One of the first things that comes to mind when a brand and business thinks of media advertising involves the radio. Radio advertising might seem like a traditional method of reaching new consumers, but it is still effective because of how many people still listen to the radio every day.
The primary advantage of radio advertising is that it allows a brand and business to target a specific core demographic. Because radio stations have several different formats, each with a unique type of content, it becomes possible to reach a specific group of consumers to raise brand awareness.
The primary disadvantage of radio advertising is that the information contained within the ad can be difficult to remember. There is no way for a potential customer to store a phone number, address, or brand name for later like they can with emails, print ads, and other forms of direct marketing. A brand and business must rely on the consumer’s memory or ability to write down key information, like a phone number, to grow their business.
Here are some of the other pros and cons of radio advertising that are worth considering.
What Are the Pros of Radio Advertising?
1. It can be highly affordable.
If a brand and business is willing to advertise during low listener times, then getting their advertisement on the radio can be highly affordable. This is why it is so important to explore when a core demographic listens to the radio. The cost per customer, if a core demographic can be targeted during off-times, can be incredibly low.
2. It is easy to produce radio advertising.
If a brand and business wants to advertise on talk radio, all they need is a spot of content that can be read on the air. Organized advertising can include sound effects, music, and jingles to help the listener remember key details.
3. Advertising on the radio can be highly repetitive.
For some print advertising, a brand and business may need to wait for the next issue to be printed in order to reach new potential customers. Since many print magazines are moving to a 6-issue per year format, that means a 2-month wait between contact attempts. In the world of radio, an advertisement can be repeated every few minutes and still feel fresh to the listener.
4. Radio allows you to tell a story.
The stories on radio date back for generations. Just because you’re selling washing machines today instead of creating a superhero show doesn’t mean you can’t harness the power of an audio story. In doing so, a brand and business can expand the perception that people have of them, allowing them to grow a consumer base quickly and affordably.
What Are the Cons of Radio Advertising?
1. Key radio spots can be quite expensive.
Many brands and businesses like to target key commuting times in their communities for their advertising. This creates a level of scarcity within the advertising market for those times, which allows a radio provider to charge more for every spot that is offered. The best times often go to those who are willing to pay the most.
2. Some listeners tune out the radio… or change the station.
Because many communities have multiple radio stations, it is easy for a listener to switch stations whenever advertising comes over the airwaves. If advertising does come on, many listeners just tune out the information because there is so much brand saturation filling today’s TV, radio, and internet.
3. The repetitive nature of radio advertising can also be costly.
Many radio listeners are doing other things. This means the most effective radio ads tend to need more air time just to repeat key information that the listener needs. For a brand and business, this could mean a longer advertising spot is required and needs to be aired more often, which can push up costs.
4. Not every product benefits from radio advertising.
Some products [and services] benefit more from a visual representation of what is being offered. Radio doesn’t provide this whatsoever. If people need to see something to understand its value, then radio advertising isn’t going to be for that brand and business.
The pros and cons of radio advertising show that for some brands and businesses, the opportunity to expand into a new market can be realized. It simply requires auditory recognition of the product or service in order to succeed – something that not every potential product or service offers.
Have you advertised on the radio in the past? What were some of the advantages or disadvantages you noticed through your efforts?
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