Are You Dialed Into Radio Advertising?

As someone who has worked on both the creative and executive ends of advertising for 25 years, I can tell you that radio is one of my favorite mediums. 

Why?  Because radio truly is the "theater of the mind."  Radio uses voices, music and sound effects (sfx) to create moods and images that spark the imagination in very different ways than print or television ads do.

Advertise on radio, and you have the opportunity to deliver a powerful message to a specific group of listeners.  Radio stations know exactly who their audiences are, so if know who <i>your</i> target customer is, radio gives you the perfect opportunity to reach him/her.  Find the station with your demographic, get a sales rep who will partner with you, and get ready to mine for gold.

Another great thing about radio is that it's <i>everywhere</i>.  At home, in the car, at the office, at the ballpark...wherever your customer is, radio isn't far away.

And have you ever noticed how loyal radio listeners are to <i>their</i> stations?  Seriously loyal.  Bordering on fanatical loyal.  Mention a popular radio station's call letters in a group of people and you will inevitably hear someone say "Oh, I listen to <i>them</i> all the time!"

Radio stations are also strong on community involvement.  Whether it's broadcasting a live remote at the grand opening of the new car dealership, or sponsoring a local charity event, no other medium touches listeners quite the same way radio does.

In conclusion, here are a few quick facts about radio you can use to impress your friends and family.

<b>Radio's return on investment (ROI)</b> is much higher (some studies say as high as 49%!) than television's ROI.  Much of this can be attributed to the fact that television is much more expensive to produce and run than radio, so the money you spend to produce and run radio is much lower.

<b>96% of people</b> who drive or ride in a car use the radio. 

<b>In-car radio listening</b> averages two hours and 12 minutes weekdays, and two hours and five minutes on weekends.

<b>43% of drivers</b> leave their car radios set to one station.

<b>There are 5.6 radios</b> per U.S. household.

<b>There are over 13,500</b> registered radio stations in the U.S.

Okay, I'll stop...you get the picture. Radio is everywhere! And if you want the most bang for your advertising buck, radio is still one of your best resources.

(c) Copyright 2008, BusinessBurrito.com.  All rights reserved.

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Article Tags: Radio Advertising, Radio Ads, Radio Commercials

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Donna Williams is the founder and creator of BusinessBurrito.com - a website dedicated to helping small businesses grow to their maximum potential. She is also a 25-year advertising / marketing executive, creative director, writer, and producer. Together, Donna and her husband currently own and co-own five small businesses. To learn more about Donna and read more of her articles, visit her website at www.businessburrito.com

Source: http://www.articlesbase.com/multimedia-articles/are-you-dialed-into-radio-advertising-594022.html