{"id":5008,"date":"2021-10-13T11:51:04","date_gmt":"2021-10-13T11:51:04","guid":{"rendered":"https:\/\/bunnystudio.com\/blog\/?p=5008"},"modified":"2021-10-13T20:28:40","modified_gmt":"2021-10-13T20:28:40","slug":"good-radio-ads-vs-no-good-radio-ads","status":"publish","type":"post","link":"https:\/\/bunnystudio.com\/blog\/good-radio-ads-vs-no-good-radio-ads\/","title":{"rendered":"Good Radio Ads vs. No-good Radio Ads"},"content":{"rendered":"<p><strong><em>Good radio ads? What&#8217;s the point?\u00a0<\/em>No one listens to the radio anymore, right? Not at all. Despite the advent of the internet, Nana and Pop Pop&#8217;s old school <a href=\"https:\/\/bunnystudio.com\/blog\/radio-ads-cost-a-comprehensive-breakdown\/\">radio<\/a> thing is still going strong. And, the best thing about it is that often when people tune-in, they are a captive audience. During the morning and evening commutes, for instance. Therefore, good radio ads can make a significant difference in your marketing campaign. Although, during non-commute radio listening, your radio ads are competing for attention.\u00a0<\/strong><\/p>\n<p class=\"p1\">If you prefer to watch a video instead, click here:<\/p>\n<p><iframe title=\"Good Radio Ads vs. No-good Radio Ads\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/MD17IVmpPyo?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/bunnystudio.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>This post has been updated in October 2021.<\/p>\n<h2><span data-preserver-spaces=\"true\">Radio Reach<\/span><\/h2>\n<p><strong>Before convincing you that those good radio ads are a worthy investment, it helps if you believe in radio&#8217;s reach. According to the Radio Advertising Bureau, the industry&#8217;s leading advocacy group,\u00a0<a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"http:\/\/www.radiomatters.org\/index.php\/2020\/02\/24\/radio-by-the-numbers\/\" target=\"_blank\" rel=\"noopener noreferrer\">radio still reaches 228.5 million adults every week<\/a>. Even 85% of teens aged 12 &#8211; 17 are tuning in at least once every week. Harnessing some of that attention with good radio ads us a challenge you should accept.\u00a0<\/strong><\/p>\n<h3><span data-preserver-spaces=\"true\">Targeting with Radio Ads<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Advertisers that stuck with radio, and those jumping back on the bandwagon, are\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.radiocentre.org\/why-use-radio\/the-roles-for-radio\/radio-for-targeting-the-right-people-at-the-right-time\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">benefitting from the targeting flexibility<\/span><\/a><span data-preserver-spaces=\"true\">. Radio stations, national, regional, and local, allow for very narrow targeting. Advertisers, using precise geographic targets, can better curate a good radio ad.\u00a0<\/span><\/p>\n<p><strong>Radio also allows advertisers to zero in on precise demographics. Undeniably, commercial radio, AM\/FM, is made up of a vast array of content and musical style choices. Organizations like the RAB(U.S.) and RadioCentre(U.K.), collect data on listenership. The information helps advertisers decide precisely where and how to advertise on the radio.<\/strong><\/p>\n<p><span data-preserver-spaces=\"true\">Additionally, radio delivers precise targeting for a time of day, day of the week, and consumer context. This data allows advertisers to adjust strategy. Depending on the time of listening and activities engaged in while listening, good radio ads can adapt.<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Timing of Good Radio Ads<\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Once you&#8217;ve found stations representing your target market, you can buy increments of 15, 30, or 60 seconds. More important than the length of time is the\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/businesstown.com\/articles\/the-secrets-to-effective-radio-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">day-part which you choose to use<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0for your advertising. Since radio station programming changes throughout the day, audiences grow and shrink proportionally.\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/are-you-taking-full-advantage-of-radio-dayparts\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Day-parts with a broader audience share<\/span><\/a><span data-preserver-spaces=\"true\">, therefore, are the more expensive\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.radiocentre.org\/hear-and-now\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">times to place your good radio ads<\/span><\/a><span data-preserver-spaces=\"true\">. Also, more effective.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-5849\" src=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/03\/Good-radio-ads_JO_2.jpg\" alt=\"Good Radio Ads for audio ads\" width=\"640\" height=\"213\" srcset=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/03\/Good-radio-ads_JO_2.jpg 640w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/03\/Good-radio-ads_JO_2-300x100.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span data-preserver-spaces=\"true\">Now we understand the where and the when of a good radio ad. What about, the what?<\/span><\/p>\n<h2><span data-preserver-spaces=\"true\">What Makes a Good Radio Ad?<\/span><\/h2>\n<p><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/radio-commercials-and-creating-successful-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">Successful advertising campaigns using radio commercials<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0all have common elements. Before getting into the planning and production, consider how your radio commercial will address the following:<\/span><\/p>\n<ol>\n<li><span data-preserver-spaces=\"true\"><strong>Who is your audience<\/strong>, and what are they engaged in while listening to the radio?\u00a0<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>What can you offer as the hook?<\/strong> We already know that your radio listening audience is engaged in another activity. You have five seconds to grab their attention.\u00a0<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>KISS Method<\/strong> &#8211; Keep it simple. At most, you have 60 seconds, and you need to use it wisely. Get to the point because people want to know what is in it for them immediately.\u00a0<\/span><\/li>\n<li><span data-preserver-spaces=\"true\"><strong>High-quality production<\/strong>. Live reads with on-air talent are notoriously successful; otherwise,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/voice?p=pro-act-cro-web-link-from-bunnystudio.com\/-to-bunnystudio.com\/voice\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">hire professional voice actors<\/span><\/a><span data-preserver-spaces=\"true\">. Choose appropriate music or hire a music consultant. Remember, the voice, script, and music all need to\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/audio-branding-my-brand-needs-a-voice-now\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">speak to your brand identity<\/span><\/a><span data-preserver-spaces=\"true\">.\u00a0<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Last but definitely not least, <strong>a compelling call to action<\/strong>. Something that will drive the listener to act, visit your website, call your office, or visit your brick and mortar.\u00a0<\/span><\/li>\n<\/ol>\n<h2><span data-preserver-spaces=\"true\">No-Good Radio Ads<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Before we delve into an examination of some good radio ads, let&#8217;s take a listen to some no-good radio ads. Let&#8217;s look at &#8216;what not to do&#8217; examples. They&#8217;re easier to learn from, and let&#8217;s be honest; there&#8217;s a better chance they&#8217;ll give us a laugh. I spent time listening to radio ads from across the globe. These are my favs (for all the wrong reasons):<\/span><\/p>\n<h3><span data-preserver-spaces=\"true\">Noise and Bad Music<\/span><\/h3>\n<ol>\n<li><span data-preserver-spaces=\"true\">\u00a0To be fair,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/zmTc6S2wkqw\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">this car tent company is Australian<\/span><\/a><span data-preserver-spaces=\"true\">, so it&#8217;s not intended for a global audience. Cultural norms may make it difficult for people outside of the local area to appreciate whatever is being said. However, there is no justification for the music\/noise in the background, regardless of your origin English.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Ok, again, this\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.youtube.com\/watch?v=NtCGTK5o5-w\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">radio ad for an injury lawyer<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0in the U.K. may not translate well for people in other countries. But, there are a couple of things wrong with what they have going on here. First, the original version of this song was, for people with good taste in music, not a good song. Of course, that is subjective. What is not subjective is the fact that a law firm&#8217;s brand voice shouldn&#8217;t be that of a lyrical gangsta.<\/span><\/li>\n<\/ol>\n<h3><span data-preserver-spaces=\"true\">Robot Invasion, Fake Applause, and 1877Kars4Kids<\/span><\/h3>\n<ol>\n<li><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/eeBMdqG_52s\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">C.A. Marketplace in central Ohio<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0nailed the KISS method, but that is about all. I kinda wish they went the lyrical gangsta route, to be honest. Nothing about this ad makes me want to go holiday shopping. In fact, I want to forgo holiday planning and secure my home against the impending A.I. takeover of earth.<\/span><\/li>\n<li><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/s2tYDHF28sM\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">The Pizza Shack<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0took the &#8220;Everything is homemade, even our ads&#8221; approach. If your target market is college kids, a cute young girl doing the voiceover isn&#8217;t a terrible idea. The fake applause? That time is paid for, but useless.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">On the website,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"http:\/\/www.commercialsihate.com\/kars4kids_topic5077.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">commercialsIhate.com<\/span><\/a><span data-preserver-spaces=\"true\">, the\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/KfUQ6T4o33Q\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">1877Kars4Kids<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0radio ad, through all of its incarnations since 1999, has drawn a significant amount of hate. Pure hate. If you&#8217;re not from the U.S. and hadn&#8217;t heard this radio ad, I am deeply sorry. However, some fans of Commercials I Hate.com admitted to donating a car to the charity. Despite the radio ad making them want to throw their radio through a window. This\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.mentalfloss.com\/article\/548359\/kars4kids-jingle-cruel-history\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">ad is one of a rare breed<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0that is awful in every way, yet successful none the less.<\/span><\/li>\n<\/ol>\n<h2><span data-preserver-spaces=\"true\">Good Radio Ads<\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Simple, with a great hook, high-quality production, and a clear call to action. That&#8217;s what we are looking for here.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-5848\" src=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/03\/Good-radio-ads_JO_3.jpg\" alt=\"Good Radio Ads for radio advertising\" width=\"640\" height=\"213\" srcset=\"https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/03\/Good-radio-ads_JO_3.jpg 640w, https:\/\/bunnystudio.com\/blog\/wp-content\/uploads\/2020\/03\/Good-radio-ads_JO_3-300x100.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h3><span data-preserver-spaces=\"true\">Well-known Favorites<\/span><\/h3>\n<ol>\n<li><span data-preserver-spaces=\"true\">Tom Bodett. We all know who this is, right? Not only is this a\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/qNELdEcp5pc\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">brilliant Motel 6 radio ad<\/span><\/a><span data-preserver-spaces=\"true\">, but the concept only works because we already know Tom. When the floundering hotel chain began using Tom Bodett for their voiceovers in the 80s, it was\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/musebycl.io\/clio60\/motel-6-tom-bodett-and-folksy-campaign-put-us-map\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">a marriage made in heaven<\/span><\/a><span data-preserver-spaces=\"true\">. Tom&#8217;s folksy no-frills approach and the dry humor laden scripts were just what the no-frills chain needed. Also, this is a good radio ad because we know that spellcheck is the devil. Also, we&#8217;ve been listening to Tom extol the virtues of Motel 6 for as long as we can remember.<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Insurance companies typically do very well with radio ads (Link when published:\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/bunnystudio.com\/blog\/wp-admin\/post.php?post=6085&amp;action=edit\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><span data-preserver-spaces=\"true\">Radio Ads for Insurance Companies \u2013 An Essential Guide).<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0<\/span><\/a><span data-preserver-spaces=\"true\">Geico&#8217;s good radio ads, like\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/51YpY3TWrbY\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">this one from their roommate serie<\/span><\/a><span data-preserver-spaces=\"true\">s, tell an ongoing tale, use real-life examples that we can all relate to, and do it funnily and entertainingly. They address a problem that we have and tell us how they can help us solve the problem. Unfortunately, they can&#8217;t help up avoid the bad roommates in the first place!<\/span><\/li>\n<\/ol>\n<h3><span data-preserver-spaces=\"true\">Lesser-known Ads That Nail It<\/span><\/h3>\n<ol>\n<li><span data-preserver-spaces=\"true\">Dexcom Inc. is a California-based company that provides glucose monitoring for people with diabetes. Not something that you might automatically think, &#8220;t<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/yvkabkLYfsY\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">his could make a pretty funny radio ad<\/span><\/a><span data-preserver-spaces=\"true\">.&#8221; Regardless, they did it. the narrator offers an extensive list of &#8220;pricks.&#8221; The wrap up includes a CTA and information for potential customers of Dexcom.\u00a0<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">In the same vein of putting funny where funny shouldn&#8217;t be, this radio ad for the U.K.&#8217;s\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.lbbonline.com\/work\/7132\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">The Prostate Cancer Charity<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0features the tremendous British comedy team of Ricky Gervais, Stephen Merchant, and Karl Pilkington. Using a renowned voiceover to attract attention, entertain, and provide useful information in a simple format.\u00a0<\/span><\/li>\n<li><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/youtu.be\/jwLC8x_8mb8\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">In this radio ad<\/span><\/a><span data-preserver-spaces=\"true\">, Northern Tool and Equipment, a retail outlet based in Minnesota, hits all the marks. Audience? Tool guys (and tool gals with a sense of humor). The hook? Ringing phone. They kept it simple with the perfect casting of voice actors.<\/span><\/li>\n<\/ol>\n<p><strong>Getting and holding listeners&#8217; attention on the radio is a challenge. Somewhere around 228million people tune into AM\/FM radio weekly, but often they&#8217;re otherwise engaged. To get their attention, you have to know the audience and grab them with a great hook. Once you have them, keep them entertained or interested, tell them precisely what they need to know, and finish with a strong CTA.<\/strong><\/p>\n<blockquote><p><strong>Start your own audio ad today with <a href=\"https:\/\/bunnystudio.com\/audio\/?p=mar-acq-con-CTAintext&amp;utm_campaign=ctaintext\">Bunny Studio!<\/a><\/strong><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Good radio ads? What&#8217;s the point?\u00a0No one listens to the radio anymore, right? Not at all. Despite the advent of the internet, Nana and Pop Pop&#8217;s old school radio thing is still going strong. And, the best thing about it is that often when people tune-in, they are a captive audience. During the morning and [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":5850,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[22104],"hashtags":[],"class_list":["post-5008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-ads","tag-businesses"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Good Radio Ads vs. No-good Radio Ads - Bunny Studio Blog<\/title>\n<meta name=\"description\" content=\"Good radio ads can still reach your target market. 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