Advertising » Radio

Like print advertising, an effective radio spot will:

1. Draw the listener in
2. Make sure they know who you are
3. Sell them on the benefits of you or your product or service
4. Tell them how to make a purchase

But good radio is far more than an announcer reading the copy from a print ad. While a radio spot might well build on the basic theme of a print campaign, its unique feature is the ability to use sound to create a picture in the mind of the listener. Imagine hearing the sound of ice tinkling in a glass, tires screeching on pavement or glass breaking, and you begin to understand the true power of radio.

Radio uses sound in this way to create a scenario which illustrates the benefits of your product or service. Often incorporating humor as well, an effective radio spot can even become favorite listening for a radio audience.

Once you have a spot that sells, whether a 30- or 60-second commercial, you still need to schedule it for maximum impact. For more on media planning, return to our main Advertising page in this web site.