Thursday, September 15, 2016



Most times radio is probably not the first medium that comes to mind when thinking of ways to advertise your business because radio seems kind of old-school especially in this era of social media platforms like Facebook fan page, twitter, Instagram LinkedIn and all.

Yet, Radio remains one of the strongest advertising medium in Lagos. It is a traditional form of advertising revenue that offers advertisers the choice of local, regional and national coverage. The complexity of radio on mobile devices such as smart phones gives advertisers access to a new mobile audience as well.

Radio advertising can be an effective part of your marketing strategy when done right.

Here are some of the pros of Radio Advertising;

Local coverage: Radio is a strong local medium. It attracts an audience that wants to keep up with local news, events and personalities. It gives small businesses the chance to match their advertising campaigns with their geographical markets.
Cost: Radio advertising compared to other traditional forms of advertising is a low-cost medium. The rates for reaching television or press audiences are more costly than radio ad which is equally of similar target audience. Also, Radio production costs are lower than those of other traditional media. If you are creative minded you can as well create a simple radio ad content yourself or for more attractive and complex ads use a content production company.
Reliability: Radio Advertisements gets to audience that trusts the medium for information such as news, weather and sports reports. Radio also plays an important emotional role in listeners’ lives. Radio is very personal and intimate. It connects one on one with customers. And due to the fact most people listen to radios alone, such as when jogging, driving or cooking, it makes them develop strong relationships with their favorite stations, identifying with the music and bonding with on-air personalities.
Specific targeted audience: Radio ad is also very effective at targeting different audiences with their different programming schedules, enabling advertisers to target special interest groups or different age groups. The Nigeria radio stations have different programs; the hip-hop music programs which are for the youths, the classical or cultural events which are basically for the elderly. And so many varied programs. Take for instance, you want to advertise a Branded Face Caps or Sneakers, your ideal program choice will be a hip-hop music program because most youth will be listening to that particular program. An elderly audience will have interests in classical music or cultural events.  
Mobility: Radio ad works as an everywhere medium. Unlike television, or social medial platforms, your target audience don’t necessary have to be in front of their TV, computers or phones, neither do they need to acquire a magazine or newspaper, locate their eyeglasses or even know how to read. You can reach your target market anywhere, In the car, at the office, in the living room, day or night. This increases the frequency that your message can be delivered.
Potential: Radio stations offer a variety of promotional activities that support your advertising. The station becomes a partner in your success, allowing you to give away promotional items with your name and logo, be live on-air and even hold broadcasts from your place of business.

Cons of radio advertising are; 

Fleeting: While a reader can cut out your print ad and save it for later use, a radio ad is momentary. It plays over the radio for a minute or less. 

Disruption: With Radio, there can be background noise. You will need to run your ad more than a few times in order for it to make an impact.

If you are thinking of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you identify your market and reach them. We apply both BTL and ATL strategies to project our clients’ brands to the right audience. We can do same for you at very affordable price.

Lilian Izuorah

Business Development Officer
PoiseMedia Communications Ltd

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