Radio-Advertising

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The first thing to remember about Radio Station Advertising, is communicating your message by promoting how it looks, tastes and how it will make your audience feel, rather than what is in the box.

Fundamentals of Radio Ads;

Hitting the same audience - repetitive basis, accumulates good response levels

Schedule radio message across - often in the same time slots

Sponsor a particular section of a show, add a message that is catchy or has a meaning of association with the sponsored slot.

When finding the best radio stations, take a close look at whether your product or service can be tested on a local or national level first. Search for relevant radio advertising opportunities and listen to how their ads are formatted. How do the ads make you feel and is the time slot you are interested in creating a good tone and environment for your product?

Radio Advertising Rates - Rates are based upon

ratings

demographics,

daypart

sell-out status (mornings are generally most expensive.)

Spots can be anywhere from $50 - $750 or more for 60 seconds depending on all the variables.

If you're looking for a Top 20 rated station in San Francisco, you can guesstimate an average of about $300-500 for a 60 second spot, more for a Top 10 and more for a Top 5.

Choosing a station based variables;

Primary target audience

Getting good exposure and a good rate on a lower rated station.

Advertising to your desired demographic is the key to spending your money wisely.

Stations don't post their rates because of all the variables, because of the competition for advertisers.

Not everyone has a rate card, having an idea when you want to advertise you can certainly call up and get rates.

Go to a station of your choice with your budget and have them build a campaign that works for you within your means.

Make sure that you know your target market-place before you start - there is no point aiming great radio advertising where no one has the need of your product. Plan the radio advertising strategy that best fits your overall marketing and communications plan and monitor the results very closely.

One thing that is a must is that you must develop a good relationship with an advertising executive. This contact may be able to offer you prime placements and good prices for longer campaigns, so treat your contacts with respect and offer polite and friendly communications.

All radio advertising should be supported by a very user-friendly response service or website. If you are pointing people to a website, this has to be easily found, easily navigated and simply designed page.

If you have a hotline number, make sure there is someone ready to take the calls.

One final point about your message is that it must have something that makes people act. A call to action is so important in Radio as the attention span of most people is very short. Unlike magazine advertising, there is nothing for people to see, so your message has to grab them before they leave and move onto something else.