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How can advertising on the radio help my business develop? |  |
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What are the most useful roles that radio can play? As Commercial Radio developed in the early days, its strengths were primarily seen as tactical - fast turnaround, low capital cost and geographical flexibility. These days however, while radio is still well suited to these short-term tactical uses, it is increasingly being used in strategic advertising. Most of radio’s strategic roles derive from either the intimacy of the medium or the high levels of frequency.
Brand maintenance There is increasing evidence (Bullmore, Heath, Ehrenberg), especially in the fmcg sector, that the core role of advertising is not so much to persuade consumers into buying, but to maintain brands in the face of never-ending competitive pressure from other brands and other sectors. Radio is well suited to a brand maintenance role. This is partly because of the high levels of frequency, and partly because the capital cost of a long-term radio campaign is very much lower than that for TV. Radio is also well-suited to longer-term brand maintenance because the low cost of production means that messages can be varied around a core brand message.Dominant share of mind Share of mind may be described as the extent to which a brand makes itself salient within the consumer’s mind - this is often the most challenging task when there are several top-parity brands, and/or high levels of competitive activity. The ability of radio to create a dominant share of mind is a product of its intrusive nature on the one hand (consumers hear the ads elapse in real time rather than skimming over them as in a newspaper), and on the other hand the high levels of frequency at which radio campaigns are normally broadcast. Category killer brands on radio like the Carphone Warehouse have used this unique characteristic of the medium to develop an enviable lead within their marketplace.
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