Features of Radio Adverts Radio adverts are good for advertising different products and companies, as many people listen to the radio. Unlike newspaper adverts, listeners have no option other than to listen to the commercials as opposed to readers of newspapers where they have the option of choosing to ignore a particular advertisement which does not have a powerful enough message to catch their eye. The major appeal of radio commercials is that they are able to communicate the spoken word unlike newspaper advertising that has to rely on the written word. Where the spoken word is chosen it has the power to emphasise a particular message. The advertiser can also incorporate audible sounds that can grab the attention of the listener. Red Rose Radio describes radio advertising as The theatre of the mind which I believe is a very good description of this form of communication.
The use of a variety of sounds and voices can be very receptive to the listeners ear and can achieve so much more than the written word. Radio commercials can also be repeated over a period of time, and if the advertiser is planning a national campaign the use of radio advertising can also be more cost effective than television or newspaper advertising. Many radio commercials incorporate jingles, which can also be attention grabbing and will add to the success of a campaign. Jingles used are often popular records that have made the charts previously and are therefore appealing and enjoyable. These can often be particularly appealing to the younger audience.
Other jingles that are written especially for the particular radio commercial can often be so catchy that the listener without their realising that they are doing this repeats them. An example of a catchy jingle would be th commercial that is frequently broadcast on Rock FM for Charnock Richard Cycles, Buy a bike, buy a bike, get down to Charnock Richard Cycles Many famous celebrities are also used as voice-overs, which again attracts the listeners attention because that voice is instantly recognisable and also gives the listener the impression that the celebrity is endorsing the product. A successful radio commercial catches the listeners attention and if particularly creative it will also have the benefit of being repeated by consumers. Although radio commercials have many advantages over other forms of advertising if the objectives of the company were to appeal to a national audience of all age groups this form of communication would be only part of a comprehensive marketing campaign involving all types of media.