Radio Advertising continues its effectiveness

Today, companies expand their advertising into various new concepts, yet advertising by radio with Print and Radio Power remains strongly effective. Driving by a strip mall, teenagers line the sidewalk dancing and waving company signs in hopes of attracting clients. But, what once was a unique concept has been overdone and now appears more like a group of protesters picketing for a cause.Internet advertising vs radio has proven substantially less effective. What once was a pop-up industry boom, has now become a virtual annoyance. Rarely do internet surfers pay attention to the content. Instead, they focus on finding the “X Close” button like a game of cat and mouse. Further, companies that use pop-up ads too much run the risk of annoying the customer away from the brand for life.

For over a century, advertising on a radio station has proven to be an effective business investment. Print and Radio Power targets specific demographics creating a message or jingle by which remember. The radio is a convenient, positive, and relatively inexpensive way to spread the word of your product.Advertising in radio with Print and Radio Power accomplishes several unnoticed obstacles. Advertising by radio adds legitimacy to the reputation of a company. Since the cost of a radio spot is slightly higher than internet advertising, consumers believe that a company with the funding to advertise on a radio station must have a history of doing good business. Further, people follow a radio station because they establish a certain trust toward the content the radio station airs. They trust the quality of the music, they trust the quality of the special programming, and finally they trust that the advertising by  their favorite radio station because it is approved by them for content and quality.

Another unnoticed obstacle is the level of expectation consumers have when it comes to being advertised upon. Watching TV and listening to radio, people expect an ad segment. By and large, people still feel that surfing the internet is “me time,” and pop-ups are an irritable interruption of that time. Pop-ups advertising generates the same emotion for consumers as door-to-door salespeople. They talk too fast, lack full disclosure of information, and are a bother from knock to finish. However, having to be patient through a 30 second radio spot is an accepted norm in American society.

A third unnoticed obstacle accomplished by radio advertising is in the value of repetitive hearing. By airing the advertising in radio the consumer hears the ad several times in a given week. The ad begins to seep into the mind along with the songs being played. The ad practically becomes another song played on the radio station. Much like the actual songs, advertising on a radio doesn’t have to be great in order to be accepted into the mind of the consumer.

In short, throughout history companies have tried new methods of advertising in order to gain uniqueness in the minds of consumers. However, effective radio advertising is resilient.