Radio is one of the most highly utilized mediums in our society.  This week over 94% of American consumers will listen (RADAR 75 Dec 2002.) It can reach people wherever they are – at home, at work, in the car, online and more.  It’s closer to the point of purchase than any other medium (Arbitron/RAB Media Targeting).  It’s highly targetable, allowing advertisers to select stations and formats most likely to appeal to their customers and prospects. 

So how can you best put the power of radio to work for you and your business?  A new study offers important insights.

The Radio Advertising Effectiveness Lab (RAEL) recently unveiled a significant study that explores the relationship people have with media.  RAEL is a non-profit organization that works with advertisers, agencies and broadcasters to further the understanding of how radio advertising works and to measure its effectiveness.  A research committee composed of professionals from advertising agencies, buying services, broadcast groups and research organizations advises RAEL.  (For more information about RAEL visit www.radioadlab.org.)

  Click here to see more information from RAEL

RAEL commissioned Wirthlin Worldwide to field the study, Personal Relevance, Personal Connections: How Radio Ads Affect Consumers.
 
The study revealed that:

• Radio listeners choose to listen to their favorite station(s), often for personal and emotional reasons. 
• Consumers see TV and newspapers as being designed to satisfy the masses.  Radio is where they turn for a more personalized experience.
• Radio listeners expect commercials to appeal to them personally when they air on their favorite station(s).

How can this information translate into better advertising results for you?

Your radio ads should speak to people at a personal level.
Despite radio’s reach, a creative approach that speaks to the individual listener is often most effective.  A listener expects to hear “my ads on my station.”

Your ads should be compatible with their surroundings.
The best radio ads are compatible with their on-air environment.  When multiple stations are purchased that appeal to different demographic segments, ads should be created to personally appeal to each segment.
Your ads should make an emotional connection.
Radio listeners interact on an emotional level with the station, its format and personalities.  The listener is emotionally receptive to receive your message – provided it makes sense to them personally and is compatible with the radio station’s programming.

A media mix that includes radio can be more powerful than television-only or newspaper-only campaigns.
Study respondents said that when compared to newspaper advertising, radio advertising is “more fun, creative, intrusive, interesting, memorable and personal.”  When compared to television advertising, respondents said, “Radio is more connected to the community, reliable, localized and personal.” 

Radio stations can also help you personally reach their listeners beyond on-air advertising through a variety of marketing assets including on-site appearances, cause-related events, sports programming, product placement opportunities and much more.  Radio is a powerful, targeted and flexible medium, designed to reach busy people all over the Milwaukee area personally, relevantly and effectively.

Marijane C. Milton is corporate Vice President, Training and Development for Entercom Communications, the nation’s fourth largest radio broadcaster.  She is based in the Puget Sound area and can be reached at mmilton@entercom.com.