Endorsed by Voices Your Audience Trust
Radios are very effective tools for mass advertising. Low cost too.
Depending on your location, radio advertisements can go lower than $10. Compared to regular broadcast television and major newspaper dailies that has a broader audience, radio advertisements can get to your specific target market that makes for little waste in your advertising money.
Remember the high rates of television and major dailies presuppose a wider audience, audience that is not in your target but which you pay for the advertisement anyway.
In most homes, if it is not the television that is on, it is the radio. Radio grows with us and many among us grew on radio. In fact many people listen to the radio at least two hours a day.
Whatever the age range of your audience, the radio caters to them. Younger people listen to rock and pop, folks beyond 50 to news, and public affairs and those in between while tending to be drawn to the mellower types of music, listen to both.
Unlike major dailies and TV broadcast stations where you only have a handful, radio stations come across most channels of the dial. And so serves an old rule of economics that a lot of supply brings the prices down.
Aside from being low cost, a radio advertisement rate, unlike the regular things that is bought is not fixed. Usually rates during the earlier months of the year are low. This is because shoppers tend to drop during these months. Consequently, advertisers tend to spend their ad money on months where consumption is higher. But it does not mean though that because the earlier months are leaner, that people will not recognize your products when they go buying.
Aside from that, radio stations can give free spots depending on your subscription. Personal endorsement by the broadcaster can also be arranged for very low price. Even trading of services can also be done.
When you decide to have your ad on radio, and you do not have a copy, there are radio stations that are prepared to do you one or improve on what you already have.
The trick in advertising is repetition. There will be a good run of spots before a buyer acts on a product especially those that are new to them. Good advertisers make allowances for this. They know that there are post purchase uncertainties that happen on a buyers mind especially during product trials. This is the more reason to bank on advertisement frequency. Somehow, frequency is an assurance of stability. The more frequent products ad is run; the better is its recall when the time to buy comes.
To cite an example, when someone buys a product on a test, the customer will tend to research more about his purchase. This is like a student doing a review after an examination. Or the feeling of doubts of a new employee about a new job that he just got into. Marketers and advertisers realize this. That is why allowances for broadcasting are made. Repeat sales hinge much on this. This is why a radio is a good medium.
In radio, we hear familiar voices of our favorite DJ, a trusted personality or a newscaster that we listened to for years and whose constant presence we have grown accustomed to. We have learned to trust their voices. Being endorsed by these familiar voices reassures us about the product we chose. Because many of us need some reassurance from time to time, we also have learned to rely on the opinions of our favorite broadcasters.
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