Advertising on Radio has a lot of advantages. Usually, it is cheaper than other media, it can be aimed at a narrow audience and can reach people within this audience wherever you go. But there are also disadvantages. The ephemeral nature, the rapid nature of the ads on a radio can make the message is not in the audience. Too many radio ads may alienate listeners.
Radio advertising is relatively cheap compared to print or television advertising, says marketing consultant Mike Brassil. Production costs are lower, you can rent a cabin sound for a couple of hours to make an announcement passable through the radio. You also have to pay less for advertising time to reach the same number of people as you would with a TV or print ad.
Advantage: the destination
The wide range of offers, radio allows you to target your message to specific groups. Some stations are after the widest possible audience, but many point to niche markets, such as adolescents, sports fans, news junkies, political conservatives, university students, educated people, or fans of any kind of music. Advertising a smaller station could cost more individual listener, but have a much greater chance of reaching a demographic target.
The consultant of advertising media Gail Jordan says that radio is the only mass medium that people use while driving, clean the house or mow the lawn. TV advertising requires people to sit in front of their TV, print ads and web require focused attention on the page or screen. But you can listen to the radio while doing other things.
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Disadvantage: lack of permanence
If an ad in a newspaper or magazine catches your eye, you can crop and save, or at least take a picture of it. With the advent of the DVR, including television advertising you can rewind and watch again if it attracts the viewer’s interest. But radio ads are ephemeral: you hear them, and then it is gone. If you have lost a phone number or any other details mentioned in the notice, you’ll have to wait to be advertised again.
Disadvantage: half of the advert
If your ad appears immediately after a hit song, good for you. But what if comes amid an expanded block ads – ads that direct listeners to change the station after a couple of minutes? The stations that advertise 30 or 45 minutes of nonstop music offset by long chains of trade, a barrage of messages that listeners do not listen to changing a station.
This is the other side of portability. People can listen to the radio while driving, and in doing so will not be able to act immediately to listen to advertisements. Nobody is going to stop on the highway, for example, to enter a number. Meanwhile, those who listen to the radio while working can be so focused on their tasks than ever logged.