Types of Radio Advertising:
Network:
Advertiser
may use one of the national radio networks to carry their messages to the
entire national markets simultaneously via stations that subscribe to the
networks programs. Networks provide national and regional advertisers with
simple administration and low effective net cost per station. The advantage is
less paper work and lower cost per station. Disadvantage includes lack of
flexibility in choosing affiliated stations the limited no. of stations on a
networks roster and the long lead times required to book time.
Spot Radio:
Spot
radio affords national’s advertiser’s great flexibility in their choice of
markets, stations, airtime, and copy. They can tailor commercials to the local
market and put them on the air quickly – some stations will run a commercial
with as little as 20 minutes lead time.
Local Radio:
Local
times denote radio spots purchased by a local advertiser for local market. It
involves the same procedure as national spots.
Radio advertising is either live or taped. Most radio stations use
recorded shows with live news in between .Likewise, nearly all radio
commercials are pre recorded to reduce cost and maintain broadcast quality.
Sponsor Programme
Here the
advertiser sponsors the whole or part of the programme. The RJ informs the
audience about the sponsored company throughout the programme.
RJ Mention/What’s On Mention
Here the
Radio Jockey [RJ] informs the audience the information given by advertiser
about the new product launch, sale, exhibition going on at certain place etc.
Radio with other media
Most brands tag radio to their
existing communication plans. Reason enough for us to study the role of Radio
vis-à-vis other key media. 'what Radio can add' to each medium on three
key parameters - a) Planning, b)
Communication and c) Detailing of communication points.
Radio with Television
TV has traditionally been the most
powerful and popular advertising medium for people in the media business. This
is mainly because it does most things well - coverage, frequency, image,
persuasion, demonstration, impact etc.
Traditionally a high-cost medium,
the downside with TV is that the audience is now fragmented across many
different channels, production costs are extremely high and viewers are increasingly
avoiding ad breaks.
What radio can add?
In planning:
Radio's main contribution is a
dramatic increase in frequency of exposures, either in the same period as the
TV campaign or later to extend the campaign over time; radio can be used for
regional or local exposure booster; radio can be used to reach light viewers;
it extends TV messages to key times of day when TV audiences are lower or when
product relevance is higher; radio also allows tighter targeting against audiences thus reducing wastage.
In Communication:
Given that Radio is perceived as
personal medium, radio can bring brands closer and speak to the consumer at
their level; radio has a culture of response where listeners frequently
interact with their station which they see as accessible.
In Detail:
Radio allows activity to be
geographically varied; radio can allow a fast turnaround for new initiatives;
low production costs mean multiple copy messages can be varied round the core
TV communication Sonic Brand Triggers. Sonic Brand Triggers are sounds, which
consumers recognize and associate with certain brands.
Example of powerful SBTs:
"Britannia Ting Ting
Ting"
They help to ensure that TV and
radio advertising is well branded. They leave a brand impression with even the
most passive TV viewer or radio listener, as they tend to rely on rhythm and
music, which are absorbed at very low involvement levels. A sound, which has
been successfully established on TV, can be transferred on to radio.
Radio with Newspapers
Newspaper brings 'immediacy' to a
communication. Newspapers also have the authority of the written word, and are
good at presenting detail. As a print medium, the national press suffers from
clutter and from the fact that the reader can and does edit ruthlessly to avoid
advertising.
What radio adds?
In planning:-
Radio adds frequency, and this is
real frequency in that exposures take place in real time; radio also reaches
non-readers so it can significantly increase coverage; in most sectors, adding
radio also means increased share of voice thus overcoming clutter.
In communication:-
Radio brings intrusiveness to a
press campaign, and there is less ad avoidance; it can bring to life ideas,
which may seem flat on the page; radio can more strongly convey the brand's
tone. Radio brings brand messages closer to the individual, speaking in a more
personal way than press; radio allows brands to emphasize specific key times of
day.
In detail:-
Flexibility means radio allows
geographical variation on top of a national press campaign.
Radio with Outdoor
The strength of outdoor advertising
lies in its ability to suddenly confront the consumer with an idea or a
challenge, in a very public way. Like radio, posters also operate within time
which people think of as free - typically travelling time.
The weaknesses of outdoor
advertising mainly stem from three issues: it has no editorial context, it uses
extremely simple, striking ideas to be effective,and it suffers from relatively
expensive production.
What radio adds?
In planning:
Radio adds real frequency, in the
sense that additional exposures to the advertising are played in full rather
than having the listener look away or ignore; radio offers far tighter
targeting which means reducing wastage; radio also offers tighter timing - within
time of day, day of week or even week of month.
In communication:
Radio allows more information to be
conveyed, which is useful for explaining or persuading; radio allows multiple
copy; radio brings brands closer, as listeners identify with their radio
station and see it as aimed at people like them; radio is better able to
communicate the tone or character of a brand.
In detail:
Radio offers speed of production
compared with the lengthy process of poster print deadlines; it also allows
localized copy variation relating to a national poster execution.
Radio
with Magazines:
Characteristics of magazines
Magazines are useful to advertisers
because of the relationship they have with the readers, who consume them in a
personal way. They allow targeting by lifestyle and interest group. In many
magazines the ads are seen as part of the magazine experience.
Weaknesses of magazines include the
fact that lead times can be very long depending on the title's frequency of
publication, the high levels of clutter, and the reader's inclination to simply
turn the page.
What radio adds?
In planning:
Radio adds frequency and also
extends coverage well beyond the magazine readership; radio allows tighter
timing - time of day, day of week etc; radio also offers a greater share of
voice for most categories, which means overcoming clutter.
In communication:
Radio brings intrusiveness to a
magazine campaign, and there is less ad avoidance; radio can bring to life
ideas which might seem flat on the page; radio can more strongly convey the
advertising tone of voice. It allows brands to speak to consumers close to
certain activities - driving, cooking, housework etc
In detail:
Radio offers fast turnaround within
the long copy deadlines of magazines, and the opportunity for geographical
variations.
Þ
Recall
of advertising. At the post-stage, you will be seeking to detect spontaneous
and prompted awareness.
Þ
Commercial
recognition – playing the ads to respondents.
Þ
Thoughts
on what the main message of the ads was
Advantages of Radio Advertisement
Reach and Frequency
Radio offers an excellent combination of reach and frequency. The
average adult listens more than 3 hours a day, radio builds a large audience
quickly and a normal advertising schedule easily allows repeated impact on
listener. 90% of India
Selectivity
Specialized radio formats with prescribed audiences and coverage
areas enable advertisers to select the market they want to reach. From a
marketing perspective, radio has the ability to reach prospects by sex, age
group, ethnic or religious background, income group, employment category,
educational level or special interest with a format that adds even greater
dimensions to its already strong personal communication environment. Radio’s
high overall reach and its ability to provide numerous formats make it a
multifaceted medium. Because of the relatively low cost of production,
advertisers are able to adapt commercials to the various stations then buy, a
strategy that would normally be prohibitively in television.
Efficiency
Radio is the least cost medium and it helps to reach mass audience
with various backgrounds. Radio offers its reach frequency and selectivity at
one of the lowest costs per thousand and radio production is relatively
inexpensive. National spots can be produced for about one tenth the cost of a
TV commercial, and local stations often produce local spots for free. Also,
radio ads can be produced very quickly.
Creativity and Flexibility
Radio is the most flexible medium because of very short closing
periods for submitting an ad. This means an advertiser can wait until close to
an air date before submitting an ad. With this flexibility of simple formats
such as voice only can be created almost immediately to reflect changing market
conditions or advertisers can take advantage of special events or unique competitive
opportunities in a timely fashion. Radio also offers timeless, immediacy, local
relevance and creative flexibility. The personal nature of radio, combined with
its flexibility and creativity, makes radio the choice for numerous product
categories. Copy changes can also be made very quickly.
While radio may be one-dimensional in sensory stimulation, it can
still have powerful creative impact. Radio has been described as the theatre of
the mind. The musical formats that attract audiences to radio stations can also
attract attention to radio ads. Audiences that favor certain music may be more
prone to an ad that uses recognizable, popular songs.
Proximity to purchase
The mobility of radio and its huge out - of - home audience gives
the medium an advantage enjoyed by few other advertising vehicles. In the
competitive environment facing most companies, it is imperative that brands
achieve consumer reinforcement as near as possible to the purchase decision.
Radio’s daily frequency offers scope for continued messages and hence the
consumers are more likely to remember that product and consumer lend up buying
that product.
Competent to another media
In some cases, radio is the primary medium for local advertisers.
However for national advertisers and most large local and regional firms, radio
is most often used as complementary medium to extend the reach and frequency of
primary vehicles in their advertising schedule.
A fundamental marketing strategy for radio has been its ability to
successfully work with other media to increase reach and frequency or to reach
non-users and light users of other media. The radio industry realizes that the
bulk of its revenue comes from advertisers who use radio as a secondary medium.
Personal medium
The human voice is the most personal means of communication. Radio
gives the advertisers the opportunity to take advantage of the right
combination of words, voices, music, and sound effects to establish a unique
“one-on-one” connection with prospects that lets you grab their attention,
evoke their emotions, and persuade them to respond.
Radio can be targeted by lifestyle formats and is more efficient
than other media from a cost and production standpoint. As a result many
advertising agencies will move their budgets into radio.
Disadvantages of Radio Advertisement
Misunderstanding
Sometimes there might be a misconception regarding the radio ad as
it is only heard. In television the chances of such misconception is less, as
it is audio as well as visual.
Poor Radio Attentiveness
Just because radio reaches audiences almost everywhere does not
mean that everyone is paying attention. When a consumer is listening while
doing some work or traveling in a car, he or she often switches stations when
an ad comes and divides his or her attention between the radio and road.
Fragmented Audiences
The large number of stations that try to attract the same audience
in a market has created tremendous fragmentation. If a large number of radio
stations compete for the same audience, advertisers who want to blanket the
market have to buy multiple stations, which may not be cost effective. However,
in radio’s quest to continue to fine tune its reach, some advertisers wonder if
radio is offering too many narrowly defined options. For those product
categories with broad appeal, it is difficult to gain effective reach and
frequency without buying several radio stations and networks.
Chaotic buying procedures
For an advertiser who wants to include radio as a part of national
advertising program, the buying process can be sheer chaos. Since national
networks and syndicated broad cast do not reach every geographic market, an
advertiser has to buy time in individual markets on a station-by-station basis.
This could involve dozens of different negotiations and individual contracts.
Short Lived and
Halfhearted Commercials
Radio commercials are brief and fleeting. They can’t keep like a
newspaper or a magazine ad. Radio must compete with other activities for
attentions, and it does not always succeed. Only 20 % of time availability
restricts the frequency of message exposure.
Creative Limitations
The audio-only nature of radio communication is a tremendous
creative compromise. An advertiser whose product depends on demonstration or
visual impact is at a loss when it comes to radio. Many advertisers think that
without strong visual brand identification the medium can play little or no
role in their advertising plans.
Limitations of Sound
Radio is heard but not seen, a drawback if the product must be seen
to be understood. Some agencies think radio restricts their creative options.
RJ needs training
It is very important that the Radio Jockey is trained enough to
deliver the ad. Sometimes the voice really matters. If the voice is irritating
then there is a chance that the campaign may flop.
No proper research available
In India
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