Radio Advertising
Click for a list of radio stations that broadcast in Australia. Throughout the course of a year we would have used a high proportion of commercial radio stations within Australia as part of our clients radio advertising activity.
Hunter Media Solutions also plans and books radio advertising in New Zealand, Canada, UK, US, Singapore and more.
Radio Advertising can be a powerful medium if used properly and this is where some people fall into the trap of buying on rate alone. With the introduction of digital radio it continue to be accessed anywhere, anytime by anybody. We even see some clients buyout a digital radio network as a way of controlling the ad messages shoppers hear during their visit and we have helped devised strategies for some to offset the cost by creating ads that support their business and their suppliers. You can't image tha t one major retail playing the radio would like to have their customers hear radio advertising from the competition could you.
Radio is always current and in many cases seems to broadcast information faster that some other media and it's able to adapt to change and conditions very quickly which means the radio consumer is able to to have up to the minute information. We can often see information or talk back radio stations with smaller cume (the number of persons listening during the week Mon-Sun) but with high market share. This occurs because the radio listener is listening to that station for more hours each week. Without research however it would be very difficult for the radio advertising industry to know listening patterns, demographic breakdowns and consumption habits of radio listeners which directly impact
Strengths of Radio Advertising :
Radio reaches almost everyone and digital radio allows you the opportunity of consuming radio from many parts of the country and around the world. Radio reaches into the home, the office, car and while you're on line with a computer or mobile devise. Hunter Media runs campaigns whenever there is a need from Kalgoorlie to Auckland, from Darwin to Tasmania and everything in between.
Radio cuts through – it is the medium that people spend most time with through out the day, providing ample opportunity for a message to reach its audience. People carry out a wide range of activities while simultaneously listening to the radio and having a clever jingle , radio commercial or an strong offer only helps your cut through.
An anywhere, anytime medium – given radio’s portability, advertisers have the opportunity to reach people on the go, giving them an edge over competitors. The accessibility of radio enables listening to occur in places that other media may have difficulty reaching, for example you shouldn’t read a newspaper or magazine whilst driving, or watch the television in the shower!
Targeting – radio allows ads to be tailored and localised to each audience and we would generally create a number of creative executions to fit the radio station demographic allowing us to target a clients message to specific demographics and communities, geographic areas, events and this helps reduce wastage.
Community Voice – people often listen to the radio to find out what is happening in their community from events, news, traffic updates, weather reports, sport, entertainment etc. It is also why you see a spike in Breakfast and Drive time radio consumption as people could be listening to traffic reports to avoid problem areas.
Radio is more Consistent all year round – radio does not have a noticeable summer audience decline, we do see station key talent taking time off and that affords buyers to acquire some better advertising and we have many clients who are less concerned about who the announcers are during January for example than getting a great deal together for their January sale!
Influential – radio can be used to influence consumer purchasing decisions closest to the time of purchase, weekend sale, don't miss out, etc and through repetition radio definitely builds top-of-mind awareness. It can often do this more cost effectively than say TV which is a very powerful medium but could be out of reach for some advertisers.
Cost Effective – radio offers reach, frequency, impact and economical advertising solutions for advertisers in media value and production solutions. Often we have clients taking advantage of last minute radio advertising space... "you can't sell yesterdays airtime"
Flexibility – urgent, immediate and flexible – radio commercials can be created quickly and we have had to create ads for clients within a few days and this is often not possible in other media, except digital. Radio scripts, voice over artists and commercial production can either be put together or revised at short notice.
Strong call-to-action – Ads schedules can run on specific days only, day parts B = Breakfast, M = Morning, A = Afternoon, D = Drive, E = Evening. You can talk all day with a BMAD placement or just focus on B and on certain days of the week. rates fluctuation with demand and how specific we need to be to drive an action and key message. We also use radio to create momentum for a sales and run varying numbers of ads each day.
Radio is a competitive medium – Often we find radio stations are more flexible when it comes to creating promotions on air and on-line which some other mediums can not do unless you have massive budgets. Radio is national and very competitive when you look at the cost of buying a national 30sec Metro radio spot against TV or other media.
For some clients we just buy last minute or distress radio across 280 Australian and over 300 New Zealand radio stations but these clients still have a minimum $10,000 per month media budget and we must have material on stand by and the daytime radio works very well to support other media like TV and digital marketing.
Please note our radio rates and value proposition are for existing clients. We are happy to talk to you about ideas and opportunities. Once appointed, Hunter Media Solutions can create a radio campaign as part of your strategy and deliver great value for your advertising spend.
We can guarantee you won't pay higher rates by using us. Hunter Media knows marketing and wants to share the knowledge to help you and your brand develop a successful marketing strategy by:
+ Effectively combining Brand Action & Call to Action Campaigns
+ Defining and reaching your target market
+ Learning some great advertising tips
CLICK HERE to download a media brief that may help you or contact_us
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