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.


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