When planning a radio campaign, there are three key areas to consider:

  1. Deciding the role for radio and defining your budget
  2. Choosing your advertising format and station mix
  3. Using tools and inspiration to get the creative right

This section guides you through planning your campaign to ensure maximum effectiveness. 

Specifying the role for radio

Specifying the role for radio

Allocating budget to radio

Allocating budget to radio

Using spot advertising

Using spot advertising

Using branded content

Using branded content

Using digital audio advertising

Using digital audio advertising

Best practice creativity

Best practice creativity

The market: who owns who

The market: who owns who

Radio planning tools

Radio planning tools

Radio copy wear-out

Radio copy wear-out

 

A five-point guide to creating your effective radio campaign

  1. Nominate a clear role for radio within the media mix (remember its strengths for outreach and brand-building)
  2. Focus on building weekly reach over frequency to optimise results
  3. Use or develop consistent brand audio assets to drive recognition (e.g. music, voice, strapline)
  4. Allocate sufficient budget to radio to achieve your desired goals (aim for 20% of total budget)
  5. Consider how you will measure radio’s effect within the mix
Where next?

Measuring radio's effectiveness

Measuring radio's effectiveness

Commercial radio at a glance

Commercial radio at a glance

Radiogauge

Radiogauge