Radio Advertising: How to Advertise Your Brand on Radio

Posted 2 years ago by Max Komonov

Radio advertising is听one of听the听oldest forms of听advertising, with the听first radio ad听airing in听1922.

So, here we听are over a听century later, with it听still being an听effective form of听advertising.

Radio advertising is听an听excellent way to听promote your business, generate sales, and听improve brand awareness.

Here鈥檚 why!

What is听Radio Advertising?

Radio advertising is听when a听brand pays a听radio station for听a听portion of听airtime where their ad听will play.

Of听course, just like any听form of听advertising, the听idea is听to听promote a听brand, product, or听service. Ideally, the听result is听that more customers purchase whatever is听being advertised.

Radio Advertising Costs

The first question is听probably how much radio advertising costs.

This can vary based on听a听few factors, but the听two primary costs to听consider are production and听distribution. The latter tends to听be听the听more expensive part.

Depending on听location and听the听chosen broadcast station, distribution costs can range from $200听to听$5,000听weekly.

Typically, metropolitan area stations tend to听be听more expensive than local radio advertising.

Production can range from $300-$1000听depending on听voice talent, editing, and听more.

Other factors can affect the听cost of听the听ad听as听well, such as:

Radio station listener base. The amount of听average listeners that a听station has can play a听role in听its advertising costs. Placing an听ad听on听a听station with a听large listener base will cost more, but it听will reach more people as听well.
Air time. The time that the听ad听is听played can change the听cost, as听peak times will cost more.
Length of听ad. Ads can range between 15-30听seconds, with longer ones costing more.
Frequency. Most people will want to听aim for听the听highest listening times, such as听the听afternoon and听morning. However, these slots may only play the听ad听once if听they have others to听play. It听may also be听better to听focus on听other slots where the听ad听will be听played more frequently. The budget can be听allocated toward the听more costly peak time or听for听more plays.

How to听Advertise Radio Effectively

There are a听few steps to听advertise radio effectively.

Firstly, there is听the听matter of听creating an听ad. This can be听done in听a听few ways, such as:

Have the听radio station create the听ad. Some stations will offer to听create an听ad听for听the听business. However, quality can vary. Certain stations may offer professional production, but others may simply read your copy over the听air. Before choosing this option, make sure you can turn it听down if听it听is听not to听your liking.
Hire a听professional. For quality radio ads, the听best choice is听to听hire a听professional production company or听radio advertising agency. They can handle everything involved, including script writing, recording, editing, and听effects. Of听course, this will be听the听most expensive option.
Freelancer. If听budget is听a听large concern or听you need a听little additional help, you can hire freelancers. This is听a听good option if听you have a听radio advertisement script but need a听voice actor or听editing, etc. Although, make sure to听check the听reviews of听the听freelancer鈥檚 previous clients and听review their work.

Of听course, there is听always the听option of听the听business creating the听ad听themselves.

However, this is听not typically advised unless there are staff members with voice-acting experience. Conveying the听right message and听tone is听important to听an听effective ad.

Types of听Radio Advertisement

There are several types of听radio advertisements commonly used, but there are no听real rules for听radio ads. However, many of听the听standard formats are used because they have been shown to听be听effective.

Here are some general ideas to听get started.

Narrative. Narrative radio ads are similar to听TV听commercials, just without video. They use a听script and听multiple voice actors to听tell a听short story or听act out a听scene related to听the听advertisement.
Sponsorship. When a听business sponsors part of听the听show, the听hosts will mention it听during the听show. Since it听will be听part of听the听show, it听helps to听stand out from others that are delivered during breaks.
Testimonials. Testimonials involve a听customer鈥檚 voice and听their experience with the听brand. Having a听customer vouch for听your business can impact others who may be听considering your product or听service.
Jingles. Jingles are short musical tunes related to听the听product, brand, or听service. These are some of听the听most impactful and听catchy advertisements. In听fact, there are several jingles, such as听Bud Light鈥檚聯Real Men of听Genius聰 or听Folger鈥檚聯The Best Part of听Waking Up.聰 These were also included in听their TV听commercials and听got stuck in听everyone鈥檚 head.
Live ad听read. A听live ad听read is听when the听host or听DJ听reads a听scripted ad听out loud. These can make a听significant impact because they add the听credibility and听backing of听the听host to听the听ad.

Pros and听Cons of听Radio Advertising

Just like any听other form of听advertising, radio has its advantages and听disadvantages.

Firstly, let鈥檚 take a听look at听some of听the听advantages of听radio advertising.

Cost-effective. Compared to听several other forms of听advertising, radio advertising is听relatively cost-effective.
Reach. Radio offers an听easy way to听connect with a听large audience.
ROI. According to听one study, radio offers a听return on听investment of听.

However, some disadvantages include the听following.

Limited spots. It听is听ideal to听air a听radio ad听during peak listening time. Unfortunately, this is听where everyone wants their ad听to听air, which can make it听difficult to听secure a听spot.
狈辞听惫颈蝉耻补濒蝉. Visuals can make a听huge difference in听the听impact of听an听ad, which radio obviously lacks.

At听the听end of听the听day, radio advertising is听an听excellent tool for听a听multi-pronged strategy.

It听can help to听reach certain demographics and听target audiences who are not commonly in听the听digital space.

51视频 is听Here for听Your Ecommerce Needs

If听you advertise your business on听the听radio, your potential customers need direction for听further actions. The best way to听turn listeners into customers is听to听send them to听your website or听an听online store.

Ecommerce is听more popular than ever, and听it听is听the听perfect time to听launch a听new online store.

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About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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