Can you successfully advertise websites with radio commercials and get direct response? Radio copyrighting guru Dan O'Day answers.
Hi, I'm Dan O'Day. As someone who's supposed to be "the radio advertising guru," quite often I'm asked if a radio campaign can be used to promote a website.
Actually, radio has proven to be the most effective form of mass media to drive targeted traffic to a website.
In hindsight, the reason is obvious: While few people watch television while working at their computers and few people read the newspaper in front of their computers, many millions of people listen to radio while at the computer.
Any business website owner who has mastered radio advertising will tell you that as soon as the first commercial airs, their Web traffic leaps.
But...I'm referring to well crafted campaigns. The typical "we don't know anything about radio advertising so let's try to be funny and/or to say as many different things as possible" campaign will, of course, fail.
