8 rea­sons to ad­ver­tise on ra­dio

Slogan - - COVER STORY -

If you’re go­ing to ad­ver­tise, it makes sense to spend your advertising money where you get the most re­sults, that is, ra­dio! Here are some rea­sons why ra­dio can be your best choice.

1. Ra­dio sells with im­me­di­acy.

Re­search proves that ra­dio reaches con­sumers within two hours of their largest pur­chase of the day. There is no bet­ter time to reach cus­tomers than on their car ra­dio while they are go­ing to shop.

2, Ra­dio sells ev­ery­where.

Ra­dio is the only true mo­bile medium. In the car, at work and at play, it is there - a com­pan­ion and an advertising force your cus­tomers take with them wher­ever they go.

3. Ra­dio cuts through advertising clut­ter.

To­day’s news­pa­pers av­er­age 2/3 ad copy to 1/3 ed­i­to­rial copy. TV spends about 1/3 of its time on advertising. To­day’s ra­dio, at about 10 min­utes of advertising per hour, de­votes less than 1/5 of its time to ads. This means that Ra­dio is an un­clut­tered medium.

4. Ra­dio is cost-ef­fec­tive.

News­pa­per ad rates are up, TV ad rates are up. But ra­dio advertising costs have grown less than any other ma­jor form of advertising.

5. Reach is nice, but fre­quency sells.

News­pa­per and TV are reach media - they reach vary­ing num­bers of peo­ple. Psy­chol­o­gists tell us that con­sumers need to be ex­posed to an advertising mes­sage at least three times be­fore it be­gins to pen­e­trate. Most lo­cal busi­nesses can­not af­ford the nec­es­sary three-times-plus fre­quency that ef­fec­tive advertising de­mands - ex­cept on ra­dio.

6. Ra­dio’s tar­geted advertising sells.

Ra­dio’s va­ri­ety of for­mats al­low you to pin­point your advertising at the sta­tion or sta­tions that best match your cus­tomer’s in­ter­ests. Ra­dio’s unique tar­get­ing abil­ity saves you money.

7. You’re al­ways on the front page with ra­dio.

With ra­dio advertising you are front and cen­ter in the lis­tener’s at­ten­tion span when your ad is on air. You’re never buried on page 19 and you’re never sur­rounded by your com­peti­tor’s ads.

8. Ra­dio is an ac­tive medium in an ac­tive so­ci­ety.

Pas­sive forms of advertising sim­ply list mer­chan­dise or tell you where a prod­uct is avail­able. Ra­dio is an ac­tive medium ca­pa­ble of stir­ring emo­tion, cre­at­ing de­mand and selling your prod­uct or ser­vice. To­day’s hotly com­pet­i­tive mar­ket­place de­mands an ac­tive medium. That’s ra­dio!

Newspapers in English

Newspapers from Pakistan

© PressReader. All rights reserved.