Radio is often neglected as an advertising medium by a majority of businesses. Even though, television has completely overshadowed its predecessor as a broadcasting channel, still the numbers of radio listeners is continuously growing with the passage of time. What’s more, when we look on the advantages as compared to the reach and cost associated with radio advertising, it comes out as an extremely useful medium. Radio advertisement costs hardly 5 – 10% of what a TV advertisement can cost (both in terms of the fees for “spot” and the cost of creating an advertisement). On the other hand, impact is not as bad as compared to the differences in cost. As a matter of fact, some radio programs can have a much bigger audience than the television shows. For example “The Rush Limbaugh Show” has an audience that exceeds 20 millions or “The Savage Nation”, which is estimated to have approximately 10 million listeners.
Adding more to the point, majority of radio listeners fall between the ages of 18 – 40, therefore if your products or services are intended for this age group, you must consider radio advertisement. These days radio tuners are available in vehicles or cell phone, resulting in an increasing number of radio listeners. Research suggests that radio is the second best medium, having the kind of reach which is surpassed by television only. Some may believe that the majority of radio listeners are coming from lower income bracket, which is absolutely wrong. The fact of the matter is that radio reaches more than 90% of age 15 or older in United States; hence the question of income level is off the point.
Creating an effective Radio Advertisement:
Radio commercials (or Spots) are sold on the basis of durations (generally of 10, 20, 30, 60 and 120 seconds). Therefore, you must be aware of your budget and the on-air time you’re going to get before creating an ad. The fate of your ad will be decided by the opening; that’s why you should be looking to hook the listener in first 5 seconds, as tough as it may be, but that’s your only chance. It doesn’t matter if you are making use of appealing jingles, straight read or sound effects, there’s no single successful structure that may suit all types of products or services. One advice that holds true for any other advertisement as well is that you’re ought to focus on the customers and their needs (when creating an advertisement) and not on your product.
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