Modern technologies have been actively developing in recent years. More and more gadgets for listening to music are appearing. But still, radio remains popular among the population. 50% of Russians listen to it. People entertain themselves with the radio in traffic jams, while away the time in queues, turn it on to find out the latest news. Therefore, audio advertising is still in demand.
Advertisers actively use radio services. More than half of sponsors prefer to buy advertising time on the same stations.
The most popular categories viber data package that are promoted through radio advertising are:
Cars and their components.
Retail (retail sales).
Real estate.
Medicine.
Financial services.
During the pandemic, telecom was added to this top five.
Radio advertising has the following advantages:
Speed of placement. Audio advertising on a radio station can be launched for just a few days, and then supplemented or changed.
Low cost.
Effectiveness: Radio advertising enhances the results of campaigns conducted using other media.
Universality. Radio advertising is suitable for both small and large companies.
Convenient analytics. A special tool from Mediascope, called SuperNova, allows you to evaluate the effectiveness of an advertising campaign.
In addition to the positive aspects, there are also a number of factors that restrain advertisers. Radio advertising formats have remained unchanged for many years. There is no opportunity to fully express creativity due to the presence of a disclaimer. Because of this, most often, radio advertising uses the same type of frequently repeated commercials, the purpose of which is to reach as large an audience as possible.
Recommended articles on this topic:
Marketing Tips: How to Show That Your Product is the Best
KPI for the sales department: how to calculate and implement
Cross-marketing: 5 examples and 8 mistakes
Stages of creating audio advertising for radio
Let's take a closer look at the stages involved in creating radio advertising.
Radio advertising
Creating a script
First of all, it is necessary to develop a high-quality script. Both audio advertising of a store and a video about legal services need it. This is not just a message that will be voiced. It is necessary to select background accompaniment, decide on the rhythm of pronunciation of the text and intonation.
Before you start working on the wording, you need to choose a suitable promotion method. The specifics of the video script will depend on it.
Marketers distinguish two main methods of promotion. They rely on the characteristics of the target audience, which leads to the formation of different ways of voicing information. These are:
Hard selling. In this case, the target audience is young people, teenagers and children. The approach is designed to awaken emotions in listeners that will provoke interest in the topic of the video. To do this, the advertiser selects a competent speaker and uses music and a positive presentation in the audio advertising, and also actively calls for the performance of the target action. The combination of these methods of influence causes surprise and interest in potential clients.
Soft selling. Here the target audience is adults. The offers in such videos are voiced in an unobtrusive manner. Soft selling is designed to make listeners think about the product and explains its advantages.
Once you have decided on the method of promoting audio adve