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Why choose radio advertising?

  • Radio provides excellent value for money and raises your company profile quicker than any other advertising medium.
  • It’s available in homes, cars, shops and workplaces.
  • It’s there 24 hours a day and unlike newspapers listeners can be doing other things while listening to your ad!
  • They can’t turn off their ears!

Research shows that radio, along with cinema has the lowest level of advertising avoidance – people rarely switch stations, and are available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertisers who want to reach out to new customers, or to tell existing customers something they didn’t know. (Source: RAB)
Radio provides the strongest memory retention of a brand or company as your message will be heard over and over again.

Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in. It is even more powerful when advertising extends through into branded content – sponsorships & promotions. When a radio station presenter talks about “our friends at Company X”, the listener is hearing about a friend of a friend – this has a strong effect on bringing a brand closer. (Source: RAB)

Rupert Turton of Action Coach talks to Corby Radio’s Station Manager Des Barber about community radio and the benefits for local businesses.

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