Why Radio?
If you’re going to advertise (and you should), it makes sense to spend your advertising money where you get the most results... Radio! Here are 12 great reasons why radio is your best choice:
1) Radio sells with immediacy.
The research has proven that radio advertising regularly reaches consumers within two hours of their largest purchase of the day. There's no better time to reach customers than on their car radio while they are driving to do today’s shopping! For those who are considering a purchase, your radio advertising can be used as a great reminder medium to fight procrastination and convince them to buy now.
2) Radio sells everywhere.
Radio is truly the best mobile medium. Whether your potential customer is in their car, at work, or at play, the radio is there. It's the advertising force that your customers take with them wherever they go. No Media Reaches More People More Often For Less!
3) Radio sells with intimacy.
In your personal life, when you have something important you wish to communicate with someone, which method would you prefer? To show them a picture? To write to them? Or would you prefer to talk to them using the intimacy and emotion of the human voice? Radio sells with intimacy by using the human voice to convince. In fact, host endorsements typically drive a 400% increase in listener response over non-endorsed spots.
4) Radio can make your ad shine with "Theatre of the Mind".
The impact of your ad is magnified by the emotional and motivating power of audio. Research has demonstrated that audio messaging has more impact on consumers than either video or print ads. You can have a 100-piece symphony orchestra in your ad, an elephant, a chorus, a laughing child or a love song ..radio can do all of that. With word pictures and emotion-evoking sounds, radio’s theatre of the mind makes you stand out from the rest!
5) Radio escapes advertising’s clutter.
When you look at today’s newspapers you'll find that they average 2/3 ad copy to 1/3 editorial copy. In comparison, TV spends about 1/3 of its time on advertising. Today’s radio devotes less than 1/5 of its time to ads with approximately 10 minutes of advertising per hour. Radio is definitely the un-cluttered medium.
6) Radio is the most cost-effective medium with the best ROI.
Every business owner knows that newspaper ad rates are up (even though circulation is down). TV ad rates have also become more expensive (even though viewership is down). Radio advertising costs, on the other hand, have risen less than any other major form of advertising.
7) Reach is always good, but it's frequency that really sells.
Newspapers and TV are both considered reach media - they reach varying numbers of people. Psychologists will tell you that consumers need to be exposed to an advertising message at least three times before it begins to really penetrate. When it comes to Newspapers and TV most local businesses cannot afford the necessary three-times-plus frequency that effective advertising demands. The exception is radio advertising. Radio is the medium you can afford for both reach and frequency.
8) Radio’s ability to offer targeted advertising sells.
Because radio offers a variety of formats it allows you to pinpoint your advertising on the station, or stations, that best match your customer’s interests. You can market to the age, gender, and type of customer who will most want your products or services. You cannot, however, pinpoint advertising in the broad-reach, scattershot newspaper, and TV media forms. Radio’s unique targeting ability inevitably saves you money and gets you the customers you want.
9) You’re always on the front page with the radio.
With radio advertising, you are always front and center in the listener’s attention span when your ad is on the air. Your ad is never buried on page 37 and you’ll never find your advertisement surrounded by your competitor’s ads. With radio advertising, you are always on the front page.
10) Radio is an active medium in an active society.
When it comes to passive forms of advertising you find they simply list merchandise or tell you where a product is available. Radio is an active medium capable of stirring emotion, creating demand, and selling your product or service. Today’s hotly-competitive marketplace demands an active medium that draws your customers in and inspires them to buy!
11) Radio is the most cost-effective branding media available.
Radio's strength is brand building which helps to increase your customer base. Compared to the cost of other local media, radio advertising will reach a similar-sized audience with the same frequency at a fraction of the cost. It's the dominant out-of-home media with the ability to reach 93% of your local consumers each and every week. When Radio is included in your plan it boosts brand recall and brand preference.
12) Radio advertising engages your consumers more than any other media.
In fact, the engagement levels for radio advertising (the percentage of people who actively pay attention to the ads) is by far the highest of any mass media.
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