Radio Advertising

FREE Business Success Nuggets

Always…

•   Always keep it simple. Overly ambitious production can be expensive.
•   Always ensure your message is consistent with what you say via other media.
•   Always measure current activity before the campaign starts so that you can plot the results.
•   Always remember that intense content will require more frequent airings.
•   Always target the listeners relevant to you by airing in the time slots relevant to them.

Never…

•  Never let creativity get in the way of clarity.
•  Never expect one airing to do the job. Listener recall takes at least seven plays.
•  Never forget that audience types tend to change throughout the day.
•  Never mix high frequency airings with highly irritating jingles.
•  Never commence without first focusing on your aims and objectives.

TOP TIPS compiled exclusively for Ian Bysouth Consulting with abridged extracts from The Marketing Toolkit by Jeff Della Mura, available at Amazon.co.uk
(How-to-Books ISBN 978-1-84528-285-1)