Promotional Strategy

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How To Use Radio Advertising

Author: Jordan Stevens

Date: Jan 2013

"No one listens to radio anymore!"

I've heard this many times over the last few years. As we start to move towards more digital streaming and satellite radio it certainly seems true.

As with other industries the digital age is changing the shape of these industries, however, I don't think people are listening to radio less but the way they listen to it is different.

In the world of audio branding, we like to think there are two ways people interact with sound – you're either hearing it or you're actively listening to it. This is important to remember because for most of us radio today tends to be in the periphery. We hear it when we drive, have it on in the background at work and maybe put it on when doing chores at home. In all of these cases you are hearing the sounds but not being a very active participant.

One of the reasons for the change is that we have many other ways to get our entertainment today. No longer do we sit down on a Sunday night to listen to a show.

What does this mean to marketing departments and advertisers? It means that radio should be used as a place to build brands and not so much to create immediate action. I mean how am I supposed to write down your phone number while I'm driving and texting on my cell phone (please don't try this by the way)?

As media becomes more segmented the value of your brand will only grow when you start to introduce other senses into the mix. For this I encourage you to build an audio identity for your brand. Help people recognize who you are without even trying.

Source: http://www.networkingtoday.com/article/How%20To%20Use%20Radio%20Advertising-1401

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