Radio Advertising, the Theater of Your Mind
Radio advertising, like magazine advertising focuses on narrow segments of the listening audience. If you want to reach young white teens, there is a radio station that attracts that demographic group. Do you want to advertise to young males age 25-34, there is a radio station format for that group? Radio stations can deliver every specific demographic target a business could want. Radio also targets life style traits of listeners such as country or rap listeners.
Advantages of Radio Advertising
The biggest advantage of advertising on the radio is that it is a mobile medium. People listen to radio while they drive, exercise, shop, work, play and more.
Another advantage of radio advertising is its ability to paint pictures in the listener’s mind with creative dialogue, music and effects. It forces the listener to engage the programming and create images of a product or service.
A third advantage of radio advertising is it’s economical. Radio is much cheaper than TV or newspaper advertising. You don’t have to buy a mediums entire audience like you do with newspaper.
Next radio reaches 93% of a population over a week’s time. This is a national average and will vary from market to market. The ability to easily change and update scripts are paramount to radio broadcasting since news stories can and often do happen live.
Radio is a personal advertising medium. Station personalities have a good rapport with their listeners. If a radio personality announces your commercial, it’s almost an implied endorsement. Radio listeners increase in the spring and summer, contrary to television audiences which increase in the fall and winter and decrease in the summer. This is a very important aspect to consider when you are choosing advertising media.
Disadvantages of Radio Advertising
Your message is limited to10, 30 or 60 seconds.
Local radio spots are only as good as the station production team.
Radio’s total audience over a weeks time reaches 93% but the audience is fragmented into 30 or more different radio stations. On radio you can’t show your product or service with still or moving images.
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