Advertising on the radio can motivate a direct response from listeners, depending on where they are or what they are doing at the time of transmission. However, a proportion of your listening audience will be traveling in their car and are more likely to respond once they have arrived at work. It is therefore important that you have a website address or Free-phone number that people can easily remember.

Because more and more people are listening to the radio whilst at work or surfing the web, the Internet as a medium has become an inseparable bed partner. People can instantly log on to a website, motivated by an advertisement they have heard on the radio. It is important that your website does not let you down at this point, either in design, functionality or optimisation.

Responses to advertisements can differ from radio station to station and from presenter (DJ) to presenter (DJ). Obviously, listening audiences will alter during certain times of the day, but the perceived relationship between a radio station and its listening audience or an individual presenter can affect responses. Presenter that audiences have effectively invited into their homes, day after day, can build an almost intimate relationship with some sections of an audience. This friendly one to one speech based medium, can build up a trust factor leading to higher response rates when advertisements are transmitted during certain programmes. In addition, radio invites its audience to create mental images to accompany the programme they are listening to. So, used correctly, advertising on the radio has a proven track record of targeting any chosen audience and capturing their attention in a way that Television cannot achieve.

Advertising on the radio is the perfect medium for small businesses that wish to grow. Local radio audiences tend to have a close or even intimate relationship with their radio stations that advertisers should use to their advantage. This is a skill that Space City understands and knows how to exploit to our clients advantage and why you should talk to us about your radio advertising campaign.

Another distinct advantage of advertising on the radio for small businesses is the facility to alter advertisements without incurring major additional costs. This flexibility enables small businesses to adapt their advertisements to market conditions or changes to business practices as needs arise. Advertising on the radio is therefore relatively cheap to produce, less expensive to broadcast, whilst still reaching a wide target audience.

Advertising on the radio is not a cheap alternative to television advertising, it has different strengths and weaknesses but it does allow small business to dip their toe in the market with regards to broadcast advertising before moving onto television as an advertising medium.