In Radio Advertising, advertisers pay radio broadcasting channels to play their commercials on the radio. Radio helps advertisers reach a large demographic audience with minimal effort. The radio station broadcasts the brand commercials to its listening audience. In exchange, advertisers pay commercial radio stations for airtime.
Advertising on Radio is one of the most preferred and effective ways of advertising, as radio channels already have a huge listening audience. Thus, leading to adverts reaching all their listening audiences. It is likely for target audiences, to listen to the radio and hear the adverts whilst jogging, driving or in their leisure time.
Radio is a local medium, with many stations playing content for specific geographic locations and playing adverts only to local audiences. It not only targets location-based audiences but also targets based on listening trends. Radio advertisement has the potential to reach regionally and nationally with scheduled slots, enhancing the brand’s ability to reach larger geographical areas and audiences.
Execution and Monitoring of the Radio Advertising in India
Media Planning
The first and most important step to launch a FM advertising campaign by Radio ad agency is media planning, intending to identify the radio station in the targeted locality, select a medium of language, and pick up a time frame and slot based on the prime and non-prime segment. The selection of the radio station and slots is done to optimize the budget utilization and maximize the campaign’s effectiveness.
Execution
Once the media plan is approved, the FM advertising clip or audio is submitted to the designated station by the radio advertising service provider.
Monitoring
The evidential proof (date-to-date report) of the campaign is submitted to clients at the closure of the campaign by your FM advertising agency. In need of an extension, it could be discussed before the end of the campaign.
