Have you ever studied your own buying habits? You would find that quite a number of your purchases are made on impulse, probably many because of a persuasive radio commercial. Relative to TV, newspapers and magazines, the elapsed time between exposure and the day's largest purchase is shortest with radio.
Moreover, according to an industry study, radio reaches PRIMARY CONSUMER TARGET GROUPS such as:
- Full-time working women
- Professional managerial men, and
- Households with above-average income.
Radio goes with us anywhere, and generally costs less per thousand than other media. It is very effective in targeting distinct groups of consumers, and offers immense potential for creative, emotional and persuasive messages. No wonder many businesses with limited advertising budgets DO RADIO!
Here are some ideas to help you get the most from your radio buy:
- The first few seconds of the ad must get the listener to pay attention; the next 5-10 seconds are the most important part of the commercial.
- Humor and drama can be very effective in retaining the listener's attention.
- The most creative and successful radio marketing strategies often involve barter. For example, a station may offer a grocery free advertising in exchange for donating a shopping spree for listeners who call in at the right time, or correctly answer a question. It is estimated that such promotions can yield two to three times the exposure of simple radio spots.
- Reaching specific niches such as women 18-34 or African Americans or teens is facilitated by station formats.
- Advertising spots during and adjacent to weather forecasts can be effective for some products because of the impact of weather patterns on consumer behavior.
Before you buy radio, contact us for an unbiased opinion of the station's reach, and assistance with effective scheduling and production.