Radio Advertising Space; Jingle or Jangle?

Listen to this great piece of radio advertising space filler: A ‘plumy’ voiced husband says to his wife: “Darling, it’s time to economize. We really need to cut down on our expenses. So I thought if you learned to cook we could get rid of the maid”. “Good idea!” replied his equally posh wife. (Picture Joanna Lumley). “Ah goodoh. Thought you’d be miffed” said the husband. “No no” said the wife “and if you learned to make love we could get rid of the chauffeur too”.

This extract was heard on Coastline FM, a commercial station aiming at the English speaking community on the Costa del Sol, Spain. The advertisers are a dating agency based in Marbella and the radio advertising space ends with the line “don’t wait for things to get this bad. Get a new partner at…”. This makes great use of the radio advertising space media because it does three things.

1. It knows its audience. Every radio buy must begin with a clear understanding of the listeners to be reached. If you can’t describe in one sentence your target audience demographics then do not buy airtime until you can. Compare your target clients with prospective stations' listener ship. Match these demographics with the times of the day or during which programming you'll reach your best prospects. More romantic relationships break down and start up while on holiday than at any other time.

2. The dating agency knew what they were buying. The three most important elements when evaluating proposals are ‘reach’, frequency and cost-per-point. Reach is the number of your prospects that'll hear your marketing message. Frequency isn't the number of spaces you fill, but the average number of times your prospects will actually hear your message. Cost-per-point is the basis for evaluating cost effectiveness. CPP is what it'll cost to reach 1 percent of your target audience population, so it's the best way to compare the value of competing stations. Buy enough frequency to ensure your message is heard at least several times.

4. It entertains the audience. Once you've evaluated the proposals from the radio stations and negotiated and finalized your buys, you'll need effective spots. Since radio spot production is rarely a do-it-yourself job, you'll most likely work with a local production company, agency or station. But you should understand a few basics.

Great radio advertising spaces grab and hold attention, usually through humor. They may also use sounds, compelling music or unusual voices to grab attention. Your spots must tell stories or present situations your target audience can relate to. To keep your audience listening to your spots month after month, make them part of an ongoing campaign theme. Your audience will listen for the newest versions; helping extend your message more successfully than if you were to run unrelated spots.

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