Radio advertising today is not nearly as effective an advertising medium as it was years ago. With television and the Internet having made major strides since their introduction to the world of advertising, radio advertising has seen a dip in recent years. Much of that decline comes from the difficulty in tracking for effectiveness. That said, when radio advertising is introduced to the advertising mix, it does work.
Businesses clearly do notice an increase in sales when they add radio to the advertising mix. A lot of people in the advertising industry believe that radio advertising's problem is that people remember the ads they hear on the radio, consciously or subconsciously, yet they fail to remember that they heard the ad on the radio. In most cases, people will attribute the ad to an alternate advertising medium, like the Yellow Pages or Television.
Regardless, radio advertising should not be neglected. It is a form of advertising that has been around since the invention of the radio and still continues to be effective as a way to reach a local market.
Why use Radio Advertising?
There are numerous reasons why radio advertising is a good medium to use for your business. First, when compared against other expensive advertising mediums (television, print), radio tends to be the least expensive. One simple radio ad (or spot) is not going to solve your problem though. With radio advertising, several spots will need to be run to ensure that the target market is reached. This can quickly turn radio advertising into an expensive endeavor. To insure this doesn't happen, buy fewer radio spots and run them all over a shorter period. This will ensure that more potential customers hear your ads.
Continued...
By Jamie Ward
