Features Of Radio Adverts Essay, Research Paper
Features of Radio Adverts ??????????? Radio adverts are good for
advertising different products and companies, as many people listen to the
radio. Unlike newspaper adverts, listeners have no option other than to listen
to the commercials as opposed to readers of newspapers where they have the
option of choosing to ignore a particular advertisement which does not have a
powerful enough message to catch their eye.?
??????????? The major appeal of radio
commercials is that they are able to communicate the spoken word unlike newspaper
advertising that has to rely on the written word. Where the spoken word is
chosen it has the power to emphasise a particular message. The advertiser can
also incorporate audible sounds that can grab the attention of the listener.??????????? Red Rose Radio describes radio
advertising as ?The theatre of the mind? which I believe is a very good
description of this form of communication. The use of a variety of sounds and
voices can be very receptive to the listener?s ear and can achieve so much more
than the written word. Radio
commercials can also be repeated over a period of time, and if the advertiser
is planning a national campaign the use of radio advertising can also be more
cost effective than television or newspaper advertising.??????????? Many radio
jingles, which can also be attention grabbing and will add to the success of a
campaign. Jingles used are often popular records that have made the charts
previously and are therefore appealing and enjoyable. These can often be
particularly appealing to the younger audience.?Other jingles that are written especially for
the particular radio commercial can often be so catchy that the listener
without their realising that they are doing this repeats them. An example of a
catchy jingle would be the commercial that is frequently broadcast on Rock FM
for Charnock Richard Cycles, ?Buy a bike, buy a bike, get down to Charnock
Richard Cycles?Many
famous celebrities are also used as voice-overs, which again attracts the
listeners? attention because that voice is instantly recognisable and also
gives the listener the impression that the celebrity is endorsing the product.A
successful radio commercial catches the listeners? attention and if
particularly creative it will also have the benefit of being repeated by
consumers. Although
radio commercials have many advantages over other forms of advertising if the
objectives of the company were to appeal to a national audience of all age
groups this form of communication would be only part of a comprehensive
marketing campaign involving all types of media.