Is Radio an Effective Way to
Create Sales and Build a Brand?

A brand is built around a consumer that purchases a marketers product, is happy with the product purchased, and purchases another product. The sophisticated language being used to complicate the simplicity of a satisfied customer is astounding. Building Brands is about customer satisfaction, and leveraging that satisfaction into a life-long customer.

The cost of customer acquisition needs to be calculated quickly, especially when media budgets are concerned and the effectiveness of those ads are not measurable. Accountability is an everyday reality in Direct Response Radio marketing. So what is accountable?

• The cost per customer acquisition.
• The profit of each airing on each station.
• The effectiveness of consumers hearing your call to action and responding.

Radio Demographics

There is no mass-market medium that also targets specific demographics like RADIO. Even better than that, there are local and national talk show hosts and DJ's that will read and improvise your commercial giving it the credibility with a loyal audience.

The Secret Weapon: Radio Personality

Radio personalities develop a special bond with their audiences, a rapport unmatched by any other medium. This provides a powerful selling opportunities for direct response marketers, because on-air personalities can read copy and improvise to sound unlike typical advertising and thereby get under the typical defenses of the listeners.

Radio is normally ignored by television marketers but the last few years have proven its effectiveness not only as an advertising medium, but as a Direct Response advertising medium. Currently 35% of all radio advertising has a Direct Response element. continued below...
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