|RADIO - THE EMERGING MEDIUM
Radio has many natural advantages that
make it an excellent choice for an advertising medium. These advantages
include a high amount of time spent listening (TSL), precision targeting,
strong listener loyalty, ad recall, message retention and more.
Unlike other media that requires the
consumer to actively seek them out, radio travels with the consumer
throughout their day at home, in the car, in the office.
Radio is personalized and effective in
delivering the message to your target audience. A unique benefit that only
radio can deliver is the ability to customize each product message to suit
the time of the day, the day of the week, the lifestyle of the target
audience or any other factor that is relevant to the advertiser's marketing strategy. It is easy to do this with radio as production costs are economical and turn-around times are fast.
SO WHAT IS FORMAT RADIO ?
Format radio is a method of radio
programming that is research-driven. It focuses on the LISTENER and what
they want to hear.
This means everything from the music
selection, tone, mood and feel, to the on-air delivery of all dialogues
and promotional contests are specifically targeted to appeal to the
station's audience. The rationale behind this concept is simple. The radio
station has to give it's audience what they want in order to hold their
attention and keep them listening. A happy listener is a loyal listener.
The strength in format radio lies in its
consistency in delivering exactly what the audience wants, when they want
it. It is this specific formula that is maintained 24 hours a day, 7 days
a week, that ensures that audiences always know what to expect when they
tune in to their favourite radio station.
For advertisers, this means a more
targeted communication to deliver advertiser's niche marketing messages to
a very specific audience group. This also means maximum Return On
Investment on advertising expenditure by reaching the right people at the