How Radio Works
Revolutionary Pricing!! All 3 Fully Produced 3-Ad Series for just $599.00 USD!!
Market Exclusivity!
Hear The Radio Ads Before Buying
Revolutionary Pricing!! All 3 Fully Produced 3-Ad Series for just $599.00 USD!!
Market Exclusivity!
Hear The Radio Ads Before Buying
“Reason” doesn’t sell anywhere near as well as “Emotion” – any emotion! Plus, announcing only the facts & figures of an advertiser’s product or service hardly gains any attention at all.
Potential customers respond much better when they are, first, influenced rather than inundated with information.
Listeners come first – not the advertiser! For the vast majority of listeners, advertisers have neither an "image" or a "reputation". These are not developed or reinforced by advertising. They are developed and reinforced at the Point of Sale. One of the most successful Insurance companies – a business that is as “serious” as it gets and a business where nothing “good” happens until something ‘bad” happens – has been represented in broadcast advertising by…. a duck! (AFLAC). This was no accident.
Effective, well-produced, broadcast advertising does not, primarily, generate audience-recall or memory; it generates Action! That is, Traffic! It is important to know, understand and appreciate this “dirty, little secret”.
Powerful, well-produced, broadcast advertising can be incredibly expensive, particularly for small-to-medium-sized markets. Prohibitive, in fact.
Advertisers often expect their Creative sources to understand the advertiser’s business. Not so! It is important for the creators of broadcast advertising to understand how to influence a broadcast audience! The audience doesn’t know the advertiser’s business either.
Communications in all markets needs to be well planned and influential as there are no longer “unsophisticated” audiences. We are all exposed to and conditioned by the same media – everywhere.
Over-buying Radio is not effective. Better to buy one, targeted station at no more than 21 occasions per week than to buy a number of stations at less than 21 occasions. The goal is to: communicate to the same group of people – regularly.
Potential customers respond much better when they are, first, influenced rather than inundated with information.
Listeners come first – not the advertiser! For the vast majority of listeners, advertisers have neither an "image" or a "reputation". These are not developed or reinforced by advertising. They are developed and reinforced at the Point of Sale. One of the most successful Insurance companies – a business that is as “serious” as it gets and a business where nothing “good” happens until something ‘bad” happens – has been represented in broadcast advertising by…. a duck! (AFLAC). This was no accident.
Effective, well-produced, broadcast advertising does not, primarily, generate audience-recall or memory; it generates Action! That is, Traffic! It is important to know, understand and appreciate this “dirty, little secret”.
Powerful, well-produced, broadcast advertising can be incredibly expensive, particularly for small-to-medium-sized markets. Prohibitive, in fact.
Advertisers often expect their Creative sources to understand the advertiser’s business. Not so! It is important for the creators of broadcast advertising to understand how to influence a broadcast audience! The audience doesn’t know the advertiser’s business either.
Communications in all markets needs to be well planned and influential as there are no longer “unsophisticated” audiences. We are all exposed to and conditioned by the same media – everywhere.
Over-buying Radio is not effective. Better to buy one, targeted station at no more than 21 occasions per week than to buy a number of stations at less than 21 occasions. The goal is to: communicate to the same group of people – regularly.
Three Elements of Effective Radio Commercial Advertising
In Order of Importance...
In Order of Importance...
1. Establish and maintain listener-attention.
2. Generate an emotional response in the listener – any emotional response.
3. Deliver Advertiser information, but only if the advertiser insists!
2. Generate an emotional response in the listener – any emotional response.
3. Deliver Advertiser information, but only if the advertiser insists!
Sure-Fire Ways of Blowing-Off an Audience
(Your Buyers, Your Customers, Your Listeners!)
(Your Buyers, Your Customers, Your Listeners!)
1. Have your announcer talk as fast and as loud as possible with every piece of information you can stuff into 30 or 60 seconds.
2. Mention your name first... and as many times as you can cram it into the spot. This cues your audience to go build a sandwich or change stations.
3. Tell them you are the absolute best at "everything". This will get you high credibility. NOT!
4. Avoid "humor". Audiences just hate to be entertained!
5. Make sure your spot has nothing to do with the listener and everything to do with you and whatever you're flogging! After all, you're paying for it.
6. Tell your listener to do stuff. People love to be commanded.
7. Only buy a two to three day radio campaign. Be sure to include the phrases "One-Time Only Event" or "Never To Be Repeated"! (You're not really lying...)
8. Presume the listener is stupid. Patronize them. They like that a lot!
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Voicing From The Great White North To Anywhere In The World
Voicing From The Great White North To Anywhere In The World
