If you advertise on the radio, keep your end goal in mind when you’re writing your ad.  Are you investing ad money into building brand awareness in the minds of your potential customers, or are you trying to close a sale on a particular product?  Branding ads make the customer aware of the quality of a particular company or political candidate.  Unfortunately, the effectiveness of a branding ad cannot be MEASURED, so you can’t monitor the return on your investment.   Direct response ads usually have a call to action, inviting the listener to visit your store or website to ask about a particular sale or product.  Alternatively, a call to action might be to ask the listener to vote for you in your upcoming election.  Keep this in mind when you’re writing your ad.  An effective ad will generate far more money than it costs.  Radio ads are like seeds that mature into a loyal customer base!