The miracles of technology are something we are all acquainted with. Over the past few decades, it has brought about unprecedented changes and developments in almost every aspect of our lives. And the same stands for communication.
Over the years, the way we communicate and the mediums we use for the same have undergone changes that probably no one anticipated. Smart phones, smart televisions, social media, podcasts, etc. the list is endless and just keeps getting bigger with each passing day.
However, one integral means of communication existed long before those mentioned above, and it remains. And that is Radio. Yes, that’s right, we are talking about Radio, one of the oldest means of communication and entertainment.
The history of Radio dates back to the early 20th century. The technology of Radio was very much welcomed then, and between 1920 and 1945, Radio evolved into the first electronic information circulation system for the masses.
And that is where radio advertisements also come into play. While today we have an abundance of advertisement tools, radio advertisement still continues to exist. And is still in demand, even if the trend for Radio has diminished as technology continues to grow.
In today’s article, we will pick the old up again and try to understand the concept of radio advertising, the advantages of radio advertising, and more.
So, without any further ado, let’s get right at it.
What is radio advertising?
Radio advertising is simply an advertisement of a product, brand, people, etc., on radio channels. It is a means of audio commercial and is sometimes also known as word-of-mouth advertisement. Radio broadcasting in India came about sometime around 1927, with two private transmitters at Bombay and Calcutta before the government took over in 1930 and started broadcasting as Indian Broadcasting Service.
According to accountinglearning.com, “Radio at present covers 97.5% of the total population and 91% of the total area of India. There are 150 medium wave transmitters, 54 short wave transmitters, and 104 F.M. transmitters. There are 205 radio stations.”
Radio advertising involves all kinds of advertising done over the radio channel and is deemed a highly profitable investment by many businesses.
Advantages and disadvantages of radio advertising
Everything has pros and cons, and the same goes for radio advertising. Whether you choose to use Radio as a means of promotion and publicity for your brand and product or any other option, such as print media or television commercials, it is always a good idea to explore the pros and cons. With that being said, let us look at the pros and cons of radio advertising then.
Advantages of radio advertising:
1.Cheaper and cost-effective- compared to other modes of advertising, radio advertisement is comparatively more inexpensive. Since Radio is audio-based, it doesn’t require an investment in graphics and actors. This also renders it to be a cost-effective mode. A joint study by Nielsen and Catalina Solutions found that a product advertised on the Radio in the consumer-packaged-goods realm delivered $12 in sales for every $1 spent on advertising.
2. Higher potential reach- yes, that’s right. Even though some argue that Radio is becoming extinct these days, that’s not true. One of the most significant advantages of radio advertising is its capacity to reach and impart the message to the audience without distracting them.
Advertising mediums such as TVCs can easily distract the audience through their visuals and expensive backdrops. Often, a person might get engrossed with that and miss the actual message. However, Radio, being a strictly audio medium, forces the audience to listen, and without the distraction, the retention rate becomes higher.
3. Easy accessibility- Radio is considered an anywhere and anytime medium. You can listen to the Radio anywhere you want, whether commuting to the office, on a bus, or even at work. It doesn’t require you to take time and settle down on your couch or invest in a flatscreen or tablet. And that simplicity allows your brand promotion or message to reach many people. This is another of the advantages of radio advertising that is worth considering.
4. Frequency- frequency is your most potent weapon if you want to be heard. The more your message is being played in front of your audience, the better they will grasp it. Frequent advertisements, however, can turn out to be expensive. But as we already established, Radio is a cheaper means of promotion, it will be easier to do frequent advertisements at a much cheaper rate.
Disadvantages of radio advertising
With the benefits of radio advertising being covered, let us skim through some disadvantages.
1.Lack of visual stimulation- while visuals can prove to be distractions, they can also be what hold that audience’s attention. Visuals are essential. Even books with pretty, well-thought-out covers tend to capture readers’ attention—the same works for advertising. With the lack of visuals, the chances of the audience getting bored and not paying attention are just as high.
2. Reliance on time slots- the reception and reach of a message on the Radio are also highly dependent on the time slots. While some slots may receive more traction, others may slack. Finding such lots with bigger tractions can be challenging.
3. Aversion to advertisements- yes, that’s right. One of the most significant drawbacks of radio advertising could be the audience’s aversion to ads. Mostly, nobody likes advertisements, but it is even more prominent on the Radio.
The reason is that the audience mainly treats Radio as background noise to distract them while stuck in traffic or on a crowded train. And hence many tend to switch channels, losing out on the advertisements altogether.
Type of radio advertisements:
After going through the advantages and disadvantages, if you still feel like this is something you are inclined towards, let us take you a little deeper and understand the different types of radio advertisements.
a) straight commercial- this type of radio advertising uses sound effects to describe your product or brand while simultaneously holding the audience’s attention.
b) dialogue commercial- as the name suggests, dialogue commercials use dialogues for promotion. Usually, the message is conveyed by famous artists or public figures. Example: chief minister Arvind Kejriwal’s message to netizens of the national capital.
c) integrated commercial– is the one where again a popular figure, such as a celebrity, a VIP, or even the users of the product themselves, conducts the commercial or program.
d) dramatized commercial- this radio advertisement tends to dramatize some kind of problem situation and then provides the solution. This is done to hold the listener’s interest and even entertain, regardless of being an advertisement.
Radio, as we saw, is perceived to be a dying means of communication in today’s technology-driven world. However, that is far from the truth because it has now also opened itself to evolution and development. It has also opened opportunities for people willing to explore their creative streak. Radio voice overs are one of the sought-after niches for voice over artists these days.
This type of advertising is a great way to open doors to a broader audience for your brand or product, especially if you are just starting. Because, as we gathered, it is relatively cheap and hassle-free. So, if this is something that piqued your interest, I hope this article provided you the answers to your lingering questions.
