RADIO ADVERTISING.

Commercial radio gets on average 36 million listeners every week with unskippable adverts so it is great publicity to make a radio advert for small businesses to gain publicity, increase sales and build awareness.

Reasons for radio advertising:

- Cost effective: can be cheap to make and can increase sales at a higher rate.

- Adverts can be targeted to specific agers, stations, regions, time of day or week.

- There are reliable listening times: for example in mornings and evening when people drive to and from work.

- Great for older demographics due to the driving age limit and.

- 88% of adults listen to the radio every week.

- Can drive immediate results.

- Gives more ad impressions over using other advertising mediums:

---

Techniques for engagement:

- mention something from the beginning of the ad that is relevant the target audience to grab their attention earlier, they will listen to more of the advert and feel connected to it, therefore they will be more likely to engage with the product.

- music is avoided due to the specific taste of the listener, by using no music or simple chords the advert will appeal to more of a mainstream audience. For example using rap and hip-hop will attract the 18 - 24 age bracket but probably 45 - 54 year olds will dislike and therefore think negatively when it comes to the brand and ad association.

---

Sectors:

Across the board using radio advertisement will increase the knowledge of your brand regardless of type (motor to insurance). The travel industry clearly performs the best in every way from the bar graph above and the graph to the left shows how the customers of the specific sector were consumed or suggested by travel ads. This is probably because the travel industry appeals to mainstream audience as all ages can go on holiday and in fact do. By making listeners reminisce they will be more connected and buy the holiday. This shows that customers exposed to radio adverts are more likely to indulge in the product or message being advertised. The graph shows that the percentage for travel ad awareness is raised by 58% when they listened to the radio. The graphs below each show the chance of the specific age ranges of their chance of purchasing from the brand when they are exposed to the ads on radio. From the stats you can see that the target audiences are from the older generations, the highest numbers are 25 - 34 which suggests that they wish to escape their reality the most.