Radio
advertisement, which first appeared in 1920s, is one of the popular commercials
in the world. It usually lasts for 30 - 60 seconds and uses some memorable
audio cues, such as jingles or catch phrases, to grab the audiences’ attention.
And it often broadcasts during the breaks of the radio programs.
Besides,
one of the most important elements of radio advertisement is the good script
because most people that are listening to the radio are probably doing
something else at the same time (whether it be driving, working, etc). If the
script is not good enough to draw the interest of the audience, then the ads
cannot be kept in mind by the listeners. And that’s why making the radio ad a
conversation between two people has much better impact than reading a script by
only one person.
And according to some surveys, we can find
that the radio advertisement has positive effect on the sale of the products. One
of evidence of the results is from an article which studies the effect of radio
advertisement on the sale of herbal products in Ho Municipality of Ghana.
In
fact, compared with other traditional advertising channels such as television
and print, the most important advantage of radio advertisement is
cost-effective, especially when the budget is limited. Besides, the radio
advertisers can pick up and focus on the target customers more easily since different
radio stations tend to have a targeted programming demographic,
which can make the radio advertisement more effective.
While
compared with the new media like the Internet and mobile ads, it seems that
there aren’t too many advantages of radio advertisements. After all, it’s an
Internet era. But we can know that radio advertisement is still important in
the market via recent years’ surveys from different researchers. Besides, now
the Internet radio is developing and the radio advertisement can also be
broadcast via the Internet, which means the radio advertisement can be very
effective in the market and is also a new approach for the study of radio
advertisement.
Article by Edward
Kwame Ayimey, et al, from Ghana.
Full access: http://mrw.so/3FFNR9
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Image by Alan Mays, from Flickr-cc.
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