Radio Advertising: Is It Working?
When you are trying to promote your product or your company, it is important to try as many different ways and forms as possible in advertising. Print advertisement is an obvious choice, and television advertising is an immensely popular and common option as well. But one often over looked medium is radio advertising.
If you decide to opt for radio advertising, however, you need to make sure that it is working well for your company or product. Just simply creating a couple of lines of script and putting it up on the radio is unlikely to generate too many results for you. Radio advertising requires creativity and ear catching phrases and jingles that will cause the listener to stop whatever he or she is doing and really listen and take in what you are trying to say. Because you obviously can not utilize the power of imagery in radio advertising, you need to make it sound as compelling as possible, and to make it as effective as you can for your product or company.
You need to place your radio advertising on a channel that makes sense for the product or company that you are trying to promote. If what you are offering is appealing to a younger group of people, then you will obviously want your radio advertising to appear on popular music stations that appeal to a younger audience. Putting your radio advertising on a talk radio station, for example, if it is a product that appeals to young people, would probably not generate very much interest for you.
In fact, depending on the type of product or business that you are promoting, you may want to forgo radio advertising altogether. Certain things simply will not be advertised appropriately through a radio commercial. You should really put in a lot of thought about whether your company or product even makes sense for radio advertising.
After considering these factors, if you still feel that radio advertising will work well for your needs, then go forward and make sure that you have a pretty good concept for an excellent commercial. If you have trouble coming up with a good idea, it might be wise for you to have a professional ad agency handle your radio advertising. These people do that kind of thing for a living, so your radio advertising will be well done and will be certain to generate a lot of business for your product. Because this style of radio advertising will generate new business and customers, it is worth the cost of hiring professionals to take care of it for you.
Not long after your ad goes into rotation, you should be able to get a pretty good idea of whether radio advertising is working for your company. You should beginn to hear customers remark on your radio commercial, or perhaps have new customers call or come in to your place of business because they heard your advertisement. If a lot of time goes by and this does not seem to be happening, it is quite possible that the radio advertising is not working, and since you pay for it on an ongoing basis, you might consider removing it.
In the end, it is obviously your choice to make. Try to make as informed of a decision as you can.