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Radio Advertising - How effective is it?

Hi all,

I've recently been considering a sponsorship slot on a radio station. The package price vs potential exposure looks fair but I wondered if you had any experience to share on the matter?

Cheers, Chris

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Permalink Reply by Marketing Motormouth on May 1, 2008 at 7:32pm: Chris,

this pretty much depends on several factors, namely the geographic location of your market, your listenership of proposed radio stations, the target group you are promoting to, whether it's a B2B or B2C product or service. Also you need to consider how unique your product is, what the competition are doing, the length of your campaign (3-weeks is an absolute minimum), the slots you will purchase.

The main thing you should consider is how much of your annual budget you are allocating to Radio, the return on investment and finally, when you decide to do it or not, the creative impact of your advert. Whilst the UK has brilliant TV advertising, our radio campaigns are dreadful, mainly because they are in-house productions by radio stations and also often too client led.

I hope this answers your question,

Stuart Murphy.; ▶ Reply to This