Radio Advertising

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Radio Advertising
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Pros and Cons of Radio Advertising

• Pros
• Reach and Frequency
• Audience Selectivity
• Cost Efficiency
• Timeliness
• Immediacy
• Local
• Creative Flexibility

• Cons
• Limitations of Sound
• Unwanted Segmented Audience
• Short-lived, must compete with noise
• Clutter (other commercials)

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Reach

• Average American listens to radio more than 3
  hours per weekday, 5 hours on weekends.
• During peak shopping hours (6am - 6pm) the
  average adult spends more time with the radio
  than any other medium.

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Radio audience

• Radio Fans
• Station Fans
• Radio Fans
• Music Fans
• News fans

• Radio Formats
• Hard rock
• Gospel
• Country western
• Top-40 hits
• All news
• Talk
• Sex advice

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Imagery Transfer

• 75 of consumers replay the video in their minds
• Extends the life of the TV campaign
• Builds impact for TV campaign
• Low cost

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Dayparts

• 6am - 10am
• 10am - 3pm
• 3pm - 7pm
• 7pm - midnight
• Midnight - 6am

• Morning drive
• Daytime
• Afternoon (Evening) Drive
• Nighttime
• All Night

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• Types of Radio Advertising

• Network
• Spot

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Networks a group of local affiliates connected
to one or more national networks through
telephone wires and satellites

• Simple Administration
• Low Effective Cost Per Station
• Not flexible in choosing affiliated stations
• Limited number of stations
• Long lead times required

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Spot Radio advertiser places an ad with an
individual station rather than through a network

• Flexibility in choice
• Quick lead time (at times 20 minutes)
• Local acceptance through using local
  personalities
• Local advertising dominates with 90 of total

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Seven Steps in Preparing a Radio Schedule

• Identify stations with the greatest concentration
  of the advertisers target audience by
  demographics.
• Identify stations whose format typically offers
  the highest concentration of potential buyers.
• Determine which time periods on those stations
  offer the most potential buyers.
• Construct a schedule with a strong mix of the
  best time periods. It is often wise to give the
  advertisers media objectives to the station
  reps, suggest a possible budget for their
  station, and ask what they can provide for that
  budget.

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Seven Steps in Preparing a Radio Schedule (contd)

• Assess the proposed buy in terms of reach and
  frequency.
• Determine the cost for each 1,000 target people
  each station delivers. (Not interested in total
  audience)
• Negotiate and place the buy.

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Preparing Ads for Radio

• Work out an idea that works best with sound
• Ideas that work best those that dramatize well
• One idea per ad Dont try to say too much
• Music either background music or a jingle about
  product
• Write the way you speak

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Creating effective radio spots

• Make the Big Idea crystal clear
• Mention the advertisers name early and often
• Take time to set the scene and establish the
  premise what people forget is a waste
• Use familiar sound effects

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More radio tips

• Paint pictures with your words
• Make every word count
• Be outrageous
• Ask for the order
• Remember that radio is a local medium
• Presentation counts a lot