Radio Results Blog

Enhancing Your Media Mix With Radio

Posted by Larry Julius on Sun, Sep 23, 2012 @ 05:53 PM

Most businesses are already engaged in some sort of advertising.  This might include investment in newspaper, yellow pages, broadcast-television, or local- cable.  Without exception, combining radio with any other medium contributes profound strength to a campaign.  Radio, however, produces a differnet set of synergies with each medium it interacts with.  The Radio Advertising Bureau's competitive media primer does a specatcualr job of describing the effects of combining radio with other media.  Below is a summary of those benefits.

Combining Radio And Newspaper

Ad clutter: Radio features commercials one at a time unlike newspaper that often displays multiple ads on the same page, deminishing branding opportunitites.

Radio Excels: Where newspaper is deficient, Radio excels. Combining the two in a media mix capitalizes on the advantages of both media.

Excellent Reach: Radio reaches 72% of every American adults every day, and 93% every week. Using Radio together with newspaper increases the reach of your advertisement among light readers and younger consumers.

Time: Sixty-two percent of shoppers listened to Radio 13 minutes prior to making a purchase -– providing the greatest "purchase proximity" of all major media. Combining Radio with newspaper allows you to influence more customers and closer to the point of purchase when they are most receptive to critical marketing information.(Radio Marketing Guide, 2011)

Media Mix Radio and NewspaperLinear Medium: Radio is a linear medium, unlike newspaper where the reader can skip past ads.

Intrusive: The success of your marketing strategy depends greatly on how you reach and motivate your customers before their decision to purchase has been made. The intimate power of Radio can stimulate new demand by creating emotional reasons to buy your product and then directing customers to the newspaper for detailed information. It can help maintain loyal customers by keeping your name or brand image top-of-mind.

Listeners hear commercials: Newspapers like to be judged on how many subscribers or readers they have, not on how many people read an ad. Radio judges itself on how many people are available hear a commercial (Average Quarter Hour). Newspaper readership is more comparable to Radio’s cume audience.

Targetable: Radio programs many different formats, each attracting a particular demographic or lifestyle listener. Advertisers targeting a specific audience often find Radio more efficient than newspaper.

Message Frequency: Radio adds impact through message frequency. That means bigger and faster results because repetition sells.

Radio Advertising Effectiveness Laboratory: Additionally, information in the RAL study on Synergy shows when used in conjunction with newspaper, the use of Radio added 100% of total brand recall when compared to newspaper alone.  

Combining Radio And Yellow Pages

Limited Exposure: The combination of Radio and Yellow Pages (hard copy or online) can work more effectively to reach, motivate and inform your customers. Radio can create demand and influence shoppers before they decide to buy, and the Yellow Pages can reinforce where they should buy once they have made the decision.

Top-of-Mind Awareness: While your competition is content with advertising only in the Yellow Pages, you can increase your top-of-mind awareness through Radio – and greatly increase your market share. Radio can help you communicate the unique selling proposition of your business and help draw attention to your Yellow Pages ad instead of those of your competitors.

Flexible: Radio’s great flexibility lets you make copy revisions at your discretion to accommodate changes in your business. You’re not stuck with the same ad for more than a year, you increase your creative options, and you can generate maximum impact when you combine Yellow Pages with Radio.

Combining Radio And Broadcast Television

Personal Relevance: The Radio Ad Lab (RAL) study on Personal Connection, Personal Relevance shows consumers connect with Radio stations, saying their Radio station plays commercials personally relevant to them. The study shows consumers do not feel a connection with a television channel nor the commercials played on the channel.

Media Mix Television RadioEfficient Schedules: According to the Trade Promotion Management Association, more than 75% of consumers recall TV ad images after hearing a Radio commercial with the same or similar audio.

Quality Production: Quality Radio commercials can be produced for a fraction of the cost of a quality television commercial. Most Radio stations offer free creative and production for advertisers.

Mobile Medium: Radio is listened to at home, work and in-car and reaches people closest to the time of purchase intent.

Recency: Consumers are most influenced by advertising most recently exposed to before making a purchase. Radio is most often the medium used before making daily purchases.

In Conjunction: Radio reaches 82% of adults who watch primetime TV and 81% of those who don't.(Radio Marketing Guide, 2011)

Increase Brand Recall: The Radio Ad Lab (RAL) study on Synergy shows replacing one of two television commercials with two Radio commercials increases brand recall by 34%.

Combining Radio and Local Cable

Excellent Reach: Radio reaches 93% of all Americans 12 years and older every week, based on 2011 Arbitron studies. Cable TV reaches 70% of adults ages 18-49 and 73% ages 25-54 on a weekly basis, according to TV Dimensions 2011. And branding requires reach. Can you think of a single advertiser who has used cable to create a brand?

Larger Audiences: Radio has fewer channels in most markets than the number of Cable TV channels available to subscribers. Fragmentation of audience across dozens, or even hundreds of channels, means an average Radio station can reach more people than an average cable channel.

Quality Production: Quality Radio production costs a fraction of what quality TV production costs. Advertisers buying inexpensive Cable TV commercials are unlikely to invest hundreds of thousands of dollars in TV commercial production. Inexpensive commercials create a poor image for the advertiser. This is especially true when the spots airs near a quality network commercial.

Reduced Clutter: Advertisers have expressed concern over the number of commercials per hour on Radio, yet Cable TV airs on average twice as many commercials per hour. Commercials are more powerful when limited as they are on the Radio.

Power of Persuasion: According to Radio Ad Lab studies, adding Radio to a TV campaign can increase a consumer’s brand preference in relation to purchase intent.

Communication: Effectively communicates a message that can be received, remembered and played back by consumers.

___________________________________________________________________

Small Business Guide To Effective Radio Advertising

Tags: Effective Radio Advertising, research, Marketing