subject: Advantages Of Radio Advertising [print this page] Despite the presence of internet, television, and other powerful mediums, radio and radio advertising has managed to retain its own place in the media market. Mediums like television and internet have grown from strength to strength since their emergence, but experts consider advertisements through radio create a stronger effect compared to the internet, and also the television to some extent.
Hearing an advertisement and seeing an advertisement always make a difference. In case of advertisements, researchers have proved that repeated listening can work wonders when it comes to retaining an important message. People tend to ignore T.V. commercials, and get engaged surfing from one channel to another. This is mainly because most of the commercials and commercial breaks nowadays are too long and hence can test anyones patience. However, the scenario is a lot different in case of radio ads. They usually come in the middle of a news broadcast or a chain of songs, and therefore create more chances to be noticed and listened. On the other hand, internet advertisements in the form of banners and pop-ups run the risk of getting ignored as a net surfer is usually more occupied with the information he is looking for in the website.
Surprisingly, in spite of its proven effectiveness, radio advertising costs are a lot lower compared to T.V commercials. This is the main reason why advertisements through radio are making a come back in our fast paced lifestyle. Media planners are realizing its importance for brand retention and also for tapping targeted traffic. Therefore, the advertising gurus are utilizing the captivating power and effect of music to target the younger audience of the society. So, these days it would be considered as a wise move to include radio as a medium in the media mix, especially, at the time of launching a new brand.
Even a Remnant Radio ad has the potential to serve the purpose for the advertiser and the advertised brand or product. For instance, a very brief melodious jingle with the ad message carries a soothing effect and a creative power at the same time to catch the attention of the radio listener. However, such radio ads must be prepared with utmost care and attention. It is also important to create a contrast between the background music and the voice of the message being delivered on the radio. The best thing with Radio Advertising is that they can be very interactive. They have the inherent power to relate to the need of the listener and act according to it.
