People these days underestimate the power of radio advertising thanks to TV and Internet advertising’s dominant position in the market. However, whether they realize it or not, radio is a deeply ingrained part of people’s lives, and has been around for longer than television: people often wake up to the radio, listen to it as they get ready for the day, and keep it on for music, news, and traffic updates while they’re on the road. Many businesses even use radio to provide background music.
In the end, national radio advertising is actually more effective than television advertising for the simple reason that people generally don’t switch channels when radio ads come on. Here are some other benefits of choosing national radio advertising over other forms of media:
• Lower advertising costs. National print ads and television advertising can cost hundreds of thousands of dollars. In particular, the number of people involved in the production process inflates the cost of television advertising even before you factor in media buying. Even though radio still involves production costs,national radio advertising costs a fraction of what you’d pay for print, TV, or other mainstream media.
• Less hassle. Radio commercials can be produced in a matter of weeks as opposed to the months required for TV commercials. You can be on the air before a TV commercial would even have made it off the drawing board.
• Fast results.TV advertising can take months to deliver results. With radio advertising, you can get results instantly, especially with direct response advertising.You can even track your results more accurately than you can with TV advertising.
National radio advertising is a powerful and cost-effective option, but its effectiveness depends what kind of business you’re trying to advertise. Before you dive headfirst into radio advertising, there are two important questions you should ask.
First, is your product or service available nationwide? If so, national radio advertising only makes sense. Otherwise, you should opt for an advertising option that offers geo-targeting so you can advertise only where your products and services are available.
Second, do you have a website or other means of taking orders and answering inquiries 24/7? If so, you’re ready to take full advantage of national radio advertising: airing your commercials over a wider geographic area means you’ll have listeners over a wider range of timeframes, and more listeners means more business – even after hours!
If you’re thinking of going nationwide, consider hiring a media buying company that offers flexible national radio advertising programs so you can get the results you want and make sure your business will be ready for all the new clients you’ll have.
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