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Heard A Good Radio Ad Lately? Neither Have We


To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it. Unfortunately, that's exactly what the listener ends up hearing.

What advertisers and their ad agencies have forgotten is that radio truly is a "theater for the mind". Anything you can dream up can be in a radio spot. Elephants doing the back stroke in your soup? No problem. Landing on planet Neptune and finding the alien of your dreams? Done. Recreating scenes like that on television would cost a fortune for the computer graphics alone, not to mention the animal trainer.

So how do you write a great radio ad? I've written over 2000 in my career and if there's one helpful point I can pass along it's this: Less is more. The less copy you write, the better your radio spot will sound. One of the biggest mistakes made with radio copy is when the client insists on trying to tell the company's entire story within sixty seconds. You've heard them before. The announcer is talking a million miles per hour because they've been given two minutes of copy for a one minute ad, the end result being a verbal assault on your eardrums. Combine that with having to endure five or six of these spots in a row and it's no wonder stations are losing listenership!

Writing humor is another problem. That's because humor in radio requires the timing be perfect, much like the way a standup comedian tells jokes which means even less copy than normal is needed. Plus, and this is very important - it has to be funny. It takes talent and skill to write humor and unfortunately, this has not deterred many from trying. If you're attempting to put humor in your radio copy, try reading it to unbiased ears (not your husband, wife, or parents) first to see if they "get it". If you find yourself having to explain the funny part, it ain't workin!

Another common mistake is when the client feels the need to repeat the phone number a half dozen times. Studies have shown that repeating the phone number over and over again does not guarantee the listener will remember it. All it will probably do is irritate them. Many people listen to radio in their cars and can't write the number down anyway. But the real truth is, most don't hear the number at all. If the number is still a requirement, your best bet is to put it in once or twice towards the end of the spot so it is close to, if not the last thing the listener hears.

The most effective way to get your product or service to stick in the minds of radio listeners is to have a clever message that rises above the others and does so often. As I've stressed in past articles, repetition is your friend. However, remember that the downside to clever radio is that it "burns" quickly. This means that because the ad is clever, people really listen to it which makes the "bit" or spot lose its appeal faster. Many times I've heard a clever ad and the first three or four times I heard it, I chuckled, but the next 12 times it aired I wanted throw my radio out the window. If you're writing clever creative or having it written for you, make sure you've budgeted for at least two different spots that can be rotated within the campaign. This will keep your message fresh while giving you the opportunity to present different features in each spot.

Some radio stations are now selling thirty second spots which is fine if you can get your message across in that limited time frame. However, unless you've been on the radio a long time, I would suggest sticking with the sixty second format for awhile, at least until you feel you've established your brand.

The next time you hear a bad radio commercial remember that writing clever radio is not something everyone can do. It takes skill, imagination and practice but if you get it right, it can be the most effective advertising tool you'll ever use.

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
Mailto: [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. May / 19 / 2021

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How Google's $150 billion advertising business works  CNBC

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Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd  Entrepreneur

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Mental Health Campaign Begins Advertising Across Natrona County  K2 Radio

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Three students allege false advertising from Lambda School  Inside Higher Ed

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The digital world is built on advertising. How do we help kids navigate it?  CNN

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Scripps collaborates with Amazon Advertising to bring Amazon's premium OTT offerings to local businesses  PRNewswire

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Feedvisor Announces Full-Funnel Advertising Optimization and Intelligence Platform for Amazon and E-Marketplaces  Yahoo Finance

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Perpetua expands retail media advertising solution via CitrusAd API  Yahoo Finance

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Electric Vehicle Advertising Up, But Falling Short on Relevance  PRNewswire

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Junk Food Advertising Banned to Curb Obesity in the UK  NYC Food Policy Center

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Sensory Advertising Claims: Whether it’s More Comfy, Smells Worse, or Tastes Better, Back Up the Claim with Data  JD Supra

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Why AI-powered contextual advertising is key to privacy compliance  AdAge.com

Oracle Updates Advertising And Customer Experience Applications - Forbes
Oracle Updates Advertising And Customer Experience Applications  Forbes

Verizon Media and Condé Nast partner across content and advertising - Verizon Communications
Verizon Media and Condé Nast partner across content and advertising  Verizon Communications

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Fox Upfronts Takeaways: Avoiding An Advertising Death Spiral, Animation, Finding The Next ‘Glee’ & Tom Brady  Deadline

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California DMV investigates Tesla 'Full Self-Driving' for truth in advertising  Autoblog

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Roku: Seeing The Future Of CTV Advertising  Seeking Alpha

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Channel Factory Launches The Conscious Project to Address Inherent Bias in Advertising and to Create a Better Video Ecosystem  Yahoo Finance

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Amazon goes after alleged fraudulent text message advertising schemes in new lawsuit  GeekWire

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TeamSnap adds COO, advertising GM – BizWest  BizWest

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Knox County businesses get big results with small town advertising solutions  knoxpages.com

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Will iOS 14.5 let Twitter's advertising finally fly?  Light Reading

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Tappx Launches World's First Contextual Audiovisual Advertising Solution  AiThority

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Amouranth warns hot tub streamers as Twitch suspends advertising on her channel  Dexerto

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Top 5 Social Advertising Platforms for Ecommerce Sellers  Entrepreneur

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Walgreens Advertising Group Expands Into Advanced TV  Adweek

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Charles Hodges of Arts & Letters on His Journey With ESPN Advertising  Muse by Clio

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Renowned advertising executive sells Victorian home in Boulder for $4M  The Denver Post

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Petco Launches New Digital Advertising Technology | Industry News | petbusiness.com  Pet Business Magazine

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Social Users Demand Relevance In Advertising, Study Finds 05/18/2021  MediaPost Communications

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Univision to court advertisers with 24/7 news channel, new tools to target ads  KFGO News

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Direct Mail Advertising Market Growing Demands, Supply and Business Outlook 2021 to 2027 – The Shotcaller  The Shotcaller

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Fed. Circ: Free Stream Media v Alphonso Targeted Ad Patent  The National Law Review

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Baidu 1Q Revenue Rises on Non-Advertising Gain  Morningstar.com

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Ford patents in-car advertising, safety expert warns against the tech  CarAdvice

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Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising  Adweek

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Mobile Advertising Leader Ogury appoints new COO  Martechcube

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How brands in Latin America can leverage the power of advertising to address social causes  eMarketer

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CommScope (COMM) Powers Altice's a4 Advertising Solutions  Nasdaq

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PrintPapa Introduces wide range of custom advertising flags for outdoor drive-by advertising  EIN News

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UnityPoint Health Wins 6 Healthcare Advertising Awards, Including 'Best of Show'  PRNewswire

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Want To Take Your Venture To New Highs? Hire An Advertising Agency  Influencive

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Arizona AG settles with hearing device company over deceptive advertising  KTAR.com

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Four ad agencies make pitch to land LVCVA account  Las Vegas Review-Journal

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HiteJinro renews advertising partnership with LA Dodgers  The Korea Herald

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5 Best Advertising Agencies in Indianapolis  Kev's Best

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Digital Advertising Market to Witness Huge Growth by 2028 | Amazon.com Inc., Location3, Wpromote – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Europe $71.7 Billion Digital Advertising Markets, 2015-2020 & 2020-2026 by Platform, Ad Format, Industry Vertical, and Country - ResearchAndMarkets.com  Yahoo Finance

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Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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Radio Agency’s CEO urged clients to increase advertising presence  Martechcube

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Monday to mark a critical day for LVCVA advertising contract  Las Vegas Review-Journal

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Is Magnite Inc (MGNI) a Winner in the Advertising Agencies Industry?  InvestorsObserver

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Video Games Advertising Market 2021 Insights and Precise Outlook – BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd – The Shotcaller  The Shotcaller

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Advertisers pivot as return to ‘pre-pandemic normal’ begins  WTMJ

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NBCUniversal Is Acting as Power Broker Between Celebrities and Advertisers  The Wall Street Journal

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PubMatic CEO Talks Digital Advertising On 'Money Mitch'  Benzinga

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AVOD's Striking Impact on CTV Advertisers and Streamers  MediaVillage

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The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

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Three students sue coding bootcamp Lambda School alleging false advertising and financial shenanigans  TechCrunch

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Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

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Advertisers’ protracted pursuit of cross-media measurement is gathering pace.  Digiday

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Advertising Upstarts Taking on Established Giants Like WPP and IPG  Business Insider

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The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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Advertisers can now bring their customer segments into Microsoft Advertising via a new integration  Search Engine Land

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Big advertisers are threatening to yank TV dollars  Business Insider

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U.S. judge dismisses advertisers' antitrust claims against Google  Reuters

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3 Online Advertising Stocks to Buy Now  Entrepreneur

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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Apple’s Privacy Changes Are Poised to Boost Its Ad Products  The Wall Street Journal

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Core Components of Advertising Technology  CIOReview

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96% of US users opt out of app tracking in iOS 14.5, analytics find  Ars Technica

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How Walmart is pitching advertisers  Business Insider

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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Facebook Tweaks Advertising Tools Ahead of Apple's Privacy Changes  Gadgets 360

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AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

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CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans  HuffPost

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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What Digital Advertising Gets Wrong  Harvard Business Review

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The New Realities of Advertising During COVID-19  Total Retail

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

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How targeted advertising is impacted under Virginia’s CDPA  MarTech Today

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Best Advertising Agencies for 2021  Investopedia

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From The Experts: Media And Advertising In 2021  Forbes

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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Editorial: The difference between advertisements and editorial content  The State News

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