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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 Tue. June / 18 / 2024

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Why some cities are banning fossil fuel advertisements  The Washington Post

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Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

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Peterborough youth praised ahead of food advertising ban decision  BBC.com

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Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

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Biden team announces $50M campaign highlighting Trump conviction: Election 2024  The Associated Press

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'Ghost jobs' advertise fake positions and offer companies big benefits, while workers pay the price  ABC News

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Briefing: TikTok Announces AI Avatars for Advertising  The Information

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T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

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How AI will impact the advertising world according to OpenAI  Fast Company

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

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Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

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'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

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PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

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Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

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Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

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How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

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UK Advertising Exports Reach £18BN in 2023 | LBBOnline  Little Black Book

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Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

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Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

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Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

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Oracle is shutting down its advertising business despite millions in revenues  TechRadar

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Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post

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Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

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Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

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Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

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Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

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Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

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Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

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Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

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Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising  StockTitan

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Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

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These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

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T-Mobile can no longer advertise a 'Price Lock' if its doesn't lock prices  Android Authority

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One minute in Cannes with: Uber Advertising  Performance Marketing World

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Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

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Bandai Namco's Smash Bros. Studio "No Longer" Advertising Select Roles For Nintendo Projects  Nintendo Life

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Women Connect at Cannes Lions Ad Festival's Empower Cafe  TheWrap

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NBCUniversal Supercharges Live Event Programming For Advertisers With New Accelerated Audience Capabilities  PRODU

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Oracle Is Shutting Down Its Ad Business  Adweek

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Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

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X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

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Biden's campaign announces $50M advertising blitz | Nation | timesdaily.com  Times Daily

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Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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The Trade Desk: Positioned For Success As A New Era Of Digital Advertising Starts (TTD)  Seeking Alpha

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

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Edward Norton’s Challenging New Role Could Put Him in TV’s Battle for Advertising Dollars  Variety

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United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

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Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

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Why advertising needs more queer leaders  Ad Age

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T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

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6 Top Advertising Trends to Watch (2024 & 2025)  Exploding Topics

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Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

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United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  EIN News

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PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

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Ad tech players unite for programmatic advertising growth in Europe  Adgully

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ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

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TI Georgia: Advertising Market in Georgia Insufficient for Media to Function Properly  Civil Georgia

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

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Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

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How Retailers Became Ad Platforms  HBR.org Daily

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Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

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Gary Lineker 'breaks BBC advertising rules' by wearing his clothing line on air  The Independent

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United Airlines seat ads: How to opt out of targeted advertising  Fast Company

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Laughing Matters: How Cannes' Humor Category Could Change Advertising  Adweek

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Wacl calls on industry to measure representation of women in advertising  CampaignLive

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  American Family News

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Week in Review: 75% of Advertisers Are Still Unprepared for Cookie Deprecation  Hello Partner

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Allstate Arena advertising CM Punk for Friday Night SmackDown  POST Wrestling

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Amazon hit with $122 mln US verdict in internet-advertising patent case  The Financial Express

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Biden Campaign Announces $50 Million Advertising Blitz Highlighting Trump's Conviction  http://hamodia.com

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RDDT Stock: What to Watch as Reddit Nabs New AI Advertising Deal  InvestorPlace

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Google launches Google TV advertising network  Search Engine Land

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Creative 100: Honoring the Most Innovative Talent Across Advertising, TV, Visual Art and More  Adweek

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Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem  AdExchanger

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2024 Guide to X (Twitter) Ads: Specs, Cost, and Tips  Hootsuite

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Wild Advertising boosts creativity with student collaboration  adobo Magazine

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Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch  Digiday

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You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising  WIRED

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The Impact Of AI On Political Advertising; How Do You Regulate Integrity?  SHOOT Online

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Fans Want Busch Gardens To Apologize After 'Blatantly False Advertising'  Inside the Magic

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BBC bosses left red-faced after advertising role asking for candidates to apply if they 'identify as DEAD'  Daily Mail

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Google: advertising revenue 2023  Statista

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As Google Targets AI Search Ads, It Could Learn a Lot From Bing  WIRED

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‘Godfathers of climate chaos’: UN chief urges global fossil-fuel advertising ban  The Guardian

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Chepstow Rugby Club applies for advertising permission to display welcome sign  Herald Wales

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What happens when retail media overtakes TV advertising?  The Grocer

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