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Advice Pool - Radio Advertising Commandments - Part 1
In my last article "Local Advertising - The Biggest Mistakes" we took a look at the major media available for local advertisers to market their products. To follow up, I'd like to discuss the many uses of Radio. Sort of the 10 Commandments Of Radio Advertising. This will take up several pages, for sure, so I'll
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
start by asking the most obvious radio questions.
Q: How do I know if radio will work for me & why should I use radio?
A: I usually have gotten these questions when a client is afraid & can't stomach the idea of paying for an Advertisement that they can't physically hold on t
Q: How do I know if radio will work for me & why should I use radio?
A: I usually have gotten these questions when a client is afraid & can't stomach the idea of paying for an Advertisement that they can't physically hold on t
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
o. In other words, they think that if they can't SEE their Ad, then no one else can. They seem to have a hard time believing that a disembodied radio voice can move people to buy their product.
Yes, it's probably true that most advertisers get their feet wet with print advertising. Your typical print advertiser
Yes, it's probably true that most advertisers get their feet wet with print advertising. Your typical print advertiser
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
will place an Ad in a local weekly or daily newspaper and bingo, the next day - traffic. The results can be quite immediate.
Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.
Local radio advertising can turn off a new
Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.
Local radio advertising can turn off a new
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
advertiser who expects immediate results, but it doesn't have to be this way. Here are 10 reasons why "immediate results" are hard to come by:
1) the spots were not aggressive enough
2) the offer was not strong enough
3) there was not enough weight (number of spots) booked
4) the wrong local radio station wa
1) the spots were not aggressive enough
2) the offer was not strong enough
3) there was not enough weight (number of spots) booked
4) the wrong local radio station wa
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s used to reach the desired market
5) not enough radio stations were booked
6) only radio was used
7) spots were poorly placed throughout the day
8) the production was poorly executed or the wrong announcer used
9) timing of the campaign was off
10) the new client had no name recognition
This brin
5) not enough radio stations were booked
6) only radio was used
7) spots were poorly placed throughout the day
8) the production was poorly executed or the wrong announcer used
9) timing of the campaign was off
10) the new client had no name recognition
This brin
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
gs me to Commandment #1
Don't Underestimate The Power of Radio.
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrasing beha
Don't Underestimate The Power of Radio.
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrasing beha
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
viour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.
In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to d
In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to d
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
o things that are not on your priority list.
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
leaves you with a "I've got to see this when it comes out!" memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station copywriters are under the gun to write & produce dozens of spots a d
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station copywriters are under the gun to write & produce dozens of spots a d
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
y & there just isn't enough time to write super creative & dynamic commercials. Even if the copywriter can squeeze out something really hot, there is often a lack of voice-over talent to make it happen. Let's not talk about the studio engineer's backlog!
This doesn't mean that you can't have an effective radio
This doesn't mean that you can't have an effective radio
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
spot come out of a radio station. It just means that to make it more effective, you may have to go to a third party production house to get your spots professionaly produced.
This brings me to Radio Commandment #2
Get The Best Creative Production Possible
Why do you want the
This brings me to Radio Commandment #2
Get The Best Creative Production Possible
Why do you want the
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
best creative possible? Well, there are several reasons.
1) it makes your advertising more effective
2) the cost of your campaign can actually be lower if more people respond to a better commercial, as fewer spots are necessary to make the same impact
3) better creative is more memorable.
4) strong creativit
1) it makes your advertising more effective
2) the cost of your campaign can actually be lower if more people respond to a better commercial, as fewer spots are necessary to make the same impact
3) better creative is more memorable.
4) strong creativit
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
y entertains and sells at the same time
5) powerful creative radio spots get people talking about the spot & consequently the product
"OK," you're saying, "but this sounds like it's going to cost a fortune!"
Nothing could be further from the truth. What will cost you a fortune, is a radio advertising campaign
5) powerful creative radio spots get people talking about the spot & consequently the product
"OK," you're saying, "but this sounds like it's going to cost a fortune!"
Nothing could be further from the truth. What will cost you a fortune, is a radio advertising campaign
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
that falls flat because the production was not up to scratch!
Remember, advertising is an investment if you eventually get back more than you paid. It's a fortune if you don't get back anything!
In order to make sure that there's a payback, I highly recommend you look at all the variables and creative product
Remember, advertising is an investment if you eventually get back more than you paid. It's a fortune if you don't get back anything!
In order to make sure that there's a payback, I highly recommend you look at all the variables and creative product
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ion is high on the list!
This brings me to Radio Commandment #3
Develop A Strategy & Stick With It
There are many ways to use radio. Short campaigns, long campaigns, image building, promotions, product launches etc.
The first thing to be aware of is that new advertisers have
This brings me to Radio Commandment #3
Develop A Strategy & Stick With It
There are many ways to use radio. Short campaigns, long campaigns, image building, promotions, product launches etc.
The first thing to be aware of is that new advertisers have
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
to develop name recognition with a station's audience. This isn't as important for long time advertisers who have used other media, but it is crucial for first-timers.
Well known advertisers are seen as reliable and trustworthy. The longer you advertise, the more favour you win with listeners. It is like money
Well known advertisers are seen as reliable and trustworthy. The longer you advertise, the more favour you win with listeners. It is like money
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
in the bank.
I advise all new advertisers to start with an introduction campaign to highlight who they are, what their product is and the benefits of shopping at their store.
This doesn't mean that you can't break the rules and have a grand opening with a fantastic door crasher special. Certainly that will wo
I advise all new advertisers to start with an introduction campaign to highlight who they are, what their product is and the benefits of shopping at their store.
This doesn't mean that you can't break the rules and have a grand opening with a fantastic door crasher special. Certainly that will wo
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
rk. But ideally, the best results for that type of scenario come when a "teaser campaign" precedes the grand opening.
Let me state that much of the advice offered here is what I believe to be the "safe route" to effective radio advertising. Even under less optimal conditions, radio can be quite effective!
What
Let me state that much of the advice offered here is what I believe to be the "safe route" to effective radio advertising. Even under less optimal conditions, radio can be quite effective!
What
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
you want to do, however, is not succeed by throwing tons of money into your advertising, but rather cover all the essentials so that you have an effective and cost efficient campaign.
Good planning can go a long way.
In my next article I'll continue with commandment #4
Use The Right Music Bed
Good planning can go a long way.
In my next article I'll continue with commandment #4
Use The Right Music Bed
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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