Radio Advertising

Radio has been with us for ages. Everyone loves music and some time or other listen to the radio. However radio does not stand out as a strong medium of advertising as against the other modes. But it is relatively cheaper. It can used sensibly to can make product sales soar high.

The duration of your radio ad is important. Too long can get the listeners jaded. Hence you need to make it short and smart. In the beginning ads on the radio were only jingles, energetic songs. But now the spoken word is gaining over jingles. Though jingles are not extinct. But conversations are used as a style to sell the product. A mother-daughter talk, a party ambience etc. are used to instill the actual setting. Thus giving the product a larger than life experience. Newer styles to advertise on the radio are continuously being innovated.

The time slot to air your product is important. Radio can be broadly divided into a) morning, b) mid-day, c) evening and d) late night. Morning and evening is prime time as people driving down to work and commuting to and fro from work listen to the radio. In the morning people are more receptive as they want to know the news of the day, what are the new products that have entered the market. Or if they really need the product you are selling.

Mid-day listeners are mostly busy in their jobs but like to listen to classical music as they work. They mostly comprise of housewives or office crowd. They are not in the mood to purchase any product but whatever they listen to is registered in their mind. So it is the best time to build brand awareness.

The evening spots are highly recommended to sell products as people are travelling back from home. They are in the shopping mood and can go out of their way to purchase your product if you are convincing enough. Listenership drops drastically once commuters reach home. They then involve themselves in their personal chores or watch television.

For radio advertising you also have to consider production costs. For instance, if you want an advertising agency to work out the script for you. Or if you want a professional voiceover and sound effects to make your ad sound even more convincing.

You could tie-up with the radio broadcast to announce your product on air at various time schedules. Thus if the radio jockey announces your product it can have a profound effect on his audience. Some radio stations are affiliated to national broadcasts. They are a bit expensive but give wider coverage.

This entry was posted on February 6, 2010 at February 6, 2010 and is filed under Advertising Agencies. You can follow any responses to this entry through the RSS 2.0 feed.