What Works Best in Radio

Checklist of What Works Best in Radio

1. Stretch the listener's imagination.

Voices and sounds can evoke pictures.

2. Listen for a memorable sound.

What will make your commercial stand out from the clutter? Offer a distinctive voice, a memorable jungle, a solution to the listener's problem.

3. Present an idea.

It is difficult to communicate more than one idea in a television commercial. In radio, which is subject to more distraction, it is nearly impossible, Be direct and clear.

4. Select your audience quickly.

It pays to flag your segment of the audience at the beginning of the commercial-before they can switch to another station.

5. Mention your brand name and your promise early.

Commercials that do so get higher awareness. It heightens awareness if you mention the brand name and promise more than once.

6. Capitalize on events.

Exploit the flexibility of radio to tie in with fads, fashions, news, events, or the weather.

7. Use radio to reach teenagers.

Teenagers don't watch much television. They do listen to a lot of radio. Media experts say it's the best way to reach teens. Some say it's the only way.

8. Ask listeners to take action.

People respond to radio requests for action. They call the station to exchange views with the disc jockey. Don't be afraid to ask listeners to call now, or write in, or send money.

9. Make use of radio's merchandising services.

Associate your business with a popular on air personality; sponsor promotions such as contests and giveaways.

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