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Radio with other media

Most brands tag radio to their existing communication plans. Reason enough for us to study the role of Radio vis-à-vis other key media.

'what Radio can add' to each medium on three key parameters - a) Planning, b) Communication and c) Detailing of communication points.

Radio with Television

Characteristics of Television

TV has traditionally been the most powerful and popular advertising medium for people in the media business. This is mainly because it does most things well - coverage, frequency, image, persuasion, demonstration, impact etc.

Traditionally a high-cost medium, the downside with TV is that the audience is now fragmented across many different channels, production costs are extremely high and viewers are increasingly avoiding ad breaks.

What radio can add:

In planning:-

Radio's main contribution is a dramatic increase in frequency of exposures, either in the same period as the TV campaign or later to extend the campaign over time; radio can be used for regional or local exposure booster; radio can be used to reach light viewers; it extends TV messages to key times of day when TV audiences are lower or when product relevance is higher; radio also allows tighter targeting against audiences thus reducing wastage.

In communication:-

Given that Radio is perceived as personal medium, radio can bring brands closer and speak to the consumer at their level; radio has a culture of response where listeners frequently interact with their station which they see as accessible.

In detail:-

Radio allows activity to be geographically varied; radio can allow a fast turnaround for new initiatives; low production costs mean multiple copy messages can be varied round the core TV communication Sonic Brand Triggers. Sonic Brand Triggers are sounds, which consumers recognize and associate with certain brands.

Example of powerful SBTs:

'Britannia Ting Ting Ting'

They help to ensure that TV and radio advertising is well branded. They leave a brand impression with even the most passive TV viewer or radio listener, as they tend to rely on rhythm and music, which are absorbed at very low involvement levels. A sound, which has been successfully established on TV, can be transferred on to radio.

Radio with Newspapers

Characteristics of Newspapers

Newspaper brings 'immediacy' to a communication. Newspapers also have the authority of the written word, and are good at presenting detail. As a print medium, the national press suffers from clutter and from the fact that the reader can and does edit ruthlessly to avoid advertising.

What radio adds:

In planning:-

Radio adds frequency, and this is real frequency in that exposures take place in real 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。