Any discussion on the marketing world won’t be complete without involving the queen electronic medium: Despite the obviousdomination of television, radio is still a usable medium to reach smaller business owners. Also, the emergence of Internet-based radio broadcasts has opened new possibilities.
In fact, radio-based advertising can be much more affordable that we might think. There are golden rules that we need to consider if we plan to achieve success in TV and radio campaigns. In general, we should place ads on radio only when people are listening.
For the best results, we should keep radio ads placed tightly together. Like with newspaper and TV, repetition is also essential. One good thing about radio is that listeners are less likely to switch the station when an advertising message is being aired. So, consumers will more likely to know our address, web address, products and phone numbers.
However, unlike with newspaper, customers are not able to re-read the advertising. For this reason, we should make sure that commercials are placed close together in specific time slot. We should understand our audience and their typical demographics.
It is quite fortunate that radio offers very negotiable rates for advertising. We may also barter regular airtime by offering our services and products as contest prizes. Many listeners are quite loyal to specific DJs, so we should make sure that they support us by giving endorsements. They may personally read our advertising messages and this implied endorsement can actually be very effective because consumers are already familiar with those DJs.
For localized, small businesses; radio advertising is often combined with newspaper advertising. In this case, we may announce through radio that we distribute coupons in the newspaper. This is a good way to integrate radio and newspaper advertising. In fact, it is possible to negotiate for reduced ads rates on newspaper by using this kind of advertising.
Like with newspaper, placement is key, especially if we want to reach specific group of listeners with our radio ads. Some radio stations offer package plans. Before choosing such a plan, we should be aware that placement is key and it is possible that package plans don’t represent good placements.
It is possible that the radio station will air some of our advertisement very early in the morning or late at night when fewer people listen to them. We should make sure that our advertising messages are listened to by as many customers as possible. So, we should be discuss with the radio station and make sure that our messages are aired at proper times.
For many consumers, radio is still their great pastime and they can be particularly loyal. TV often offers significant persuasive power and it should work very well. However, there are golden opportunities that we need to consider and we could miss them if we don’t do things properly. Good radio advertising should have significant audience reach and provide instant validation. Although radio is no longer a new platform, it is still possible for us to obtain creative opportunities.