Commercial broadcasting is now undertaken by Delhi, Bombay,
Madras, Calcutta, Poona, Nagpur and Bangalore stations etc. of All-India Radio.
Commercial broadcasting is a major source of income. Today,
radio advertising is extremely popular with both trade and industry .
Radio advertising may be described as word of mouth
advertising on a wide scale. The advertiser delivers the message orally and
not visually. It makes appeal to the ear and not to the eye with the effect
that the message is conveyed to the masses whether literate or illiterate.
Radio advertising is buying
commercials to promote products or services. Advertisers pay commercial radio
stations for airtime and, in exchange, the radio station broadcasts the
advertiser’s commercial to its listening audience.
There are various types of radio advertising .
https://www.themediaant.com/radio
Radio Live reads
A live read is when the radio
personality/ DJ reads out your advert live on air. Listeners are already
familiar with the radio personality’s voice and they are more likely to engage
with the advert. Live reads also help their brand stand out from the rest,
shining a spotlight on the message.
Radio Sponsorships
This type of ad is for those
that are looking for a subtle approach to their radio advertisement. You can
choose to sponsor news, competitions, sports, traffic or any of the regular programming
on that particular radio station
. Let’s look at some advantages
of sponsored adverts:
Radio Jingles
A jingle is defined as a short song or slogan that's used mostly for advertising. It's a way to quickly call to mind a product, service, or company.
The top jingles have an edge that sets them apart from the rest. You'll find funny jingles, sentimental jingles, and even full-blown songs, all aimed at making a new customer.
Consumers like and have fond memories of many jingles. Over a period of time, they can conjure up good memories that are then associated with the brand.
According to Ad Age, McDonald's spent $1.37 billion on advertising when "I'm Lovin' It" debuted. They released five commercials featuring the jingle and translated them into 11 different languages. The first appearance was in Munich, Germany, sparking debate about whether or not agency Heye & Partner were really the ones who wrote the tune. Regardless of the true origins, these ads jingles are as juicy as a delicious Big Mac.
https://www.youtube.com/watch?v=YOnd0qHjqoI
https://www.youtube.com/watch?v=Bss0y2IS8xQ
https://soundcloud.com/rajksongs/tamil-fm-radio-jingle-2014
https://www.youtube.com/watch?v=9K5HxvekZBc
Radio Testimonials(Recommendation)
There is something reassuring
about hearing other people’s experiences with a particular product or service.
Testimonial adverts are exactly that; people giving a real-life account of how
they found your product or service. As humans, we feel more comfortable trying
something new if someone else has tried it before. Using testimonial adverts
makes the audience more receptive and adds credibility for the brand.
Personified Commercial
Like storytelling, you want the
listener to create the whole picture in their minds, get their imagination
working. Adding characters that are relatable helps them connect with the story
and makes them want to find out what happens next, which means they will have
to stay tuned in..
Straight Read
This type of radio
advertisement usually focuses on the advantages of the brand that is
advertising, important information such as how listeners can get in touch with
you, address or email or phone details and is generally in a monologue format.
Merits of Radio Advertising Radio advertising
1. It has a wide coverage. Even illiterate people are covered under this media. It can convey message even to small remote areas.
2. It is quite flexible as it can be used on a national or local level according to the need.
3. It gives message of the advertiser at the door of the prospects when they are in a respective mood.
4. It easily catches the attention of the people.
5. Today radio advertising is a major source of income. 6. It claims the advantage of memorising value. In this connection, psychologists say that anything learnt through the ears is not easily forgotten.
7. Radio advertising affords variety of programmes including entertainment on account of which the goodwill is developed. People buy the product advertised by radio because they enjoy the free show.
Demerits or Limitations of Radio Advertising
Radio advertising has the following
disadvantages, demerits or limitations :
1. The message given by radio advertising is short-lived.
2. It is costly and is beyond the reach of small and medium sized advertisers.
3. It only appeals to the sense of hearing and thus does not portray visually a picture of the package of the product.
4. It is not suitable for all kinds of products, such as industrial goods which are not needed by the average radio listener. It is useful only for the goods of common use.
5. Radio advertisements are very brief and thus details cannot be elaborated.
6. Since there is a multiplicity of advertisements in a very short time, it is most likely that the listener may forget the name of the product.
7. There is no possibility of demonstration in case of radio advertising. 8. It is a selective media of advertising.
https://www.youtube.com/watch?v=UAIi__D64Nk
https://www.youtube.com/watch?v=Tj5CsVBUWBw
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