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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 Mon. March / 27 / 2023

Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown - Digiday
Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown  Digiday

Advertising Agency 2023: Mischief @ No Fixed Address - Campaign US
Advertising Agency 2023: Mischief @ No Fixed Address  Campaign US

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters.com
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters.com

Army pulls recruiting ads after Jonathan Majors' arrest - The Associated Press
  1. Army pulls recruiting ads after Jonathan Majors' arrest  The Associated Press
  2. Jonathan Majors arrest: Army pulls recruiting ads after actor accused of assault in domestic dispute  KABC-TV
  3. Army pulls recruiting ads after Jonathan Majors' arrest  CP24

Major marijuana bill advances from committee, advertising restrictions fail - Independent Record
Major marijuana bill advances from committee, advertising restrictions fail  Independent Record

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

China updates online advertising rules to tame recommendation algorithms - South China Morning Post
China updates online advertising rules to tame recommendation algorithms  South China Morning Post

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

A New Gold Standard for Digital Ad Measurement? - HBR.org Daily
A New Gold Standard for Digital Ad Measurement?  HBR.org Daily

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

B2B spend on TV advertising has doubled since 2018 - Marketing Week
B2B spend on TV advertising has doubled since 2018  Marketing Week

Direct Mail Advertising for Non-profits Market Size, Top Countries ... - Digital Journal
Direct Mail Advertising for Non-profits Market Size, Top Countries ...  Digital Journal

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts - Country Herald
Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts  Country Herald

How TikTok is responding to advertisers' concerns about potential ... - Campaign Asia
How TikTok is responding to advertisers' concerns about potential ...  Campaign Asia

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - GlobeNewswire
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  GlobeNewswire

HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ... - PesaCheck
HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ...  PesaCheck

Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble - PRUnderground
Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble  PRUnderground

Attorney claims Jonathan Majors innocent over alleged assault; US ... - Screen International
Attorney claims Jonathan Majors innocent over alleged assault; US ...  Screen International

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans - Daily Record
Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans  Daily Record

Veterans, cannabis digital advertising and the lawsuits against the OCM - syracuse.com
Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

HOAX: This link advertising a Ramadhan promotion by Carrefour is ... - PesaCheck
HOAX: This link advertising a Ramadhan promotion by Carrefour is ...  PesaCheck

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

Marijuana companies wade into Twitter advertising with mixed ... - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Advertise with NOF - NewOrleans.Football
Advertise with NOF  NewOrleans.Football

Advertising, PR students 'pawfect' match for service dog org - Nebraska Today
Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

Twitter's Elon Musk to court advertisers in rare ad world appearance - AdAge.com
Twitter's Elon Musk to court advertisers in rare ad world appearance  AdAge.com

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

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Coldstream Capital Management Inc. increases its stake in Lamar ...  Best Stocks

Five Things Marketers Should Know About Generative AI in ... - The Wall Street Journal
Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Advertising in China - New Guidelines on Use of Superlative ... - China Briefing
Advertising in China - New Guidelines on Use of Superlative ...  China Briefing

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Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

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SRU recognized in advertising and marketing awards  Slippery Rock University

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Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ...  NPR

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

In-game advertising: A marketer's guide - MarTech
In-game advertising: A marketer's guide  MarTech

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

FTC to Ban BetterHelp from Revealing Consumers' Data, Including ... - Federal Trade Commission News
FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

HOAX: This poster advertising job and internship opportunities at ... - PesaCheck
HOAX: This poster advertising job and internship opportunities at ...  PesaCheck

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

New IAB Study Reveals Five Misperceptions About Video Game ... - IAB
New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ... - Pure Xbox
Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ...  Pure Xbox

Colorado legislators debate pregnancy clinic advertising bill - FOX 31 Denver
Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

States Are Learning the Wrong Lesson From Maryland's Digital ... - RealClearMarkets
States Are Learning the Wrong Lesson From Maryland's Digital ...  RealClearMarkets

Netflix May Change Its Advertising Approach - TheStreet
Netflix May Change Its Advertising Approach  TheStreet

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

Walmart V. Amazon: Advertising, Inflation, And The Battle For ... - Forbes
Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

Make-A-Wish and Lamar Advertising enter yearlong pro bono ... - PR Newswire
Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

Your Dumb Little Advertising Tricks Won't Work on Me - The New Yorker
Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

Belgium bans gambling advertising from July 1 - Reuters.com
Belgium bans gambling advertising from July 1  Reuters.com

Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign - Digital Music News
Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

Why Advertisers Should Switch to Immersive Advertising - Spiceworks News and Insights
Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ... - OutKick
XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ...  OutKick

Walmart picks Innovid to boost personalized CTV advertising - FierceVideo
Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

German minister calls for ban on advertising junk food to children - The Guardian
German minister calls for ban on advertising junk food to children  The Guardian

Twitter now allows cannabis advertising, and brands are ready to ... - Digiday
Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

Explore marketing and advertising Navasota Grimes County ... - The Navasota Examiner
Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

WT Students Triumph at American Advertising Awards Ceremony ... - West Texas A&M University
WT Students Triumph at American Advertising Awards Ceremony ...  West Texas A&M University

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

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Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

Meta's AI-driven advertising system splits marketers - Financial Times
Meta's AI-driven advertising system splits marketers  Financial Times

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Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

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Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ...  Pure Xbox

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Google and Digital Advertising - AAF  American Action Forum

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Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

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Why Dirty Data is Leading to Advertising Waste and How to Stop It  Spiceworks News and Insights

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System1 Wins Microsoft Advertising's Supply Partner of the Year ...  Business Wire

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Digital Advertising Continues to Steal TV's Thunder  Variety

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The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

WMU advertising students win over Michigan dairy industry with ... - WMU News
WMU advertising students win over Michigan dairy industry with ...  WMU News

The Importance of Data in Outdoor Advertising - Entrepreneur
The Importance of Data in Outdoor Advertising  Entrepreneur

CCIA Submits Comments, Testifies On Connecticut Digital ... - Computer and Communications Industry Association
CCIA Submits Comments, Testifies On Connecticut Digital ...  Computer and Communications Industry Association

Display advertising in 5 charts: From programmatic to retail media - Insider Intelligence
Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

Agency Report Card 2022: BBDO | Advertising - Campaign Asia
Agency Report Card 2022: BBDO | Advertising  Campaign Asia

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Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ...  Expose Tobacco

Agency Report Card 2022: Wieden + Kennedy | Advertising - Campaign Asia
Agency Report Card 2022: Wieden + Kennedy | Advertising  Campaign Asia

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Marketers Prove Skeptical of Advertising In Chat-Based Search ...  Adweek

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Meta plans AR advertising: “A huge deal”  MIXED Reality News

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Fake ChatGPT Chrome Extension Hijacking Facebook Accounts for ...  The Hacker News

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