FAQ's
Frequently asked questions about this site and about radio advertising in general are featured here. I add questions as they are asked by my visitors. So if you have a question that you don't see answered here, email me and I'll answer the question for you as soon as I am able and add it to the page.
1. What are the most important elements for radio advertising success?
2. Can this be applied to audio advertising online, like with podcasts?
3. I have a very tight budget, are you certain that radio always brings results?
4. Why do your rates differ for web quality and radio quality commercials?
What are the most important elements for radio advertising success?
There are several elements to radio advertising success. In no particular order, since they are equally important and essential, the following elements are an introductory guideline:
- have clear objectives and goals
- hit the right target market
- buy the right schedule for your goals
- have a single, clear message
- have a single, clear call to action
Can this be applied to audio advertising online, like with podcasts?
Yes, the basic elements of audio advertising remain the same, whether your commercial airs on traditional terrestrial radio or on an internet podcast. The important differences are that internet podcasts offer a more tightly targetted audience and that the repetition factor is less pronounced. You will likely find that rather than buying on one podcast as you would one radio station that you are better served by finding several related broadcasts with similar target markets for best success.
I have a very tight budget, are you certain that radio always brings results?
Unfortunately, radio can fail to bring desired results. You can reduce your risk factors by applying best practices to your efforts, but there's no way to be absolutely 100% sure that your campaign will succeed as desired. If your budget is very tight then you may find the risk to be unacceptable. The best way to determine your ability to enter into radio is to establish how many sales you will have to make in order to cover the costs of the radio campaign. Ask your sales rep whether the expectations seem reasonable based on their experience within the market. They should be able to help you to assess whether the investment is a good one for you at this time.
Why do rates differ for web quality and radio quality commercials?
This is based on the cost of royalties for the sound effects & music and affects the rates of the voice talent. These rates are all higher for radio broadcast. It's important to note that, in most cases, writing and production are included when you buy traditional radio airtime. So you may not need these services when buying for traditional broadcast.
Remember if you have a question that isn't answered here, email me and I'll get back to you as soon as I am able.