{"id":15913,"date":"2013-10-07T00:01:16","date_gmt":"2013-10-07T07:01:16","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15913"},"modified":"2013-10-06T20:55:09","modified_gmt":"2013-10-07T03:55:09","slug":"radio-advertising-principle","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/10\/radio-advertising-principle\/","title":{"rendered":"KEY RADIO ADVERTISING PRINCIPLE: RADIO IS A PRECISE MEDIUM"},"content":{"rendered":"

Effective radio advertising<\/a> isn’t general; it’s specific.<\/span><\/p>\n

It doesn’t target a mass audience (even though radio is a mass medium). It targets the people who are most likely to act on the sales message.<\/span><\/p>\n

And when used properly, radio paints pictures that are both more accurate and more precise than can be shown in a television commercial.<\/span><\/p>\n

Why?<\/span><\/p>\n

Because unlike a TV ad, effective radio advertising requires the listener’s participation.<\/span><\/p>\n

A TV commercial typically presents a complete story. A beginning, middle and end…with no room for the viewer to become involved.<\/span><\/p>\n

The viewer might be entertained.<\/span><\/p>\n

The viewer might be educated or influenced.<\/span><\/p>\n

But rarely is the viewer involved with the sales message.<\/span><\/p>\n

But radio?<\/span><\/p>\n

Try this.<\/span><\/strong><\/h2>\n

Picture the cutest child in the world.<\/span><\/p>\n

I mean it. Take a moment and picture, in your mind’s eye, the absolutely cutest child in the world.<\/span><\/p>\n

Got that picture?<\/span><\/p>\n

It’s perfect. <\/span><\/p>\n

It’s 100% accurate; it’s precise. <\/span><\/p>\n

And it’s relevant to your life experience.<\/span><\/p>\n

But what if a TV commercial features a child on-screen, along with the words, “The World’s Cutest Child”?<\/span><\/p>\n

If you see that spot, you’ll say, “No. That’s not the world’s cutest child. That kid may be cute, but not as cute as the kid I’m thinking of.”<\/em><\/span><\/p>\n

Structure your commercials so the targeted listener fills in some of the blanks. <\/span><\/p>\n

Because when the listener adds the final details, they’re 100% accurate.<\/span><\/p>\n

And relevant.<\/span><\/p>\n

And precise. <\/span><\/p>\n

How To Create Maximum Impact Radio Advertising<\/a>
\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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And when used properly, radio paints pictures that are both more accurate and more precise than can be shown in a […]<\/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-15913","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nKEY RADIO ADVERTISING PRINCIPLE: RADIO IS A PRECISE MEDIUM - 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\/2013\/10\/radio-advertising-principle\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KEY RADIO ADVERTISING PRINCIPLE: RADIO IS A PRECISE MEDIUM - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Effective radio advertising isn’t general; it’s specific. 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