Radio advertisements tend to be repetitious and sometimes over-the-top. However, the fact that you can relate to these ads means that they’re doing something right.
By identifying and understanding who’s listening to your radio advertisements, you’ll be able to implement additional strategies to your marketing plan to increase the likelihood of gaining additional customers.
A Solid Return
Advertising through the radio has been a long-successful marketing tool used by major corporations all the way down to brick-and-mortar stores. It’s without a doubt less expensive than television advertisements and still manages to stand toe-to-toe in regards to investment return. Steve Doctrow, from Rogers & Cowan, explains that radio is a premiere place for brands to drive market shares.
The Reaches of Radio
If you’re wondering how radio advertisements reach the masses, consider your typical drive to work. If you’re not pumping songs through a music player or a compact disc, then you’re probably listening to the radio. Whether it’s your favorite DJ in the morning or that personable talk show host, there are mandatory breaks in between broadcasts. Anywhere from 5 to 10 advertisements will litter your radio, with some even driving you crazy because of the repetition.
Now, picture this. On your morning commute, how many advertisements can you actually remember? While there aren’t too many that will come to mind, you might think of that one jingle at the end of that car commercial, or that dramatic advertisement that’s prompting you to seek a lawyer for an accident. That subtle lasting impression could be your advertisement at work. On average, it takes an advertisement to play itself more than 3 times for the average person to actually start taking the details in. So, if you remember a specific advertisement, then they’re doing exactly what they set out to do.