Page 152 - 101 Ways to Market Your Business

MAKE EVERYDAY ADVERTISING IDEAS WORK

62 Making a radio advertisement that works

Radio advertising can be very effective as well as very
affordable. Consider the idea of having your own business
jingle made up. I used to always believe that this would
cost thousands and thousands of dollars, but it does not.
There are a lot of companies that make jingles all day every
day and the prices can be as low as a few hundred dollars.
You can end up with a catchy tune that portrays your
business in a very professional manner and gives potential
customers the feeling that if this business can afford their
own jingle they must be reputable.

Just because someone can sing a catchy tune about a
business does not guarantee the fact that they can do what
they promise. It does, however, add to your overall corporate
image and ultimately increases awareness of your business.

The following list identifies some of the tips for making
a successful radio advertisement:

1. try to make the advertisement stand out from the
crowd;

2. use humour wherever possible;
3. only try to get one point across in each radio advertise-

ment;
4. repeat your point as many times as possible;
5. give the listener a reason to buy your product;
6. tell the listener when they should act; and
7. make sure the voices being used are good radio voices.

The radio station will help you produce your radio
commercial. Once you pay for it you own it so you can
take it away and play it on any other radio station you
like. This policy may vary from station to station so make
certain it is clarified beforehand.

Like most forms of media, you pay more for prime
positions and it is important to decide exactly what your
objectives are before booking air time. An advertisement

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