Radio Advertising

Advantages of Radio Advertising

• It provides close contact with listeners - most people listen to alone, for example whilst they are driving or running
• Listeners develop a strong relationship with their favourite radio stations
• It is less expensive than TV advertising as advertising on local radio broadcasts is not very expensive 
• Radio advertising is works as an everywhere medium

Disadvantages of Radio Advertising

• People do not pay as much attention to radio advertisements compared to TV advertisements - therefore the advert would need to run more than a few times in order for it to make an impact
• It is not visual, listeners find it very hard to engage 
• Short time frame to really sell your product or service 

Key Tips for Radio Advertising

• Cover all key points in an efficient and entertaining way
• Use informal language - write the way you talk
• Do not cram too much into a radio ad, it can become pushy and intrusive
• Include pauses as you would if you were talking to a consumer directly
• The music and tone of the ad should fit the radio station the advert will be airing on
• Persuasive language 
• 25-45 seconds long
• Diegetic sound

How powerful and effective is radio advertising?

Restrictions with Language

• Sexual/inappropriate content 
• Swearing is banned on all radio ads at ALL times
• Adverts promoting cigarettes 

It is important that I research into the restrictions on radio advertising - although they are similar to TV advertising restrictions, I must ensure that I do not include any inappropriate language within my radio advert. When planning the language I am going to use in my radio advert, I must ensure that it is persuasive but no t too invasive. I would like to engage with my listeners, using direct language such as 'us' and 'you'. This way I can create a relationship with listeners and they will feel more i involved. Additionally, I must not forget to always promote my product within the advertisement to ensure that I portray my message clearly.