Advertising on the radio

The fast pace of modern life, in which every minute is precious, and you must always keep your finger on the pulse, leaves virtually no time for reading newspapers, and sometimes even watching TV. But you really want to always be aware of current events.

It is radio today that allows, combining business with pleasure, to always be “in the know,” not only regarding political, economic or cultural life, but also those discoveries and achievements that greatly simplify our lives.

Like any other mass media (media), radio is a source of advertising, and the source is quite effective. After all, while doing household chores, traveling on public transport, or simply relaxing in the lap of nature, you can enjoy music, which is periodically diluted with advertising messages. At the same time, during an advertising block, you will not be able to constantly be distracted by searching for a new wave (as, for example, in the case of television advertising) or simply skip it by turning the page of a magazine or newspaper.

The main task and purpose of radio advertising is to create an advertising message that can awaken the imagination of potential consumers of the advertised product or service. To do this, it is necessary to involve the listener himself in the described situation, influencing him through voice, tempo of speech, as well as musical accompaniment and humor.

It must be said that the undeniable advantage of radio advertising is its ease and sincerity, because often commercials are presented in the form of improvisation.

Due to the wide territorial range of broadcasting, radio advertising influences a huge number of listeners, while many existing radio stations are designed for completely different age categories, tastes of listeners, their passions and worldviews (chanson, retro, music of the 80s, rock and popular music). One of the fundamental components of successful and effective advertising is such indicators as the choice of airtime, as well as the frequency of advertising broadcasting.

In radio advertising, it is necessary to name as often and clearly as possible the manufacturer of the advertised product or service, the advantages of the advertised product, the name of which must be announced at least three times during the video – at the beginning of the message, in the middle and at the end. When creating an advertising product, remember that auditory information should be expressed in short phrases containing a maximum of nine words per sentence.

The high effectiveness of radio advertising directly depends on the techniques with which it is created: melodic and, most importantly, memorable musical accompaniment, correctly selected background (birds singing, the sound of the sea, a pleasant voice), good diction of the person advertising the product, etc. . Properly selected music, song and background will become a kind of calling card of the advertised object, by which the listener will subsequently recognize the product among many other advertising objects, while, having become entrenched on a subconscious level, such an association will lead to the potential consumer becoming real.

With the help of background and noise effects that affect the emotional state, the consumer visualizes the picture, awakening imagination and the desire to own this product, without which it is difficult to imagine a comfortable life. In addition, with a high degree of effectiveness, radio advertising is much more affordable than television advertising, which makes it very attractive to advertisers.