engage with Huawei’s advertising marketplace - The National
Adapt, reach and engage with Huawei’s advertising marketplace  The National

In-game advertising experts question Microsoft and Sony's gaming advertising plans - Digiday
In-game advertising experts question Microsoft and Sony's gaming advertising plans  Digiday

What’s going on with Dislyte’s advertising? - App Trigger
What’s going on with Dislyte’s advertising?  App Trigger

ADVERTISING: Advertorial — Crystals for prosperity - Coeur d'Alene Press
ADVERTISING: Advertorial — Crystals for prosperity  Coeur d'Alene Press

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

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Global Social Advertising Software Market 2022 by Keyplayers and Vendors: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc… – The Daily Vale  The Daily Vale

Native Advertising Software Market Analysis, Research Study With StackAdapt, Nativo, Sharethrough – The Daily Vale - The Daily Vale
Native Advertising Software Market Analysis, Research Study With StackAdapt, Nativo, Sharethrough – The Daily Vale  The Daily Vale

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Artificial Intelligence in Media and Advertising Market Report Covers Future Trends With Research 2022 to 2029 – IBM Corporation, Microsoft Corporation, Google Inc. – The Daily Vale  The Daily Vale

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Amazon Advertising Strategies for 2022 & Beyond  Jungle Scout

Global Digital Advertising Platforms Market 2022 by Keyplayers and Vendors: Kenshoo, Adobe, Facebook, Twitter, LinkedIn, etc… – The Daily Vale - The Daily Vale
Global Digital Advertising Platforms Market 2022 by Keyplayers and Vendors: Kenshoo, Adobe, Facebook, Twitter, LinkedIn, etc… – The Daily Vale  The Daily Vale

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

Digital Advertising Platform Market Is Expected to Boom: Google LLC, Facebook Inc., Twitter Inc. – The Daily Vale - The Daily Vale
Digital Advertising Platform Market Is Expected to Boom: Google LLC, Facebook Inc., Twitter Inc. – The Daily Vale  The Daily Vale

Social Media Advertising for Furniture Manufacturers - Furniture Today
Social Media Advertising for Furniture Manufacturers  Furniture Today

Cross-Platform And Mobile Advertising Market Scope and overview, To Develop with Increased Global Emphasis on Industrialization 2029 | Google, Apple, Microsoft Corporation – The Daily Vale - The Daily Vale
Cross-Platform And Mobile Advertising Market Scope and overview, To Develop with Increased Global Emphasis on Industrialization 2029 | Google, Apple, Microsoft Corporation – The Daily Vale  The Daily Vale

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Global Search Advertising Software Market 2022 by Keyplayers and Vendors: WordStream, AdWords, Kenshoo Infinity Suite, Marin Software, DoubleClick Digital Marketing, etc… – The Daily Vale  The Daily Vale

In-Game Advertising Market 2022 Growth Status of Key Manufacturers – Giftgaming, Playwire Media Inc, Gamelin Advergames., RapidFire, Inc, etc – The Daily Vale - The Daily Vale
In-Game Advertising Market 2022 Growth Status of Key Manufacturers – Giftgaming, Playwire Media Inc, Gamelin Advergames., RapidFire, Inc, etc – The Daily Vale  The Daily Vale

Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com - Business Wire
Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com  Business Wire

Programmatic Advertising Platform Market by 2029 | DataXu, MediaMath, AOL Inc (Verizon Communications) – The Daily Vale - The Daily Vale
Programmatic Advertising Platform Market by 2029 | DataXu, MediaMath, AOL Inc (Verizon Communications) – The Daily Vale  The Daily Vale

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

CDLLife Summit: Improve your branding and advertising — Taking the Hire Road - FreightWaves
CDLLife Summit: Improve your branding and advertising — Taking the Hire Road  FreightWaves

Creating Discord: Decentralized Advertising On Gamers' Favorite Channel - The Drum
Creating Discord: Decentralized Advertising On Gamers' Favorite Channel  The Drum

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

Bumble User Resists Dismissal in Freemium Feature False Advertising Suit - Law Street Media
Bumble User Resists Dismissal in Freemium Feature False Advertising Suit  Law Street Media

Saatchi advertising agency agrees €366m takeover deal by larger rival - The Irish Times
Saatchi advertising agency agrees €366m takeover deal by larger rival  The Irish Times

Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com - Yahoo Finance
Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com  Yahoo Finance

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Why we care about video advertising  MarTech

Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream - MarTech Series
Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream  MarTech Series

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How new EU rules could create a safer and more trustworthy online advertising ecosystem  AdAge.com

Advertising settlement with Ford includes Mississippi - DeSoto County News
Advertising settlement with Ford includes Mississippi  DeSoto County News

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Five on Friday: Advertising, Engaging and Gifting  Subscription Insider

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Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

US Podcast Advertising Revenue Hits $1.4 Billion in 2021 - IAB
US Podcast Advertising Revenue Hits $1.4 Billion in 2021  IAB

How to Advertise on Facebook: A 2022 Guide - The Motley Fool
How to Advertise on Facebook: A 2022 Guide  The Motley Fool

Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers - The Wall Street Journal
Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers  The Wall Street Journal

Uh Oh: Marriott Launches New Advertising Platform - One Mile at a Time
Uh Oh: Marriott Launches New Advertising Platform  One Mile at a Time

Symetra Once Again Teams Up with Sue Bird on New TV Advertising - Business Wire
Symetra Once Again Teams Up with Sue Bird on New TV Advertising  Business Wire

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Ad-Supported Version Of Disney's Streaming Service Will Not Accept Alcohol Or Political Advertising To Keep A Family-Friendly Environment  Bounding Into Comics

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Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge - ChannelE2E
TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge  ChannelE2E

Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency - Business Insider
Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency  Business Insider

Lamar Advertising raises dividend by 9% to $1.20/share (NASDAQ:LAMR) - Seeking Alpha
Lamar Advertising raises dividend by 9% to $1.20/share (NASDAQ:LAMR)  Seeking Alpha

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Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising  PR Newswire

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4 Tips to Send the Right Message With Digital Signage Advertising  Software Advice

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Why Advertising Needs Mothering  Muse by Clio

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Spotify adds incremental reach to radio, TV, and digital platforms  Spotify

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What social media advertising tells us about inflation  Marketplace

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

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Google Topics Resembles Contextual Advertising - Practical Ecommerce
Google Topics Resembles Contextual Advertising  Practical Ecommerce

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

Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life - The New York Times
Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life  The New York Times

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Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

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

BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION - Yahoo Finance
BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION  Yahoo Finance

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

TikTok launches ad solution aimed to court advertisers while pleasing creators - eMarketer
TikTok launches ad solution aimed to court advertisers while pleasing creators  eMarketer

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

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

All you need to know about Netflix’s advertising plans - Protocol
All you need to know about Netflix’s advertising plans  Protocol

Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network - MarTech Series
Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network  MarTech Series

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Increase Cross-Channel Advertising Success With Data Clean Rooms  Adweek

The Big Story: Surveillance Advertising - AdExchanger
The Big Story: Surveillance Advertising  AdExchanger

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

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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

How Amazon Is Building Its Huge Advertising Business - Business Insider
How Amazon Is Building Its Huge Advertising Business  Business Insider

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

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FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8  JD Supra

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Contextual Advertising – Giving Publishers What They Need  The Drum

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

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The Pitch: Advertising and marketing news for 4.26.22  RichmondBizSense

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Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed  Punch Newspapers

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Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

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Netflix stands to make billions from ads—and other platforms will follow  Fortune

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Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

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Unilever Will Stop Advertising Food and Drink to Children Under the Age of 16  Adweek

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