RADIO

Accelerate your business with these expert tips on "Radio". Analyse and discover this TIP!

It is an audio format that is published periodically and can be downloaded via the Internet.

Radio uses two basic elements:

• Sound. This includes words, special effects, background music and silences. These four elements are combined in a certain sequence with a certain rhythm and a specific tone of voice.
• Imagination. The receiver uses his or her imagination to compose the final message.

Advertising inserts have been able to attract these two elements to their side, making them their best allies in capturing the listener's attention.

Radio advertising is basically divided into:

• Wedges. They are advertisements interspersed between programmes.
• Sponsored programmes or slots. A company or organisation is advertised directly by the broadcasters as offering what the audience is listening to.
• Words. These are the announcements made by the announcer during his speech.

THE POSITIVE ASPECTS OF RADIO ARE:

• High penetration and coverage medium.
• Low cost per impact, can be segmented by broadcasters looking for partial targets.
• Allows high message repetition and frequency.
• When it can be mentioned or integrated into programmes with a good prescriber, it conveys credibility and notoriety.
• Multi-support. The radio can be listened to at home, at work, at home, through mobile devices...
• Immediacy of engagement. We can launch the message in a short period of time, which allows us to react quickly to changes in strategy or launch, price campaigns or campaigns of limited duration (cars, addresses of interest, holidays...).

As for the negative aspects:

• The transience of the message. We have between 10″ and 30″ to get the message across, in an environment saturated with competitors.
• Limitation of the environment. Radio is only heard, the message is auditory, so the listener does not visualise colours or markings.
• Attention to the low message. Because of the very characteristic of radio, which allows us to do other things at the same time, attention is dispersed.
• Saturation The media, blocks and permanent disconnections mean that it is the positioned spots or sponsorships that get the best return on response.

HERE ARE SOME CONSIDERATIONS YOU SHOULD TAKE INTO ACCOUNT WHEN CREATING AND PLANNING AN ADVERTISING SPOT:

• RADIO IS NOT TELEVISION

You have to understand that a commercial break is not an attempt to evoke a spot, they are complementary but different media. In radio, what works is the imagination, the image of the spot is built in our mind.

• THE FIRST 3 SECONDS

They are key to capturing the listener's attention, sometimes silences are as important as the spoken content or the music. Trying to fill up the 20″ of the wedge is distracting, it prevents understanding, we must tend to simplify.

• MALE AND FEMALE VOICES = PARITY

It is important that the spots are neither male nor female, as well as surprising the listener, mixing voices helps the message to be dynamic.

• BE CLEAR IN YOUR MESSAGE

If we want to focus on branding or if we want to communicate an offer. In the case of an offer, we recommend one or two per wedge.

• REPEAT THE NAME OF THE ADVERTISER

It is very important at the beginning and at the end of the wedge.

• THE PERFECT MESSAGE

Simple, understandable, concise. Focus on the message, don't look for creative innovation that dilutes the message. There are times when you try to make a short film within a 20″ spot and the listener gets lost.

• THE MUSIC, THE EFFECTS AND THE JINGLE

They are important, remembering that radio equals imagination.