What Makes A Good Radio Advertisement?

In 30 or 60 seconds, a good radio ad

• Grabs attention
• Involves a listener
• Sounds believable
• Creates a mental picture
• Spins a story
• Calls for action
• Manages to keep the product on center stage and the customer in the spotlight.

It is important that whilst achieving these above steps the advert does not become boring, pushy or obnoxous. When executed to its full potential a radio advert is almost a one-to-one conversation with the listener. This makes a customer feel valued and may result in them purchasing the product/service being sold. Radio adverts are often used to complement other adverts in a campaign, they are also used heavily by new businesses to get the word out to a large audience because they cannot currently afford to pay for TV advertisement. It is also important to match the advert with the type of music played by the radio station. For example advertising using modern music on a country and western radio station would not only be innapropriate but would also waste time and money for the company.