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How can advertising on the radio help my business develop? |  |
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Support to other media Because of its inherent characteristics, radio can work in a complementary way to other media. With TV, radio is traditionally used to add to the length of a campaign, and can also be used to explain products or services in more depth, or to include additional information With press, radio above all adds intrusiveness, since people avoid print advertisements to such an extent. Radio can also (like TV) brings things to life - for service brands this can be invaluable for adding personality or tone of voice.Direct and indirect response Many brands successfully use radio for direct response advertising, especially insurance, charity and dot.com brands. Levels of response vary widely of course according to the nature of the service or product offered However many advertisers use radio to drive "indirect response". This is where the intimacy of radio is used to speak persuasively to consumers about the offer, but their actual connection in terms of response will eventually be made through another medium (often paper-based, or increasingly through the internet).Bringing brands closer Many brands are seen as rather distant by the consumer - this is especially true of personal finance and dot.com brands. Because radio is seen as a medium that exists very much in the "here and now", it can be an ideal place for these brands to speak personally to the listener. As an example, a new dot.com brand which advertises on a poster is announcing that it has arrived. If it speaks on radio it is announcing that it has arrived in the personal world of the listener - and on local radio this extends to mean the listener’s geographical vicinity.Giving a brand an attitude Radio advertising mainly uses the spoken word, and this means that the tone of voice or attitude of an advertiser comes over strongly. This is especially important for service brands, and brands which wish to distinguish themselves principally through their personality.
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