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In today's fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated.

Radio fills the gap. Radio provides a one on one emotional experience. It creates a connection that is a personal and unique experience for each listener. It's just you and the voice on the radio, speaking to you.

TV and print media are mass media. Eliciting an emotional response from print is almost an impossibility. TV is emotional but not personal. You know it's you and the thousands of others who are watching, besides which it's beyond the budget of many businesses.

As an advertiser, you have an opportunity to speak directly to your customer, using words and phrases that have meaning for them. Radio can relate messages that have synergy with campaigns in other media, but shouldn't be written in the same style. Effective radio is a conversation with the customer. It's your chance to tell a story.

How interesting would you find a story that started with the company name or, " We have friendly, knowledgeable staff. Stop in and see us. We have 20 colors of sofas in a variety of sizes and styles." Boring isn't it? So why do so many advertisers do it?

It's easy to talk about your business and what you want to sell. It takes more time and effort to find out what your customer wants and talk in terms of their buying motivation, but it's worth it. It's easier to get quick results by announcing a sale, than it is to build a relationship with the consumer. Where do you think those sale shoppers will be when your competition is having a sale, not at your business I bet?

Another of radio's great strengths is its ability to reach a defined market segment. When you buy newspaper advertising, you buy the whole and very general readership, all the demographics and special interest groups. Now it's not a bad thing to reach more people, but if you have a limited budget you can spend it very quickly in your daily paper, on one ad,?. one day, ?.one time. That's not great frequency and just hit and miss reach. What if your best prospects don't read the paper on the day your ad runs?

Radio gives you an opportunity to target the age and interests of your segment of the market. With a budget large enough to cover the cost of a reasonable sized ad in your daily newspaper, you can buy a whole week of radio commercials.

Don't get put off by commercial prices at the top stations. It is not about reaching a huge number of prospects a few times. It's about reaching a smaller number of listeners enough times for them to think they know and like you, and want to do business with you. Spend time and money creating a message that conveys a message your customers can relate to.

Have you ever bought something you just had to have, and then gone home and explained logically to a family member why it was an essential? You bought on emotion and justified with logic, the same thing your customer does. Forget generic when it comes to radio. This is one time it pays to get personal.

In the US the norm is 60 seconds for a radio commercial in Canada 30 seconds. If you've got a great story to tell and you're a good storyteller, then use 60 seconds otherwise the shorter commercial is better. The only thing worse than boring the listener for 30 seconds, is boring them for 60. Frequency to raise awareness for your business name and purpose in speaking to them can be achieved economically by adding a schedule of sponsorships and/or 10-15 second messages.

This is an example of a 30 second radio script that connected with the customer. How do we know it was good? Sales increased.

Unbeknownst to your co-workers, you are a connoisseur. Sure, you have tattoos and a problem finding your inner-self, but you crave adventure and You! Know! Food! So, in this world of new awareness, reward yourself with a world of flavours. Wrapzone. An ambrosia of foods, and devilish sauces harmoniously heaped on a tortilla. The silver gift wrap is free every day! Experience-Full-Fillment. Wrapzone.

On radio, as in all your advertising, you need to keep it simple. A soliloquy well read is much more effective than something with too many words, multiple focus, lots of sound effects or a conversation between a two or more people.

Points to remember:

Radio is an opportunity, use it to your advantage, some of your competitors never will.

Negotiate; the price isn't always the price.

Don't get too hung up on the price per commercial. Ask for pre-emptable no charge commercials to augment your campaign.

Find out when your commercials will run. If you choose a station based on the number of commercials included in a package make sure they are not bumping up the numbers by running them all 6pm - 5am.

If you have a small budget focus on one daypart to increase the number of times a listener hears your message.

Writing and production are included in the price but that doesn't mean the message they create for you will be effective. You need to be involved in the creative process.

You can be too creative. Don't make listeners strain to try to figure out what you are saying.

If you haven't got the budget to do a heavy enough campaign to make an impact, save your money until you do.

Ask how the station schedules their commercials. If they have long commercial blocks you have to work especially hard to stand out from the 5 or 6 (or more) other messages.

Keep your message simple.

Nancy Fraser worked in radio for over 20 years. She owned and operated her own specialty retail store, and held Management and Sales Executive positions in media and communications. Free information and tools on effective advertising and marketing are available in Notable News at http://www.notable-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. December / 09 / 2023

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

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

Ranked: The Top TV Advertising Spenders in 2023 - Visual Capitalist
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

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

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

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

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

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

Grow News Advertising Revenue With Branded Content - Wisconsin Newspaper Association
Grow News Advertising Revenue With Branded Content  Wisconsin Newspaper Association

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

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

Nextdoor Launches Self-Service Portal for Advertisers - PYMNTS.com
Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

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

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

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

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

10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference - JD Supra
10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference  JD Supra

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

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

Ad Sales Professionals Wish Companies Provided More Software - Spiceworks News and Insights
Ad Sales Professionals Wish Companies Provided More Software  Spiceworks News and Insights

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

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

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

ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend. - JD Supra
ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend.  JD Supra

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

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

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

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

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

X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands - TV News Check
X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands  TV News Check

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

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

Record $15.9bn in US political ad spending expected for 2024 - The Guardian US
Record $15.9bn in US political ad spending expected for 2024  The Guardian US

Advertising in China – label your advertisements - The Global Legal Post
Advertising in China – label your advertisements  The Global Legal Post

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

X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report - The Messenger
X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report  The Messenger

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

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

Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks.com - TipRanks
Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks.com  TipRanks

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

Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

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

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

Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down' - PR Week
Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down'  PR Week

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

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

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

Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette - Arkansas Online
Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette  Arkansas Online

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

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - The Caledonian-Record
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  The Caledonian-Record

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

Global Advertising Agencies Market Sees Robust Growth, Anticipated to Reach $463.83 Billion by 2027 - EIN News
Global Advertising Agencies Market Sees Robust Growth, Anticipated to Reach $463.83 Billion by 2027  EIN News

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

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

Scope3 Adds DOOH Advertising to Emissions Measurement Services - Environment+Energy Leader
Scope3 Adds DOOH Advertising to Emissions Measurement Services  Environment+Energy Leader

U.K. Bans Advertisements from Three Airlines Over Greenwashing - Travel Market Report
U.K. Bans Advertisements from Three Airlines Over Greenwashing  Travel Market Report

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

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

Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative - Investing.com
Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative  Investing.com

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

How Advertising Is Transforming in a New Digital World - Business Insider
How Advertising Is Transforming in a New Digital World  Business Insider

Is Clear Channel Outdoor Holdings Inc (CCO) Stock at the Top of the Advertising Agencies Industry? - InvestorsObserver
Is Clear Channel Outdoor Holdings Inc (CCO) Stock at the Top of the Advertising Agencies Industry?  InvestorsObserver

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

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Toronto Star
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Toronto Star

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

X Attempts To Win Back Advertisers With 'Q5' Opportunities 12/11/2023 - MediaPost Communications
X Attempts To Win Back Advertisers With 'Q5' Opportunities 12/11/2023  MediaPost Communications

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

Government spends more than €1.1m on social media advertising, new figures show - The Irish Times
Government spends more than €1.1m on social media advertising, new figures show  The Irish Times

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Oil City Derrick
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Oil City Derrick

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

Gun shop fires back after activists complain about Santa packing heat on billboard - Fox News
Gun shop fires back after activists complain about Santa packing heat on billboard  Fox News

Takeaways from the TGA's annual advertising compliance report - Lexology
Takeaways from the TGA's annual advertising compliance report  Lexology

Mobile Advertising Definition, Types, and Examples - Investopedia
Mobile Advertising Definition, Types, and Examples  Investopedia

How clients can boost agency creativity: Saturday Solologues - ETBrandEquity
How clients can boost agency creativity: Saturday Solologues  ETBrandEquity

VideoAmp multi-sources identity with new cookie-less tool - StreamTV Insider
VideoAmp multi-sources identity with new cookie-less tool  StreamTV Insider

The Day Before is Not an Open-World MMO as Advertised - GameRant
The Day Before is Not an Open-World MMO as Advertised  GameRant

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

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

AJ Styles Featured On 12/8 WWE SmackDown Advertising - Fightful
AJ Styles Featured On 12/8 WWE SmackDown Advertising  Fightful

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

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

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

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

How To Land On a Consumers Holiday Shopping List With Mobile Game Video Advertising Featured - The Fast Mode
How To Land On a Consumers Holiday Shopping List With Mobile Game Video Advertising Featured  The Fast Mode

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

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

Media Pulse adds in-game advertising through Anzu - Media In Canada
Media Pulse adds in-game advertising through Anzu  Media In Canada

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

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

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

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

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

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

Elon Musk says Disney boss should be ‘fired immediately’ amid X ad boycott - The Guardian
Elon Musk says Disney boss should be ‘fired immediately’ amid X ad boycott  The Guardian

Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers - Variety
Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers  Variety

Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... - WDW News Today
Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

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