{"id":13251,"date":"2012-10-17T00:01:33","date_gmt":"2012-10-17T07:01:33","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=13251"},"modified":"2012-10-16T21:09:48","modified_gmt":"2012-10-17T04:09:48","slug":"radio-advertising-secret-2","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/10\/radio-advertising-secret-2\/","title":{"rendered":"RADIO ADVERTISING SECRET #2"},"content":{"rendered":"

This is the second of a 6-part series of Secrets of Radio Advertising<\/a>.<\/p>\n

One of the crucial differences between a radio commercial and a print or Web advertisement:<\/p>\n

For the target audience, a radio commercial is a linear experience.<\/strong><\/p>\n

Listeners cannot jump around, looking for something of interest.<\/p>\n

Listeners cannot decide to skip the boring beginning and go straight to the last 10 seconds of the message.<\/p>\n

Listeners must listen \u2014 if they listen at all \u2014 in the precise order that the message is presented.<\/p>\n

In a newspaper ad, your eyes can jump around; a newspaper ad is not necessarily a linear experience.<\/p>\n

Neither, of course, is a well-designed Web page.<\/p>\n

Your radio commercial<\/a> must pull the targeted consumer along, and it must be structured in a way that immediately commands and then keeps the attention of that targeted consumer.<\/p>\n

And that is why it is professional malpractice for anyone to simply take the client’s newspaper ad and put it on the air.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

This is the second of a 6-part series of Secrets of Radio Advertising. One of the crucial differences between a radio commercial and a print or Web advertisement: For the target audience, a radio commercial is a linear experience. Listeners cannot jump around, looking for something of interest. Listeners cannot decide to skip the boring […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-13251","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING SECRET #2 - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2012\/10\/radio-advertising-secret-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING SECRET #2 - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"This is the second of a 6-part series of Secrets of Radio Advertising. 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