Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. The power of the pause is important in radio commercials. Radio commercials should sell the benefits (not features)of your business/product and should be on the same page with print, TV and billboard. Most award-winning radio commercials win for the wrong reasons anyway. The high powered ad agency worked with David Orreck for several days to get those vacuum cleaner commercials to sound like one-takes.

Most small businesses don't have a high powered advertising agency to produce selling radio commercials for them and end up with something akin to a high school play, or with the business owner reading tired copy. There should be at least two commercials, better four, selling the benefits. Coordinate your radio with your other advertising and you can benefit from the power of electronic word of mouth, radio. The radio ad person should know all about your campaign and image before leaving with the order. You should be promised a proof of your radio ad before it goes on the air.

For example, in the Austin market, for what I would pay for a spot on one of the top five radio stations, I can buy three or four decent daytime TV slots. That's probably because most radio listening is car listening. Unfortunately, it is very difficult to get that kind of immediate and continuing response from radio. In fact, I put one of my dental clients on the radio recently, along with his TV, and he did very well with it. And television has one very important benefit that radio does not have.

With a budget large enough to cover the cost of a reasonable sized ad in your daily newspaper, you can buy a whole week of radio commercials. In the US the norm is 60 seconds for a radio commercial in Canada 30 seconds. Another of radio's great strengths is its ability to reach a defined market segment. Radio can relate messages that have synergy with campaigns in other media, but shouldn't be written in the same style. Effective radio is a conversation with the customer.

If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. Drive time gets higher radio ratings because there are so many people in cars listening to their radios as they drive to and from work. Because radio advertising is so ethereal (see #1, above), you need to do a lot of it to get your message across. The smart radio station sales person probably won't even try to sell you drive time spots because either they've already been sold or because she or he knows you're most likely to choke at their cost. But there area few things you need to think about before you sign that radio advertising contract.

You even hear people who can't read stumbling through their own radio commercials. Let the other guys flush their ad money with giant pictures of the staff, or TV commercials with the grand kids shouting a slogan. For more about advertising, get my article What The Newspaper Ad Person Won't Tell You Send blank email to my article-robot. Tell me you'll show up on time, smell good and fix my toilet, or I don't pay. Don't tell me you have 20 years' experience.

There's a national jeweler who comes to mind that likes to do his own radio commercials. The same rule goes for putting voice impersonations in your radio ads. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail. Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window. I tend to use voice impressions that I or others do in radio spots from time to time and it can be a real attention getter.

The boy had been in a few commercials and he knew how to take direction which is crucial when it comes to working with children. The grandson was not only confrontational and rude to the crew but also to the NBA star as well who looked like he wanted to crush the little runt a few times. The rest of the shoot went as smoothly and after about 10 hours of work, I prayed we had enough film to choose from to finish the. As I tried to get him to focus on the lines he was to deliver (in that special foreign language of his) his eyes went right to the craft services. In fact, sometimes the client is dead wrong.

Pier 1 started running its commercials featuring Kirstie Alley this year. An analysis of the 251 commercials showed that there was no robust, empirical evidence to suggest that either liking or disliking are reliable predictors of a commercial's performance in relation to sales-validated, evaluative measures. In the study, 251 30-second commercials were aired, representing six major product categories. International Brand & Advertising Research conducted a test to determine if feelings of liking or disliking commercials are the motors that drive brand attitudes and sales. Twenty-seven percent of the people familiar with the commercials didn't like them, and only 6% thought that they were effective.

Professionally produced commercials can cost over $5,000 for 30 seconds and may take as long as a week for initial taping, longer for final editing. This cost can be reduced if you perform the creative function and write your own commercials as well as furnishing talent for the ads. The Cable people sell very large packages with hundreds of commercials, splattered over all the networks allowing insertions. Then ask how many channels will have your commercials. As with all commercials, make sure your name and what you do is at the beginning, at least in the middle and at the end.

That's why radio can also turn into one of the more expensive media. However, there are ways to keep your costs in line yet still reap the benefits of radio -- for instance, buying less spots but running them all in one or two weeks, so your customers are more likely to hear your message. Below are some other positive reasons to use radio. Depending on the costs of radio in your community, radio may be a very affordable way to get a good viral campaign going. Even if you don't change your views on radio advertising, you may come up with new and powerful insights to your business.

This category includes TV and radio commercials. If it beats your control then use it instead. Markets change and ads loose their effectiveness after a while. Then write another ad and put it up against your winning ad or control. To get there you must key every ad and keep careful records of the results each produce.

It's very easy for a tv, radio or newspaper rep to take advantage of an inexperienced buyer. Those are about the only reasons not to hire an advertising agency. So often, small business owners try to place media without the help and expertise of an advertising agency and usually the inevitable happens, their advertising fails and they are forever convinced that advertising doesn't work. It's a very powerful reason for them to try as hard as they can to make your advertising it's best. Buying advertising is something anyone can do, just like anyone can purchase stocks.

His music is on commercials for Verizon Wireless, Goodrich, Monaco Motor Coaches, BAE Systems and more. Scott G is president of G-Man Music & Radical Radio. Many e-mails from around the world cite Paranormal Radio as their favorite track. In music alone, we have all wondered about Bob Dylan's Love Sick in Victoria's Secret commercials (not to mention Mr. I do it with humorous radio scripts and subliminally seductive music, but there are going to be some innovations in our industry, and at the risk of appearing foolish, I'm going to make a few predictions.

Most radio stations offer two ways to buy ads. The advertising on radio targets you passively. From meager beginnings in 1920, radio has grown with us to be a major player in advertising. AMD is traditionally the most expensive radio time because that's when more people listen. Few markets have one radio station so dominant that it reaches all the listeners.

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