The Cinderella Medium
By Mary Cicitta
We all listen to the radio….
• Whether you’re in
work…we all listen
to the radio
The Cinderella Medium
• Many advertising
people refer to radio as
• It can be spectacularly
• The right offer…the
right copy…the right
• Radio spots can
fall on deaf ears.
• When you've
your ad will promote
image or ask for a
you can begin to
write the script.
• As you, so that your
ad stays focused
• and in tune with
• The announcer reads a
script. In crafting your radio
ad, you have two tools at
• 1. the sound of the
• 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
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," 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 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
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
What Do TV and Radio Advertising
Have In Common?
• Television and radio have
one extremely important
characteristic in common,
however: both reach
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
• 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
• 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
• 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
Using The Spoken Word
• Radio mainly uses the
• This means the tone of
voice or attitude of an
advertiser, or of the
comes over strongly in
• This is particularly
important for service
brands that seek to
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
• 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
• 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
• 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.
• 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
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
apply. You need a
good offer, solid
approach to the
benefits of your
product and a call to
• Let‟s examine this radio spot:
• Luxury Cars :60 Radio Commercial
• 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 www.EasyToRememberURL.com.
• 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