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Why DRTV + Direct Response Radio = More $$ Than DRTV Alone
For many direct marketing companies, direct response television (DRTV) advertising is often the "lead horse" of their marketing efforts - and it can be very effective at driving profitable sales. If there were a downside to DRTV, most would say...
Posted in Direct Response Radio Advertising Blog on February 16, 2010 05:41 PM
Obama Turns to Infomercial. Here's McCain's Best Move Now.
You've all no doubt heard that Barack Obama is testing an infomercial, which you can view here, as part of his presidential campaigning. He's not the first - Ross Perot did this when he ran for president back in 1992...
Posted in Direct Response Radio Advertising Blog on September 5, 2008 06:15 PM
Something All Direct Response Copywriters Should Know
There are few things we can unequivocally say DON'T work in radio advertising. The trouble with saying something doesn't work is that it shuts down the process of seeing possibilities. The next thing you know, someone has found a way...
Posted in Direct Response Radio Advertising Blog on April 24, 2008 06:58 PM
Radio Advertisers Take Note: Arbitron's New PPM Isn't Perfect
We've said it a million times... test, test, test. When we're saying that, it's usually to set the expectation that testing is the foundation of all campaigns that achieve long term success. Here's another way testing comes into play. Arbitron...
Posted in Direct Response Radio Advertising Blog on November 9, 2007 08:04 AM
Mystery Solved! Why Radio Advertising Doesn't Work for You
Jeff was reading Ad Age recently and came across an article by Doug Zanger relating to radio advertising. The article is about how radio ads need to be entertaining. Now pay close attention because this is a very exciting moment....
Posted in Direct Response Radio Advertising Blog on September 21, 2007 06:00 PM
Radio Advertising in Context
We're getting a little philosophical-big picture today. Sometimes it's easy to get myopic about radio advertising. We can rant on and on about our killer proprietary database and the cool analyses it allows us to do that result in "ring...
Posted in Direct Response Radio Advertising Blog on June 19, 2007 02:25 PM
Creativity in Radio Ads: A Common Trap
There are a number of traps you can fall into when creating a radio ad. One of them occurs when you try to "get creative". Radio ads are often referred to as "creative". Making a radio ad - the act...
Posted in Direct Response Radio Advertising Blog on June 4, 2007 10:45 AM
Even in Radio Advertising, Statistics Skills are Vital
Stephen Baker had a great post yesterday titled - Necessary skills: typing, statistics -. "...as more and more of our lives are interpreted through our data, our futures will be fed back to us as statistics. If we misunderstand those,...
Posted in Direct Response Radio Advertising Blog on May 23, 2007 10:21 AM
The Radio Ad You Won't Get From Google Audio
Continuing with our current series of posts on the topic of GoogleAudio, we have one more point from last week's interview with Google CEO Eric Schmidt that needs to be brought to the light of day (or at least this...
Posted in Direct Response Radio Advertising Blog on May 21, 2007 12:24 PM
Horrible Advice for Radio Advertisers
The Street.com and Entrepreneur Magazine have teamed up to prove once again that you should absolutely NOT believe everything you read in print. Many would say you shouldn't believe ANYTHING you read or hear in the media, but that's another...
Posted in Direct Response Radio Advertising Blog on April 26, 2007 10:14 AM
Is Direct Response Radio Advertising Science or Art?
It's a debate perhaps as old as direct response radio advertising itself. Radio Advertising is Science The very nature of direct response radio is what makes a scientific approach possible. The element of directly tracking the leads, orders, and revenue...
Posted in Direct Response Radio Advertising Blog on March 28, 2007 11:14 AM
Direct Response Radio Advertising: Is Sports Illustrated Missing Out?
As we've mentioned many times in this blog, one of the most common questions we get is "what kinds of products or services 'work' best in radio?". Answering that question is challenging for us because it's a long list that...
Posted in Direct Response Radio Advertising Blog on February 6, 2007 08:15 AM
Is Your Radio Advertising Agency Flying These Red Flags?
It can be difficult for those outside of the radio advertising industry to know how to properly evaluate the performance they're getting from their radio advertising agency. Financial results are of course one good way. Overall service is another. But...
Posted in Direct Response Radio Advertising Blog on January 15, 2007 10:52 AM
Can Radio Advertising Benefit Every Business?
You might think this is a self-serving question that will be followed by a self-serving answer, such as "Yes". The answer is an unqualified "No". Radio advertising can't benefit EVERY business. A better question is this: Is every business that...
Posted in Direct Response Radio Advertising Blog on January 10, 2007 12:12 PM
The Radio Advertising Agency and Google: Friend or Foe?
It turns out that Google is facilitating radio ad production services along with its new radio advertising venture, Google Audio. According to many blog posts: "Google is also testing a program that will link up inexperienced radio marketers with professionals...
Posted in Direct Response Radio Advertising Blog on December 14, 2006 01:10 PM
Why Your Direct Response Radio Advertising Campaign Might Still Fail
Joe Rashbaum's article in DM News, titled Why your direct response radio campaign might have failed, provides some valuable thoughts on maximizing the success of direct response radio advertising campaigns. In his first point, Joe underscores something we continually address...
Posted in Direct Response Radio Advertising Blog on November 28, 2006 02:38 PM
Direct Response Radio Advertising is Science and Art
At its core, successful direct response radio advertising requires the application of principles of the scientific method. That's because in a very real way we're researchers, trying to answer the same questions to get at "what works" and "what doesn't...
Posted in Direct Response Radio Advertising Blog on October 30, 2006 06:07 PM
What Is a "Bad" Radio Ad?
This is why we love direct response radio advertising. LOVE IT. Read on... Thanks to Mark Ramsey for pointing out this article in the Philly Enquirer, which describes one station's foray into ... testing radio commercials!!! But there's one catch....
Posted in Direct Response Radio Advertising Blog on October 10, 2006 01:54 PM
Radio Advertising Strategy For Direct Response Radio Advertisers
No this won't be a Porter's "five forces" analysis. We want you to stay awake through this. This is about strategy in the world of direct response radio advertising. Let's start with a scenario. Your direct response radio advertising campaign...
Posted in Direct Response Radio Advertising Blog on August 29, 2006 06:40 PM
Radio Advertising Costs - How Much?
This is one of the most common questions we get. At the risk of sounding evasive, the true answer is that it costs nothing. Why? Because you make money, otherwise you won't do it for long. Let us explain. In...
Posted in Direct Response Radio Advertising Blog on August 18, 2006 05:33 PM
Paradox In Direct Response Radio Advertising
Are the most successful direct response radio advertisers always right? Not the most successful ones. Why? Because when your identity is invested in always being right, you're afraid to fail - the stakes are too high, I mean your identity?...
Posted in Direct Response Radio Advertising Blog on August 17, 2006 01:25 PM
What Do You Think You Know - About Radio Advertising?
Seth Godin's recent post about the characteristics of what people believe to be true reminded me of a quote I recently heard that immediately stuck with me for its applicability to many areas of human existence, not the least of...
Posted in Direct Response Radio Advertising Blog on July 31, 2006 11:27 AM
How "Failure" Leads to Success in Direct Response Radio Advertising
We've long championed the stance that one of the keys to success in direct response radio is testing. In the direct response arena, often that generic statement gets thrown around like it means something - the same way people throw...
Posted in Direct Response Radio Advertising Blog on July 21, 2006 05:52 PM
More Convergence For Direct Response Radio Advertisers
We've been talking about the importance of content quality for the radio industry's efforts to boost growth and profitability. Here's another reason why the radio industry had better focus on insights that will lead to improvments in the quality of...
Posted in Direct Response Radio Advertising Blog on July 20, 2006 06:58 PM
Satellite Radio Already Viable Direct Response Advertising Channel
In a recent Media Daily News piece, Erik Sass writes that "satellite radio may provide a perfect vehicle for a new generation of direct marketers". He's right. For nearly a year now, we've been placing media on satellite radio. It...
Posted in Direct Response Radio Advertising Blog on July 19, 2006 12:46 PM
Ironman Lessons For Radio Advertising
Building a successful radio advertising campaign can seem like a monumental undertaking. When you step back and see how many elements must come together for the campaign to be profitable and achieve some degree of longevity, it can seem overwhelming....
Posted in Direct Response Radio Advertising Blog on July 6, 2006 01:33 PM
Per-Inquiry Radio Advertising Often Misunderstood
In the June issue of Response Magazine, Rus Sarnoff wrote a piece in which he advocates the retention of a consultant because of the "value of fresh eyes". As one of his examples for when this fresh perspective comes in...
Posted in Direct Response Radio Advertising Blog on June 16, 2006 04:30 PM
A New Radio Advertising Strategy for Clear Channel?
Brett: A recent article in Adage talks about a “new radio ad strategy” Clear Channel is considering. It’s the “blink”, or one second spot. Jeff, in your 10+ years in radio advertising, have you seen anything like this work? Jeff:...
Posted in Direct Response Radio Advertising Blog on June 15, 2006 10:12 AM
Snapple Bets On Radio Advertising
Thanks to Adpulp for pointing out the New York Times article about Snapple's deal to be the sole advertiser on WFNX FM in Boston for 40 days beginning in late May. The cost will be "more than $2 Million", according...
Posted in Direct Response Radio Advertising Blog on June 5, 2006 06:32 PM
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