We are regularly asked: "Is radio advertising effective?"
And the answer is YES - but why it is, is a more complex answer!
Radio works as it reaches your target customers, with frequency (that's not the station frequency - 97.3 Coast FM or 91.7 The Wave) but by repeating your message!
Yes, advertising works by repetition.
Target customers may need to hear your commercial three or four times before they respond to your Call To Action - if you have one.
We will look firstly at Call To Action advertising spots:
Radio advertising is usually more cost-effective than other media, to reach this level of frequency and reaction to your Call To Action message you need to remember that people choose to listen to the radio - they want to listen and be engaged and they listen on average to almost 15 hours of commercial radio each week.
Thus your offer needs to be best targeted when they are listening... Radio commercials can then be selectively scheduled to play by day-part and weekday, enabling your Call To Action message to be delivered close to purchase. Listeners can then act on that message if the Call To Action is strong enough to attract their attention.
Branding advertising spots work differently:
Because people spend the most time with radio throughout the day, there is ample opportunity for a message to reach its audience.
Reminding them of who you are and what you do - so when they need you - you will be there, if your ad has been running enough to keep your business top of mind for them.
Now, people do carry out a wide range of activities while listening to the radio, media surveys do show that radio listeners are far less likely to "tune out" when ads come on the radio, compared to television, or the quickly blur of flicking through a newspaper.
To see what we mean - ask yourself - how often do you change channels or get up from your seat when the ads come on tv?
Do you do the same while listening to the radio? No you don't.
Do you turn down the radio while driving to concentrate when trying to find some place? Yes you do.
Radio IS effective - and does deliver results, if you have the right offer that people want.
If you want to talk radio, and results - talk to one of our Sales Team members - go on, call (08) 9581 2666
