Radio Spots

No matter what your slimy, shifty, lying-sack-of-poo radio salesperson tells you, in this age of iPods, multi-CD and DVD changers, audio-books, GPS, screaming kids, blaring stereos and other road noise, there is a very slim chance someone will actually HEAR your 30 second radio commercial, nonetheless actually pay attention to it.

Sure, your sales rep will tell you "But we're number one in mid-day listenership". Fooey - six half-wit teenage minimum wage employees are playing that radio station in a trendy clothing store at a level so low you can still hear pins drop.

With that said, should you be afraid of advertising on the radio? No way - radio can and does work. But it depends heavily on your day part, and even more on your commercial. Sixty seconds is a ridiculously short amount of time to catch some one's attention and convince them to do something. And now that some radio industry douche-bag has figured out that they can make twice as much money running thirty second ads at the former price of their 60s, you've now got half the time to make your point.

Rule number one: make sure your advertisement is running when people are driving. That is the only time you have a chance to catch a listener's undivided attention. Unless your target audience is a mid-day or night type person (used cars, furniture rentals, debt consolidation), mid-days and nights are when sleepless, retired, and unemployed folks (very limited disposable income) listen.

Rule number two: NEVER let your radio sales representative write or produce your advertisement. They have little to no creative aptitude (that's why they're in sales) and no incentive to produce a wonderful ad that works.

Brevard Marketing has been creative clever and effective radio ads for over 20 years now. You've probably heard our advertisements on your favorite radio station. Stop wasting your hard earned money with bad commercials -- and let us work our magic for your next radio campaign.