Radio Adverts

Radio Advertising is an effective form of advertising where companies promote their products or services in the radio industry. Advertisers will pay radio stations for airtime and in exchange, the radio station broadcasts the advertiser's commercial to its listening audience. It is most effective in reaching the targeted demographic as radio stations will know what type of audiences are currently listening, therefore the target audience can more easily be reached. However the disadvantages, are that radio stations are not used as often because people will more likely listen to their own songs instead of listening to the radio given the prevalence of smart phone applications, mp3 devices and more. Also, TV programmes and other online platforms are widely favored over radio stations therefore the audience amount will be limited through radio advertising. 

There are different types of radio advertising that are effective in the type of message the advertisers are trying to convey. For instance, live read is where you can hear commercials read in real time online by a radio announcer. It is highly effective as with a popular on-air host, the message will carry more weight as they will already have a respectful fan base. 

Another type of radio advertising, is sponsorship where many radio stations 'implement sponsorship for certain types of radio segments, such as traffic, weather, or sports scores during halftime.' As previously explained, sponsorship is an effective way of advertising especially through radio as it is a simple way to reach out to an established audience.

Furthermore, a produced spot can be a straight read of advertisement messages or a read that uses many voices, sound effects or a jingle. There will be a short, catchy song about the advertiser's company and make the advert more recognizable. 

In this radio commercial from 'Pizza Hut' we can clearly see how they have chosen to highlight the benefits offered if they buy a specific pizza they can get something else in return for free. In this radio commercial, pizza hut promotes the world cup by offering a free soccer ball if the audience buys their pizza. This makes the pizza more appealing to the audience as they will not only gain the satisfaction of eating it, but they also get something more for free. As well as this, the way in which the message is exhibited by the speaker in a breathless way, excites the audience and further interests them as. The speed of dialogue motivates and rushes the audience to go ahead and take their deal. In a similar way for my own radio advert, I could offer a discount on further products if the customer purchases my main product. There would be a voiceover encouraging the audience to hurry and buy the football boots and receive discounts on other products. 

Another example of a radio commercial is from 'Tesco' starring Chris Clarkson. In this radio commercial we can hear Chris Clarkson listing everything that has a price drop and does this at an amusingly fast rate which impresses the audience. This is effective as the audience do not need a visual sight to see what is on offer, as the speaker lists so many already, implying everything at Tesco's now has a price drop. There is another dialogue that interrupts over Chris Clarkson, where Julie Walters confirms 'the new price drop at Tesco' and also mentions the brand slogan, 'every little helps' which helps to emphasise and build on their brand identity. Similarly, I may list all the benefits that will be included if my target audience purchases the football boots that I will be advertising. I could present my radio advert in a humorous way such as guaranteeing a football player will score an overhead kick every game and more. 

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