When you’re using radio and television (cable) there are 3 things to keep in mind. First when you’re using an address for a store or service location, make it easy for your customers. What I mean is your postal address is not always practical for people driving or around the house. They will miss the address a vast majority of the time. But, if you use “ Main between 2nd and Pine” then most people in your community will know where that is located.
Second is using too many products in a single ad. Keep the message to no more than 3 products in a: 60 ad and 2 products in a :30 ad. This allows ample time for description of features and a buying cue for them to take action. And keep the products consistent from one media to the other. Do not use different products based on the media. It will only confuse the listener.
Finally, Jingles while not used today as much as in years past have their place. Especially with newer businesses. A short easy to understand jingle builds name recognition for your audience. They should be used in 40-70% of your ads depending on their purpose. Generic filler ads, sale messages and special event promotions are the best place for them in my opinion.
Rick Polson – Author “Making a Superstar Company