Look at your advertising…how strong is your call to action?

It’s amazing how many brands know that this is vital to effective advertising, yet often spend little time thinking about what they want the target audience to do and how they want them to do it.

A strong call to action (CTA) is even more vital when it comes to radio advertising. Recent research by the Radio Advertising Bureau (RAB) found that 59% of the campaigns they’ve measured contained some sort of CTA. Of these there was a clear front-runner in terms of the most common type of direction, with 52% featuring a call for listeners to go directly to a website.

Often clients see a radio ad as either brand building or direct response, but actually it’s possible to do both in one commercial. With a bit of creative thinking, you can ensure the brand building elements are contained within a radio ad, but at the same time give listener’s a clear direction as to the response they should be making.

Getting that balance between long-term brand building and short-term response is just one of the many skills we use every day at Radio Experts.

So, inevitably, here’s our call to action… find out more about the keys to successful radio advertising on our website radioexperts.co.uk

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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