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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. January / 16 / 2021

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

‘Some Form of Programmatic’ Is the Future of All Advertising, Says Marc Pritchard - Adweek
‘Some Form of Programmatic’ Is the Future of All Advertising, Says Marc Pritchard  Adweek

Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl - CNBC
Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl  CNBC

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

Global Radio Advertising Market Report 2020-2030 Featuring Major Players - Sirius XM, iHeartMedia, Entercom Communications, Cumulus Media, NPR, Strategic Media, The Radio Agency, Jacob Tyler, Sid Lee - PRNewswire
Global Radio Advertising Market Report 2020-2030 Featuring Major Players - Sirius XM, iHeartMedia, Entercom Communications, Cumulus Media, NPR, Strategic Media, The Radio Agency, Jacob Tyler, Sid Lee  PRNewswire

Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles - Investor's Business Daily
Google Stock, Apple Stock: Outlook for Digital Advertising As Cookie Crumbles  Investor's Business Daily

29 execs with the most power at advertising giant Publicis - Business Insider - Business Insider
29 execs with the most power at advertising giant Publicis - Business Insider  Business Insider

5 Digital Advertising Tips That You Need to Know - Entrepreneur
5 Digital Advertising Tips That You Need to Know  Entrepreneur

Advertising Market Insights, Growth Forecast to 2025 - Business-newsupdate.com
Advertising Market Insights, Growth Forecast to 2025  Business-newsupdate.com

Fox Reporter Kristina Pink Says She’s Frequently Been Compared to an Advertising Mascot - Sportscasting
Fox Reporter Kristina Pink Says She’s Frequently Been Compared to an Advertising Mascot  Sportscasting

The Big Questions For Digital Advertising In 2021 - AdExchanger
The Big Questions For Digital Advertising In 2021  AdExchanger

Despite advertising otherwise, players need to re-buy Hitman 2 to import its levels to Hitman 3 - Rock Paper Shotgun
Despite advertising otherwise, players need to re-buy Hitman 2 to import its levels to Hitman 3  Rock Paper Shotgun

Advertising software maker Viant Technology files for a $150 million IPO - Nasdaq
Advertising software maker Viant Technology files for a $150 million IPO  Nasdaq

5 Advertising Strategies To Help Personal Loan Brands Reach High-Intent Consumers During Peak Resolution Season - Digital Media Solutions
5 Advertising Strategies To Help Personal Loan Brands Reach High-Intent Consumers During Peak Resolution Season  Digital Media Solutions

Global Radio Advertising Market Report 2020-2030: COVID-19 Impacts, Growth and Changes - ResearchAndMarkets.com - Yahoo Finance
Global Radio Advertising Market Report 2020-2030: COVID-19 Impacts, Growth and Changes - ResearchAndMarkets.com  Yahoo Finance

Meet Ad+Me, The Advertising Application That Is Changing The Way Businesses Advertise - Yahoo Finance
Meet Ad+Me, The Advertising Application That Is Changing The Way Businesses Advertise  Yahoo Finance

FTC Settles with TapJoy for Non-Delivery of In-Game Rewards - The National Law Review
FTC Settles with TapJoy for Non-Delivery of In-Game Rewards  The National Law Review

How Will the Pandemic Impact Super Bowl 2021’s OOH Advertising? - Adweek
How Will the Pandemic Impact Super Bowl 2021’s OOH Advertising?  Adweek

Advertising software maker Viant Technology files for IPO - MarketWatch
Advertising software maker Viant Technology files for IPO  MarketWatch

SPONSORED ADVERTISING by INTL. WELOVEU FOUNDATION: Safe blood drive on Sunday, Jan 17 - FOX 11 Los Angeles
SPONSORED ADVERTISING by INTL. WELOVEU FOUNDATION: Safe blood drive on Sunday, Jan 17  FOX 11 Los Angeles

What Big Tech's scrutiny means for luxury advertising - Vogue Business
What Big Tech's scrutiny means for luxury advertising  Vogue Business

Transit Agency Advertising: Reasoned Approach Needed for Evaluating Political Ads - Lexology
Transit Agency Advertising: Reasoned Approach Needed for Evaluating Political Ads  Lexology

Newsday to lay off employees amid advertising drop - Newsday
Newsday to lay off employees amid advertising drop  Newsday

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

Video Advertising 2021-2024 01/14/2021 - MediaPost Communications
Video Advertising 2021-2024 01/14/2021  MediaPost Communications

Smartly.io Announces Second Annual Sofa Summit: The World's Largest Social Advertising Event - Valdosta Daily Times
Smartly.io Announces Second Annual Sofa Summit: The World's Largest Social Advertising Event  Valdosta Daily Times

Advertising Vehicles Welcomes New Team Member Jason Boyd - Yahoo Finance
Advertising Vehicles Welcomes New Team Member Jason Boyd  Yahoo Finance

PUBLISHER'S NOTICE All rental and real estate for sale advertising - goskagit.com
PUBLISHER'S NOTICE All rental and real estate for sale advertising  goskagit.com

Global Print Advertising Distribution Market Report 2020-2023 & 2030: COVID-19 Impacts, Growth and Changes - ResearchAndMarkets.com - Yahoo Finance
Global Print Advertising Distribution Market Report 2020-2023 & 2030: COVID-19 Impacts, Growth and Changes - ResearchAndMarkets.com  Yahoo Finance

SEC Settles Charges Against Municipal Underwriter for Unfair Practices and Misleading Advertising in Connection With its Distribution of New Issue Securities - JD Supra
SEC Settles Charges Against Municipal Underwriter for Unfair Practices and Misleading Advertising in Connection With its Distribution of New Issue Securities  JD Supra

WWE Superstar Spectacle Taping Ahead Of SmackDown, New Promotional Advertising - Heel By Nature
WWE Superstar Spectacle Taping Ahead Of SmackDown, New Promotional Advertising  Heel By Nature

Google Bans All Political Advertising Until January 21St - WLTZ - WLTZ 38 NBC
Google Bans All Political Advertising Until January 21St - WLTZ  WLTZ 38 NBC

Advertise | The Dearborn County Register - Dearborn Country Register
Advertise | The Dearborn County Register  Dearborn Country Register

OpenAP Launches Supply-Side Platform to Surface Available TV Advertising Inventory for Buyers, Brings Transparency and Visibility to Marketplace - PRNewswire
OpenAP Launches Supply-Side Platform to Surface Available TV Advertising Inventory for Buyers, Brings Transparency and Visibility to Marketplace  PRNewswire

Display Advertising - Lexington County Chronicle
Display Advertising  Lexington County Chronicle

Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more - The National Law Review
Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more  The National Law Review

Did You Participate In Any Of Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) Respectable 94% Return? - Simply Wall St
Did You Participate In Any Of Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) Respectable 94% Return?  Simply Wall St

Picture This: An Audience-First Approach to Video Advertising - MarTech Series
Picture This: An Audience-First Approach to Video Advertising  MarTech Series

Modern Customers Want Brand Communities, No More Advertising - Business 2 Community
Modern Customers Want Brand Communities, No More Advertising  Business 2 Community

This time it's personal: why advertising has to change - The Drum
This time it's personal: why advertising has to change  The Drum

Global In-App Advertising Market 2021 to Showing Impressive Growth by 2026 | Industry Trends, Share, Size, Top Key Players Analysis and Forecast Research - KSU | The Sentinel Newspaper
Global In-App Advertising Market 2021 to Showing Impressive Growth by 2026 | Industry Trends, Share, Size, Top Key Players Analysis and Forecast Research  KSU | The Sentinel Newspaper

The 7 Best Advertising Agencies for 2021 - Investopedia
The 7 Best Advertising Agencies for 2021  Investopedia

National Advertising Division Says Pre-Launch Investor Presentation Can Be Challenged Under Advertising Law - IPWatchdog.com
National Advertising Division Says Pre-Launch Investor Presentation Can Be Challenged Under Advertising Law  IPWatchdog.com

Advertising Agency Software Market to witness an impressive growth during the f - Business-newsupdate.com
Advertising Agency Software Market to witness an impressive growth during the f  Business-newsupdate.com

Biotin And 'Healthy Hair': Federal Pre-emption Clips False Advertising Complaint In California - HBW Insight
Biotin And 'Healthy Hair': Federal Pre-emption Clips False Advertising Complaint In California  HBW Insight

Advertising Community: America Needs Our Help 01/15/2021 - MediaPost Communications
Advertising Community: America Needs Our Help 01/15/2021  MediaPost Communications

Flipclutch Research: Global AR advertising revenue is huge, WIMI intends to seize this business opportunity - PRNewswire
Flipclutch Research: Global AR advertising revenue is huge, WIMI intends to seize this business opportunity  PRNewswire

Report: Google and Facebook are responsible for depressed advertising revenue - Poynter
Report: Google and Facebook are responsible for depressed advertising revenue  Poynter

SEC Amends Advertising and Solicitation Rules: Numerous Changes to Start Digesting and Implementing. - The National Law Review
SEC Amends Advertising and Solicitation Rules: Numerous Changes to Start Digesting and Implementing.  The National Law Review

The case for dynamic advertising in an uncertain world - The Drum
The case for dynamic advertising in an uncertain world  The Drum

How deepfakes could change fashion advertising - Vogue Business
How deepfakes could change fashion advertising  Vogue Business

Airfare Advertising - Advanced Notice of Proposed Rulemaking - Seeks Comment on the DOT's Full Fare Advertising Rule - EIN News
Airfare Advertising - Advanced Notice of Proposed Rulemaking - Seeks Comment on the DOT's Full Fare Advertising Rule  EIN News

Coalition lays groundwork for advertising campaign to spruik workplace relations overhaul - The Guardian
Coalition lays groundwork for advertising campaign to spruik workplace relations overhaul  The Guardian

OPINION: An Open Letter to "Big Game" Advertisers - RADIO.COM
OPINION: An Open Letter to "Big Game" Advertisers  RADIO.COM

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TRAVERSE32's Brett Henenberg Navigates The Worlds of Entertainment, Advertising  SHOOT Online

Global Programmatic Display Advertising Market Report 2020 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 - MENAFN.COM
Global Programmatic Display Advertising Market Report 2020 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026  MENAFN.COM

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Global Advertising Video Market 2020, Future Prospects and Potential of Industry with Regional trend by forecast to 2028  KSU | The Sentinel Newspaper

Global Online Display Advertising Services Market Will Be Fiercely Competitive by Top Companies in 2026 - The Courier
Global Online Display Advertising Services Market Will Be Fiercely Competitive by Top Companies in 2026  The Courier

Why the NHL’s move to more advertising is a net positive for hockey fans. - Mile High Hockey
Why the NHL’s move to more advertising is a net positive for hockey fans.  Mile High Hockey

Advertising industry giant Gurney Beckford passes - Jamaica Observer
Advertising industry giant Gurney Beckford passes  Jamaica Observer

Big advertisers slash Facebook spending after Capitol attack - Telegraph.co.uk
Big advertisers slash Facebook spending after Capitol attack  Telegraph.co.uk

The impressive wound left by the nail of an advertising blanket on the knee of a Necaxa footballer - TheNewsTrace
The impressive wound left by the nail of an advertising blanket on the knee of a Necaxa footballer  TheNewsTrace

Advertisers Are Prioritizing First-Party Data And Diversity - Digital Media Solutions
Advertisers Are Prioritizing First-Party Data And Diversity  Digital Media Solutions

Flyers to advertise on helmets this season. Spoiler alert: It’s not Wawa. - The Philadelphia Inquirer
Flyers to advertise on helmets this season. Spoiler alert: It’s not Wawa.  The Philadelphia Inquirer

Bloomberg - Bloomberg
Bloomberg  Bloomberg

Latest News 2020: Mobile Advertising Platform Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft, etc. | InForGrowth - NeighborWebSJ
Latest News 2020: Mobile Advertising Platform Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft, etc. | InForGrowth  NeighborWebSJ

Healthcare Advertising Market 2020 Global Industry Outlook, COVID-19 Impact Analysis, Demand, Key Manufacturers and 2027 Forecast Report| | Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi - KSU | The Sentinel Newspaper
Healthcare Advertising Market 2020 Global Industry Outlook, COVID-19 Impact Analysis, Demand, Key Manufacturers and 2027 Forecast Report| | Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi  KSU | The Sentinel Newspaper

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Global Aerial Advertising Market 2020 Analysis by Latest COVID19/CORONA Virus Impact with Market Positioning of Key Vendors: Air Amelia,,,,, etc. | InForGrowth  NeighborWebSJ

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Advertising Services Market to Witness Massive Growth | WPP, Omnicom Group, Dentsu  Murphy's Hockey Law

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Contextual Advertising Market Research Report Covers, Future Trends, Past, Present Data and Deep Analysis  Murphy's Hockey Law

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Mediaocean Ranked First in Advertising Technology on Ad Age Best Places to Work 2021  GlobeNewswire

CloudCommerce to Launch Artificial Intelligence (AI) Advertising Venture - GlobeNewswire
CloudCommerce to Launch Artificial Intelligence (AI) Advertising Venture  GlobeNewswire

FDA sends warning letter to company that is advertising COVID-19 curing tea - Food Safety News
FDA sends warning letter to company that is advertising COVID-19 curing tea  Food Safety News

GMG announces new chief advertising officer and CEO international - The Guardian
GMG announces new chief advertising officer and CEO international  The Guardian

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Are Marketers Pivoting to Connected TV Advertising?  Radio & Television Business Report

Global Out-of-Home Advertising Market Report 2020-2030 Featuring Daktronics, JCDecaux, Lamar, OUTFRONT Media, Stroe, Clear Channel Outdoor , Exterion Media, oOh!media, Intersection and Watchfire Signs - PRNewswire
Global Out-of-Home Advertising Market Report 2020-2030 Featuring Daktronics, JCDecaux, Lamar, OUTFRONT Media, Stroe, Clear Channel Outdoor , Exterion Media, oOh!media, Intersection and Watchfire Signs  PRNewswire

VIOOH and Ubimo Announce Partnership to Offer Data-Driven Digital Out-of-Home (DOOH) Advertising on JCDecaux Inventory - Business Wire
VIOOH and Ubimo Announce Partnership to Offer Data-Driven Digital Out-of-Home (DOOH) Advertising on JCDecaux Inventory  Business Wire

Advertisers pull ads amid the attack on the US Capitol - Business Insider - Business Insider
Advertisers pull ads amid the attack on the US Capitol - Business Insider  Business Insider

Facebook Advertisers Brace for iOS 14 Tracking Prompt Fallout - Search Engine Journal
Facebook Advertisers Brace for iOS 14 Tracking Prompt Fallout  Search Engine Journal

Report: Fox News Presentation Aimed To Reassure Advertisers 01/11/2021 - MediaPost Communications
Report: Fox News Presentation Aimed To Reassure Advertisers 01/11/2021  MediaPost Communications

Unilever to resume advertising on Facebook and Twitter - CNN
Unilever to resume advertising on Facebook and Twitter  CNN

Social media giants in ‘trouble’ if advertisers go after them, analyst warns - Fox Business
Social media giants in ‘trouble’ if advertisers go after them, analyst warns  Fox Business

Global advertising forecast to set a new record in 2021 - AdAge.com
Global advertising forecast to set a new record in 2021  AdAge.com

News publishers expect advertisers to return to news after Trump’s departure - Digiday
News publishers expect advertisers to return to news after Trump’s departure  Digiday

Law Brief: Your Ad Here: Outdoor Advertising and the Law - JD Supra
Law Brief: Your Ad Here: Outdoor Advertising and the Law  JD Supra

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What’s Left of Tucker Carlson’s Advertisers (So Far) in 2021?  TVRev

Facebook's Small Advertisers Say They're Hurt by AI Lockouts - Bloomberg
Facebook's Small Advertisers Say They're Hurt by AI Lockouts  Bloomberg

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

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

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic - Digiday
How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

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2020: A Record Year for Political Advertising  Bowdoin News

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Advertising Week: The List announces diversity-focused mentorship program  AdAge.com

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The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

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Is the internet advertising economy about to implode?  TechCrunch

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College advertising during COVID-19 draws criticism  Inside Higher Ed

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Antivaccine videos slip through YouTube's advertising policies, new study finds  Science Magazine

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Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

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How outdoor advertising can deepen inequality  BBC News

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