Modern advertising methods include using some traditional mass media in a modern way. When you use traditional media to target your market and to get a direct response, you’re using a modern advertising method, even though the media is traditional.

This post on radio advertising is the sixth in a series on modern advertising methods. You can access the first post in this series by clicking the link below. Then each post links to the next one.

Modern Advertising Methods 1: Introduction

Radio advertising is one traditional mass media that you can use as a modern advertising method.

But doing so demands that you select media carefully, repeat messages often, and motivate listeners to take immediate action.

Modern Advertising Methods – Media Selection

With the proliferation of radio station formats, you can now select radio stations and programs to reach almost any target market. But you need to know what kind of music that your target market prefers and which programs are most popular with your market members.

Drive-time programs usually get the most listeners so ads on them cost the most. But your target market may not drive to and from work during peak drive times

For example, I live ten miles south of Fort Smith, Arkansas, where there are many factories. Most of the factory workers, who work first shift, have to be at work before 7 a.m. and get back home well before 5 p.m. So if these factory workers comprised my target market, I’d be able to reach them cheaply by buying ads to run between 6 and 7 a.m.

Modern Advertising Methods – Message Repetition

You need to run ads frequently enough to make an impression on your target market members. Many local radio stations offer drive time ads that provide affordable message repetition, especially if you run ads shorter than the typical 30 and 60 second ones.

For example, running a 10 second ad six times during an hour attracts more attention than running a 60 second ad once during the same hour. With shorter ads, you can afford to repeat your advertising message more often and saturate your market.

Modern Advertising Methods – Motivating Offers

But it doesn’t help your business to attract attention by saturating your market, if your message doesn’t motivate market members to take action.

You have to make an offer that entices listeners enough that they will remember and act on your offer. The more immediate their action, the more successful your ad will be as a modern advertising method.

Because you can quickly change radio ads, you can design and produce them to encourage direct response to offers.

For example, a convenience store between Fort Smith and Greenwood could advertise a brown bag lunch special for factory workers on their early morning drive and change the special Mondays through Fridays. As the workers drive from Greenwood to work in Fort Smith, many may decide to stop and grab alunch special rather than gambling on what the factory cafeteria offers.

Radio Advertising: Conclusion

If you select a radio station and program that targets your market, frequently repeat ads during the time that market members are listening, and make offers that encourage immediate action, you get the best from radio advertising as a modern advertising method.

To access the next post in this series on modern advertising methods, click the link below:

Modern Advertising Methods 7: PPC Advertising

Learn loads about advertising and marketing by subscribing to my blog! Just complete the form below:

Posted 9-10-08: Modern Advertising Methods 6: Radio Advertising

Bookmark It