Radio: It Pays to Advertise

What makes a radio plug pay off? After a four-year analysis of the selling power of spot commercials in 250 advertising campaigns, Chicago Adman William Ballinger figured out a precise formula: 1) mention the product name at least seven times every 15 seconds during the commercial; 2) repeat the plug as often as possible; 3) do not change the plug for at least 26 weeks, preferably 52; 4) phrase the sales talk to get under a listener's skin —in short, give it a distinct nuisance value.

...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!