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How Does Radio Advertising Work?

How Does Radio Advertising Work?

Local advertising expert Michael Corbett describes the purpose of advertising as; “to create an equity position in a target market and to reach and motivate a sufficient number of consumers so that a business can realize a specific growth objective.”

There is a lot of information packed in that one sentence! Successful radio advertising does not have to be complicated if you remember this simple formula; Relevance + Reach + Recall = ROI

  1. Relevance = Message, what equity position do you want to own in the mind of your target consumer?
  2. Reach = How many people hear your commercial?
  3. Recall – Built over time based on how many times is your commercial heard.
  4. ROI = Return on Investment.
  • Relevance = Message – What do you want to be known for?
    • What’s the one thing you want potential customers to know about your business that would make them buy from you? Avoid clichés and claims that can also be made by your competitors. What do you do better than anyone else, that is important to the consumer? What would make a customer switch from your competitor to buy from your business instead?
  • Reach = How many people hear your commercial?
    • While it is natural to want to spend as little as possible, it’s important to remember advertising is an investment, and if done correctly your investment will yield a greater return. A recent effectiveness study by the Radio Advertising Bureau showed advertisers running heavy radio schedules are twice as likely to report excellent campaign results. In the study, heavy schedules aired commercials throughout all times of the day and week, reaching over 75% of the station’s audience.
  • Recall – How many times is your commercial heard?
    • In radio jargon, we call this frequency. One of the great features of radio advertising is the relatively low cost per commercial. This allows a local small business to purchase enough commercials weekly to build an effective frequency. In lay terms, for the consumer to hear your commercial enough times to remember it and act upon your message.
  • ROI = Return on Investment.
    • Radio advertising is proven to deliver an average 10 to 1 Return on Investment across a broad variety of client categories. To maximize the ROI from your campaign, make sure you remember the three “R” building blocks of a successful radio campaign.

Another famous quote from Michael Corbett is “If your doors are open, you should be advertising.” Remember, advertising is an investment. Successful, growing businesses commit to advertising to fuel long-term growth. Consistent advertising month in and month out year after year is proven to generate the best Return On Investment.

Radio advertising is one of the best ways for a local small business to advertise. Radio reaches more consumers every week than any other type of media. Radio reaches massive audiences, but a personal connection. Research proves radio listeners consider their favorite radio stations and personalities to be trusted friends. Advertising on local Raleigh radio is like a word-of-mouth recommendation only better, because you control what is said about your business!

If you are a local small business considering radio advertising in the Triangle (including Raleigh, NC; Durham, NC; Chapel Hill, NC; Research Triangle, NC; Morrisville, NC; Cary, NC, Apex, NC, Wake Forest, NC; Fayetteville, NC; Smithfield, NC; Clayton, NC; Sanford, NC; all of Central NC), it pays to align your brand with the market leader, 94.7 QDR!

94.7 WQDR is one of the most influential and award-winning radio stations in the entire southeastern United States! QDR is listened to by one out of every three persons in the Raleigh-Durham area every month! To find out more about advertising with us please contact Dave Cooper, General Sales Manager 919-882-3772 or dcooper@curtismedia.com

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