IMPORTANCE OF RADIO ADS

By- Mahavir Doshi

INTRODUCTION According to radio consultant Bay Area

Radio Advertising, radio reaches more than 288 million Americans every week. Compared to television, radio is a less expensive advertising medium. For small businesses- radio can be cost effective. Due to the number of variety of radio stations that abound, it also offers the advantage of being able to target specific groups.

HIGH REACH TARGET MARKET LOW COST CREATIVE CAMPAIGNS PROMOTIONS SIGNIFICANCE LOYALTY REACH EVERY ONE VIRTUAL NEIGHBORHOOD UNIQUE CONTENT TOPOGRAPHY BROADCASTING IN EMERGENCY NO PAYMENT

The importance of radio ads are:-

HIGH REACH More than 80% of Americans/ Indians

listen to radio in their car. People even listen to radio in their homes, offices, elevators, outdoors and even in the dentists clinic. With internet and satellite radio, people are listening to more and more radio than ever before. Radio does a great job of reaching a vast number of people, increasing the possibility that your message will be heard. To be effective, your radio message should be heard 3 or more times a week.

TARGET MARKET With specialized radio stations in rap,

classical, contemporary music, etc. you can find a station that your customers enjoy. Imagine reaching 1,00,000 potential clients in a day. That is the power of radio

LOW COST Creating a campaign on radio is much

less expensive than it is on television.

CREATIVE CAMPAIGNS Radio is a exciting medium because the

listener's imagination is empowered. Just think of a restaurant commercial for a famous cheeseburger. As the announcer describes the cheese melting into the bun, your mouth begins to water and you begin to think about where to eat lunch. Radio is effective.

PROMOTIONS The radio advertisements helps the

companies to promote their products for free or give away gift vouchers through contests or sponsoring a program.

SIGNIFICANCE A major reason that radio advertising

works is it can reach people when other forms of media cannot. Many workplaces allow only limited internet access and no television. But most workplaces allow radio to be on during work hours.

GEOGRAPHY

Radio advertisements are typically targeted towards local audience but radio ads are also effective on nationwide scale.

LOYALTY Many radio listeners have one or two

stations that they trust for news, contests and their favourite music. This can also mean they develop a level of trust with the advertisers on the station.

REACH EVERYONE Radio reaches nearly every week in real

time, so it gets the message where it matters.

VIRTUAL NEIGHBORHOOD Radio offers a place where most of the

same people choose to return day after day, like a virtual neighborhood. So your message can build frequency in a controlled environment.

UNIQUE CONTENT Delivers the same unique content on

the internet as over the air, on websites that gives advertisers interactive access to listeners.

TOPOGRAPHY Radio has high topographical reach. In

places where there is no internet or mobile access, there is access to radio.

BROADCASTING IN EMERGENCIES

Radio can be used to broadcast announcements in an emergency. People can contact others in an emergency.

NO PAYMENT People do not have to pay to listen to

radio.

PICTURE GALLERY

THAN

K-YO

U