Holmgaard Rossen posted an update January 24, 2020 2:15 PM ·
Radio advertising is frequently sidelined in our digital world. TV an internet-based advertising steal the show, but radio advertising remains probably the most effective ways to reach your audience. It can be especially effective should your advertising budget doesn’t stretch to TV or perhaps your market is very niche or local.
To work, however, you have to approach radio advertising while you would approach every other campaign, that’s, you must have a certain objective in mind – promotion of a product, a new product or service launch, seasonal sale information, etc. In addition, you have to know who your audience is and align your advertising off to the right radio station, the right programme and the perfect time slot.
As an illustration, a little daughter audience isn’t likely to be controlled by talk radio; your best bet should be to advertise over a music radio station. Although many advertisers want to have some morning and afternoon shows to benefit from those on their commute, it could be foolish to ignore the night time and nighttime slots, as much youngsters choose to later shows, especially as background noise since they mess about on their computers.
Kim Gordon recommends that you pinpoint your audience. Narrow them into age, gender, income and sure residence and then work with the air station, that’s more likely to have accurate listener information, to get the right shows and time slots.
One other thing that all advertising specialists recommend is usually to run your ad as much that you can afford. Frequency is important in radio advertising allowing ads time to sink in. Few people consciously pay attention to radio ads, unless they’re particularly funny or unique, so you’ve to run your ad more than once each day for this to reach your audience with a subconscious level. Research indicates that given enough exposure, people remember details from radio ads but often attribute the crooks to other sources, including print. This is because the ads filter for the subconscious, leaving an imprint that is often only called up when info is needed.
One of the primary attributes of radio advertising is it’s cheaper than TV or magazine ads. But even so, businesses may find it hard to afford prime slots. Inc. recommends a number of alternatives to the standard 30 or 60 second ads available. For example, you could sponsor or co-sponsor one of many radio’s events. You can even sponsor a certain part of the show, such as the weather report or sports. In this instance the DJ usually reads a smaller set piece pre and post the segment. Being an added advantage, ads read after particular segments appealing are more likely to be listened to.
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