By Bizna Brand Analyst
Radio Advertising: Kenya has a lot of radio stations and advertising on air has a lot of advantages. Generally you’ll incur two types of costs to produce a radio ad. First is the cost to produce the ad, including script writing, studio time and editing. In addition, there is the cost to purchase the airtime to run your ad. But before you decide, consider the pros and cons of radio advertising to determine if it’s right for you.
Usually, it is cheaper than other media, it can be aimed at a narrow audience and can reach people within this audience wherever you go. But there are also disadvantages. The ephemeral nature, the rapid nature of the ads on radio can make the message is not in the audience. Too many radio ads may alienate listeners.
Advantage: cheap
Radio advertising is relatively cheap compared to print or television advertising. Perhaps it’s only rival when it comes to cost is online advertising. A couple of popular blogs offer affordable rates. Production costs for a radio ad are lower, you can rent a place or hire a few people for a couple of hours to make an announcement passable radio. You also have to pay less for advertising time to reach the same number of people as you would a TV or print ad.
Advantage: the destination
The wide range of offers radio allows you to target your message to specific groups. Some stations are after the widest possible audience, but many point to niche markets, such as adolescents, sports fans, news junkies, political conservatives, university students, educated people, or fans of any kind of music.Advertising a smaller station could cost more individual listener, but have a much greater chance of reaching a target demographic.
Advantage: portability
Why is radio even more advantageous? Well, it is the only mass medium that people use while driving, clean the house or mow the lawn. TV advertising requires people to sit in front of their TV, print ads and web require focused attention on the page or screen. But you can listen to the radio while doing other things.
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Disadvantage: lack of permanence
If an ad in a newspaper or magazine catches your eye, you can crop and save. With the advent of the DVR, including television advertising you can rewind and watch again, if it attracts the viewer’s interest. But radio ads are ephemeral: you hear them, and then are gone.If you have lost a phone number or any other details mentioned in the notice, you’ll have to wait to be advertised again. And honestly, you might not have the time to do that.
Disadvantage: half of the advert
If your ad appears immediately after a hit song, good for you. But what if comes amid an expanded block ads – ads that direct listeners to change the station after a couple of minutes?The stations that advertise 30 or 45 minutes of nonstop music offset by long chains of trade, a barrage of messages that listeners do not listen changing station.
Disadvantage: distraction
This is the other side of portability. People can listen to the radio while driving, and in doing so will not be able to act immediately to act advertisements listen. Nobody is going to stop on the highway, for example, to enter a number. Meanwhile, those who listen to the radio while working can be so focused on their tasks than ever logged.
Disadvanatage: One Size Doesn’t Fit All
Radio may not be appropriate if your product needs to be seen or demonstrated to showcase its benefit. For example, if you’re marketing a new wrench for fixing a leaky pipe, you’re likely to create a more compelling message if you can show visually how it works.
Radio may not be appropriate if your product needs to be seen or demonstrated to showcase its benefit. For example, if you’re marketing a new wrench for fixing a leaky pipe, you’re likely to create a more compelling message if you can show visually how it works.
