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Radio advertising is often sidelined in today’s digital world. TV and online advertising steal the show, but radio advertising is still one of the most effective ways to reach your target audience. It is especially effective if your advertising budget doesn’t stretch to TV or your target audience is very niche or local.

To be effective, however, you need to approach radio advertising as you would approach any other campaign, that is, you need to have a particular objective in mind – promotion of a product, a new product or service launch, seasonal sale information, etc. You also need to know who your target audience is and align your advertising to the right radio station, the right programme and the right time slot.

For instance, a young audience is unlikely to listen to talk radio; your best bet would be to advertise on a music radio station. And while many advertisers like to grab the morning and afternoon shows to take advantage of those on their commute, it would be foolish to ignore the evening and night time slots, as many youngsters prefer the later shows, especially as background noise while they mess about on their computers.

Kim Gordon recommends that you pinpoint your audience. Narrow them down to age, gender, income and likely residence and then work with the radio station, which is likely to have accurate listener information, to find the right shows and time slots.

The other thing that all advertising specialists recommend is to run your ad as often as you can afford. Frequency is important in radio advertising to allow ads time to sink in. Few people consciously listen to radio ads, unless they are particularly funny or unique, so you have to run your ad several times per day for it to reach your audience on a subconscious level. Studies have shown that given enough exposure, people remember details from radio ads but often attribute them to other sources, such as print. This is because the ads filter to the subconscious, leaving an imprint that is often only called up when information is needed.

One of the primary advantages of radio advertising is that it’s more affordable than TV or magazine ads. But even so, small companies may battle to afford prime slots. Inc. recommends a few alternatives to the standard 30 or 60 second ads available. For example, you could sponsor or co-sponsor one of the radio’s events. You could even sponsor a particular portion of the show, such as the weather report or sports. In this instance the DJ usually reads a small set piece before and after the segment. As an added advantage, ads read after particular segments of interest are more likely to be listened to.

If you need to reach your audience quickly, be it wide or narrow, then radio advertising is still your most affordable and effective bet.

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