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Radio Advertisements

Radio advertising has pros like reach, frequency, audience selectivity, cost efficiency, timeliness, and immediacy. However, it also has cons such as limitations of the sound-only medium, inability to target specific audience segments, short-lived nature requiring constant new ads, and clutter from other commercials. When preparing a radio schedule, advertisers should identify stations and time slots with the most potential buyers from their target demographic and construct a schedule balancing reach and frequency. Effective radio ads work best by clearly stating the big idea, using sound effects and imagery to paint a scene, and asking the listener to take action.

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Priyahhaiswariya Udayya Ganesh
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103 views10 pages

Radio Advertisements

Radio advertising has pros like reach, frequency, audience selectivity, cost efficiency, timeliness, and immediacy. However, it also has cons such as limitations of the sound-only medium, inability to target specific audience segments, short-lived nature requiring constant new ads, and clutter from other commercials. When preparing a radio schedule, advertisers should identify stations and time slots with the most potential buyers from their target demographic and construct a schedule balancing reach and frequency. Effective radio ads work best by clearly stating the big idea, using sound effects and imagery to paint a scene, and asking the listener to take action.

Uploaded by

Priyahhaiswariya Udayya Ganesh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Radio Advertising

Pros and Cons of Radio


Advertising
Pros: Cons:
 Limitations of Sound
 Reach and Frequency
 Unwanted Segmented
 Audience Selectivity Audience
 Cost Efficiency  Short-lived, must compete
with noise
 Timeliness
 Clutter (other commercials)
 Immediacy
 Local
 Creative Flexibility
Radio audience
Radio Formats Radio Fans:
Hard rock  Station Fans

Gospel  Radio Fans

Country western  Music Fans

Top-40 hits  News fans

All news
Talk
Sex advice
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
Seven Steps in Preparing a Radio
Schedule
1. Identify stations with the greatest concentration of the
advertiser’s target audience by demographics.
2. Identify stations whose format typically offers the highest
concentration of potential buyers.
3. Determine which time periods on those stations offer the
most potential buyers.
4. Construct a schedule with a strong mix of the best time
periods. It is often wise to give the advertiser’s media
objectives to the station reps, suggest a possible budget for
their station, and ask what they can provide for that budget.
Seven Steps in Preparing a Radio
Schedule (cont’d)
5. Assess the proposed buy in terms of reach
and frequency.
6. Determine the cost for each 1,000 target
people each station delivers. (Not interested in
total audience)
7. Negotiate and place the buy.
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: Don’t try to say too much
 Music: either background music or a jingle about
product
 Write the way you speak
Creating effective radio spots
 Make the Big Idea crystal clear

 Mention the advertiser’s name early and often

 Take time to set the scene and establish the premise [what

people forget – is a waste]

 Use familiar sound effects


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
Thank you !

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