Radio Advertising: Types To Choose From

posted by Bob Leighton

Radio advertising is a broad topic. It’s both subjective and customizable, and there are no two strategies alike. That’s what makes the medium so powerful. What types of radio ads would work best for your business? Let’s explore your options.

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Types of Radio Ads

Your commercial is voiced live on- air by a radio personality. Most stations’ on-air talent are well known, and lend expertise to the community they're a part of. Having someone’s familiar and popular voice on your ad will help drive engagement – and will stand out from the pre-recorded batch that will also be playing on the station.


The Jingle Ad

The connection between memory and music is strong. One way to make your commercial really stand out is to create a memorable jingle to go along with it. A well-produced jingle or music bed adds professionalism to your brand and is a sure-fire way to gain recognition.


The Personified Commercial

Adding characters to your radio advertising strategy is another way to dramatize your message while making it memorable. Without visuals, listeners are left to craft a picture in their heads of who and what your brand is. So, when you create your character’s story, make it unique! The more relatable your character is, the more listeners want to find out what happens next, which means following along on the radio.


The Testimonial

Someone who can give a real account of how your business improves their life is a great way to gain a listener’s attention. It’s real, it’s relatable, it’s believable. Trusting other human beings is hardwired into our brains, so we believe other people more than we believe advertising. Let your product users speak for your product themselves, and do the selling for you through testimony.


The Sponsored Ad

If you prefer a more subtle approach to radio ads, sponsorship is the way to go. You can sponsor news, weather reports, traffic updates, or other types of regular programming. This often guarantees your spots air first in the commercial breaks, so you’ll reach more listeners before they have a chance to switch stations or tune out during long breaks.


Which one do you choose? It is a difficult decision to make. Promoting your business through a traditional marketing tactic, often overlooked in today’s digital marketing world, is an advantage over competitors. No matter what ad you choose, having an effective message will make for a very successful long-term radio campaign and your business will reap the benefits.

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