While reading a fact that “86% of the total people in metro cities consume a specific type of radio, social media is consumed by 83% of the people. Television consumption is on par with radio in metro cities and is the highest in non-metro cities with 78% of people watching TV, written in a report ‘Power of Radio’, based on a survey of 3,250 people in one Mumbai.” One question is continuously trying to pop out from my mind that if the radio is such an effective medium then why are we running towards Facebook and Google advertisements.
Why can’t we just offer a platform full of imagination to our target groups? It sounds so simple and full of excitement!! But before jumping on to the conclusion let’s just explore the true meaning of advertisement done by using radio.
Let’s unwrap some of the hidden aspects of the radio advertisement in India
From past, radio broadcasts have been called the theater of the mind and advertising fuels of the media. The merit of using radio for advertising are many, ranging from its full power of effectiveness to its low cost. This particular medium is an intimate form of advertising. Many people listen alone, such as when jogging or driving and some prefer to listen with their loved ones. Listeners develop strong effective relationships with their favorite stations, identifying with the music and bonding with on-air personalities.
No matter whether you advertise an ad with an all-sport or a classic rock format, some of the stations know the audience demographics. Your main aim of advertising is that it reaches your desired gender, age, and economic status. As advertising on local radio broadcasts is not very costly, it is more cost-effective than television commercials, print advertising, and direct mail. This advertising works as an everywhere medium. Most of the consumers don’t have to be in front of their TV sets or at their computer. They don’t have to acquire a magazine or newspaper, locate their eyeglasses or even know how to read. As radio stations offer a wide variety of promotional activities that support your advertising. The station becomes a partner in your success, permitting you to give away promotional items with your name and logo, be live on-air and even hold broadcasts from your place of business.
If we compare then there are many other forms of marketing involve an active audience, like Facebook or Twitter promotions. With a radio advertisement, all it requires a push of a button to get your message to listeners’ ears. As soon as a station plays your advertisement, everyone listening passively from employees tuning in at their desks to commuters heading to their daily work will immediately hear what you have to say. There’s no particular type of requirement to attempt to grow traffic organically or urge others to share your social media posts; the whole radio stations you selected will immediately start distribution without any additional effort on your part.
Radio advertising works by repetition. Your target customer may well require to hear your commercial three or four times before they respond to your call to action. To reach this particular level of frequency, radio advertising is usually more cost-effective than other types of media. People prefer to listen to the radio as they want to listen and be engaged and they listen on average to almost 15 hours of commercial radio each week.
But the main question arises if you get to know that a radio advertisement is effective but still not clear which is the best time, day and radio station to publicize your advertisement. Then you are required to go on to the www.iramradio.com website, it can help you light up your business with the true success flame. It motivates the whole radio industry professionals to adopt the radio audience measurement to analyze the issues and focus their programming to convert non-listeners into listeners.
IRAM‘s main aim is to offer radio stations and advertising agencies with true and accurate information about the potential listeners of a radio market, the actual listeners and most importantly information about non- listeners. This particular platform provides radio stations with a weekly reach of their radio stations in the form of age groups of both genders corresponding to 15 times slots in a day. For getting detailed information then you are required to get it on a subscription basis.
So, now it’s time for you to make up your minds and set a target to hit your potential customers with an impressive radio advertisement.