In this multi-part series we'll look at the pros and cons of various advertising media. First we'll look at radio. If you work in radio you will definitely want to read this. Respond if you have anything to add. Keep in mind that while you are prospecting other media, other media are also prospecting you. You should know what to say when a competitive medium points out radio's weaknesses. Tomorrow we'll look at broadcast television.
Radio is still a favorite advertising medium for local direct clients and it has been since the 1930s. Clients can “narrowcast” on radio, that is, they can pick and choose among many different formats to reach specific demographic groups. Over 95 percent of all Americans still listen to the radio every week. Most people listen to the radio in their cars. A radio commercial may be the last advertisement a consumer is exposed to before he parks his car and makes a buying decision. For all of radio’s in-car advantages, in-home listening for radio is generally low.
Because radio spots don’t cost a lot of money advertisers can afford more frequency which means they can afford to run more ads. The trade-off for radio’s higher frequency potential is its potential lack of reach. Because of the high number of radio stations in a given area the radio audience is split many ways. So in order to achieve a high reach the advertiser would have to buy more stations and sacrifice radio’s low cost incentive in the process.
Radio stations can broadcast live and/or endorsements. A product or service endorsed by a listener’s favorite personality lends credibility to that business. In many cases a listener will walk in to a business and tell them that the personality recommended them. Clients can also tie in to station promotional activities that give their businesses extra exposure.
Radio production is inexpensive and even free to local clients in most cases. Due to lack of graphics and video, radio spots can be produced or changed very quickly.
Here are some of the things advertisers like about radio.
- High frequency-Low cost means you can buy more spots.
- Emotion-A well written and produced radio commercial can evoke an emotional response in the listener.
- Promotions-Clients may buy live or endorsed commercials. Clients may also tie in with other clients during promotional events.
- In-Car-Radio still dominates in-car advertising.
- Competitive protection-Radio stations try to avoid running commercials from clients from the same product/service category back to back or during the same quarter hour.
- Level playing field-The largest client on a station can only run sixty seconds or less. A smaller advertiser can also run sixty seconds. The largest advertiser on a station can only run about a spot an hour. A small client might also own a spot an hour, for a day.
- Immediacy-A client can change copy quickly, sometimes within one hour.
Here are some of the problems other media salespeople like to point out to clients about radio and ways you can respond.
- Objection-Low in-home listening-People listen to radio only in their cars. Hardly anybody listens at home.
Response-This is not true. What about people who wake up to their alarm clock radios and then listen as they’re preparing for work and school? And what about at-work listening? Many people listen to the radio all day while they’re working. Yes, radio dominates in-car advertising. What’s wrong with that? And at the same time we reach people at home and at work.
- Objection-Radio commercials are not tangible. You can’t hold the ad in your hand and carry it into the store like you can with newspaper.
Response-Couponing on radio only fails when there is very little in it for the listener. If you really want to test radio then give away something substantial, like 42-inch flat-screen plasma televisions, instead of just a five percent off your regular price. I guarantee you’ll be inundated with radio listeners who hear your commercial and respond within minutes. Sound ridiculous? Not really, Mr. Client. What you’re really saying is that somewhere between a five percent discount and a flat-screen television would be a good test for our listeners. Use radio and newspaper together. Let us showcase your newspaper ad in our radio copy. That will help your newspaper ad stand out from all of the clutter in the paper.
- Objection-Audio only-Limited information means no videos, pictures or other visuals. Radio is limited to audio and “theater of the mind”.
Response-Did you say limited to theater of the mind? There is no limit. Radio can inexpensively paint a limitless supply of mental images in listener’s minds.
- Objection-Low reach-Radio audiences are fragmented which means smaller audiences for each station.
Response-Yes, and at the same time our rates are lower so you can afford to reach out to our listeners multiple times.
- Objection-Too many stations-Like a Chinese menu, most communities have so many stations with so many different formats that buying radio can appear confusing or complicated.
Response-It’s not that complicated, Mr. Advertiser. You are trying to reach a specific demographic group. In this market that limits your options to ____ stations.
- Objection-Increasingly fragmented audience-People are listening to other devices like MP3 players, satellite radio and compact discs in their cars.
Response-Since eight-track tape players came on the scene people have had access to other media in the car. Even now there is plenty of evidence that free radio is still by far the dominate medium in the car.
Good stuff, what about when the competition drops their pants to a point where you it is stupid...I thought about trying to buy up the ad space myself and then re-selling it, but if he isn't selling as cheap as his price is...?
Posted by: kidd Knott | August 25, 2006 at 10:23 AM