Radio Advertising

May 2005

Visit our web sites to learn more about us!





	•	Behind the Scenes Bring on the challenges, says Danielle Torres, Director of International Sourcing for Dard Products. Click here for story.


	•	New Product Spotlight – Message in a Bottle Tiny sea shells and sand makes these keepsakes authentic. Click here for offer.


	•	What’s New with Women’s Apparel Need help educating clients and prospects on how ladies garbs has changed? Click here for story.

	•	The Sales Strategist Here are tips for business planning, from revenue to vacation time. Click here for story.

	•	Work the Buying Chain Here’s a market you may have overlooked along with ideas for tapping into it. Click here for story.

	•	Office Space and Productivity Need more room or a more upscale image? Shared space may be the answer. Click here for story.

	•	Don’t Shy Away From Surveys Ideas for gathering the data you need to keep moving your business forward. Click here for story.

Radio Advertising

Looking to capture the attention of your target audience using a different approach? Try radio advertising. A well-produced radio ad will be memorable and effective, and it can be much more affordable than print advertising.

Although you probably have a variety of clientele, select a radio station that is popular among many of your clients/client types. (If need be, start asking clients what radio stations they listen to.)

Here’s what you should be aware of before embarking on a program to promote your company on the airwaves.

Cost of commercials. The cost of a 15-, 30- or 60-second spot will depend upon how many commercials you contract for as well as the time of day you want your announcement to run. For instance, spots that air during commuting hours are usually more costly than those that run during off-peak hours.

Production costs. If you plan only to run your spot on the station that produces it, you probably won’t incur any production costs. If you opt to air the commercial on other stations, expect that the station that created the ad will charge you for the talent and for making copies for other stations. The advantage of this, though, is that all of your spots, regardless of which stations run them, will be identical. If you choose to have several stations produce and run spots for you, be as consistent as you can with format – e.g., female vs. male narrator. Of course, if you use special talent or sound effects, you will be charged extra.

Creative/Content. Aim to produce 60-second spots so there is sufficient time to get your message across. You can also produce two different spots and alternate them. (You will find that 30 seconds doesn’t allow you to create more than a basic ad. Start timing both ordinary and lively spots on the radio and you’ll see the difference.)

The station will offer to write your commercials, but no one knows your offerings better than you so it’s best if you write your spots. Ask for written copies of other commercials so you can analyze the format before you begin writing yours.

Once your commercial has been produced, if you think you might use the ad again ask your radio station sales representative for a master copy. They will store a copy but it’s a good idea if you keep a copy as well.