First look at the topic and you must be trying to judge whether it is true or not – do radio ads work? Stop judging because after reading this article you’ll find enough reasons to believe that they do not. Of course, they might work for a few but mostly they don’t because of quite a few significant reasons which are discussed in detail below.
Radio ads, contrary to television ads, does not use the most powerful of the 5 senses, that of sight. Hence, is much less impacting on our mind. Test it – isn’t it true that you remember most of the last few ads shown on the television but hardly any of those heard on the radio?
Whereas in print advertising, one can cut out your ad and save it for later use, a radio ad is very transient and cannot be stored for later use.
You need to air your ad several times a day so that the message clearly registers in the mind of the listener. This is simply because you generally keep doing other things like driving or working in the kitchen when listening to radio. Hence, saying your business contact number, email address or web address once just would not suffice to the purpose.
Morning and evening commutes are key times when many businesses want their ads to run, and there are only so many spots to go around. This can drive up the cost for those choice time slots.
It can be very difficult to reach out to some target audience who do not listen to radio, just missing out on these people completely. Primarily housewives in the kitchen and people in the car listen to radio. What about others who you would like to target, say a guy who commutes on bike to office and comes back home? Obviously at home, he watches television rather than listen to a radio.
Radio is generally a choice only when you cannot use other media like television, newspaper or magazines.
Moreover, mostly people listen to radio to listen to music but with the advent of iPods and latest mobile phones having facility to store music, radio is being replaced by these especially by the younger generation.
Do you need any more reason to understand how ineffective a radio ad is? Hope not!
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