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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 Tue. March / 19 / 2024

Ahead of IPO, Reddit blends advertising into user posts - The Register
Ahead of IPO, Reddit blends advertising into user posts  The Register

Thanks to generative AI, advertising's business models will be reinvented - Fast Company
Thanks to generative AI, advertising's business models will be reinvented  Fast Company

Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch. - Insideradio.com
Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch.  Insideradio.com

Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit - The Business of Fashion
Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

Kristen Cavallo Retires From Advertising After 30 Years in the Industry - Adweek
Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

Kristen Cavallo retires from advertising for political activism - Ad Age
Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

Fox recalled for Iwo Jima service, advertising agency, TV show - Cleveland Jewish News
Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

Tesla flexes Model Y achievements with Cybertruck in rolling advertisement - TESLARATI
Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

National CineMedia 4Q Profit Rises After Increase In Advertisers - MarketWatch
National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

Food Advertising Bill Advances To Assembly | News, Sports, Jobs - Evening Observer
Food Advertising Bill Advances To Assembly | News, Sports, Jobs  Evening Observer

Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends - eMarketer
Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

National columnist examines CFPB reverse mortgage advertising data - HousingWire
National columnist examines CFPB reverse mortgage advertising data  HousingWire

Radio Advertising Feeds Fast Food Restaurant Success - Radio Ink
Radio Advertising Feeds Fast Food Restaurant Success  Radio Ink

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023 - PR Newswire
OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

Advertising Could Gobble Up The Grocery Business - AdExchanger
Advertising Could Gobble Up The Grocery Business  AdExchanger

Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024 - MediaPost Communications
Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising - Storyboard18
Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising  Storyboard18

Can advertising tell the truth? This vodka brand is giving it a shot - The Drum
Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase - Yahoo Finance
Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

Top 15 Podcast Advertisers Spent Nearly $50M During Feb. - Insideradio.com
Top 15 Podcast Advertisers Spent Nearly $50M During Feb.  Insideradio.com

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday? - InvestorsObserver
Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

National CineMedia, Inc. Announces New $100 Million Share Repurchase Program - Yahoo Finance
National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

Learning from the (Advertising) Pros | BU Today - Boston University
Learning from the (Advertising) Pros | BU Today  Boston University

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

Textured Hair Advertising Campaigns : from one queen to another - Trend Hunter
Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

Court Tosses Out False Ad Case Over Sephora's "Clean" Line - The Fashion Law
Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

We Are Social: what we saw at SXSW - More About Advertising
We Are Social: what we saw at SXSW  More About Advertising

Team Internet Group swoops for online advertising specialist in $41m deal By Proactive Investors - Investing.com UK
Team Internet Group swoops for online advertising specialist in $41m deal By Proactive Investors  Investing.com UK

Advertising salary guide—why design jobs are in demand - Ad Age
Advertising salary guide—why design jobs are in demand  Ad Age

Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV - BeetTV
Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

3 big reasons to be optimistic about advertising in 2024, survey reveals - The Drum
3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

What Would a TikTok Ban or Sale Mean for Advertisers? - Adweek
What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

GenAI in Advertising - EMARKETER
GenAI in Advertising  EMARKETER

Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use - AdExchanger
Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

Ayurvedic company in India banned from advertising certain products : Goats and Soda - NPR
Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

Amazon apologizes after its AI advertising system makes costly error - Search Engine Land
Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent - Storyboard18
Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

Gazette wins top news, advertising honors from Wisconsin Newspaper Association - The Janesville Gazette
Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

A weary advertising spend canary in a slow start to the year - AdNews
A weary advertising spend canary in a slow start to the year  AdNews

Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart - Storyboard18
Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart  Storyboard18

Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News - Campaign Asia
A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com - Fort Atkinson Online
Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

Free TV says further gambling advertising restrictions would significantly impact revenue - AdNews
Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

Microsoft shows another Bing popup advertisement to Windows users - Ghacks
Microsoft shows another Bing popup advertisement to Windows users  Ghacks

Social Security: How we protect you from misleading advertising and communications - Terre Haute Tribune Star
Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality - Fast Company
The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality  Fast Company

Columbia man found guilty after advertising drugs on social media - WIS News 10
Columbia man found guilty after advertising drugs on social media  WIS News 10

US oil production hits record levels under Biden - Vox.com
US oil production hits record levels under Biden  Vox.com

Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down - westsiderag.com
Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

Why I won't apologise for working in advertising - Creative Review
Why I won't apologise for working in advertising  Creative Review

Brands unknowingly wasting dollars on Made for Advertising sites - Search Engine Land
Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

Advertise - exploreClarion
Advertise  exploreClarion

DCPS begins re-advertising for superintendent position as search drags on - Yahoo! Voices
DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

Amazon Says It Sold Ads for Products Shoppers Couldn't Buy - Bloomberg
Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET - BioNews
Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ... - PR Web
Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

Paper v pixels: Making a sustainable advertising choice - The Media Leader
Paper v pixels: Making a sustainable advertising choice  The Media Leader

Hispanic Hair Care Campaigns - Trend Hunter
Hispanic Hair Care Campaigns  Trend Hunter

‘Sneaky’ social media ads are luring young into gambling, say campaigners - The Guardian
‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now - Ottawa Citizen
Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

TikTok advertisers will look to rivals if US Senate moves ahead on ban - Reuters
TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

Anomaly wins global brief to ‘supercharge’ Tonies audio platform - More About Advertising
Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

MediaLink-UTA dispute signals end of an era for advertising excess - Campaign US
MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

Inside the 'made for advertising' crackdown—and why it isn't working - Ad Age
Inside the 'made for advertising' crackdown—and why it isn't working  Ad Age

Breaking News Live March 19: Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it - The Times of India
Breaking News Live March 19: Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it  The Times of India

IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options. - Insideradio.com
IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

Water brands face recent class action lawsuits over false advertising, microplastics, more - Top Class Actions
Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing - The Economic Times
Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing  The Economic Times

Britannia and Mindshare roll out AI-powered camera campaign for NutriChoice featuring Ranveer Singh - Storyboard18
Britannia and Mindshare roll out AI-powered camera campaign for NutriChoice featuring Ranveer Singh  Storyboard18

Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits - Yicai Global
Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising - KMVT
FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well - EMARKETER
A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE) - Variety
CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5% - Moneycontrol
Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5%  Moneycontrol

SDSU student advertising team receives top honors at American Advertising Awards - SDSU Athletics
SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

Patanjali Misleading ads case: Supreme Court asks Baba Ramdev to be present in court - The Hindu
Patanjali Misleading ads case: Supreme Court asks Baba Ramdev to be present in court  The Hindu

RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts - Hollywood Reporter
RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

How the TikTok ban threat is affecting advertisers and creators - Ad Age
How the TikTok ban threat is affecting advertisers and creators  Ad Age

The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear) - Media Makers Meet
The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

Pawsitive awareness: The rise of the pet parents - ETBrandEquity
Pawsitive awareness: The rise of the pet parents  ETBrandEquity

Meet The Ad Tech Players Using Generative AI For Their Media Buys - AdExchanger
Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Pitt State Graphics and Communications students win big in elite advertising competition - Pittsburg State University
Pitt State Graphics and Communications students win big in elite advertising competition  Pittsburg State University

Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest - Defense World
Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

New Zealand government restructures advertising accounts with tender - AdNews
New Zealand government restructures advertising accounts with tender  AdNews

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