Radio Advertising

Some advertising people referred radio as a ”Cinderella medium.” It can be spectacularly successful if everything clicks—the right offer, the right message, the right copy, and the right stations. Or radio spots can fall on deaf ears.

Radio ads require repetition to work. A minimum run of at least fifteen ads on one station during a one-week period is recommended. Furthermore, if your entire advertising run on a particular station will be less than sixty spots during a month, try to keep the ads within a particular time slot. This way you will reach the same listening audience during each spot or often enough to create an awareness and ideally a desire to buy or inquire about your product or service. If your spots run on an erratic schedule, you might reach the full listener ship of the station but you won’t be reaching any one group of individuals often enough to motivate them to take action.

A great way to zero in on the same people and have added impact is to buy a sponsorship of a daily feature, such as news or sports broadcast. A sponsorship guarantees your ad will run at a particular time and typically affords you a brief “sponsored by” message in addition to your ad spot.