The number one job is not to build store traffic or to create top of mind of awareness.
The number one job of a radio commercial is not to build brand or deliver ROI.
The number one job of every commercial on Philadelphia radio is to be heard. Period. When a commercial is heard, then all the rest will follow. But being heard is not easy.
At the exact second a radio commercial begins, 11,000,000 other pieces of information are all wrestling for the listener's attention. Sadly, a consumer's brain is only capable of dealing with about 50 bits of that information at a time.
If you are a local business owner who would like to secure a larger share of the $100-billion Delaware Valley consumers will spend this year, then what you say first in your radio commercial is crucial to winning the battle for a consumer's ear.