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time; radio also reaches non-readers so it can significantly increase coverage; in most sectors, adding radio also means increased share of voice thus overcoming clutter

In communication:-

Radio brings intrusiveness to a press campaign, and there is less ad avoidance; it can bring to life ideas, which may seem flat on the page; radio can more strongly convey the brand's tone. Radio brings brand messages closer to the individual, speaking in a more personal way than press; radio allows brands to emphasize specific key times of day.

In detail:-

Flexibility means radio allows geographical variation on top of a national press campaign.

The strength of outdoor advertising lies in its ability to suddenly confront the consumer with an idea or a challenge, in a very public way. Like radio, posters also operate within time which people think of as free - typically travelling time.

The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial context, it uses extremely simple, striking ideas to be effective,and it suffers from relatively expensive production.

What radio adds:

In planning:-

Radio adds real frequency, in the sense that additional exposures to the advertising are played in full rather than having the listener look away or ignore; radio offers far tighter targeting which means reducing wastage; radio also offers tighter timing - within time of day, day of week or even week of month.

In communication:-

Radio allows more information to be conveyed, which is useful for explaining or persuading; radio allows multiple copy; radio brings brands closer, as listeners identify with their radio station and see it as aimed at people like them; radio is better able to communicate the tone or character of a brand.

In detail:-

Radio offers speed of production compared with the lengthy process of poster print deadlines; it also allows localized copy variation relating to a national poster execution.

Radio with Magazines

Characteristics of magazines

Magazines are useful to advertisers because of the relationship they have with the readers, who consume them in a personal way. They allow targeting by lifestyle and interest group. In many magazines the ads are seen as part of the magazine experience.

Weaknesses of magazines include the fact that lead times can be very long depending on the title's frequency of publication, the high levels of clutter, and the reader's inclination to simply turn the page.

What radio adds:

In planning:-

Radio adds frequency and also extends coverage well beyond the magazine readership; radio allows tighter timing - time of day, day of week etc; radio also offers a greater share of voice for most categories, which means overcoming clutter.

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