Hey guys.. Lets Start the journey of learning from a brief overview of the Radio industry, its history and its Importance. So let me compare and tell you first why Radio is better media than other medias like TV and Newspaper.
Radio V/S Television
Traditionally a high cost medium, the downside with the TV is that the audience is now fragmented across many different channels, production costs are extremely high and viewers are increasingly avoiding add breaks.
What Radio can add:
In Planning
In Communication
Given that radio is perceived as personal medium, radio can bring brand closer and speak to the consumer at their level (this is important for brands which do not wish to be seen as distant); radio has a culture of response where listeners frequently interact with their station which they see as accessible.
Radio V/S Newspaper
What Radio adds:
In Planning
Radio V/S Magazines
High level of clutter, and the reader's inclination to simply turn the page.
In Communication
Radio V/S Television
Traditionally a high cost medium, the downside with the TV is that the audience is now fragmented across many different channels, production costs are extremely high and viewers are increasingly avoiding add breaks.
What Radio can add:
In Planning
- Radio's main contribution is a dramatic increase in frequency of exposures, either in the same period as the TV campaign.
- Extend the campaign over time; radio can be used for regional or local exposure booster;
- Radio can be used to reach light viewers; radio extends TV messages to key times of day when TV audiences are lower or when product relevance is higher (such as afternoon meal time for Pizza marketer);
- Radio also allows tighter targeting against many audiences(ex- youths) thus reducing wastage.
In Communication
Given that radio is perceived as personal medium, radio can bring brand closer and speak to the consumer at their level (this is important for brands which do not wish to be seen as distant); radio has a culture of response where listeners frequently interact with their station which they see as accessible.
Radio V/S Newspaper
What Radio adds:
In Planning
- Radio adds frequency, and this is real frequency in that exposure take place in real time;
- Radio also reaches non-readers so it can significantly increase coverage; in most sectors,
- Radio also means increased share of voice thus overcoming clutter
Radio V/S Magazines
High level of clutter, and the reader's inclination to simply turn the page.
In Communication
- Radio brings intrusiveness to a magazine campaign, and there is less add avoidance;
- Radio can bring to life many ideas which might seem flat on the page
- Radio can more strongly convey the advertising tone of voice (important for service brands);
- Radio allows brands to speak to consumers close to certain activities- driving, cooking, housework etc.
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