October 22, 2012 (Powerhomebiz.com) Research shows that advertising which is relevant to a listener’s other activity is over 60% more likely to be recalled. Research shows that radio, together with cinema, has the lowest level of advertising avoidance – people rarely switch stations, and is available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertising who want to reach out to new customers, or to tell existing customers something they didn’t know.
In the same manner that radio stations create chart music success, they create a sense of ubiquity for a brand. This is for two main reasons – firstly, because radio ads are on frequently and secondly because listeners tend to spend so long listening. A brand which is big in radio can create a disproportionately large share of mind for itself.
Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in. It is even more powerful when advertising extends through into branded content – sponsorships &promotions.
One of the biggest strengths of radio ads production is the power to build brands. Even with the astronomical growth of social media and various other communications platforms, radio continues to reach nearly 90% of consumers on a nearly daily basis*. This month, we will be focusing on how your business can build brands with radio advertising. Over the next few weeks, we will provide you with quick reads that you can immediately apply to your radio marketing campaigns – helping you build awareness, while claiming that special piece of real estate in the hearts and minds of your customers.
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