Radio advertising does work – radio has proved itself over the years.
If an advertising campaign does not get results on radio, it can be due to the following major reasons :
It is broadcast at the wrong time;
the frequency of repetition is too small;
the production of the ad is wrong – complicated and cluttered ;
the target group and selling on air, does not match;
the wrong radio station is used – but then also...
the product is very specialised and has a small/unique market.
Advertising in the print media is more expensive than on radio
Repetition is important for radio advertising. Repetition is the unique character of radio advertising.
Radio advertising does not work over night.
When going on air, it is recommendable to stay for at least three months on air.
Brand building takes time.
Special, short promotions can be effective, but then with high frequency repetition, high impact and serious, genuine bargains which will really draw attention.
There are two costs involved in radio advertising :
Air time – the cost to advertise on air;
Production costs – the cost to make the radio ad/spot – a once-off.
Determine the target market for the product and build the production and utilise the air-time around that target market.
