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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 Tue. July / 23 / 2019

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Amazon Advertising: The 2019 Guide  Search Engine Journal

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LHWH Advertising & PR Wins 36 New National Awards  Yahoo Finance

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Advertising World, Why Are We Not Embedding Climate Change Discussions Into Our Boardrooms and Campaigns?  Adweek

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AdTheorent Applauded by Frost & Sullivan for its Transformative Digital Advertising Solutions Delivering Real-World, Measurable Business Outcomes  Yahoo Finance

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Internet advertising to grow at slowest rate since 2001 dotcom bust  The Guardian

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DDB hires Britt Nolan as North American chief creative, Ari Weiss takes global role - AdAge.com
DDB hires Britt Nolan as North American chief creative, Ari Weiss takes global role  AdAge.com

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Microsoft Advertising rolling out experiments A/B testing tool globally  Search Engine Land

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Amazon is turning advertising into its next huge business — here's how - CNBC
Amazon is turning advertising into its next huge business — here's how  CNBC

Here's how Amazon sells ads, and why it has a natural edge over Google and Facebook in some areas.


MLB Considering Uniform Patch Advertising - The National Law Review
MLB Considering Uniform Patch Advertising  The National Law Review

After observing the success of the NBA's uniform patch program, Major League Baseball appears ready to utilize similar uniform advertising. According to MLB's ...


LLC: Advertising Agreement Standard Terms and Conditions for Placement of Print, Digital and Preprint Ads - The San Diego Union-Tribune - The San Diego Union-Tribune
LLC: Advertising Agreement Standard Terms and Conditions for Placement of Print, Digital and Preprint Ads - The San Diego Union-Tribune  The San Diego Union-Tribune

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Enterprise Sales Director - Advertising / Media Solutions - Numerator - Built In Chicago
Enterprise Sales Director - Advertising / Media Solutions - Numerator  Built In Chicago

Numerator is hiring for a Enterprise Sales Director - Advertising / Media Solutions in Chicago. Find more details about the job and how to apply at Built In ...


Digital Advertising Glossary For Marketing Your Local Business - Patch.com
Digital Advertising Glossary For Marketing Your Local Business  Patch.com

Digital Ad Glossary For Your Local Business - Across America, US - These are all the marketing terms you should know to launch a successful digital ad ...


Google suspends Viagogo from advertising over trust concerns - CNBC
Google suspends Viagogo from advertising over trust concerns  CNBC

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A Superstar and Some Suds: Legacy of Advertising Pitchman Icon and Laundry Project Connect to Empower Neighborhoods in Need  GlobeNewswire

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Kroger to Get Advertising Revamp With New DDB New York Partnership  Winsight Grocery Business

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MFM joins Radio Advertising Bureau for Management Webinar: Thinking and Budgeting Like an Owner  Multichannel News

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Evans Co. Superintendent Hires Wife Without Board Approval or Public Advertising  All On Georgia

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Netflix Insists It Won’t Move Into Selling Advertising  Variety

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We Need More Expensive Advertising 07/18/2019  MediaPost Communications

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A+E, AMC and Cheddar join AT&T's Community advertising marketplace  FierceVideo

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Cyprus Unveils Stricter Casino Advertising Standards  GamblingCompliance

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Oman Online Advertising Market Spending is Expected to Reach Close to USD 16 Million by the end of 2023: Ken Research  PRNewswire

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The Other Side Of Outdoor Advertising  Crunchbase News

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Ethical advertising in crypto  Yahoo Finance

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Why TV Advertising Is Still Worthwhile for Small Businesses  Footwear News

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Traditional Advertising, A Thing Of The Past? Not According To This Report  Forbes

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Why commerce companies are the advertising players to watch in a privacy-centric world  TechCrunch

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Disney Beats Antitrust Claim, But Must Face False Advertising Over Movie Download Codes  Hollywood Reporter

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Ford Hit With $1.2 Billion Lawsuit For Reportedly Advertising False F-150 Fuel Economy Ratings  powernationtv.com

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Amazon hires for 'stealth advertising innovation' team  Business Insider

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Report: MLB Considering Adding Dopey Advertising Patches To Uniforms  Deadspin

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Tyson Sued Over Deceptive Advertising  Dairy Herd Management

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How To Make Sense Of Advertising In The Streaming TV Industry  Forbes

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Facebook Will Now Show You How To Opt Out Of Targeted Ads  BuzzFeed News

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Ashby Street Outdoor in Fayetteville sold to Lamar Advertising  talkbusiness.net

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Advertisers 'completely out of touch' with women, study shows - Bizwomen  The Business Journals

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Microsoft Advertising launches Experiments globally  PPC Land

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BBC Global News plans to beef up advertising sales staff in 2019 - Digiday
BBC Global News plans to beef up advertising sales staff in 2019  Digiday

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UK launches investigation into Facebook and Google for dominating digital advertising - CNBC
UK launches investigation into Facebook and Google for dominating digital advertising  CNBC

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Century, McDavid, Molino, Walnut Hill Businesses Apply Here For Free NorthEscambia.com Advertising - NorthEscambia.com
Century, McDavid, Molino, Walnut Hill Businesses Apply Here For Free NorthEscambia.com Advertising  NorthEscambia.com

Up to 50 locally owned businesses in Molino, Century, McDavid and Walnut Hill can receive $3,250 worth of free advertising on NorthEscambia.com through an ...


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Snap approaching inflection point: Pivotal Advertising  CNBC

Michael Levine of Pivotal Research and Keith Bliss of Cuttone and Company join CNBC's "Closing Bell" team to discuss tech companies investors should be ...


Carousell appoints former Rakuten Marketing exec as managing director for advertising - Tech in Asia
Carousell appoints former Rakuten Marketing exec as managing director for advertising  Tech in Asia

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Programmatic Advertising Acting as a Differentiated Marketing Strategy Resulting in Increased Customer Base  Herald Space

New York, July 19, 2019 – Integration of newer technologies and adopting of advance business development strategies has boosted growth of numerous ...


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'The advertising of today': Panel discussion at Confex North  Event Industry News

At the recent trade show hosted in Manchester, Richard Waddington, chairman of Event Marketing Association, James Morgan, founder of Event Tech Lab, and ...


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Advertising Market Revenue 2019 : WPP, Omnicom Group, Dentsu Inc., PublicisGroupe  Rise Media

In-depth delineation of Global Advertising Market size, Share, Growth Rate, Revenue, Analysis 2019-2025 alongside explanations of value chain, vendor ...


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McDonald's, Nestlé and Virgin Media Join Blockchain in Advertising Pilot  Cointelegraph

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Video Games Advertising Market to Expand with Significant CAGR By 2025: BrightRoll, Flurry, Google, InMobi  Rise Media

The research report on Video Games Advertising Market analyzes the entire production and supply chain of the market and provides data as per the different ...


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Travelocity ships media to Havas and creative to Proof Advertising  AdAge.com

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Having 30,000 followers makes you a celebrity, UK advertising watchdog rules  The Verge

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LED Advertising Board Market with Industry Capacity, Future & Economic Aspect and Forecast To 2024  CW57.TV

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In #5G Social Media Advertising, AT&T Goes Old While Verizon Goes Male  Light Reading

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Macy's 'body-shaming' dinner plates. Plus, a prediction about the AT&T-CBS spat: Tuesday Wake-Up Call  AdAge.com

Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your ...


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Bulgaria's Tourism Minister Insists on 50% Increase in Finances for Advertising  Novinite.com

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Marketers Will Spend $1 Billion on Podcast Advertising by 2021 [REPORT]  Search Engine Journal

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AR Advertising: A Gimmick Or A New Advertising Frontier? - Forbes
AR Advertising: A Gimmick Or A New Advertising Frontier?  Forbes

There's no denying that augmented reality delivers unique, engaging experiences and offers new creative possibilities, but will AR advertising ever go ...


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Companies experiment with new retention, advertising tools: Debt relief  Daily Herald

Student loan debt is at an all-time high of $1.56 trillion, according to Forbes. The only thing that ranks higher is mortgage debt, which is why Forbes also reported ...


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Food & Water Watch, Organic Consumers Association Sue Tyson for Deceptive Advertising  Food and Water Watch

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Houston School District Ramps Up Advertising Campaign To Stem Enrollment Decline  Houston Public Media

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Snap turns to search giant Baidu to court Chinese advertisers  TechCrunch

Two years have passed since Snap Inc. first struck a deal with Baidu that authorized China's largest search engine to be a reseller of Snapchat ads for ...


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In-App Advertising Market 2019-2025 Overview, in-Depth Analysis, Forecasts, Applications, Shares & Insights  Rise Media

Here we have provided an in-depth study regarding the global In-App Advertising Market which completely analyses the past as well as recent In-App ...


Instagram Advertising: Do You Know It, When You See It? - NPR
Instagram Advertising: Do You Know It, When You See It?  NPR

"Micro-influencers" work with big companies to sell products on social media. Consumer groups are increasingly concerned that many posts on Instagram and ...


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Set Expectations With Advertisers  Radio World

If you don't know the goal, you can't plan to achieve it.


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Woodstock Town Board asked to take action against advertising signs in business district  The Daily Freeman

WOODSTOCK, N.Y. — Town Board members are being asked to start a campaign that clears out what was called illegal billboards in the business district, ...


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Key West leaders want mobile advertising trucks to disappear  Miami Herald

A Key West business that sends a truck around decked out in LED electronic advertising is about to be shut down, as city leaders prepare to pass a new law ...


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What Agencies Get Wrong About Measuring TV Advertising  AdExchanger

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today's column is written by Philip Inghelbrecht, co-founder ...


After 28 Years, Out-of-Home Trade Body Has a New CEO in IAB’s Anna Bager - Adweek
After 28 Years, Out-of-Home Trade Body Has a New CEO in IAB’s Anna Bager  Adweek

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CBS goes dark for many AT&T customers. And BBH loses a battle: Monday Wake-Up Call - AdAge.com
CBS goes dark for many AT&T customers. And BBH loses a battle: Monday Wake-Up Call  AdAge.com

Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your ...


New York Is Investigating Whether Facebook Lets Advertisers Discriminate - ProPublica
New York Is Investigating Whether Facebook Lets Advertisers Discriminate  ProPublica

The state's Department of Financial Services will look into allegations, first exposed by ProPublica, that advertisers can exclude users by race, gender, age and ...


Q&A: Retiring Grey Chairman Jim Heekin Reflects on 45 Years in Advertising and His Second Job as a Fictional FBI Agent - Adweek
Q&A: Retiring Grey Chairman Jim Heekin Reflects on 45 Years in Advertising and His Second Job as a Fictional FBI Agent  Adweek

Has anyone told you lately that the ad industry is dying? Jim Heekin has heard that one so many times that it's almost funny. This week, the executive chairman ...


Startups Turn To Traditional Advertising For Attention - Crunchbase News
Startups Turn To Traditional Advertising For Attention  Crunchbase News

On the ride from the San Francisco International Airport into the city, drivers are greeted with a slew of billboards advertising various products from a credit card ...


NetMedia Group takes over the management of financial platform Investing.com's European advertising space - Business Wire
NetMedia Group takes over the management of financial platform Investing.com's European advertising space  Business Wire

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Coffeebar Wins American Advertising Award for Coffee Packaging - ThisisReno
Coffeebar Wins American Advertising Award for Coffee Packaging  ThisisReno

Coffeebar was honored with a National ADDY award for its coffee bag packaging campaign at the 2019 American Advertising Awards held this year in ...


Is Advertising on Netflix Inevitable? - Motley Fool
Is Advertising on Netflix Inevitable?  Motley Fool

Original programming isn't cheap, which has some experts believing the unthinkable might happen: Netflix (NASDAQ:NFLX) may soon start broadcasting ...


Digital advertising, paid search, media budgets: 5 killer stats to start your week - Marketing Week
Digital advertising, paid search, media budgets: 5 killer stats to start your week  Marketing Week

We arm marketers with all the numbers they need to tackle the week ahead.


How Digital Advertising Markets Really Work - The American Prospect
How Digital Advertising Markets Really Work  The American Prospect

This article appears in the Summer 2019 issue of The American Prospect magazine. Subscribe here.


UK’s CMA launches investigation into digital advertising and its ‘potential harm’ to consumers - TechCrunch
UK’s CMA launches investigation into digital advertising and its ‘potential harm’ to consumers  TechCrunch

Just two weeks after the U.K.'s information commissioner published a damning report setting out major privacy and other concerns about programmatic ...


Spain: 6% fall in TV advertising | - Advanced Television
Spain: 6% fall in TV advertising |  Advanced Television

Spain's TV ad market is experiencing tough times with a sharp decline of 6 per cent in the first half of the year, according to the i2p report from consultancy firm ...


PeerLogix Awarded Second US Patent That Enables Advertising, Tracking and Analysis of Over-the-Top Consumer Data and Households - GlobeNewswire
PeerLogix Awarded Second US Patent That Enables Advertising, Tracking and Analysis of Over-the-Top Consumer Data and Households  GlobeNewswire

NEW YORK, NY, July 18, 2019 (GLOBE NEWSWIRE) -- via NEWMEDIAWIRE -- PeerLogix, Inc. (the "Company") (“We”) (OTCQB: LOGX), the established ...


Still Allocating Precious Dollars To Print Advertising? Think Again - Forbes
Still Allocating Precious Dollars To Print Advertising? Think Again  Forbes

The world is very different than it was 10, 20, 30 years ago. Businesses used to pour money into print advertising and marketing with few ways to determine ...


Key West bans mobile advertising trucks. They’re a safety hazard, police say. - Bradenton Herald
Key West bans mobile advertising trucks. They’re a safety hazard, police say.  Bradenton Herald

Key West city commissioners on Tuesday voted 4-0 to ban a mobile advertising truck known for its colorful LED screens. Police called it a distraction for drivers ...


Trump’s general election brawl to drive record advertising - POLITICO
Trump’s general election brawl to drive record advertising  POLITICO

Advertising Analytics, a political ad-tracking firm, projects a total of $6 billion in TV and digital video advertising in 2019 and 2020.


Direct to Consumer (DTC) Advertising Market to Eyewitness Massive Growth by 2026: Leading Key Players Xpress Marketing & Communication, Brandperx Corporation, Andy Dane Media, QMT Inc, DataTiger - Market Expert
Direct to Consumer (DTC) Advertising Market to Eyewitness Massive Growth by 2026: Leading Key Players Xpress Marketing & Communication, Brandperx Corporation, Andy Dane Media, QMT Inc, DataTiger  Market Expert

Direct to consumer advertising (DTC) advertising is marketing that is aimed toward consumers when access to a product may require an intermediary.


Stewart Greene, Who Helped Shape TV Advertising, Dies at 91 - The New York Times
Stewart Greene, Who Helped Shape TV Advertising, Dies at 91  The New York Times

Stewart Greene, an advertising executive whose creative acumen made airplanes sexy and indigestion entertaining, died on June 29 at his daughter's home in ...


Zeta Takes Over PlaceIQ’s Advertising Business And Marches Into Media - AdExchanger
Zeta Takes Over PlaceIQ’s Advertising Business And Marches Into Media  AdExchanger

Zeta Global, the marketing tech and data cloud, announced a strategic partnership with the location data company PlaceIQ on Thursday that will see Zeta take ...


A New Platform Called AFOX Will Tokenize Media Buying Contracts - CoinDesk
A New Platform Called AFOX Will Tokenize Media Buying Contracts  CoinDesk

Parsec, an advertising firm, has unveiled a pilot program for offering options and futures trades and settling digital advertising contracts on R3's Corda ...


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