Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it. Unfortunately, that's exactly what the listener ends up hearing.

What advertisers and their ad agencies have forgotten is that radio truly is a "theater for the mind". Anything you can dream up can be in a radio spot. Elephants doing the back stroke in your soup? No problem. Landing on planet Neptune and finding the alien of your dreams? Done. Recreating scenes like that on television would cost a fortune for the computer graphics alone, not to mention the animal trainer.

So how do you write a great radio ad? I've written over 2000 in my career and if there's one helpful point I can pass along it's this: Less is more. The less copy you write, the better your radio spot will sound. One of the biggest mistakes made with radio copy is when the client insists on trying to tell the company's entire story within sixty seconds. You've heard them before. The announcer is talking a million miles per hour because they've been given two minutes of copy for a one minute ad, the end result being a verbal assault on your eardrums. Combine that with having to endure five or six of these spots in a row and it's no wonder stations are losing listenership!

Writing humor is another problem. That's because humor in radio requires the timing be perfect, much like the way a standup comedian tells jokes which means even less copy than normal is needed. Plus, and this is very important - it has to be funny. It takes talent and skill to write humor and unfortunately, this has not deterred many from trying. If you're attempting to put humor in your radio copy, try reading it to unbiased ears (not your husband, wife, or parents) first to see if they "get it". If you find yourself having to explain the funny part, it ain't workin!

Another common mistake is when the client feels the need to repeat the phone number a half dozen times. Studies have shown that repeating the phone number over and over again does not guarantee the listener will remember it. All it will probably do is irritate them. Many people listen to radio in their cars and can't write the number down anyway. But the real truth is, most don't hear the number at all. If the number is still a requirement, your best bet is to put it in once or twice towards the end of the spot so it is close to, if not the last thing the listener hears.

The most effective way to get your product or service to stick in the minds of radio listeners is to have a clever message that rises above the others and does so often. As I've stressed in past articles, repetition is your friend. However, remember that the downside to clever radio is that it "burns" quickly. This means that because the ad is clever, people really listen to it which makes the "bit" or spot lose its appeal faster. Many times I've heard a clever ad and the first three or four times I heard it, I chuckled, but the next 12 times it aired I wanted throw my radio out the window. If you're writing clever creative or having it written for you, make sure you've budgeted for at least two different spots that can be rotated within the campaign. This will keep your message fresh while giving you the opportunity to present different features in each spot.

Some radio stations are now selling thirty second spots which is fine if you can get your message across in that limited time frame. However, unless you've been on the radio a long time, I would suggest sticking with the sixty second format for awhile, at least until you feel you've established your brand.

The next time you hear a bad radio commercial remember that writing clever radio is not something everyone can do. It takes skill, imagination and practice but if you get it right, it can be the most effective advertising tool you'll ever use.

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results.

Visit his web site at http://www.eisenbergagency.com
Mailto: [email protected]

In The News:

#AdAgeElectionWatch: Significance of craft and creativity in political advertising, especially in GE 2019  AdAge IndiaI am sure all of you remember these ads being run on our TV screens on our one and only Doordarshan. These public *service* advertisements were released by ...
How to Succeed in Advertising Boycotts Without Really Trying  RealClearPoliticsOn January 8, the restaurant chain Red Lobster became the 20th major advertiser to stop running ads on Tucker Carlson's Fox News program. It's not because ...
Investments in Diversity Hiring Aren’t Leading to Inclusivity in Advertising  AdweekThe ANA Educational Foundation released a report this week detailing the challenges that the advertising industry still faces when it comes to hiring and ...
Programmatic advertising 101 (Infographic)  Tech in AsiaProgrammatic advertising is here and it's using machines to buy ads. How did we get here?
Companies pull YouTube advertising over child exploitation fears  Financial TimesAlphabet's video platform faces concerns over facilitation of paedophile networks.
The South Story: Advertisers bank on growing potential of television in southern markets  Moneycontrol.comAccording to a 2019 report titled The Southside Story, television dominated the advertising space in south last year with 79 percent followed by radio with 16 ...
Meet Memopay, the Bitcoin Cash Advertising Model That 'Pays for Attention'  Bitcoin NewsThe ad platform Memopay uses a novel approach to advertise someone's website, product or *service* by sending a small fraction of BCH to public addresses.
City of Weston Vs. Lamar Outdoor Advertising; trial put on hold  WV NewsThe sides have agreed to the postponement of a trial in a federal civil action in which the Bridgeport billboard company Lamar Outdoor Advertising has ...
Amazon will survive the HQ2 fiasco. Its bigger problem is winning over reluctant advertisers  Business InsiderWelcome to the Advertising and Media Insider newsletter.
'Unenforceable and unworkable': Government given legal warning over alcohol ad restrictions  TheJournal.ieAN ADVERTISING GROUP warned the government that it could take legal action over new laws that will prohibit alcohol ads near schools and on public ...
Google’s Waze partners with WPP to grow its advertising platform  DigidayWPP has unique access to Waze's software so they can easily onboard clients. The agency also will help Waze develop new ad formats.
JCDecaux renews and extends the advertising street furniture contract in Bilbao for 15 years  GlobeNewswireJCDecaux renews and extends the advertising street furniture contract in Bilbao for 15 years. Paris, February 20th, 2019 - JCDecaux SA (Euronext Paris: DEC), ...
Tom Goodwin Talks Advertising, Super Bowl And What He Thinks Is 'Absolutely Crap'  B&TSpend a few minutes talking to Tom Goodwin, and you will come to the conclusion that he really likes the advertising industry. Voted the #1 voice in marketing on ...
US digital ad spending will finally overtake traditional in 2019  QuartzSpending on digital ads is finally overtaking traditional media—thanks to the decline of the yellow pages.
Global Advertising Market Trends, Share, Size, Growth, Opportunity and Forecast Report 2019-2024  GlobeNewswireDublin, Feb. 20, 2019 (GLOBE NEWSWIRE) -- The "Global Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2019-2024" ...
The future of advertising cannabis  MarkLives.comFor a *fresh*, independent and investigative view of Africa's changing media, marketing and advertising landscape.s.
What's the life of an advertising person worth?  AdNewsIn an open letter to the industry, commentator Roy Morgan calls on the Media Federation of Australia and industry leaders to “lay down the law” and help fight ...
Phone, TVs Offer Campaigns Unprecedented Advertising Access  Government TechnologyFrom “digital fences” around certain locations to location sharing through popular applications, political campaigns are taking advantage of the wealth of data to ...
Navy Pier awards advertising account to agency founded in New Zealand  Chicago Business JournalSources say the Pier's new communications director Cory Jobe precipitated a shakeup in advertising agency vendor for the state's most popular tourist attraction.
SpaceX advertising jobs: Fabricator, supervisor and security officers among postings  Brownsville HeraldFor a while there, during the lull, not only were no Brownsville jobs posted on SpaceX's online job board, Brownsville wasn't even on the list of places the ...
EBRSO looking into claims of man posing as LSU athletics employee, advertising bogus job  WAFBSeveral women in the Baton Rouge area are on high alert, alleging a strange man posing as an LSU Athletics employee has been passing out a bogus ...
Lamar Advertising to appear at the Morgan Stanley Technology, Media & Telecom Conference  GlobeNewswireBATON ROUGE, La., Feb. 20, 2019 (GLOBE NEWSWIRE) -- Lamar Advertising Company (Nasdaq: LAMR) today announced that Sean Reilly, CEO of Lamar ...
Advertising meets technology  The Sun DailySilverPush, chief revenue officer, Kartik Mehta on how technology is transforming and impacting the ad industry. by Mark Mathen Victor. $tempAlt.replaceAll('"','') ...
Advertising spend to grow by 14% to Rs 80,678 crore this year  Economic TimesThe advertising market is likely to grow at 14 percent to Rs 80,678 crore this year, the fastest growing market globally, driven by strong macroeconomic factors, ...
Emotional Advertising: This Is Your Brain on Outrage  PopdustIf it makes you mad, you'll click on it. And more brands are catching on.
Mediacorp 'radically restructures' advertising rate  Marketing InteractiveMediacorp said the restructured TV rate card has also been optimised for parity with digital media, resulting in potential savings of up to 80%.
In South Korea, digital advertising revenue tops $3.55 billion, surpasses broadcast ads | #AsiaNewsNetwork  Eleven MyanmarSeoul (The Korea Herald) - Advertising expenditure on digital platforms rose to over 4 trillion won ($3.55 billion) in 2018, surpassing the amount spent on ...
Thousands of Android apps bypass Advertising ID to track users  Naked SecuritySix years after it was introduced, it looks as if Android's Advertising ID may not be the privacy forcefield Google claimed it would be.
Lamar Advertising Company Announces Fourth Quarter and Year End 2018 Operating Results  NasdaqNet revenue increased 7.4% to $427.9 million• Net income increased 9.8% to $95.7 million• Adjusted EBITDA increased 9.5% to $195.3 million..
ABC sells out the Oscars | Media  AdAge.comDespite the absence of a host and a slate of Best Picture nominees that includes a made-for-TV movie, advertisers don't seem to have been particularly anxious ...
IAA World Congress: Advertising walks the ramp to save the loom  Campaign IndiaAs a part of the inaugural day festivities at the 44th IAA World Congress, Kochi, senior industry women and men will walk the ramp for a cause.
Nike Addresses Complaints Over Incorrect Kobe 4 Protro Advertising  ComplexNike has addressed complaints that the advertising for the Nike Zoom Kobe 4 Protro 'Draft Day' incorrectly promised full-length Zoom Air cushioning.
In-housing: The new trend which is changing the face of digital advertising.  Business MattersBusiness MattersA new report commissioned by advertising platform Bannerflow has revealed 91% of marketing decision makers having moved at least part of their digital ...
Princess Cruises Launches First Advertising Campaign for Asia and Emerging International Markets  PRNewswireSANTA CLARITA, Calif., Feb. 20, 2019 /PRNewswire/ -- Princess Cruises today launched its first advertising campaign written and produced specifically for its ...
Labor accuses Treasurer Josh Frydenberg of potential advertising rule breach  The AdvertiserTreasurer Josh Frydenberg potentially breached strict government advertising rules by using taxpayer funds to promote himself as the Liberals deputy leader, ...
3 Key Advertising Takeaways From the IBM Think Conference  AdweekThe 2019 IBM Think Conference in San Francisco offered several glimpses at how the venerable technology company and its partners envision the future of ...
Amazon has a big advertising business. Walmart wants one too  The Seattle TimesWalmart gets 300 million shoppers visiting its stores each month, and the purchase data they generate could be a gold mine for big advertisers like Coca-Cola ...
Coca-Cola takes lead in advertising by signing deals for IPL & World cup  Economic TimesCoca-Cola has taken a big lead over arch rival PepsiCo in advertising, having signed sponsorship deals for the upcoming IPL and World Cup.
Digital advertising forecast to be No. 1; Gannett revenue drops but digital grows  WRAL Tech WireUnder the cloud of an aggressive takeover bid, Gannett reported a dip in fourth quarter revenue Wednesday. But the company said it was encouraged by growth ...
Multi-Screen Advertising Market Is Set to Experience a Revolutionary Growth in Future : Vodafone, Verizon, Omnicom Group, Dentsu - Press Release  Digital JournalFollowing are list of players that are currently profiled in the the report "Sky Mobile, Orange Telecom, Google, Microsoft, Netflix, Roku, Amazon, AT&T, NTT ...
Big Drop In Advertising Giants Shares  ForbesWPP, Interpublic, Omnicom and Publicis Groupe are in a bit of a trouble. Their stocks have been affected and there is a significant drop in their share value.
Big brands like Unilever and Marriott are taking more of their advertising in-house than ever before, and a whole new cottage industry of companies is trying to cash in on the opportunity  Business InsiderAs more big brands take their advertising in-house, a new crop of companies is emerging to help them pull this off.
Global Outdoor Advertising Market Analysis & Outlook, 2019-2023 with JCDecaux, Clear Channel Outdoor, Lamar Advertising Company, and Outfront Media Dominating - ResearchAndMarkets.com  Business WireDUBLIN--(BUSINESS WIRE)--The "Global Outdoor Advertising Market: Industry Analysis & Outlook (2019-2023)" report has been added to ...
UK broadcasters face advertising tipping point, new study finds  The GuardianBroadcasters are facing a tipping point in the next five years where a faster decline in traditional viewing will make TV campaigns too expensive to be ...
Why Do Advertisers Keep Spending More and More With the Walled Gardens?  AdweekThe latest IAB ad spend figures came out earlier this week, painting a pretty rosy picture. Top-line numbers appear to show times are good: U.S. digital ...
Advertising And Event Opportunities | Psychiatry & Behavioral Health Learning Network  Psych Congress NetworkThe Psychiatry and Behavioral Health Learning Network is the number-one source for cutting-edge *content* in the addiction treatment and mental healthcare ...
EDITORIAL – Seeking the truth about regulations on 'truth in advertising'  Cayman CompassIt will surprise no one that, as a newspaper, the Cayman Compass strongly supports advertising. We also support “truth in advertising.” But at this moment, we ...
Promoting African Businesses through Advertisement  THISDAY NewspapersAs stakeholders in the creative industry set for the African version of the Advertising Week, Raheem Akingbolu reports that the event will be an ideal platform for ...
Amazon India spent twice what Walmart-Flipkart did on ads in 2018  QuartzFlipkart and Amazon may be locked in a tight race for supremacy in Indian e-commerce, but when it comes to ad spends, the homegrown company does not ...
OYO expands international footprint with Saudi Arabia foray  ETBrandEquity.comThese properties will be operated under the franchise model with full inventory control similar to other markets like India and China, OYO said in a s..
News about Burberry, Walmart, McDonald's: Wake-Up Call | News  AdAge.comThe day's big news on advertising and brands, from Burberry to Walmart to McDonald's.
B2B Advertising Is Boring Prospects, Study Finds 02/20/2019  MediaPost CommunicationsB2B decision makers are bored. The advertising they are getting is lackluster, and they wish it was more like the creative they see in B2C, according to a study ...
Chanel designer Karl Lagerfeld's legacy in advertising  More About AdvertisingKarl Lagerfeld, superstar fashion designer and guardian of the Chanel brand since 1983, has died in Paris aged 85. Not many got to wear his clothes, but.
Nine Of The Best Outdoor Advertising Campaigns  ForbesMembers of Forbes Agency Council share examples of outdoor advertising campaigns they found particularly effective, and why they worked so well.
How could Facebook’s use of blockchain affect marketing and advertising?  MarTech TodaySince Facebook and Instagram play a vital role in many brands' marketing strategies, how could the company's use of blockchain-based solutions affect ...
Kia Motors joins hands with JYP for new advertising strategy  The Korea HeraldKIA Motors has reached out to the K-pop industry, this time collaborating with JYP Entertainment's rising new girl group ITZY in a music video.Kia Motors ...
Google to introduce Advertising Transparency Report and searchable Political Ads Library for Lok Sabha Election 2019  Business TodayThe initiative aims to bring more transparency and openness to election advertising online and enabling voters to get the election-related information they need.
MannKind - Scripts, Advertising, And Cash  Seeking AlphaAdvertising has slowed again. Afrezza scripts came in at less than 600. Cash sits at about $55 million.
Oracle discovers another major fraud operation affecting Android users and mobile advertisers  Marketing LandA major new mobile ad fraud operation affecting Android phones, mobile apps and advertisers on the platform was revealed Wednesday by Oracle.
Kick-start your advertising campaign today with The Speaker  The SpeakerBringing you the latest headlines, analysis, opinions and exclusive *content*, this is The Speaker, your home of politics.
Advertisements can serve as catalysts for social change  The Reflector OnlineGillette's recent short film, “The Best a Man Can Be” rightly criticizes toxic masculinity and its implications for future generations. The film is the most recent ...
Sri Lanka advertising for executioners after plan to reinstate death penalty  CNNSri Lanka has started advertising for executioners after the country's President declared he would reinstate the death penalty.
Advertising, Marketing & Promotions Alert >> As More States Legalize Marijuana, Advertising And Marketing Regulations Come Into Focus - Food, Drugs, Healthcare, Life Sciences - United States  Mondaq News AlertsThe trend of states legalizing marijuana shows no signs of abating. United States Food, Drugs, Healthcare, Life Sciences Davis & Gilbert 20 Feb 2019.
How to make sure your marketing is culturally sensitive  AdAge.comAvoid backlash-inducing mistakes by diversifying...everything.
"Dentsu's model is closest to S4 Capital." - Sir Martin Sorrell  afaqsSorrell reveals that S4 Capital is set to start operations in India soon, starting with *content*. He also hinted at acquiring 'small, successful' agencies as a strategy.
Northeast Alabama Community College wins three national collegiate advertising awards  Times-JournalNortheast Alabama Community College has just been notified that the college has won three awards, one gold, two silver, in the National 2018 Collegiate ...
18000+ Android Apps Caught Violating Google’s Advertising ID Policies  Fossbytesn a recent report, it has been revealed that devices of millions of Android users around the world might have been compromised owing to popular apps sharing ...
Google: Still 'early days' for performance advertising on YouTube  Marketing LandDeveloping the advertising business on YouTube continues to be a huge focus for Google. On its fourth-quarter earnings call Monday, company executives said ...
18,000 Android Apps Track Users by Violating Advertising ID Policies  BleepingComputer18,000 Android apps with tens or hundreds of millions of installs on the Google Play Store have been found to violate Google's Play Store Advertising ID policy ...
Motion filed to delay lawsuit proceedings between Lamar Outdoor Advertising and City of Weston  WBOY.comAttorneys for both parties involved in a lawsuit related to placement of billboards are seeking a new scheduling order for the proceedings.
6 Non-Advertising Ways That Facebook Can Grow  Seeking AlphaFacebook set a new record of $274 million for non-advertising revenue in Q4 2018, up 41% year-over-year. This means Facebook has an annual run rate of ...
Choose Radio Unveils Research that Demonstrates the Power of Radio Advertising  AdWorldWith World Radio Day taking place this week, Choose Radio – the Irish industry group set up to promote radio – has unveiled details of a case-study that ...
The Safari browser update that's driving marketers crazy  AdAge.comApple Safari's second iteration of Intelligent Tracking Prevention, or "ITP2"—which prevents tracking cookies from working in the open web—has been causing ...
Amazon's Promising Advertising Growth Story  Seeking AlphaAmazon.com Inc. is making serious inroads in the global digital advertising business. Covering the expected growth of this lucrative market on a macro level. Ho.
Advertisers can now view Google mobile speed scores for more landing pages  Search Engine LandAdvertisers can now see the loading speeds of more mobile landing pages, due to an algorithm update announced Tuesday by Google Ads. The mobile speed ...
To attract direct response advertisers, Reddit adds more performance tools  DigidayReddit is working to lure performance-obsessed advertisers with new tools. After releasing cost-per-click buying last month, Reddit has launched app install as a ...
The country advertising for 'moral' executioners  New Zealand HeraldA small island nation has made global headlines after advertising vacant positions for hangmen. The controversial job ads were featured in local papers in Sri ...
Jeff Bezos used to hate spending money on ads, but told employees in November he 'changed his mind'  CNBCAmazon used to reject the need for ad spending, but Jeff Bezos has changed his view and turned the company into a major advertiser.
Pika-choose this home: Baltimore realtor gets creative with Pokémon advertising  WBAL TV BaltimoreRealtors in Baltimore are hoping their creative advertising campaign will make a future home buyer Pika-choose their listing. The Dudley | Roan Home Team of ...
Marketers are Shifting Advertising Budgets to LinkedIn  Search Engine JournalMarketers are reportedly shifting advertising budgets away from platforms like Facebook and Twitter, and spending more on LinkedIn ads. According to a ...
Track Takeover: Art replaces advertising in SEPTA station  WHYYDozens of artists have taken over the SEPTA subway station walls at Walnut Street in Philadelphia. For the next month, all the advertising billboards along the ...
'Gingers deal with enough': The best complaints rubbished by the Advertising Standards Authority  NewshubFrom 'mangling' of the anthem to use of the word 'Techmas', here's what got our goat.
Apple and Google waged an advertising duel at the Grammys: Monday Wake-Up Call  AdAge.comChildish Gambino starred in a Google ad that aired on CBS during the Grammys, while Ariana Grande was in an Apple ad.
NHS England to ban GPs from advertising private services  The GuardianGPs are being banned from advertising private healthcare services in their surgeries and from allowing for-profit family doctor firms to offer care there, amid ...
In search of bigger brand budgets, Amazon is beefing up its brand metrics  DigidayAmazon is trying to prove to marketers that it can not only sell their products but sell new customers on buying their products with a new metric.
New Telstra payphones with advertising screens may face opposition from Adelaide council  ABC NewsTelstra faces a potential clash with Adelaide City Council if it wants to display third-party advertising on new payphones that have already sparked controversy in ...
Bing to require LegitScript certification for addiction recovery advertisers  Search Engine LandBing announced on Wednesday it is requiring drug and alcohol addiction recovery spaces to be certified by LegitScript before they can run ad campaigns on the ...
Japan announces casino advertising restrictions  CalvinAyre.comJapan is making progress toward introducing the first steps of its newly approved integrated resort (IR) industry. While it has yet to launch the official bidding ...

Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of... Read More

The $500.00 A Month Plan

One way to make extra money or start a... Read More

The Not-So-Hidden Persuaders: The Power of The Media Upon Us All

In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More

Marketing Lessons I Learned in Chicago this Week...

I was in the fine city of Chicago this week... Read More

Advertising Headlines and How to Write Them

1. Attract prospects with your headline Use your headline as... Read More

Magnetic Business Cards: Make Your Marketing Message Stick

What is it about magnets that draw people to leave... Read More

Design Your Own Newspaper Ads

Many people in business lay-out (design) their own ads. That... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More

5 Newspaper Advertising Myths Revealed

What I'm about to reveal are myths that most people... Read More

What the Newspaper Ad Person Won?t Tell You

Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More

Humor in Advertising

Many of the most memorable ad campaigns around tend to... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

How to SAVE Yourself from Spending too Much Money on Advertising!

How much money have you spent in Advertising, Promotion &... Read More

8 Low Cost Ways To Advertise, Promote and Market Your Business

We all are looking for ways to market our businesses... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

The SKINNY on Radio Advertising

From meager beginnings in 1920, radio has grown with us... Read More

Magnetic Signs: Where Do They Work Best?

Recently, a woman called to ask about replacing a magnetic... Read More

Advertising Through Moms

Moms have a very powerful influence on what their families... Read More

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More

Super Secret Tip For Using PPC Search Engine Advertising Successfully

It's not about traffic; it's about generating leads. That's right.... Read More

Does Post Card Advertising Really Work?

You've decided to try advertising your business with post cards.... Read More

How Can All the Radio Stations Be #1?

Are you confused by all the information you receive from... Read More

Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page

Stand Out in Ways that Matter to Directory Users A... Read More