Online Shopping & Internet Marketing

“How much should I spend on radio advertising?” “How do I know I am getting the best radio advertising rates?” “What radio stations should I advertise on?” “What are good and bad radio advertising prices?” “How many spots should I air on a radio station?” Every day at Radio Lounge, we hear radio advertising questions such as these. Honestly, there is so much confusion about radio advertising floating around – we can’t blame you for asking these questions. Why is advertising on the radio so mysterious? The answer is – radio advertising is not mysterious. It just helps to know how it works.

The Message

Let’s look first at the radio commercial itself. Before even thinking about which radio stations to air on, or how much to spend on radio advertising rates, you must think about what you are going to say in your radio ad. For this article, we are assuming that all call centers, fulfillments, websites, etc. lead generation, and sales closing processes have been put in place by you, the advertiser. Creating a radio commercial that helps drive traffic is extremely important to the advertising process.

The advertising industry is full of voice talents, radio personalities, DJ’s and others, all claiming to create radio commercials. Be careful here. When entering the arena of radio commercial production, look for a radio advertising agency that has experience and a track record of successful ad campaigns. Anyone can create a radio ad, but not everyone can create a radio ad that pulls traffic. Some radio stations provide free radio commercials if you advertise on their station. Most of these free commercials are never based on strategy and are just one of several dozen commercials that have to be created by an overworked radio production person in a five to fifteen minute window of time. Remember, you usually get what you pay for.

The most effective radio commercials are built on a solid, proven strategy. The copy is written using time tested formulas that maximize potential response. The talent is handpicked to best connect with the end user and the production is based upon clear, quality, and easy to absorb audio.

So…what does the radio commercial production process cost? The majority of radio commercials that work best usually fall into the $500 to $1000 price range. There are always exceptions to the rule (lots of revisions to copy or audio, additional voice talents, celebrity endorsements, etc.) but this figure generally covers development of a solid strategy, copy from experienced copywriters, performance by high caliber voice talents, and the highest quality production services.

Dealing with this problem may be somewhat more difficult when the consumer purchases an item online but there are some useful tips which can make dealing with defective items significantly less stressful and failure to follow these tips can make it difficult for online shoppers to have a defective item replaced. This article will discuss some of these useful tips namely the importance of testing items immediately, contacting online retailers and dealing with unresponsiveness from online retailers to help online shoppers deal with this dilemma.

Testing Items Immediately after They Arrive

One very important tip for online shoppers is to always test items immediately after they arrive from the online retailer. This means the shopper should open and test the item as soon as possible after it is delivered. Doing this is important for a couple of very important reasons. One of these reasons is testing the item for functionality immediately will help to ensure the online shopper is able to return the item within the limitations of the online retailers return policy. Online retailers often have specific policies pertaining to returns and failure to adhere to these guidelines may result in the shopper not being able to return the item for a refund or exchange. These policies can vary significantly from one online retailer to the next and some policies may be more liberal than others. However, consumers who determine an item is defective within a couple of days after the item is received will likely still be within the period in which returns are still accepted even with online retailers who offer the stingiest return policies.

Another reason why it is important to test an item purchased online for functionality immediately after receiving the item is it helps to ensure the consumer will not lose the original packaging or receipt. This is important because most online retailers will require the item be returned with an original receipt and in the original packaging. It is certainly still possibly for online shoppers to lose the receipt but they are less likely to do so if they realized immediately that the item was defective.

Contacting the Online Retailer

Once an online shopper realizes an item is defective, the first step he takes should be to contact the online retailers. This should be done immediately because the online retailer will likely document the claim of defectiveness during this initial call and this documentation will serve as evidence of when the item was reported to be defective. This proof will come in handy if the online retailer gives the customer problems with returning the item and there is a need to pursue legal actions.

In most cases, the receipt will list a contact phone number which will put the consumer in contact with a customer service representative. However, if the receipt does not have this information the consumer may return to the website of the online retailer to find the necessary contact information. The consumer should then contact a customer service representative and describe the problem with the item as accurately as possible. In most cases the customer service representative will be able to provide the consumer with information on how to return the item for an exchange or a refund.