Benefits of Radio Advertising

Have you considered advertising on radio? It’s an exciting medium and with a good commercial and strategic scheduling can give great returns on investment.  Other benefits of radio advertising include being an excellent way of talking to both consumers and businesses, as well as supporting a press or television campaign.

Radio can bring your advertising to life, give your company an identity, and reinforce your brand. Done properly, it will tightly focus your advertising and target your ideal customer.

Using radio you can communicate to your potential customers at anytime of day or night. You can even select certain times of the day in which to advertise more frequently, depending on the demographic you are targeting. Advertising works by repetition – increased exposure to a message will reinforce it - and radio is one of the most cost-effective means of creating frequent, focused communications.

When commissioning a radio commercial, it’s a good idea to understand what the creative process involves and how to avoid common mistakes, so that your commercial is as effective as possible.

Why?

Decide why you are running your campaign.  Is it for a specific sales promotion, product launch, or for general name awareness?  As with many forms of advertising, it’s good to highlight your business’ unique selling point.  This USP could be the ‘headline’ for your commercial - the attention grabber - and along with a unique piece of creative will help you stand out from your competition.

Information overload

Avoid the temptation of cramming too much information into a commercial.  A good press ad will use devices such as white space and eye-catching photography. A good radio commercial will use an attention-grabbing script, and run at a comfortable pace. There are no benefits to radio advertising if your commercial has to be spoken by a voiceover at breakneck speed. It needs room to breathe.

Everything said in a commercial must be said for a reason, and every element of production should be chosen for a reason.


For more information on the different aspects of creating a radio commercial so that you can reap the greatest benefits from your radio advertising, please read “Commercials for Radio: Theatre of the Mind”. Examples of radio commercial production can be heard in our commercial production gallery.

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