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The Secrets To Successful Radio Advertising


Ask some businesses about radio advertising and they'll tell you it's the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What's the secret to successful radio advertising?

Know this: Radio can be a major player in your advertising mix if you know how to do it and I'm about to give you the secrets to successful radio advertising so read on.

First, write down a detailed description of who your core customers are. You can do this by looking at prior sales or just by knowing your products and services. Are they women in their 30's and 40's who have a good disposable income? Are they men in their early 20's who are into sports and cars? Figure out who your target customer base is and then you'll be one step closer to figuring out how to reach them.

Second, give a listen to the radio stations in your market besides the ones you usually listen to. Remember, just because you listen to a certain station every morning doesn't mean your potential customers do. Most stations have a pretty definitive type of music or format they follow which gives them their listening base. You don't have to be a media buyer to know that certain stations will be right for your targeted consumer while others will be way off the chart. For example, if your customer base is women in their 30's and 40's, then you can rule out formats such as rap and sports, right? If you live in a major market like Atlanta or Chicago there may be as many as 30 to 40 stations on the radio dial so you'll have plenty to choose from. If you live in a smaller market you'll have less stations to choose from but you'll still have a good selection.

Third, figure out your budget. How can you do this if you know nothing about radio costs? One way is to contact an advertising agency who places radio on a regular basis. Most likely they'll have the pulse on the market you're in and if not, can gather enough information to help you decide how much you'll need to spend to make radio effective. If you're hesitant to call an ad agency right away, the next best thing to do is call two or three of the stations you've chosen yourself. Ask to speak to the sales manager and let them know you're trying to gather information for a radio buy. Most likely they will assign you an account executive to work up a plan. Keep in mind that a good advertising agency may be able to negotiate for better rates and added incentives due to their relationship with the stations and their experience but at the very least, this will give you a good starting point . Don't be overly concerned if you discover that you cannot afford the top stations in the market. There are usually several stations in each market that share listeners and formats and their costs will vary greatly. The rates you receive will be based on many factors including the time of day you want to advertise, how soon you want to be on the air, and the "avails" or inventory the stations have at the time you want to advertise. "Drive time" is the term used by radio to mean just that: the times listeners spend driving in their cars listening. Typically this is 6am to 10am and 4pm to 7pm. These are the coveted listener day parts for most stations and they can be very expensive. But do you need to buy these times? Again, by defining your target customer, you can determine the best times to reach them. There are also spots known as "broad rotators" that can be equally as effective and less expensive because you allow the station to place them over a longer period of the day for example, 6am to midnight.

Fourth, and I feel this is equally if not the most important aspect of radio advertising: the message. While some stations brag about playing thirty minutes to an hour of uninterrupted music, this can be bad for you as an advertiser because it also means that your radio commercial or spot will be slammed with six or more other spots at one time in order to get all their advertisers on the air. I don't know about you, but if I endure three or four spots in a row and the fifth one doesn't catch my ear, I'm punching the button. Therefore your spot has to be clever. It has to make the listener want to hear your message. Remember that the spot they hear may be the first time they learn about your business so it needs to catch them right away. I have found that humor, when done well, can be very effective. It's always amazed me how some companies will devote so much time and money into making sure their radio buy is right but devote so little time to the message itself. Sure, they're on the airwaves alot, but are the listeners paying attention? Without an effective ear-grabbing ad, it's money down the drain. That's why it would be wise to let a professional write and produce your spot. The radio stations may even volunteer to do this for you for free but remember, you get what you pay for.

The final piece of advice I will give you is this: repetition, repetition, repetition. It doesn't matter how clever your ad is or how well you placed the buy if you do not have the budget to stay on the air consistently so make sure when putting together your budget you think long term. Consumers are bombarded with so many messages every day including television, the internet, billboards, mailers, matchbook covers, even some grocery store floors and elevators now carry advertising, unless you stay in their ears on a regular basis, they will forget about you.

Utilize these basic rules and soon when someone asks you if your radio is effective you can reply, "Yes it's been wonderful!" because you've learned the secret to making radio advertising work.

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. Visit his web site at http://www.eisenbergagency.com. Contact Hal at [email protected].


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. February / 27 / 2021

What is programmatic advertising and how does it work? - Lake Geneva Regional News
What is programmatic advertising and how does it work?  Lake Geneva Regional News

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

What's Next Following Enactment of Maryland's Advertising Tax? - Ad Law Access
What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Maryland’s Digital Advertising Tax: A Contentious Start, and an Uncertain Future - Retail & Consumer Products Law Observer
Maryland’s Digital Advertising Tax: A Contentious Start, and an Uncertain Future  Retail & Consumer Products Law Observer

Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript - Motley Fool
Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

Huskers take home 12 Nebraska advertising awards - Nebraska Today
Huskers take home 12 Nebraska advertising awards  Nebraska Today

Dissecting Daft Punk's influence on advertising 'Around the World': Opinion - AdAge.com
Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies - Yahoo Finance
Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  Yahoo Finance

Waze veers off course for advertisers - Business Insider
Waze veers off course for advertisers  Business Insider

Lamar Advertising profits down sharply, but 'a strong fourth quarter' helped a bit - The Advocate
Lamar Advertising profits down sharply, but 'a strong fourth quarter' helped a bit  The Advocate

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

J. Scott Franks, charismatic advertising executive, dies at 68 - The Philadelphia Inquirer
J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

Merrick Pet Care launches largest advertising campaign in 30 years - KAMR - MyHighPlains.com
Merrick Pet Care launches largest advertising campaign in 30 years  KAMR - MyHighPlains.com

'Orange Corn' company is showcased in GoDaddy advertising campaign - WISHTV.com
'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace - MarTech Series
MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  MarTech Series

Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce - Forbes
Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent - GlobeNewswire
Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

Lamar Advertising Co. Q4 adjusted earnings Beat Estimates - Nasdaq
Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

Advertising Sales Representative (Brookings) | Other Jobs - The Chief News
Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

Digital Display Advertising Market 2021 Global Insights and Business Scenario – SocialHi5, ReportGarden, Digital Business Development Ltd, Lead to Conversion, SevenAtoms Inc, Path Interactive – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Display Advertising Market 2021 Global Insights and Business Scenario – SocialHi5, ReportGarden, Digital Business Development Ltd, Lead to Conversion, SevenAtoms Inc, Path Interactive – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  GlobeNewswire

BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report) - Tubefilter
BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report)  Tubefilter

Is digital advertising really paying its due? - Campaign US
Is digital advertising really paying its due?  Campaign US

JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising - Business Insider
JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021 - MediaPost Communications
COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

Amazon and Advertising: Watch out Facebook (and Amazon's sellers) - CEOWORLD magazine
Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

Facebook versus News: Advertising is the real problem - The Conversation AU
Facebook versus News: Advertising is the real problem  The Conversation AU

Are you utilizing YouTube to advertise your business? - KARK
Are you utilizing YouTube to advertise your business?  KARK

Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV - BeetTV
Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

How I Made It: Michelle Morgan Talks Career Advice & More - Seventeen.com
How I Made It: Michelle Morgan Talks Career Advice & More  Seventeen.com

The 6th Wave of Advertising Technology: Privacy - AdExchanger
The 6th Wave of Advertising Technology: Privacy  AdExchanger

Lamar Advertising beats on revenue - Seeking Alpha
Lamar Advertising beats on revenue  Seeking Alpha

Jordyn Reese promoted to Global Head of Advertising at ONErpm - Music Business Worldwide
Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

Advertising on Social Media Regulation: Comments from an FTC Official - JD Supra
Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

FCB Health nabs consumer advertising ace for leading creative role at Area 23 - FiercePharma
FCB Health nabs consumer advertising ace for leading creative role at Area 23  FiercePharma

Fluent Expected to Ride the Digital Advertising Wave This Year - Yahoo Finance
Fluent Expected to Ride the Digital Advertising Wave This Year  Yahoo Finance

Digital Advertising Market 2020 Top Emerging Trends Impacting the Growth Due to COVID19 and In-Depth Compitative Intelligence – The Bisouv Network - The Bisouv Network
Digital Advertising Market 2020 Top Emerging Trends Impacting the Growth Due to COVID19 and In-Depth Compitative Intelligence – The Bisouv Network  The Bisouv Network

Animal Welfare Institute takes on Boar’s Head over advertising claims - New Food
Animal Welfare Institute takes on Boar’s Head over advertising claims  New Food

Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders - Motley Fool
Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders  Motley Fool

Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network - The Bisouv Network
Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network  The Bisouv Network

Dayton man with AIDS accused of assault after advertising free sex - Dayton 24/7 Now
Dayton man with AIDS accused of assault after advertising free sex  Dayton 24/7 Now

Lamar Advertising Earnings Preview - Yahoo Finance
Lamar Advertising Earnings Preview  Yahoo Finance

EDPS opinion puts targeted advertising in crosshairs | Article - Compliance Week
EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

This Mentorship Program Wants to Help Women of Color Succeed in Advertising - Adweek
This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

2021 Insights into the Global Internet Advertising Market by MRS – The Bisouv Network - The Bisouv Network
2021 Insights into the Global Internet Advertising Market by MRS – The Bisouv Network  The Bisouv Network

The 20 advertising jingles that stick the best - AZ Big Media
The 20 advertising jingles that stick the best  AZ Big Media

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE) - Variety
Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

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Cigarette advertising could bring in big dollars, but it crosses a line.  Monterey County Weekly

Lamar Advertising Company Announces Cash Dividend on Common Stock - StreetInsider.com
Lamar Advertising Company Announces Cash Dividend on Common Stock  StreetInsider.com

InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World - MarTech Series
InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Out of home Advertising Market Size, Share Analysis by Manufacturers, Regions, Type and Application to 2025 – The Bisouv Network  The Bisouv Network

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Digital Video Advertising Grows in Australia; Canada to Impose News Media Code - ExchangeWire
Digital Video Advertising Grows in Australia; Canada to Impose News Media Code  ExchangeWire

Comprehensive report on Internet Video Advertising Market 2021 size growth demand opportunities forecast to 2027 with Alphabet, Facebook, Yahoo, Microsoft, Tencent, Twitter, Alibaba, Baidu – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Comprehensive report on Internet Video Advertising Market 2021 size growth demand opportunities forecast to 2027 with Alphabet, Facebook, Yahoo, Microsoft, Tencent, Twitter, Alibaba, Baidu – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT - Press of Atlantic City
REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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Bitcoin vs big tech: the death of advertising?  CoinGeek

Lamar Advertising rises 2% as AFFO grows on modest revenue decline - Seeking Alpha
Lamar Advertising rises 2% as AFFO grows on modest revenue decline  Seeking Alpha

Binge-Viewers Hate Commercials, So Big Advertisers Start Shows of Their Own - Variety
Binge-Viewers Hate Commercials, So Big Advertisers Start Shows of Their Own  Variety

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Otello Announces Definitive Agreement to sell AdColony to Digital Turbine  MarTech Series

2021 Amazon Advertising Guide for Sellers - Jungle Scout
2021 Amazon Advertising Guide for Sellers  Jungle Scout

Commerce Canal Launches Advertising Services Leveraging the Spotify Audience Network - WFMZ Allentown
Commerce Canal Launches Advertising Services Leveraging the Spotify Audience Network  WFMZ Allentown

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Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

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Global Pay-per-click (PPC) Advertising Market Size, Share, Industry Trends, Growth Insight, Share, Competitive Analysis, Statistics, Regional, And Industry Forecast – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Nonprofits Using More Direct Mail Advertising During Pandemic - KTVN
Nonprofits Using More Direct Mail Advertising During Pandemic  KTVN

Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind - GlobeNewswire
Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  GlobeNewswire

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What advertising's biggest industry events will look like in 2021  AdAge.com

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Aerial Advertising Market 2021 Overview, Trends, Size, Growth and 2028 Future Insights – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

Lamar Advertising Company (REIT) (LAMR) CEO Sean Reilly on Q4 2020 Results - Earnings Call Transcript - Seeking Alpha
Lamar Advertising Company (REIT) (LAMR) CEO Sean Reilly on Q4 2020 Results - Earnings Call Transcript  Seeking Alpha

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Walmart Buys Ad Tech to Chase Small-Business Advertisers  The Wall Street Journal

Czech Republic approves new rules for advertising medical devices - Lexology
Czech Republic approves new rules for advertising medical devices  Lexology

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Gazing Into the Foggy Future of Alcohol Advertising on TikTok  VinePair

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We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

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ASIC Files Charges Against Allianz, AWP Over False Advertising  Regulation Asia

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MOBE Presents Women Execs in Advertising Week Series to Kick off Women 's History Month  Eurweb.com

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Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

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Digital vs. Linear Advertising: Bridging Two Worlds Together  Radio & Television Business Report

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With Veto Override, Maryland Becomes First U.S. State to Enact Digital Advertising Tax  Sidley Austin LLP

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Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  Yahoo Finance

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Explosive Growth of Programmatic Advertising Display Market with Vigorous Business Development 2026 | AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

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Digital Ad Duopoly Of Google, Facebook Doesn't Dominate In Fast-Growing Connected TV  Investor's Business Daily

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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Department of State Apologizes for its Failure to Properly Advertise Proposed Constitutional Amendment, HB 963  Governor Tom Wolf

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January  FiercePharma

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Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

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‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

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Is the internet advertising economy about to implode?  TechCrunch

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Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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