Considerations of Radio Advertising

When considerating advertising on the radio here are some helpful points to keep in mind;

1. Reaching the right listeners/customers. Using radio to reach your target audience is fairly easy with radio as each radio station's format is geared toward a specific age demographic, lifestyle, geographic location and in some cases gender. Today there are more radio programming formats available than everbefore and radio stations have a wealth of knowledge about their audiences. This combination makes targeting by a specific customerprofile very precise. For example: 96.9 Jack FM targets Adults 25-54. News 1130 targets A 25-54 as well but specifically owners, managers and proffessionals. fm1049 Greatest Hits targets Adults 40-64years.

2. Radio Advertising is all about the frequency/repetition of hearing your ads. The more often consumers hear your message prior to a purchase occasion, the more likely they will visit your store or choose yourproduct. That’s why reaching customers at various stages throughout their day, both during the work week and the weekend, is so important. Consumers today are time-pressed and highly mobile and radio is a welcome companion throughout the day at home, at work,in the car and at play. Radio Account Managers such as myself can help you determine how many times your ad should be played throughout the week but producing an effective schedule based your specific marketing objectives and budget.

3. The Right Creative Message Needs to be Heard. An effective radio commerical breaks through to grab the attention of the listener on a concious level. An effective radio commercial becomes implanted in the recall of the unconcious which is why we have jingles stuck in our heads. The great thing about investing in radio is that all radio stations provide the talented service of scripting, writing and producing your company's commericals. Creative departments understand what makes an effective ad and will work with you to create and produce a commercial to break through the mass of advertising inthe marketplace, and effectively engage and motivate consumers to become your customers.

About Me and this Blog

My name is Tara Wallace and I work as an Account Manager for Rogers Radio Vancouver. RRV consists of 96.9 Jack FM, News 1130 and fm1049 Greatest Hits. In this blog I will discuss what I think works and doesn't in this reach & frequency based medium. I have worked intimately with both clients and advertising agencies over the last 5 years which I think has given me perspective & experience on the do's and don'ts of radio advertising.The purpose is to help you get the best value out of your radio buy.If you would like to speak with me directly please feel free to reach me at 778-995-0917.

Happy Reading!

Tdawg (my radio sales name:)