Radio Advertising

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					Radio Advertising

The Cinderella Medium
        By Mary Cicitta
We all listen to the radio….
              • Whether you’re in
                your car…at
                work…we all listen
                to the radio
The Cinderella Medium
           • Many advertising
             people refer to radio as
           • It can be spectacularly
             successful if
             everything clicks…
           • The right offer…the
             right message…the
             right copy…the right
               Bad News
• Radio spots can
  fall on deaf ears.
                   Step 1
• When you've
  decided whether
  your ad will promote
  image or ask for a
  specific response,
  you can begin to
  write the script.
             Make Notes…
• As you, so that your
  ad stays focused
• and in tune with
  your marketing
The Pitch
     • The announcer reads a
       script. In crafting your radio
       ad, you have two tools at
       your disposal:

     • 1. the sound of the
       announcer's voice

     • 2. the words you give him or
       her to speak
               What A Pitch Needs
• The script for a “pitch” in all radio ads must have:

• 1. a beginning portion that establishes context

• 2. a middle section that delivers the reasons to buy

• 3. a conclusion that delivers the call to action, along with any
  nuts and bolts like addresses and phone numbers

• 4. a tagline that shows it can be both response and image
        The Psychology of Audiences
•   Understanding the psychology of
    audiences became an extremely
    important part of sponsoring
    programs. Psychologists
    emphasized that the spoken word
    was a far more persuasive means of
    argument than a printed one.
    Pointing out that "the mental
    picture which a listener gets from a
    radio advertisement is more vivid
    than an account of the same
    product advertisement in the papers
    on the following day.
                The Spoken Word
• The spoken word is more
  accessible and writing is merely
  a substitute for the human
  voice, and a generally poor one
  at that: researchers’ findings
  indicated that texts in general
  are so full of errors that human
  reading habits have evolved to
  the point that they fully ignore
  ten to fifty percent of the
  spelling errors they read.
                        The Listener
• "The listener," seems as a
  rule to be friendly, uncritical,
  and well disposed toward
  what he hears. The reader,
  on the other hand, tends to
  be more analytical and more
  critical, and in the long run
  probably more accurate in
  his knowledge and better
                  Statistics Show…
•   Statistics show that because of its
    broadcasted nature, the voice that
    an audience hears seems
    disembodied, without a visible
    speaker, and is considered even
    more credible. When a man listens
    to an unseen speaker the situation
    is simpler, with fewer distractions,
    and the message is therefore more
    effective than if the speaker were
    seen. The speaker's words are less
    critically analyzed, the relationship
    is less personal, and the higher
    mental processes of the listener are
    slightly dulled.
               Why Is Radio Successful?

•   1. Part of the success of radio is to
    create the effect of an actual visitor in a
    listener's living room.

•   2. The "power of suggestion" had
    always existed in advertisements, but
    radio took the concept to a new level.

•   3. Another reason radio is so successful
    is its ability to reach an audience in the
    privacy of homes and to demand
    undivided attention from its listener.

•   4. The emphasis of radio advertising
    became product recognition and
    purchasing power.
 What Do TV and Radio Advertising
       Have In Common?
• Television and radio have
  one extremely important
  characteristic in common,
  however: both reach
  enormous national
  audiences that most print
  mediums cannot even
  Radio: What‟s It All About, Then?

• Most radio listening happens away from
  the public gaze. Most people are in very
  personal spaces when they listen, eg.,
  the kitchen, the car, the bedroom-and
  they tend to be on their own. Even if
  someone else is there, listening still
  tends NOT to be a shared experience.
   Nine Out of Ten Listeners Are Doing
             Something Else
• Nine out of ten listeners are doing something
  else when the radio is on. The radio is their
  companion. Listeners often say they listen for
  news, weather, music, etc but in reality radio
  plays a very emotional role in their lives.
  People use it to keep them going or to raise
  their spirits. This becomes very clear as soon
  as they contemplate life without their radio..
Listener Develops Bond With Station

• Listening to radio takes up a large
  amount of the media day, almost as
  much as TV. It‟s not surprising,
  therefore, to find the listener developing
  a strong bond with the station.
    Attentiveness - Zoning In And Out

•    People find themselves zoning
     in and out of their radio output,
     and this is true for all types of
     content – news, music, ads,
     phone-ins, etc. This zoning is
     often an unconscious activity,
     with listeners picking up on
     sounds for a wide variety of
     reasons – surprise, relevance,
     curiosity and so on.
      What Triggers The Ear?

• What triggers the ear to zone in?
  Some reasons are these words:
  New; Involving; Relevant;
  Challenging; Interesting; Curious.
   What Are Sonic Brand Triggers?

• There is plenty of evidence about the power of „sonic
  brand triggers‟.
• These are distinctive sounds that are picked up and
  recalled in an almost pre-conscious way. Everyone
  can remember at least one „jingle‟ from TV or radio.
• Sonic brand triggers are tremendously powerful
  branding devices which, if combined with visual
  advertising, can stimulate recall of all the senses at
  once. They are almost subliminal because they
  function regardless of whether people are listening or
           Share of Mind
• The ability of radio to create a dominant
  „share of mind‟ is a product of
  intrusiveness on the one hand
  (consumers hear the messages unfold
  in real time rather than skimming over
  them as with a newspaper), and on the
  other hand the high levels of frequency
  at which radio campaigns are normally
       Your Trusted Companion
• Many brands and
  promotional needs are
  viewed as “distant” by
  the consumer.
• Because radio is seen
  as a medium that exists
  very much in the here
  and now, and with its
  unique intimacy, it is an
  ideal place for speaking
  personally to people.
• Radio is seen as a
  trusted companion!
         Using The Spoken Word
• Radio mainly uses the
  spoken word.
• This means the tone of
  voice or attitude of an
  advertiser, or of the
  concept involved,
  comes over strongly in
  radio advertising.
• This is particularly
  important for service
  brands that seek to
  distinguish themselves
  through their
             Radio‟s “Bad Rap”
• Much of radio’s “bad”
  reputation comes from
  radio being tough to
• On one hand, radio does
  work. Businesses do
  notice an increase in
  sales when they add
  radio to the mix.
• However, radio doesn't
  test well.
• In surveys and other
  tracking methods, radio
  tends to be the one with
  the dismal scores.
     Radio‟s “Bad Rap” cont‟d.

• Radio works on a subconscious or
  unconscious level.
• People remember the ad, but not
  that they heard it on the radio.
• So, they tend to credit a different
  medium for the ad, like the yellow
• Yellow pages gets a boost while
  radio drops a few points..
                         Tips To Follow…

•   1. Radio ads require repetition to

•   2. A minimum run of at least fifteen
    ads on one station during a one-
    week period is recommended.

•   3. If your entire advertising run on a
    particular station will be less than
    sixty spots during a month, try to
    keep the ads within a particular time
    slot. This way you will reach the
    same listening audience during
    each spot or often enough to create
    an awareness and ideally a desire
    to buy or inquire about your product
    or service.
                           More Tips…
•   4. If your spots run on an erratic schedule, you might reach the full listenership
    of the station but you won‟t be reaching any one group of individuals often
    enough to motivate them to take action.

•   5. A great way to zero in on the same people and have added impact is to buy a
    sponsorship of a daily feature, such as a news or sports broadcast. A
    sponsorship guarantees your ad will run at a particular time and typically affords
    you a brief “sponsored by” message in addition to your ad spot.

•   6. You need to monitor your ads to assure that you are getting your money‟s
    worth of exposure. And don‟t hesitate to demand free spots, called make-goods,
    for significant goofs.
•   7. If your audience is fairly general and you have successfully tested radio ads
    on one station, you may want to consider running ads on many stations at the
    same time. The practice of airing television or radio ads on several stations
    simultaneously is called a roadblock.
         Advantages of a Roadblock
• 1. you get multiple
• 2. reach those people
  who frequently switch
• 3. and are more likely to
  benefit from word-of-
  mouth or viewers
  talking you up after the
  ads have run
     Do You Have A Suitable Product?
• You have to make sure you
  have a suitable product for
  radio. If your product
  requires a visual
  demonstration, then radio's
  not the best choice for you.
  Consider a television
  commercial or print ad. If
  your product can be
  conveyed effectively without
  sight and motion, then
  radio's the way to go.
            Simple Offer?
• Your offer has to be simple. Most
  products require more explanation than
  a simple :30 or :60 commercial has to
  offer, so don't confuse the listener with
  too many details.
    Lead Generation Mechanism
• Radio should be used as a
  lead-generation mechanism.
  Give listeners some perks
  for responding such as free
  information, a free estimate
  or a free product sample.
  That way, they'll be ready
  when you give out your
  phone number and other
  contact information at the
  end of your commercial.
           Basic Rules Apply
• The basic rules of
  advertising still
  apply. You need a
  strong introduction,
  good offer, solid
  approach to the
  benefits of your
  product and a call to
                                     Radio Spot
•   Let‟s examine this radio spot:

•   Luxury Cars :60 Radio Commercial

•   ANNCR:
•   Imagine driving a luxury car at an affordable price. At Luxury Cars, we're making
    impractical dreams a practical reality.
•   It's true. Prestige can be yours with the turn of a key. Drive away today in a
    Lexus for as low as 21,900 and mileage as low as 31,000.
•   How can we sell the ultimate in luxury at such low prices? Our concept is simple.
    We offer first-class cars at Blue Book value.
•   But that's not all. We're shattering the myths about expensive luxury cars without
    compromising on quality. All vehicles are certified pre-owned. No luxury tax.
    Remaining factory warranty. And we even offer bank rate financing.
•   Look for the ultimate in luxury. Look no further than Luxury Cars.
•   Visit us today and see why luxury is within your reach. We're located in Cottage
    Hill East of Monterey. For more information, call 555-0050. Or cruise on in to our
    web site and shop online at
•   Luxury Cars. Practically new. Practically priced.
• Statistics from a Cantril and Allport
  research study made indicated that the
  purchase of radio advertised goods was
  35 percent higher in radio homes than
  non radio listeners.
           The “Sometimes Buyer”
•   three quarters of listeners
    "sometimes buy" products because
    they hear them advertised on the
    air, and that one third go so far as
    to write down the name of the
    advertising company and their
    phone number/address after the
    completion of a show. With such
    excellent chances at improving
    sales, companies spent
    considerable amounts of money on
    creating ads, concentrating
    especially hard on their
    psychological quality.

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