Power of Radio

Today’s consumers live in a highly mobile society and throughout a typical day operate in a multitude of environments. For an advertiser, the ability to target audience under these circumstances is a daunting one. But the power of radio reaches beyond audience delivery. Radio is interactive has the power to reach people in all sorts of places – cars, kitchens, at work, in bed – so it’s not surprising that the medium is the most popular in Ireland with 85% (2.9 million) of all Irish adults listening on a daily basis.

Radio is an “immediate” medium that can be used to generate an instant response. As any Call Centre will confirm, an increase in the volume of calls can be directly attributable to the playing of is commercial on a popular station or programme. Radio is intimate. Listeners have an affiliation to radio that cannot be replicated. They choose their favourite stations, their favourite presenters and their favourite programmes. Such choice elicits a strong bond between the medium and the user. By association, a brand can tap into that emotive feeling and generate goodwill for their own product or service.

Radio has an enormous ability to be creative through unusual and memorable use of voices, sound effects and music. One of the greatest misconceptions of radio advertising is that it is limited by its inability to use the visual. However, ‘theatre of the mind’ is a very powerful tool when developing radio commercials.

Radio increases ‘Share of Mind’. The high frequency of exposure which a radio campaign delivers by comparison to other media gives a brand greater opportunity to grow awareness in the minds of its target audience.

Radio offers the advertiser diversity. Advertising on radio is not restricted to conventional methods and the medium’s diversity is being increasingly capitalised upon. For instance, strong promotional activity is a feature on all radio stations in Ireland. Sponsorship of these promotions can be a very effective way for an advertiser to drive positive association for their brands.

Radio offers greater targeting. Selecting a station or stations that best fits the advertiser’s target demographic focuses the commercial in on those who would benefit most from hearing it. Radio delivers all of the above. But most importantly from an advertiser’s perspective, it does so at very low cost.

Dublin’s 98 offers top of the range commercial production facilities with our award winning copywriter on hand to ensure that your business talks to the right Dubliners, at the right time and in the right place.

Radio is the most powerful and cost effective medium there is. Why not call the Dublin’s 98 Sales team today to find out more about what radio can do for your product/brand on (01) 4398800.