Today, marketing can decide the success or failure of a business. How the business is marketed plays a major role for the business. Some people perceive that advertising on the radio is too expensive for a small business and even for some medium-sized businesses. This is not true. In fact, advertising on the radio is very affordable and has proven itself a great way for delivering advertisements to a targeted audience.
Majority of People Listen to Radio – About 95 percent of people in the United States listen to the radio regularly. Most people wake up in the morning to a radio, listen to it in the car on the way to work and back home, listen while working and might listen to some late-night radio talk shows.
Reaching Your Prime Audience – Radio programs, morning shows and listener call-in shows offer a wide audience base for a company to advertise their services and products. Not only do you have a wide audience base, but radio advertising is an effective way to reach your prime audience. Each radio station has its own demographics it appeals to. Some are conservative, and some are liberal. We have sports stations, religious stations and children’s stations. This divides the listening world into specific groups, making radio advertising easy to selectively target your customer base.
Choose the Right Times to Advertise – Along with different groups of consumers, the radio world is broken up by listening times as well. Most adults listen to the radio in the morning on their way to work and again on the way home. Most of the younger listeners will tune in after school and late afternoons. If your business offers sporting goods for kids, it is wise to choose an advertising time in the late afternoon on children’s or sports stations.
Cost Effectiveness – Radio is a very cost-effective way for you to advertise. A spot on the radio can cost less than some advertisements in newspapers and magazines. Your radio advertisements can also be compared to a larger competitor’s ad since there is no real cost of competing with them visually as there is with a television ad.
Intimate Advertising – One of the best benefits of using advertising on the radio is how it affects the listeners. Radio is often perceived as being an intimate way of advertising because most people are alone when they listen to the radio.
People tend to pick their favorite radio programs and stations and develop a personal relationship with them. Because of this, people are very accepting of the radio advertisements versus other types of advertisements. Radio advertising is an opportunity for a business to connect personally with their consumers and increase the chances of making a sale.
Peter Wendt is a writer and researcher living in Austin, TX. He has been interested in radio advertising for a long time, but nowadays he trusts to handle it for him.