As a small business owner, radio may not be the first thing you think of when you ponder ways to advertise your business. It can be a very effective and very affordable way to go if you do it right. It's not for everybody though. If you decide to try it out, here are a few things to keep in mind.
Pros and Cons: Let's start with the pros.
Tsunami
-Targetability. Different radio stations have different audiences and different demographics, and use different formats to reach them all. Trying to reach teens? 32 year old mothers who work at night? Radio can probably help you out.
-Cost. A radio spot is much less costly and much easier to have produced than a TV ad, and the air time for 30 seconds on radio is significantly less than 30 seconds on TV.
-Turn Around Time. A radio spot can be produced very quickly, much quicker than a TV ad can. It can go on the air almost immediately, whereas a print ad has to wait until the next issue comes out.
Now for some Cons.
-Here One Moment. A print ad can be cut and stored, or see you again. One radio spot has disappeared after it ended. It takes repetition to your ad noticed and remembered on other ongoing activities, people all day.
Popularity has its price. Radio Times is the most popular driving times morning and evening, as listeners are in their car. This time window can be very expensive.
-Background noise. Radio is no longer as a backgroundnoise, secondary to whatever else is going on. Maybe you're cleaning the house. Maybe you're driving the car. Repetition is the key to grabbing attention, and have an ad that connects with the listener.
At the end of the day, radio can be a very useful and very effective advertising medium for a small business. As with any big decision, make sure you know what you're getting into, and do your homework, so you don't bite off more than you can chew.
--Mike Kerklin
Pros and Cons of Radio Advertising
ไม่มีความคิดเห็น:
แสดงความคิดเห็น