Advertising is one of the key tools of product marketing.
Advertising informs and instructs customers to choose the right product that may enhance their lifestyle or suit their requirement.
The impact of an advertising campaign to a great extent depends on two factors- an interesting brand message and a strong medium to convey the very brand communication.
Easy to communicate the advertising brand message.
A strong channel of advertising ensures that customers go through the brand message under any circumstances. For example, a television advertising campaign on a FMCG product easily conveys the message among television viewers. In India most of the FMGC products sell good as a result of television commercials. Therefore television advertising is an ideal means of communication for most of the FMCG products.
Good for massive target
Different channels of Advertising have their own advantages. Radio Advertising for example is a good means of reaching out to a wide target audience. Especially in a country like India, radio ads are cost effective means to convey any type of message among the masses. Besides brand promotion, radio is a good medium to create social or political awareness.
Of late, the launch of FM channels has revolutionized radio advertising like never before. Real estate companies heavily rely on radio advertising to promote their services among customers. Despite the popularity of new age media, radio advertising still work effectively for many brands.
Radio stations are promotional engines, and there are at least two ways you can get on board. First, most stations offer the opportunity to sponsor news, weather reports or other types of regular programming. As a sponsor, you’ll typically get additional mentions, such as with “billboards,” which are announcements of your sponsorship that lead into special programming. Often, sponsorship will guarantee your spots air first in the commercial breaks, or pods, so you’ll reach more listeners before they have a chance to switch stations or tune out during long breaks.
Radio stations also get involved in the community with special events. Look for sponsorship opportunities that include on-air mentions, as well as visibility at the events themselves. And be sure to seek out events that are well attended by your target audience and put your company in the spotlight.
Once you’ve evaluated the proposals from the radio stations and negotiated and finalized your buys, you’ll need effective spots. Since radio spot production is rarely a do-it-yourself job, you’ll most likely work with a local production company, agency or station. But you should understand a few basics to be an effective part of the team and keep them on track.
Great radio spots grab and hold attention, usually through humor. They may also use sounds, compelling music or unusual voices to grab attention. Your spots must tell stories or present situations your target audience can relate to. To keep your audience listening to your spots month after month, make them part of an ongoing campaign theme. Your audience will listen for the newest versions, helping extend your message more successfully than if you were to run unrelated spots. For maximum results, make your call to action–a URL or phone number–easy to remember and tie it in with your company advertising message.