radio > design | advertising | net radio

Radio Ad Design
If you're thinking about using radio advertising, you're in good company. Advertisers spent close to $20 billion on radio in 2000--and even during the 9/11 crisis in 2001, radio never fell victim to the slump experienced by print and other media. You can buy radio locally, regionally or nationally, depending on the audience you're trying to reach. And you can use radio quite effectively to target specific ethnic groups, select demographics (young men, age 18 to 34, for example), or people with interests in common, such as soccer fans.

The results you get from your radio campaign will depend on at least two factors: creating appealing and effective spots, and making an effective media buy. To accomplish both, stick to the following guidelines:

Hire Production Pros - that means us :)
Radio spot production is not a do-it-yourself job, so you'll need an agency or production company that has experience creating spots that motivate members of your target audience or expertise in marketing your type of product or service. Above all, the spots produced should be appropriate to the target audience and what's being sold.

Next Step
Learn more about radio advertising--as well as TV, print and direct-mail advertising. Sixty-second spots are still the norm in radio, unlike TV, where :30s predominate. And whether you take a lighthearted or reverent tone, your spots must be evocative and engaging, using music, sound effects and dialogue to create "word pictures" that involve the listeners. If you're advertising in a small market or where the personality of the on-air talent on a particular station lends interest or credibility to your message, you may choose to use announcer-read spots and have the station do the copywriting for you.

Radio advertising offers you the opportunity to deliver a simple yet powerful message to a targeted group of consumers that may be interested in your product or service. You can write and produce the ad yourself with minimal effort and then identify those stations that best serve your market. If you are lucky, you might even find a popular radio DJ with a large following to take a personal interest in your product or service and deliver the message on air during his or her show. This will give an extra “endorsement” boost to your radio spot.

The cost of a fifteen-, thirty-, or sixty-second radio commercial will depend upon the frequency of the ad broadcast and the time of day that the announcement runs. Morning and evening drive times are usually more expensive than middle-of-the-day or late-night spots because the radio audience tends to peak during commuting hours.

The type of station you choose to advertise on should be determined by your target market. If you are looking to appeal to men between the ages of eighteen and thirty, for instance, you might want to consider advertising on an all-sports station or an FM rock station.

There are production costs to consider in addition to the spot expenditure. These will be determined by your need for music backgrounds, sound effects, and use of professional or amateur actors, such as yourself, to read your copy.

At Evershine Group we take care of your radio advertising from concept to inception. We know what to say, how to say it, and who to say it to. We’ll help you stand out among the crowd, sending your message loud and clear to the people you need to reach.

Contact us for all your radio advertising needs!