Advantages of Radio
Radio is a much more portable medium than television and allows the listener to carry on listening while on the move.
The pictures are better on radio. The listener uses their own imagination to conjure up for example, what the characters in a radio play look like, they can imagine the romantic hero in a way that they prefer or be frightened by a monster of their own imagining. They are freed up to produce the images that they want.
Many television writers started in radio and many successful television formats were tried out on radio first. Radio programmes are so much cheaper to produce on radio, producers are far more willing to invest time in encouraging new writers and supporting them through the early stages if they show promise.
Writing for radio is also much freer than writing for television.
The Theatre of the Mind.
Perhaps the most overused phrase currently employed by the radio industry but a good marker for the possibilities of the medium is that: “Radio is the Theatre of the Mind.” It demonstrates the power of the spoken word, and the ability of audio alone to create powerful and vivid pictures in the mind of the listener.
All the sounds together will help the listener create their own pictures. These pictures are much stronger than most visuals because they are self-generated; they are the listener’s unique images, created much like the reader of a novel creates the scenes they are reading about.
”You can close your eyes, but you can’t close your ears.”
Listening to radio, the listener even involuntarily largely creates their own pictures often in great detail.
• They’ll picture what the presenter or the people behind the voices look like.
• React themselves to the types of voices they hear, often reacting strongly and actively liking or disliking the voices themselves and therefore the people behind them.
• They’ll also become quite involved if interested in what these voices say and the way they say it.
• Imagine the location the broadcast is coming for and the type, size and surroundings of the space.
• React to any music used creating an atmosphere that the listener brings their own emotions to.
• And use even of simple sound effects will create pictures in the listeners own imagination.
The Reasons Advertisers Use Radio as a Medium.
• Immediacy, as a medium it can react quickly.
• Cost effectiveness
• Reaching the right people, clearly targeted
• At the right time, often just before the point of purchase.
• As a portable media it reaches listeners at the right place
• Radio has low ad avoidance, research has shown, joint lowest with cinema
• It’s perceived as a friend
”7 great reasons for you to make radio your medium of choice.”
1. Radio offers more efficient targeting
2. Radio reaches people at relevant times and places
3. Radio reaches out in ad avoidance world
4. Radio has a multiplier effect on other media
5. Radio creates a large share of mind for a brand
6. Radio drives response especially on-line
7. Radio is a friend.
8. Radio remains relevant today, providing the entertainment people need (even) according to “their demography, geography, ethnography etc.”
9. Radio is ubiquitous
10. Radio’s core strength is the “power of words and sound,”
11. Radio is resilient
Radio as a Media of Choice .
Radio is just one of many available ways a business can get in touch with its current and potential customers in today’s modern mass communication world
Radio listeners become attached to the presence of their radio output, in their car, at work and now through their mobile phones or on the internet increasing the person’s dependency.
1. Radio is the most accessible and portable of the media able to adapt more quickly to listeners’ changing listening habits.
2. Radio is more easily targeted, with simultaneously both a healthy younger and older listening profile.
3. Radio has the ability to remain localised and at the same time cover national and international events.
4. Radio research has also shown the listener has an emotional attachment to their radio station. (More perhaps than any other medium)
The Cost of Watching Television
T.V. viewers are more subject to developing technology than radio listeners. After VHS, recorded film became available on DVD. Then came high-definition and blu ray. Now, an even more expensive generation of T.V. viewing is up for grabs: 3D. In order to keep up with these advances, viewers are forced to re-purchase their entire collections of film. And there is the cost of extra T.V. channels, which are available by monthly subscription.
There is no fee for listening to radio. An analogue radio (FM/LW) is even cheaper, but is lower-quality and picks up fewer stations.
Radio is Safer Than Television.
One obvious drawback of radio is that it cannot provide visual information. However, this is not necessarily a disadvantage: a radio programme allows the listener to carry on with other tasks safely. For example, it would be extremely dangerous to watch television while driving. Listening to the radio is unobtrusive and does not impinge on the driver's observation, making it no less safe to listen to the radio while driving than listening to a favourite album of music.
Think Radio Campaign.
‘National advertisers with larger budgets, tend to use radio more effectively as part of their marketing mix to develop and brand their brand across a number of media..
• Building and developing a brand costs money
• Don’t try and do it ‘on the cheap’ it’ll sound like it
• Money invested in building the brand, generally makes the brand worth more
• Choose the right media for the target market and dominate it
• Develop, agree and maintain the brand ‘style’ or ‘image,’ and don’t ever deviate from it lightly
’Thinking Campaign,’ to promote a brand over time initially for any client, rather than a one-off ad, demonstrates the commitment of the medium and whoever is selling the advertising both to their own media and their client.