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Frequently Asked Questions (FAQ): Radio Advertising
Q: Why should I advertise on the radio?
Radio is both an extremely wide-ranging as well as very up-close means for advertising your product or service. Radio advertising
gives you exposure while people are at home, at work, and on the road. And over 90% of Americans listen to radio at some point
during their weeks -- so it's usually the most cost-effective form of mass media that you can buy.
You can use radio ads to:
Q: What makes a good radio ad?
In the business, radio ads are often called spots. A good spot:
You can of course get more complicated, with sound effects, multiple voices, and licensed music. But remember: 1490 WWPR is a
talk radio station. A distinctive voice and a direct message are all it takes to stand out from the main show.
If you're not sure what works, just ask yourself: what ads do I like and remember? And what ads made me visit or buy?
Q: How do I actually create and record a radio spot?
The person who sells the ad (typically show hosts or 1490 WWPR personnel) can often help you write and produce one. 1490
WWPR has its own, separate production studio where you may experiment with ads in a professional-quality environment.
When you write an ad, keep in mind that it should:
Listen to other radio ads, and you'll see that the best ones do all these things in a memorable way!
Q: When and on what shows should I place my radio ads?
Different programming appeals to different audiences. So before you buy, ask yourself, who is my product or service designed for?
Or, who are my best customers? Or is there a new group that I'm trying to reach? Just find the shows that appeal specifically to those
potential customers, and place ads on them. 1490 WWPR, for example, has shows targeted to women, men, liberals, conservatives,
mature people, African Americans, Latinos -- a little of everything! Just take a look at our schedule!
Q: I found a good show! How do I put an ad on there?
Just call the host at the station when he or she is doing the show. The host will be happy to take your information down, and give you
a call back later. Or take a look at our schedule, and see if the host has his or her own website. The website will tell you how best to
contact them.
Q: How long should I advertise on the show?
A good rule of thumb is that it takes about two or three months to evaluate whether something is working. (Read about measuring
results, below.)
Q: What's the secret to radio advertising?
The same thing with all mass media advertising: repetition.
Q: Wait, what's the secret to radio advertising?
Repetition. And when you're done with that, try adding a little repetition. There's a reason why you see those TV ads over and over
again. And why you know where the Bahi Hut is located. And why you know what your baloney's first name is.
In other words, don't plan to buy just one expensive Super Bowl-style ad. Buy lots of little ones, and scatter them over time. That way,
you'll get lots of (you guessed it):
Repetition.
Q: There must some limit to repetition, right?
Of course there are limits. You shouldn't run the same ad every 30 minutes: people will get bored with it. But you can have a few
different ads for the same product running at the same time. To reinforce each other, however, they should sound somewhat alike:
same lead-in, same tagline. And they still shouldn't run all together in one hour. Spread them out, give them air.
Q: How can I measure the results of my radio advertising?
Easy: give listeners a unique offer available only to them. It could be as simple as "And WWPR listeners can get 25% off by calling us
at (941) 555-5555 in the next 15 minutes! Just tell them you heard about in on WWPR, and you get 25% off!" It doesn't have to be a
discount -- it could be a freebie, a frisbee, or a tchotchke. Just make sure you track the referrals and sales you get from the ads, in
order to judge whether it's working. (In fact, wise marketers know you should track the source of ALL your new business.)
Q: Is it better to advertise on talk radio?
We like to think so. When you listen to music, it's on in the background, while people are working, cooking, cleaning. On a music
station, ads are an unwelcome interruption. When you listen to talk radio, however, you are engaged with the content, and likewise,
you aren't as likely to tune out ads, which are also mostly words. If you have chosen a talk show with a theme related to your product,
all the better!
Q: Beyond advertising, how else can I use radio to improve my marketing?
Easy! Donate your product or service to a show host for giving away on air. It gives the host something to talk about, gives you free
publicity, and gets listeners excited. Plus you make the lucky recipient of the prize happy, and you may get a new, satisfied customer
who will recommend your product or service to his friends.
You can also join the International Barter Exchange (IBE), based in Sarasota, Florida. You can trade your products or services for
radio ads on 1490 WWPR and several other stations! You can learn more about IBE at http://www.barter-works.com.
Q: Why should I consider advertising on 1490 WWPR?
Part of 1490 WWPR's unique advantage is that we have a little something for everyone: shows targeted to mature people, liberals,
conservatives, African Americans, and Latinos! We also shows on food, sports, safety, real estate, stocks... in other words, whatever
the product, we may have a home for it. See our schedule to get a sense of the diversity of programming we offer.
Q: So how can I get started with radio advertising?
Contact us! We'll see what you need, explain pricing, and see what we can do to help.
Q: Why should I advertise on the radio?
Radio is both an extremely wide-ranging as well as very up-close means for advertising your product or service. Radio advertising
gives you exposure while people are at home, at work, and on the road. And over 90% of Americans listen to radio at some point
during their weeks -- so it's usually the most cost-effective form of mass media that you can buy.
You can use radio ads to:
- Make people aware of your business
- Drive traffic to your location
- Promote an event like a sale or open house
- Generate calls or new sales leads
- ...or anything else that helps your business!
Q: What makes a good radio ad?
In the business, radio ads are often called spots. A good spot:
- Is short (or at least feels short, because it's not boring)
- Is easy to understand
- Repeats important information, such as the business name and telephone
- Fits the tone of the show it's placed in
You can of course get more complicated, with sound effects, multiple voices, and licensed music. But remember: 1490 WWPR is a
talk radio station. A distinctive voice and a direct message are all it takes to stand out from the main show.
If you're not sure what works, just ask yourself: what ads do I like and remember? And what ads made me visit or buy?
Q: How do I actually create and record a radio spot?
The person who sells the ad (typically show hosts or 1490 WWPR personnel) can often help you write and produce one. 1490
WWPR has its own, separate production studio where you may experiment with ads in a professional-quality environment.
When you write an ad, keep in mind that it should:
- Grab the attention of your prospective customer immediately
- Tell the customer how he or she will benefit from your product or service
- Provide a "call to action" telling them what to do next, right after they finish listening -- and give them a reason to do so ("the
next 20 callers will get a free...") - Give the necessary who/what/where/why information so they can follow up
Listen to other radio ads, and you'll see that the best ones do all these things in a memorable way!
Q: When and on what shows should I place my radio ads?
Different programming appeals to different audiences. So before you buy, ask yourself, who is my product or service designed for?
Or, who are my best customers? Or is there a new group that I'm trying to reach? Just find the shows that appeal specifically to those
potential customers, and place ads on them. 1490 WWPR, for example, has shows targeted to women, men, liberals, conservatives,
mature people, African Americans, Latinos -- a little of everything! Just take a look at our schedule!
Q: I found a good show! How do I put an ad on there?
Just call the host at the station when he or she is doing the show. The host will be happy to take your information down, and give you
a call back later. Or take a look at our schedule, and see if the host has his or her own website. The website will tell you how best to
contact them.
Q: How long should I advertise on the show?
A good rule of thumb is that it takes about two or three months to evaluate whether something is working. (Read about measuring
results, below.)
Q: What's the secret to radio advertising?
The same thing with all mass media advertising: repetition.
Q: Wait, what's the secret to radio advertising?
Repetition. And when you're done with that, try adding a little repetition. There's a reason why you see those TV ads over and over
again. And why you know where the Bahi Hut is located. And why you know what your baloney's first name is.
In other words, don't plan to buy just one expensive Super Bowl-style ad. Buy lots of little ones, and scatter them over time. That way,
you'll get lots of (you guessed it):
Repetition.
Q: There must some limit to repetition, right?
Of course there are limits. You shouldn't run the same ad every 30 minutes: people will get bored with it. But you can have a few
different ads for the same product running at the same time. To reinforce each other, however, they should sound somewhat alike:
same lead-in, same tagline. And they still shouldn't run all together in one hour. Spread them out, give them air.
Q: How can I measure the results of my radio advertising?
Easy: give listeners a unique offer available only to them. It could be as simple as "And WWPR listeners can get 25% off by calling us
at (941) 555-5555 in the next 15 minutes! Just tell them you heard about in on WWPR, and you get 25% off!" It doesn't have to be a
discount -- it could be a freebie, a frisbee, or a tchotchke. Just make sure you track the referrals and sales you get from the ads, in
order to judge whether it's working. (In fact, wise marketers know you should track the source of ALL your new business.)
Q: Is it better to advertise on talk radio?
We like to think so. When you listen to music, it's on in the background, while people are working, cooking, cleaning. On a music
station, ads are an unwelcome interruption. When you listen to talk radio, however, you are engaged with the content, and likewise,
you aren't as likely to tune out ads, which are also mostly words. If you have chosen a talk show with a theme related to your product,
all the better!
Q: Beyond advertising, how else can I use radio to improve my marketing?
Easy! Donate your product or service to a show host for giving away on air. It gives the host something to talk about, gives you free
publicity, and gets listeners excited. Plus you make the lucky recipient of the prize happy, and you may get a new, satisfied customer
who will recommend your product or service to his friends.
You can also join the International Barter Exchange (IBE), based in Sarasota, Florida. You can trade your products or services for
radio ads on 1490 WWPR and several other stations! You can learn more about IBE at http://www.barter-works.com.
Q: Why should I consider advertising on 1490 WWPR?
Part of 1490 WWPR's unique advantage is that we have a little something for everyone: shows targeted to mature people, liberals,
conservatives, African Americans, and Latinos! We also shows on food, sports, safety, real estate, stocks... in other words, whatever
the product, we may have a home for it. See our schedule to get a sense of the diversity of programming we offer.
Q: So how can I get started with radio advertising?
Contact us! We'll see what you need, explain pricing, and see what we can do to help.