The reading level for this article is Novice
Radio can be used much like network TV to reach the mass-market. The cost efficiency of radio is not as great as network TV. However, radio commercial production costs are lower and radio can be used effectively with a smaller budget. Radio commercials can be twice as long as standard TV spots (60 versus 30 seconds) and, therefore, can relay more information. Radio also is a very personal medium. However, it is also the most passive medium. Using radio and network TV simultaneously will increase frequency and can produce synergistic results.
As with TV, it usually pays to hire a professional to produce your radio commercial. The radio station will produce your commercial, but what you get will be an announcer with a great voice reading a script over some background music that will sound like scores of other commercials. Unless the announcer is a major personality, the spot won’t ring the cash register. An effective radio commercial will create a mental picture for the listener. This might be accomplished by telling a story or creating a scenario that will cause the listener to picture himself and his needs and recognize the value of your service in meeting those needs. Jay Conrad Levinston’s book, “Guerrilla Advertising” which was cited under “Network Television” also contains good advice on the effective use of radio advertising. Additional sources of information are listed in Chapter 10 of this handbook, “Marketing References”.
TIP: Contracting for a respected local radio personality to make your commercial announcements in his or her own style can produce excellent results and will eliminate the cost of creating a professional radio commercial.