Radio Advertising - a quick guide on the best way to advertise on the radio
By Michael Erder
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Advertising on the Radio can be very hit and miss if you don't get it absolutely right. That's why selecting an advertising agency who has experience in radio advertising is important. An experienced advertising agency can help with the strategy for your campaign, in choosing the right station for your target audience, and in the creative process and production of your radio advert. When selecting an advertising agency make sure you ask to hear samples of their past radio advertisements. This is the best way to asses their creative skills, production quality and to see if you like their style of radio advertising. In recent times radio stations have been producing radio commercials directly for clients. While this is a cheap way of obtaining your radio ad it is not always the best way. A radio stations specialty is running a radio station, an advertising agency's is producing advertising. While there might be more cost involved you will end up with a radio advertisement that is more effective in getting your message across and helping to target your desired audience. When discussing you media schedule with your chosen agency remember that radio advertising is all about hitting the same audience on a repetitive basis. If you plan an erratic schedule, you will basically get an erratic response. However, if you get your message across often in the same time slot, you will probably hit the same people with the same message - this is the key to good response levels. You can either negotiate directly with a radio station in regards to rates or allow your agency to do this for you. Often an agency has a relationship with a station so they can negotiate free spots, sponsorship and reduce rates. Above all, remember great radio spots grab and hold attention. To keep your audience listening to your spots month after month, make them part of an ongoing campaign theme. Your audience will listen for the newest versions, helping extend your message more successfully than if you were to run unrelated spots. For maximum results, make your call to action--a URL or phone number--easy to remember and tie it in with your company name or message. Michael Erder is a creative consultant for Virtual Advertising. For more information please visit http://www.VirtualAdvertising.com.au |
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Article added 04/29/2008.
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