Radio advertising can also be effective for small businesses although you may have heard that it is a much too expensive advertising strategy compared to others now on the advertising industry. Believe it or not it can be both effective and affordable if you prepare and follow it through properly. However it is not for all, so there are a few issues to keep in mind if you are planning to take on radio advertising.
There are certain advantages to consider when advertising on the radio that may be suitable for your type of business.
The costs of radio advertising are inferior to TV ads and newspaper or magazine advertisements. The time your advertisement goes on air is also longer than the few seconds you will get on TV commercials. An average radio advertisement lasts for about thirty second while on TV it may even be half that time.
Another advantage of creating a spot for radio advertising is that it is easier and faster to make compared to a TV commercial. It will also go on air as soon as you have finished producing it. When you put an ad in the newspaper or magazine you have to wait for the next issue before it comes out in print.
With radio advertising you can target your potential customers according to the different radio stations people listen to. Your ad will be heard by people who are interested in what you are selling and will not be wasted on disinterested ears. You can group radio stations according to demographic criteria, as well as social interests, beliefs and music types. There is no other better way to target a specific audience than with radio advertising.
However, there are also some disadvantages you should consider. You cannot save a radio advertisement as you can with print. People will have to remember your ad as they do not have the possibility of saving it, unless they jot your number down quickly somewhere while your ad is on air. It is essential to have your radio ad repeated several times a day for a long period of time if you wish people to remember you.
If you want your ad to be on air during the peak times the prices will be higher. A lot of people listen to the radio in the morning and during the evening after work; hence these slots are popular and more expensive.
At times the radio is used for company when doing house work or other chores; hence people do not pay much attention to what is said. This is why repetition is the key to a successful radio advertisement. You have to connect with the listener if you want any effect and returns for your advertising strategy.
Radio advertising is one of the best strategies in the advertising
industry, but it must be implemented correctly if you want it to be effective.