Radio advertising on commercial stations has been a major form of promotion for many years. From cheesy in your face ads, to subtle gentler creations. They sneakily play through your sound systems in your car or on your radio at home and you soak them up. The lyrics and the voiceovers entice you into wanting that product or needing that service. Repetitiveness is the key to making the campaign successful. And if the music or tune is catchy, then it’s definitely hitting the mark.
Radio Advertising Exposure
Throughout the day, we are exposed to hundreds of advertisements. In todays modern, brand orientated society we are bombarded with tactics to promote their product or service. Quite often, most of these adverts are more obvious than others. Huge posters with the latest must buy product or tv commercials. The hip glossy magazines pushing must have cosmetics or online pop ups. Most of it just washes over us without us even really taking any notice. It’s become so much a part of our lives that it can often go unnoticed.
So what are the advantages to radio advertising? How can you create the perfect musical ident to catch the would be customer?
Short and to the Point
The ad has to be short, simple and to the point. It’s not about being intellectually high brow and clever. And it certainly doesn’t need to be a work of deep meaning poetry. My feelings are that the words and the tune should be easily read and copied by a child. If you are anywhere near to that, then you’re on the right road to the correct formula.
Memorable
The jingle should be memorable with clever use of both the lyrics and the music. It wants to be associated with the brand in a positive way. So the more upbeat and feel good it sounds the more positive the impact will be. There are however some adverts being played that are extremely irritating to the listener. But you still remember the brand, no matter how much it annoys you.
Effectiveness Of Radio Advertising
With the uplift and growth in commercial radio stations around the world, its proof of radio advertising effectiveness. Compared to huge budgets required for tv campaigns, radio is a very affordable alternative for anyone wanting to promote their brand. Getting a bespoke piece of music created for you is a fairly straightforward process. There are many promotion agencies that can help to create an awareness for your company. And they will have a department that deals with the side of radio adverting jingles.
Affordable
The outlay for having an ad produced for you can vary with each music production house. It can also depend on what type of jingle you want creating. If you only require a voiceover, its fairly low cost. But you also need to factor in radio advertising costs. To get the advert played on your chosen station you will need to negotiate fees for air time.