Have you ever had one of those days when there's a certain song stuck in your head? We've all had that happen at some point. What if that song belonged to your credit union? And what if it was stuck in the head of someone looking to leave their bank and open an account elsewhere? Or stuck in the head of a current member thinking about refinancing their home?

Years ago, at the very beginning of his Introduction to Marketing class at the University of Florida, Professor Jack Faricy delivered a simple but valuable lesson. You need to learn to think like marketers, he said.

Recently, we've worked on a handful of testimonial radio spots for various clients, so we thought it might be a good time to share our thoughts on the subject.

On Christmas Eve in 1926, General Mills used a short piece of music written specifically to deliver a message to consumers about a certain product and its attributes. The "Wheaties" jingle was a revolutionary form of advertising. Many other jingles followed, some of which we still remember today. Alka-Seltzer ("Plop Plop, Fizz Fizz"), Campbell's Soup (M'm M'm Good"), and Band-Aid ("Stuck on Me") are just a few examples.

According to Arbitron, radio reaches 241 million people in the US each week. That's 93% of the population twelve and older. Obviously, you don't want to reach all those people. But, by choosing the right radio stations, and the right days and times to advertise, you can really pinpoint your target market.