Creating impactful scripts for radio advertisements

Category: Radio Advertisements

Estimated time: 50 minutes

OVERVIEW & PURPOSE

Just like advertisers are willing to pay for the commercials you see on television during your favorite show, some advertisers also choose to focus their marketing dollars on radio advertising.

Radio advertising involves buying commercials, frequently called spots in the radio industry, to promote their products or services. Advertisers pay commercial radio stations for airtime and, in exchange, the radio station broadcasts the advertisers commercial to its listeningaudience. This module is designed to help you understand what goes into a great radio commercial

OBJECTIVES & RATIONALE

In radio advertising, there are numerous types of commercials that an advertiser might employ, similar to how brands might pursue different print advertising options. Since radio isa medium that relies solely on the ‘listening’ part with no visual cues available to the listener,  it is even more important that your script and message be apt, concise and focused to grab and hold the reader’s attention. Understanding the advantages associated with radio advertisement and the factors that contribute to the success of your radio ads will allow you to gauge accurately whether it radio advertising will work for your business. By the end of this module, you will be able to:

  • Understand the elements that influence the impact of your radio ads
  • Identify the components of a superior radio advertising script
  • Identify ways to plan an effective radio ad within your budget

TOPICS/IDEAS COVERED

  • Factors affecting radio ads
  • Effective Radio Scripts
  • Planning Effective radio ads

LEARNING OBJECTIVE 1

Understand the elements that influence the impact of your radio ads

KEY TEACHING POINTS:

With smart ads, you’ll reach customers and increase your sales through radio advertising. If you want to drive sales and generate revenue, radio ads are still a powerful and effective tool to achieve your marketing goals.The following elements can influence the success of your radio ads:

Knowing the audience

Different radio stations have different demographics, make sure you target the right audience. For example, you wouldn’t put an advertisement targeted for teenagers on a station playing old classics.

Starting strong

If you can’t get the listeners attention, you’ve lost the battle. If your listener is in a car, they might switch the station. If they are online, they might mute the commercial Any radio advertising script needs to have a strong hook at the very beginning in order to be effective.

An awesome voiceover

Radio is the art of speaking effectively. Without a visual medium, everything relies on the voice, tone, pace, variety, and emotion.Getting a professional voiceover to fits the message of your commercial and demographic of listeners will contribute to the success of your radio ad.

Robust testing

With advertisements, never trust your intuition — instead, test your radio ad campaign over and over again and see what works. A simple way is to create two radio ads with different introductions, scripts, or call-to- actions. That way, when you are monitoring your reach metrics and conversion, you will be able to compare and contrast the two methods to see which one was the most effective.

ACTIVITY

List down any 5 effective radio ads that you have heard recently. Why do you think they were so effective.

LEARNING OBJECTIVE 2

Identify the components of a superior radio advertising script

KEY TEACHING POINTS

There’s a formula to an effective radio script that’s sure to get your ad noticed. Here are some tried-and-tested components of an effective radio ad:

Attention-grabbing Introduction

A catchy intro is important to immediately get the listener to notice your radio ad. It’s during those first few seconds they can switch to a different station, turn off the device, or simply tune out. Make sure you maximise the first few seconds of your ad to call out to your target audience.

Obvious Benefit and Powerful Offer

What will they get from shopping at your store or setting an appointment with your sales consultant? What’s in it for them?

Creative Sound Effects

Sound is a powerful tool that can be used to create mood and elicit emotion. As a radio ad relies only on the power of sound and doesn’t have the influence of visual cues, make the most of your ad’s auditory element.

Repetition

Anything said over and over is bound to be retained by the average listener.

Notice how many radio ads keep repeating one idea multiple times in an ad. Notice also how some jingles (no matter how annoying) tend to remain stuck in your head forever.

Clear Call to Action

Just like any advertisement or sales pitch, your radio ad must end with a clear call to action. Visit our website, call us, book now, make a reservation today – explicitly tell your audience what you want them to do in your ad’s closing.

ACTIVITY

List down any 3 radio advertisements which have some catchy audio elements such as a memorable jingle or call to action. What made these so memorable?

LEARNING OBJECTIVE 3

Identify ways to plan an effective radio ad within your budget

KEY TEACHING POINTS

Certain types of companies tend to advertise more on radio – auto dealers, banks, jewelers,salons, and so on. They tend to be local and they often provide a phone number, website, or location so that you can reach them through other platforms as well.

However,  for small and mid-sized businesses that are on a tight budget, it pays to know some tricks of the trade to keep radio advertising affordable. The first rule of thumb to save money on radio advertising is to plan early and negotiate a long-term (13- or 26-week) or yearly contract.When you lock into a longer term, your rate is guaranteed for that contract period against future rate increases, and you do not pay in advance. Airtime is generally billed weekly or monthly only after the commercials air.

One thing to note: if you don’t purchase your radio campaign in advance, you are at the mercy of supply and demand, whereby rates may increase as inventory decreases. Here are some key pointers about different types of radio ads to help you buy radio ads that help optimize your marketing budget:

Short duration ads

Many stations, in addition to offering the standard 60-second commercial, offer advertisers the option to purchase shorter commercials – in 30-second, 15-second, or 10-second intervals. Time is money on the radio and these usually cost less during the same time of day.

Run of station (ROS) commercials

ROS commercials, otherwise known as rotator spots, are lower-priced commercials with a broad window of airtime although there are usually no guarantees when your commercial will be aired so you have to be prepared for that uncertainty.

Fringe days or times

Fringe are the days (or time of day) that are less in demand, or not as  highly rated as other time slots, and thus, are priced accordingly. On-air features: Outside of standard commercial spots, radio stations often allow businesses to sponsor certain on-air features, such as news, traffic, or weather reports.

ACTIVITY

You are the marketing intern at a startup that provides app development to other startups. Your mentor has asked you to create a marketing strategy that includes radio spots. Based on your knowledge from this module, pick the right type of radio spots for your business.Also sketch out a rough script for your ad based on your knowledge from this module.

FURTHER READING

https://www.entrepreneur.com/encyclopedia/radio-advertising

https://m.facebook.com/notes/hope-fm/importance- of-radio-advertising/420477014076/

http://smallbusiness.chron.com/say-30second- radio-advertising- spot-10065.html