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Eight tips to effective radio advertising
By Jay
MacDonald • Bankrate.com
Radio ads can be the most powerful, cost-effective
way for many small businesses to reach potential customers. But
you have to do it correctly. Here are eight tips to get the most
out of your radio ad dollars.
- Rule one: Radio ad rates are always negotiable.
- Strapped for cash? Check out a local media-buying
service. Radio stations can steer you to one. They'll place your
spots for the standard 15 percent, but nothing more.
- In many radio markets, stations now offer identical
rates for 30- and 60-second spots.
- Can't afford drive time? Cut your rates by buying
a rotator, which allows the station to fit your spots in over
several day-parts, say between 6 a.m. and 10 p.m.
- If your product line is diverse or you have a lot
to say, consider using two or more shorter spots and rotating
them.
- Don't want a cookie-cutter radio spot? Consider
writing the ad yourself. Most stations will agree to air a spot
created elsewhere, but it's best to check first.
- Industry rule of thumb says listeners must hear
your spot 2.5 times before they'll take action. They'll also forget
you quickly if you're not around. If you're budget is tight, it's
best to run fewer spots longer.
- What does radio do more than any other medium?
Trade airtime! If you have a product they can use for promotions,
prize giveaways and such, or a service they might need such as
office cleaning or supplies, don't hesitate to suggest a trade.
They do it all the time.
Source: Silent
Partner Advertising
-- Posted: June 1, 2001
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