Advertising on radio and television is considered one of the most effective ways to promote goods and services to the general public. These channels, of course, have many advantages, but there are obvious disadvantages. They say about radio advertising that it is designed only for housewives, but this is a big mistake. Radiant advertising has many opportunities, which allows this market not to lose its position even in a crisis.
Concept of advertising
Announcements first appeared in ancient times. Already in the Ancient World there were advertising signs and there were people who shouted ads in the squares. This is where the word “advertisement” came from: from Latin reclamar - "shout out." This is an effective tool to alert consumers about the existence of a product and its properties. The modern competitive market of goods and services is unthinkable without advertising. It is with its help that sometimes you can only stand out against the background of numerous similar products. Advertising on the radio, in the press and on television are ways to directly influence the consumer. Features of the concept are that this communication is of a mass non-personal nature, that is, the manufacturer addresses at the same time a large part of potential buyers.
Functions
Various types of advertising allow you to solve unique problems of promoting goods. But in general, it has common universal functions that are characteristic of all types. These include:
- marketing function. The main purpose of advertising is to promote promotion, so it encourages the buyer to make a purchase, manages his choice, convinces him to buy more;
- communicative function. Advertising is a means of communication between the consumer and the manufacturer, it allows the seller to tell the main and interesting things about his product, involves the buyer in communication;
- educational and cognitive. Advertising expands the supply of consumer knowledge about products, their properties, market conditions, brands, etc. This knowledge is necessary for him to make a choice. Moreover, the consumer accumulates knowledge not only immediately before the purchase, but also throughout his life, therefore, it is necessary to educate and train the buyer constantly;
- economic function. Advertising is an important tool for generating and stimulating demand, which, in turn, affects the growth of economic indicators in general;
- sociocultural function. Advertising is social communication, it is a mechanism for maintaining, disseminating and forming public representations in the form of beliefs, stereotypes, opinions. Advertising helps to deal with social problems, popularizes the way of life desired by society.
Features of advertising on the radio
The main feature of radio advertising is a specific way of transmitting information. The consumer is invited to perceive the message only through the audio channel. This has its advantages and disadvantages. On the one hand, communication evokes imagination, on the other hand, it makes understanding more difficult, since most people prefer visual information. Also, advertising on the radio is distinguished by the fleetingness of the contact, usually a person does not have the opportunity to listen to the message again or record it, and he has 15-60 seconds to understand and remember the text.
Another feature of this type of advertising is the method of listening: most often the radio is the background, not the main source of information, so you have to make special efforts to attract the attention of the listener.
Types of radio advertising
Despite the limited expressiveness of radio advertising, which is created only with the help of words, noise and music, there are several varieties of it. Traditionally, advertising on the radio is divided into:
- to the radio clips. These are short advertising messages lasting from 15 to 60 seconds, in which they tell in a game form about the merits of the goods or about the advertising proposal. They are usually divided into spots - short informational videos, game clips that are built according to a specific scenario, jingles, song clips that are well remembered;
- a radio ad read by the announcer in the pauses between broadcasts;
- sponsorship of radio programs;
- interview;
- mention in the program;
- advertising contests;
- Advice and expert advice.
Features and limitations of radio advertising
Radio advertising allows you to reach large groups of the population while not spending a lot of money. Its advantage is its large coverage and relative cheapness, as well as high efficiency - you can place a commercial on the air in just one day. Therefore, you can quickly notify the target audience about an event. Radio advertising has great opportunities to remind you of any goods and their properties. For example, advertising a newspaper on the radio is a good way to draw attention to the print product of a media holding.
The main limitation of the promotion of a product or service on the radio is the limited means of expression, the lack of a visual line creates difficulties in transmitting the image. Also, the radio does not allow for a long time to convince a person of something, it is more an emotional impact than a rational one. The restriction on radio advertising may be due to high advertising noise, i.e., a large number of such messages and a low level of attention to the message from the audience.
Writing text for radio commercials
Features of the radio as a media channel create additional difficulties for the author of the radio advertising text. It must meet several basic requirements. The text of advertising on the radio should be as short as possible, it should contain a clear message of information so that the listener can easily decode the meaning of the statement. Even in the shortest video, the name of the company or product must be pronounced several times. It is important that the message attracts attention, therefore, the author should consider how he will interest the listener, these may be questions, rhyme, unusual statements.
TV Features
Advertising on radio and television is similar in its capabilities to reach a wide audience. Also, television has a huge power of emotional impact on the viewer, it involves the viewer in communication. Therefore, advertising is better remembered and has greater efficiency. The peculiarity of television advertising is that its production requires special equipment and professional creators. This complicates the creation of the final product and increases its cost, but increases its effectiveness.
Advantages and disadvantages of TV advertising
The main advantage of TV advertising is the ability to transmit information, I use all the systems for receiving information: verbal, audio, visual. Another advantage is the ability to accurately reach the target audience, but today there are audiences that cannot be reached using this channel, for example, young people are watching TV less and less. The main disadvantage of television advertising is the high cost of entry. Companies with a small budget can’t afford to shoot a video and put it on the air.
Radio and TV ad planning
Today, television, the Internet, and radio (the ads are placed there most often) are the most popular channels for promoting goods and services. If the promotion in the press has been losing ground lately, then these carriers have a stable market share and even an increase in customers. The low cost of advertising on the radio allows you to plan communication with high frequency and with great coverage. Television, on the contrary, in connection with a rather high cost, requires a carefully thought out placement scheme with the calculation of the minimum effective frequency in order to obtain the desired result, but not to spend large budgets. Since television and radio today are created for specific target groups, when planning, you must initially understand the target audience in order to choose the right channel or station. Radio and television allow you to plan not only the frequency, but also the time of contacts, so you can choose the time when a potential buyer of the product is more likely to be near the point of transmission of the message.
Reviews on the use of advertising on radio and television
Advertising is an important element of the enterprise’s marketing mix along with sales promotion, public relations and direct sales. Moreover, it is the main link of the media mix, since without it it is impossible to fully use the other three components of marketing. Advertising on television, according to marketers, helps to shape the image of the company and the product. And radio advertising is an important tool in conducting promotional campaigns.
