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Radio
Radio advertising is an increasingly powerful marketing medium. We listen to an inordinate amount of radio, without even realising it! We wake up to it, drive to it, work to it, and even go to sleep listening to it. Boosting interest in an Open Day can be facilitated by a radio advert aimed at the right demographical station, at the right time of the day.
Around 36m adults listen to commercial radio every week and per listener, an average of 21 hours of live radio is consumed per week.
As a trusted advertising platform, it is increasingly popular across all sectors, and forms a crucial part of the marketing and advertising mix.
Subconsciously enhance the opinion of your organisation by tapping into the influential power of emotion, and this can be done through radio advertising.
A few basic radio advertising guidelines advertisers should follow are:
Humour within a script is the most engaging and responsive, however, avoid being corny or cliché.
Evoking emotions has a positive influence when broadcasting a radio advert.
Your organisation should be name checked at the start, middle and end of your advert to make sure you are recognised and remembered, your advert is about you so make sure you make that known!
Long lists of things like services, and using jargon, will make listeners mentally ‘turn off’ so it is best to avoid too much of this where possible.
Choose a slot length carefully, forcing 60 seconds of content into a 30 second advert will create a muddled advert that will be unclear. However, if you feel you need longer to relay your message, then make use of the 60 second option.
A clear, single message and a plan of action for responses (phone calls, website visits, etc.) will ensure that audience interaction opportunities and effectiveness are maximised, which of course is the whole purpose!
To give you an idea of the cost, radio advertising is charged at an approximate rate of £2 per thousand listeners, so if a show has 100,000 listeners at 11am, purchasing a 30 second commercial for that period will cost about £200.
www.alexander-advertising.co.uk