An Insight Into Radio Advertisement

Supermarkets, shopping malls, departmental stores invest around 12% of their budget in advertisement and promotional activities

. Radio is one of the most efficient and cheapest modes of advertisement. Radio advertisement can also be regarded as the lifeline of radio stations as most of the revenue of the radio stations come from advertisement. The radio station sells airtime to advertisers in return of valuable considerations like money. In return the radio station gives the advertisers spots to air their advertisements.

Despite the emergence of other recreational units like TV and internet, radio is still loved by people. Radio advertisement is a successful means of advertising and increasing people use radio as their means of advertisement. This is because of the popularity of radio, high targetability, its wide reach and its cost. Because of these factors, radio advertisement has emerged and can develop into the primary reason of profit for a business.

Radio is an ideal medium for marketing as it is widely listened, and many urban people listen to radio while commuting. Since radio is an audio medium, the voice is the real factor which determines the success of the advertisement. Proper music, jingles and the right kind of voice appeal are the ingredients to making a good advertisement. The voice needs to connect to the listeners so that the audience does not change the channel once an advertisement is aired. Moreover radio advertisement is generally made in a humorous manner to attract the attention of the listeners. The purchasing probability is generally higher for humorous advertisements with elements of incongruity than those which deliver their message directly. Emotional and interesting ads causes faster recognition and recall to the brand and hence catalyses saleability.

Now let us elaborate the benefits of radio advertisement. Firstly, it is cost -effective. Radio advertisements costs less than television or print media. Not only this, your advertisement production cost is much less than audio visual advertisement production. In case of both tv and print you need to present a visual representation to the audience which is expensive. However, in radio you need not show the ad to your audience. With a captivating voice, music and jingles you need to create the right picture in the minds of the listeners.

Secondly, you have your audience already compartmentalized for you as a particular show appeals to a particular strata of audience. So all you need to do is select the right show for airing your advertisement.

Thirdly, a major reason behind the success of radio advertisement is a bond of familiarity with the radio jockey. You listen to a radio jockey everyday and even give calls to his/her show. Thus with time, grows a personal bond of trust and acquaintance. Thus an advertisement directly from the horses mouth will ensure the familiarity of the brand name and increase sale.

Fourthly, radio advertisement repeats itself a number of times. If you are listening to something time and again, it gives recognition of brand, if not immediate sale. The former is in no way less profitable.

by:Alicia Hodkins

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