[one_third] Radio[/one_third] [two_third_last]

Radio Advertising.

Radio Advertising is a difficult one to cover because of AM, FM, Digital (HD), Internet radio, & Satellite.  The formats are plentiful, but for the this pros/cons list I’m going to talk from general FM music radio, I am sure that talk radio would have better engagement, in terms of people not flipping the channel, and listeners are much more loyal.   [/two_third_last]

Radio is a creative media, sometime referred to as intrusive advertising. Radio is sold in CPM (Cost per Mil/thousand) what this means is that $30 CPM means you pay $30 for 1000 people to hear your message.  Radio is designed to convey a message or special but is generally considered NON-ACTIVE engagement.

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Strong Points:

  • Radio is broadcast, other than owning a radio, it’s free to listen to.
  • Radio has a format (station) for everyone.
  • Radio is Mobile, you can take it with you.
  • Radio messages can engage emotionally.
  • 78% of people listen to the radio in their car (thing includes all types of radio).
  • Radio reaches 93% of Americans 12 times a week.
  • Radio format allows for 15 second, 30 second, and 60 second spots.
  • Radio can be targeted by listener groups.
  • You can personalize your message (like Tom Shane).

Weaknesses:

  • People change the station when commercials start.
  • Radio advertising is considered intrusive by many people.
  • Satellite radio is eating into LOCAL listenership.
  • Radio is very fragmented and makes for difficulty in buying mass audience.
  • Radio generally has high CPM, or is expensive.
  • Radio has NO track-ability other than, “Mention this ad.”
  • Radio is had to track by asking the customer, “What station did you hear it on.”
  • Radio has declining listenership.
  • Customers don’t generally have a pen and paper handy when listening.
  • The message needs  to be broadcast to the same listener 7 times for any recall.

Working with other forms of media:

Radio does a good job with branding, but ultimately other forms of advertising are normally used for point of sale transactions.  Allowing radio to deliver the message about some deal your business is offering to create interest in the brand, special, or product is a good start of getting the customer in to the buying funnel, but backing it up with the ability to be found in a directional format, like internet, allows the ability for business to capture the customer when they are ready to buy.