How Marlboro Changed Advertising Forever
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Companies use radio advertising to promote products or services over the radio, typically in 30 or 60 second spots.
Radio can be more expensive than some newer advertising methods, but it is a very strong medium, reaching advertising time slots of American adults weekly according to Nielsen data.
With an adequate marketing budget, you can use radio to work for your small business.
In this article, we will discuss radio advertising advertising time slots detail, including costs, and show you how to create your first radio advertisement.
When Radio Advertising is Right for Your Small Business Some small businesses fare better advertising on the radio than others, but advertisers can expect an average of 11.
Source: Since traditional radio reaches a wide audience, businesses like telco providers and department stores generally have more success doing radio advertising since they offer services that cater to all demographics.
Even at the lower end of the spectrum, quick service restaurants and fast food restaurants still saw a 3x return on their ad spend.
When Not to Use Radio Advertising If you are in a niche market, it is probably not in your best interest to advertise on the radio.
This is why online ads can stretch your dollars much further than radio advertising for this type of market.
To learn more about online advertising, check out our guides toBingand ads.
Below, you can see the estimates of weekly advertising costs based on location using top performing radio stations from.
The CPM rate can vary greatly from station to station, and market to market.
The evening and particularly overnight should be lower.
The table below shows some additional terms you may come across when calculating radio advertising costs.
Here are brief definitions of useful radio advertising terms from Nielsen: Radio Terms Definition Average Quarter Hour Rating AQH Rating Average number of people listening to a station for at least 5 minutes during a 15-minute timeline Cost Per Thousand CPM The calculated cost to reach 1,000 listeners Gross Rating Point GRP This is one measure of the impact of your ad it is equal to the percentage of the target market your ad reaches multiplied by the frequency with which they hear your ad.
Cost per Point CPP The cost to reach AQH equivalent to 1% of a demographic Net Advertising time slots The number of people a station can reach in a certain timeframe Cume Person Total number of people who listen to a radio for at least 5 minutes Exclusive Cume Total number of people who listens to only one radio station Rating The percentage of total listeners for a station divided by the total population in an area Share The percentage of people in an area who listen to a specific station Factors Influencing Radio Ad Cost Advertising time slots of people listening to your ad The main factor that affects cost is the number of people who will be listening to your ad.
Therefore, spots during the morning and evening commute will cost more than spots late at night.
Likewise, playing an ad in a big city will cost more than an ad spot in a small town.
You can also expect to pay more for stations that attract a wealthy audience, such as a jazz or classical station.
Demand for an ad spot amongst advertisers A radio advertising spot is not guaranteed, and usually goes to the highest bidder.
The same may happen during major shopping times, such as around Thanksgiving and before Christmas, where major advertisers may buy up airtime to promote upcoming sales.
Special Events and Occurrences There is a chance of prices changing depending on what events are occurring around town.
This is because prices fluctuate depending on how many other people want to advertise during that time.
For example, if there is a highly contested local, state, or national election, campaigns tend to pour money into local radio and TV at elevated rates.
For more information on radio ad cost, view our in-depth guide to.
Best Stations and Times to Advertise Best Stations to Advertise On One of the first steps to radio advertising is deciding what station s you want your ad to run on.
You can use to see the stations that are located in your area, and the type of genre they play.
Here are some general guidelines for targeting based on age from the direct response radio advertising agency.
Targeting Radio Advertising by Age Group Age Range Station s Most Listened To Teens 12-17 Primarily Top 40, some Urban, Alternative Adults 18-24 Top 40, more Alternative, Urban preference Adults 25-34 Alternative, Rock, Top 40, some Urban, Adult Contemporary Adults 35-44 Rock, Adult Contemporary primarily Adults 45-54 Oldies, Adult Contemporary Adults 55-64 Classical, New Adult Contemporary Adults 65+ Adult Standards, Classical, News Talk To find out the audience that a radio station serves, simply reach out to them and ask.
Most radio stations will have a contact person or department specifically catering to customers who want to advertise.
Some music stations gain audience as listeners use radio for background noise during work.
Food and entertainment advertisers tend to seek this time out for advertising.
With the exception of 7 PM — 8 PM, the audience tends to be much smaller than the daytime.
You can choose to have your ads shown exclusively in a certain day spot, or have an equal distribution of your ads throughout the day.
The second option means the radio station will switch up what day and time your ad shows.
The advantage of doing this is that you may get prime time ads for cheaper than you would if you chose to show click of your ads during the peak slots.
However, we suggest to go with the first option since ads are usually more effective when the same people hear your ad multiple times.
Although morning and afternoon drive times get your ad the most exposure, choosing the best time to advertise on the radio will depend on your business.
For people in the medical business, lawyers, repairs like hvac, etc.
However, you can buy 30 second or even 15 second spots.
For example, a 30 second commercial might be priced at 80% of the rate of a 60 second spot.
This is because radio listeners tend to get less annoyed by the amount of time which commercial messages take than by the number of different commercials advertising time slots are aired.
There is a study by Dr.
David Allan that indicates that than 30 second commercials.
The longer commercial gives the advertiser an opportunity to tell a story and repeat their brand name and call to action more often.
Our suggestion: Go with the 60 second commercial.
Decide How Often You Want Your Ad s to Play Frequency is the number of times your ad is heard by an individual person, while reach is the amount of people that hear your ad.
In other words, frequency is talking to someone a lot, while reach is talking to a lot of people.
Many people think of three as the magic number.
If someone hears your ad three times, they are likely to remember your business.
As far as reach, you want to target people that are similar to your client base.
You can start off by choosing one station that has listeners you believe are consistent with your current clientele.
According to the, high frequency over a short period of time is much more effective than low frequency over a longer period of time.
This is because you can hammer your message home to people if they hear it multiple times in a week.
By focusing your advertising in one daypart and advertising with good frequency for example three spots per day Monday through Fridayyou should be able to tell if this type of advertising is working for your business.
Suggestion: Pick the daypart that will be most effective for your business, and try a schedule of 3 ads per day, Monday through Friday.
How to Create a Radio Ad There are a few different options when it comes to creating your radio ad: 1.
Have the station create the ad for you Sometimes the station will offer to create your ad for you at no cost.
These spots can range in quality from poor to excellent depending on the people working on the spot.
If you go with this option, make sure you are not obligated to use the ad if it is not up to your expectations.
Be wary as well since stations have an incentive to make your ad more pleasant to listeners by including music.
While this may keep people from switching the station, it could dilute your message.
Pay for a professional radio commercial production company They can help you with the script, selecting a voice, music, recording, and effects.
We suggest going with this option, because you will get higher quality ads that you can test out on different stations to see which works the best.
This will improve future advertising efforts.
For a more detailed explanation of radio advertising costs, you can also see our.
Hire a freelancer If you already have your script, you can hire a freelance voice actor through platforms like to record your commercial for you.
Create the ad yourself Unless you have experience with voiceover acting, you probably want to steer clear of this option.
Conveying a message solely through sound is a click the following article task, and in most cases should be handled by a professional.
However, recording your own voice is a good option if you want to create a more personal message e.
Just make sure you have others listen to it to make sure it sounds professional.
Using the Radio Host to Promote your Business When negotiating your advertising deal with the radio station, find out if live reads of ads are available.
Instead of playing a pre-recorded commercial, the play free slots aristocrat or disc jockey will read from a script.
When the host reads, it is a voice that listeners recognize, and therefore are more likely to pay attention to it.
The only downside is that radio stations realize the benefit of this option, and therefore charge around 1.
You can mix in your regular ads with live reads in order for your radio advertising budget to go further.
The Elements of a Good Radio Ad Keep in mind that radio listeners will not be listening to your advertisement in the same way that you will.
When you listen to your radio commercial to give your approval for it to be used, it will be in a quiet place with your entire focus on the radio ad.
However, the audience for the commercial may only be partially listening to it or may hear only part of the radio advertisement.
Additionally, real listeners will likely also be engaged in another activity, which means that you cannot ask them to use their brain to think about your content.
This work best for small towns where there are many recognizable landmarks.
This has a much better impact as it feels more organic and interesting.
You want to start your ad off strong so people will pay attention to the rest of your ad.
For more tips on how to create a good radio ad, view our article on How to Measure the Success of Your Radio Ads Measuring if offline marketing efforts are successful is considerably more difficult than measuring online efforts.
However, there are a few tactics you can use.
Use a vanity URL You can send people to a landing page on your website that has a URL that is specific to your radio ads.
This works especially well if you are offering a promotion that people can take advantage of by using the URL mentioned.
For example, if you are running an ad on Hot 995, announce in your radio ad that people should visit www.
You will then need your vanity URL to redirect to a tracking URL.
Unfortunately, this will only be a useful measure of success if you are trying to drive traffic to your site.
To learn how to do this, by Brian Clifton explaining ways to track offline marketing.
You can purchase your.
Use a call tracking number You can create a number that is different from your everyday number.
If someone calls your business using the tracking number that you use in your radio ad, you will be able to track it back to your radio ad.
Learn how to set this up.
Ask your customers If you are able to consult with customers one-on-one, ask any new clients how they heard about you.
In these instances, consider asking visit web page to take a survey on every receipt.
Offer an incentive coupon, discount, etc.
Measure sales during advertising period The easiest way to see if your ads are working is to simply see if your sales have gone up over the period of time that your ad was running.
There could be other factors at play that are influencing your numbers.
By having a general idea of how well your radio ads are working, you will know whether you should continue advertising on the radio or if you should shift your efforts to other forms of advertising.
Music Streaming vs Traditional Radio Advertising On-demand radio and music streaming services like Pandora and Spotify are growing in popularity.
According to a study by Nielsen, on-demand streaming listeners increased by 62.
Meanwhile, online music typically has an active user base that spans cities and states.
For example, Pandora has 81 million active users in the world, while the number of potential listeners for a radio station in Chicago is its population of 2.
Online streaming services have an edge in terms of potential reach, but keep in mind that if your small business caters to a local market, not all Pandora subscribers will be a qualified customer for you small business.
Demographics According to Nielsen, radio reaches over 90% of Americans in all age ranges.
However, a study by LOOP says that online streaming services Ages 18-24 daily listening time.
Although the statistics vary, if your business caters to the younger generation, it might be ideal to try advertising with online streaming services.
Targeting Capability Similar to other forms of digital advertising, online streaming services have powerful targeting tools that radio stations simply do not have.
Other than traditional demographics, Spotify can target people based on information like behavior, moods, and online activities.
Review online streaming apps and sites, and check if you can use their targeting options to better reach your audience.
Cost The best way to compare the cost of radio advertising and music streaming advertising is through CPM or cost to reach 1,000 people.
Ad Length Radio advertisements are typically 30 to 60 seconds long.
On the other hand, online streaming services like Pandora and Spotify offer 15 to 30 second spots.
This means that your ads need to present all vital information in half the time compared to princess slot review moon radio ads.
Ad Slot As discussed above, there are several daytime and primetime slots that you can target when doing ads on the radio.
Instead, you can focus on targeting your audience based on options provided by the streaming service like playlists and genres.
Similarly, you can add a link to your website directly on a music app, which allows your audience to quickly act on your message.
Many stations only play for a specific geographic location, so your local business advertisement will only be heard by potential customers in your area.
Not only can you target listeners by geographic area, but you can also target based on listening trends.
For example, younger audiences tend to listen to the top hits stations, while older audiences are more likely to tune into classical and talk radio.
More than two-thirds of the weekly radio audience works full-time and listens to the radio during the commute and also during the workday.
Someone who is listening to the radio is probably doing something else when your ad plays the driver is busy driving, passengers on their phones, etc.
Therefore, when a commercial comes on, they can easily switch to a different station.
To reach the entire audience of a radio station requires more spots than television.
Television is sometimes called appointment viewing.
Viewers generally have the intention of watching an entire show from beginning to end.
On the other hand, radio listeners often tune in and fat casino slots at different intervals.
For example, two people that listen to the same show while driving to work may never listen at the same time.
Thus, a small business advertiser will have to advertise more often to reach everyone listening, and that can strain your budget.
Bottom Line on Radio Advertising Despite the proliferation of on-demand services, radio is still a very powerful medium to advertise to a wide range of customers and age groups.
With an adequate marketing budget and the information detailed in this post, you can use radio to effectively boost your marketing strategy and bring in more business!
For another way to drive new customers without the need for a large budget, advertise with.
She writes on a variety of marketing topics, ranging from newspaper ads to how to market your business on social media.
Maggie holds a degree from Tulane University and brings over 3 years of marketing experience to her work here at Fit Small Business.
User reviews and comments are contributions from independent users not affiliated with FitSmallBusiness.
As such, they do not endorse or guarantee any posted comments or reviews.
The 1 element to making radio work is the AD MESSAGE.
What you say in your ads is most important.
Along with the strategy behind each of your ads in a campaign.
I think this article could confuse the crap out of beginners.
A business https://spin-money-top-jackpot.site/slot/m-slotsgaarden-com.html needs to find a radio rep they can trust good luck.
Radio works best for long-term branding, and it will only work if the message is right telling an engaging story within the ads.
Hi Duane, Thanks for sharing your experience.
Laura, Staff writer We had a client of ours use upwork to find someone who did a pretty cool recording for them.
Radio ads work great with the right message, clear, straight to the point.
We work with radio advertisers all the time because they use us a resource for memorable telephone numbers.
Thadiswa Hi Thandiswa, Consider choosing one that reflects your own business values.
Laura, staff writer Suggesting Fivver for commercial voice overs is commendable, however, most, if not all of the voice talents tack on extra fees if the voiceover is to be used to sell or advertise products on a for profit radio station.
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Does Traditional Advertising Still Work?
Television Advertising. Locally, you can pick up a 30-second commercial slot in a show like Oprah for an average of $90 to $300 (but check your local affiliate because prices fluctuate), or get into a noon to 4 p.m. soaps rotation with the same commercial for $150 to $300, again depending on your location and also the time of the year.
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