WHY CHOOSE RADIO ADVERTISING FOR YOUR BRAND?
Why do big brands still use radio advertising? Should you promote your brand or product on the radio? Is radio advertising an outdated medium? What are the advantages of radio advertising? These are some of the most common questions that may cross you or a business owner, while you’re finding a means to advertise your business. As the internet and media flourish with many new and advanced methods of advertising, it is easy to get overwhelmed by the choices. But are the days of radio advertising numbered? In this article, we will be looking at some of the advantages of radio marketing and how radio advertising might be the best way to get your brand in the market.
RADIO HAS A HUGE AUDIENCE
In a country like India where a vast majority of the population cannot afford a television, radio is the most accessed portable media platform. Naturally, this makes radio reach a staggering 99% of the Indian population. According to Mr. Ashwani Gupta, founder of Aakshita Media, the best radio advertising agency in Delhi, “An average Indian radio listener spends around 1–2 hours on the radio every day. Moreover, there are many radio personalities also known as RJs, jocks, and influencers, who have a huge fan base.”
When a radio personality collaborates with a brand, loyal listeners of that particular personality are likely to give that endorsement more weight than they would a generic ad.
COST-EFFECTIVE
Some businesses find it tough to market their products without visual aids, however television ads cost about 50 times more than a simple radio advertisement. Even without the help of visualization, good verbal skills, voice acting, and sound design, a radio ad can be just as effective as any other advertising means. A radio ad is less expensive to produce and the number of people it reaches makes it the best option to market on a budget.
LOCAL RADIO
In a culturally vast country like India, many communities, towns and cities have radio stations that they broadcast to. The audience in each of these radio stations is unique and different. Advertising your business on your local radio station is much more likely to yield success as local communities often prefer to trust their local businesses.
CONSUMER BEHAVIOR AND ROI
The ultimate goal of any business is an effective ROI. Radio impacts consumer behavior harder than any other media as it uses only audio, which is never passive. While listening we are often forced to pay attention and that indirectly involves engagement. Reaching a huge audience with a higher consumer interaction automatically sums up to a better ROI.
RADIO IS UNIVERSALLY AVAILABLE
Radio is available everywhere, from cars to mobiles, every single media platform gives access to radio. Radios are used religiously where other media platforms are not readily available for example rural areas. People listen to the radio all the time, on the way to work every day, doing regular chores or listening to current affairs. Due to this flexibility advertisers can reach their target audience on the go.
FREQUENCY
Radio allows repetition of your ads so that consumers have the time to listen to your message three or four times before engaging with your brand. This results in more engagement in a way more cost-effective way.
