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store hours, etc on their website - bagelpalace.com, the listener will remember the name and get the additional information at their leisure. If your client doesn't have a website, they should be encouraged to get one. In the meantime, unless it's a "call ahead" type of business, there's no need to give a phone number - give an address with a locator instead - "Bagel Palace on Route 1, across from Target".

5. Do...utilize the A.I.D.A. formula - Attention, Interest, Desire, Action. A good commercial should grab your audience's attention in the first 3-4 seconds, create an interest in the product, a desire on the part of the consumer to want the product and provide them with the course of action you want them to take such as "call today", "log onto", "visit their showroom". The only possible exception to a course of action would be if you're branding a product. Businesses like mortgage companies, roofers, or car dealerships know that you aren't going to need their business everyday. What they want you to do is remember their name when you DO need them, so their ads generally have the name of the business repeated multiple times.

There are many other factors that can be considered such as jingles, slogans, ad placement, run times and more, but if you use the points listed here as a starting point, you'll be well on your way to creating a successful radio ad.

Learn more about this author, T S Campbell.
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