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Unlock The Keys To Radio Advertising, Starting With Your Target Audience!

October 10, 2012

Advertising happens across a number of different mediums. From television commercials to billboards, paid Internet advertising and even in the newspaper. The one medium that wasn’t mentioned, but is very beneficial is radio advertising.


According to Arbitron, “in a single week, radio reaches more than 228 million Americans.” We listen to the radio while driving, cleaning, working out and even while we’re working!


Radio is a perfect way for small, local businesses to market themselves. Instead of producing and shooting expensive television commercials, using four key steps to producing a radio advertisement can be even more beneficial.



The four key steps of radio advertising are:

  1. Pinpoint your audience
  2. Know what you’re buying
  3. Look for special sponsorships
  4. Entertain the audience

The first key is to pinpoint your audience. As a business you should know your consumers and know what listeners you want to reach. Creating a profile base can be extremely helpful! In this profile base you should include information about your target audience like:

  • Age
  • Gender
  • Where they live
  • Household incomes

Using this information and working with Sales Representatives from different radio stations you should be able to figure out which station best matches your needs. The Sales Representatives will be able to give you percentages of their listeners that match your list. They will answer your questions, give additional information and also provide you with a coverage map of where their stations can be heard.

The second key to having a successful radio advertisement is to know what you’re buying. When you are looking over or creating a proposal for a radio station you should always take three main points into consideration:

  1. Reach
  2. Frequency
  3. Cost-per-point

Reach is the number of your perspective target audience that will hear your message. Frequency is the number of times your perspective target audience will actually hear your message. Cost-per-point is what it will cost to reach 1 percent of your target audience population. This can help you compare pricing between radio stations.

The third key to creating a successful radio advertisement is to look for special sponsorships. We’ve all heard a business mentioned after the news, weather and traffic report. That is one way a business uses sponsorship programs through a radio station but, there is another way. Many radio stations get involved in local community events. Always, look for sponsorship opportunities at these events that include on-air time and actual visibility.

The final key is to entertain your audience. Telling a story on a television commercial is easy, using video and actors to portray emotions. With radio there is no visual. You must engage your target audience in your story by using sounds, using compelling music, or by using unusual voices. Any of those three things will help grab the attention of your target audience.

Put all of these keys together and you will unlock the benefits of radio advertising!

Let us know of a time when you used radio advertising? Do you think it has helped your company?

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