advertising on the radio; The voice that makes your brand last!

Advertising on the radio means broadcasting the sound of your business advertisement at a specific time and on a specific radio network.

In today's world, not only this magic box has not stopped working, but thanks to audio media , it continues to work more effectively than before. In other words, radio is still one of the most powerful tools in the world advertising and marketing ; Because according to Forough Farrokhzad:

"Sound, sound, sound is the only sound that remains."

With these words, we decided to answer these questions in this article from Kanon Iran Navin brand in mind What are its features, how does it work and why should we take sound seriously now? 

What is radio advertising? 

Advertising on the radio means broadcasting the sound of your business advertisement at a specific time and on a specific radio network. In fact, you pay for every second of that audio, in exchange for which radio broadcasts your advertising message to thousands of listeners.

It should be said that this type of advertising is not limited to traditional radios and as expected, internet radios have a large share of this space and brands can, depending on target audience and branding strategy that they have, should be present in each of these platforms.

Advantages of radio advertising; Why is radio advertising still important?

Advertising on the radio, if done correctly and professionally, can do something that few other media can do:

• Increase brand awareness
• showing brand personality
• and establishing intimate communication with the audience

In addition, this type of advertising is not only less expensive than other advertising methods, but also increases customer loyalty. In the following, we have introduced and reviewed some of the biggest benefits and services of radio advertising. 

1. More impressive than ever; The right advertisement at the right time and place

Suppose an energy drink brand broadcasts its advertisement in the middle of a family program; Is it true? Definitely not.

Radio allows you to deliver your brand message to the most accurate target community with high precision; For example:

• Advertisements in sports programs for athletes
• during the morning drive for managers and employees
• or on local radios for specific audiences of a city or region

By choosing the right time, program and even announcer , you can broadcast your brand voice at the moment that makes the most impact.

2. Frequent message; Repetition that does not annoy, but fits

In the world of advertising, we have a golden rule: If you want to stick in the mind, you must repeat.

Radio gives you the opportunity to broadcast your message over and over again at different times of the day without boring the audience! 

This targeted repetition makes your brand stick in the mind of the audience, even if they have not yet decided to buy.

3. More impressive than the picture; When sound creates feelings

Sound, unlike images, leaves the mind free to visualize itself. This makes every listener imagine your ad in his mind in a personal way, and more importantly: the sound brings feelings.

A soft voice, a happy voice, nostalgic music, or a speaker with a serious tone...all these can create a memory that will stay in the mind for a long time.

4. Smart saving; Advertise with less budget, more returns

Production and broadcast TV commercials or advertising campaigns Video on Digital Media It is costly. But radio advertising is implemented at a much lower cost, and at the same time, it can have a very high yield; Especially if the targeting and timing is right.

5. Quick and easy production; From idea to broadcast, in the blink of an eye

In radio advertising, there is no news of location, lighting, editing and a thousand other steps.

Just write a creative scenario, choose the right sound and record in a professional studio. Within a few weeks, your ad will be ready to air; This means agility in responding to the market, especially in campaigns where time is of the essence.

Advertising challenges in radio; The voice that is sometimes not heard

Radio advertising is like a double-edged sword; If you use it right, it can bring the brand to the heart of the audience. But if you jump into action without a plan, the voices may get lost and no one will hear anything. Now that we have examined the advantages of radio marketing, let's take a look at the challenges of this type of advertising:

1. Lack of image; A limitation that is also an opportunity

Yes, the radio does not have a picture. That means you cannot show the product or use visual effects. But if you approach this limitation creatively, it becomes an opportunity. With the right sound production, music and storytelling, you can create an image that will last longer than any TV teaser.

2. Difficult to reserve prime times

Radios that have a large audience, especially during golden times like early morning or evening, are usually booked long in advance. This means you may have to plan ahead carefully to get a good airtime or choose quieter times.

3. lack of concentration of some audiences; Ears That Don't Always Listen

Sometimes listeners just listen to the radio because they want background noise. In such a situation, early attention is very important.  If you don't grab the audience's attention in the first 5 seconds, your message may get lost in the noise of the airwaves.

Types of radio advertisements

Which type of audio advertisement is most suitable for your brand?

Radio advertising is not limited to a specific format. Depending on the purpose of the campaign, the type of product or service, the target audience and your budget, various advertising models can be used. Each of these types has its own use and benefits. In the following, we will learn about the most common and effective radio advertising formats:

1. Live Read

In this type of advertisement, the presenter or the main announcer, He reads the text of the advertisement or radio report live to the listeners during the program. Since the audience feels familiar with the speaker's voice, this type of advertisement is very effective. Especially in podcasts and high-profile shows, a live reading can create a strong and intimate connection between the brand and the listener.

2. Sponsorship

In this method, your brand is introduced as a sponsor of a specific part of the program. For example:

• sponsoring competitions or entertainment sectors
• or introducing the brand before broadcasting sports or cultural news

This model focuses more on increasing brand awareness and Without direct advertising, it remains in the mind of the audience.

3. Signature Promotions

is a short, simple and memorable piece of music that has brand identity. Your ties. Due to the combination of music and words, musical texts have a very high staying power and make the audience remember the brand long after hearing the ad. 

4. Testimonial Ads

In this style, a real person or speaker. In a natural tone, he narrates his experience of using your products or services. Hearing real experiences from other people's words increases trust and increases the likelihood of buying or using the brand's services. It is also possible to produce audio versions of the written comments of customers and broadcast them in the form of advertisements.

5. Personified Ads (Personified Ads)

In this format, instead of directly reading the advertising text, fictional characters with distinctive voices are used. Characters enter a real or imagined situation, face a challenge, and ultimately find a solution in your product or service. These types of advertisements are story-oriented and very effective and associate the brand with a positive feeling.

6. Straight Read

This type of ad is simple and without borders. The announcer reads the text of the ad in a formal and direct tone and clearly introduces the benefits, features and contact information. If your goal is accurate and clear information and you don't want to leave room for misunderstanding, this type of advertisement will be the best choice.

Principles of advertising in radio; How to create and publish a radio ad?

The process of producing a radio ad is not complicated and time-consuming, contrary to popular belief. Even small and start-up businesses can benefit from this advertising method without the need for heavy budgets. With a few simple and basic steps, a creative and effective radio advertisement can be produced and delivered to the target audience through the right radio network. We have reviewed these steps below:

1. Know your target audience. What age group is your audience? In what geographical location do they live? What concerns do they have? What kind of music or shows do they follow?

Accurate knowledge of audience persona will be the basis of all subsequent decisions in creating and distributing ads. The more precise your definition of the ideal audience is, the more targeted the ad text and broadcast media will be.

2. Choose the right radio network

After considering the characteristics of the target audience, you should now choose the network where your message is most likely to be heard. For this purpose, you should check what kind of music or content your audience is most interested in, what hours they listen to the radio and what topics attract their attention.

For example, if your customers usually listen to the radio in the morning while commuting to work, morning shows with a talk-oriented style or upbeat music are the best options.

3. Specify your desired budget

Radio networks usually price ad time in 15 second slots. Ad duration, number of repeats, and air time (for example, high-traffic hours like 7-9am or 5-7pm) all factor into the final cost.

Ads during busier times usually cost more, but in return cover a larger audience. Setting a realistic budget for your advertising goal will help you strike a balance between effectiveness and cost-effectiveness.

4. Specify your ad type

At this point you need to decide what type of ad you are using. Should your radio teaser be official and informative? Or is it better to design story-oriented and emotional? Do you use the voice of a famous speaker or do you prefer a simple and direct text?

Choosing the type of advertisement from the types of radio advertisements that we reviewed earlier depends on your main goal; That is, how do you want the audience to react: to become aware, to trust or to buy directly.

5. Write the text of the ad

At this stage you should write your message in a simple, convincing and concise language. Because the time is limited, each word must be chosen correctly. If you don't have writing advertising text experience, it is better to get help from a content production expert or copywriting . He can convey your message in an effective and lasting way by knowing the right tone, using effective keywords and designing a clear call to action.

6. Produce your audio ad

Once the text is ready, it's time to produce the audio file. This can be done in a professional studio with an announcer present. The choice of tone of voice, reading speed, background audio and music all play a role in the ultimate success of the ad. This step should be done carefully and obsessively, because the quality of the sound directly affects the trust and attention of the audience.

7. Contact the radio network you want. Almost all radio stations have a special section for accepting advertisements and their complete information is available on their official website. Ask them about the terms of cooperation, available times, file format, fees and payment method. Submit the final audio file for broadcast according to specified standards and receive a broadcast report from them to ensure that the ad aired exactly as planned.

Submit your brand advertising to Iran Navin Center!

New Iran Center , the largest and most reliable advertising agency of the country, ready to provide various services in branding, , digital marketing strategy and... New Iran customers always rely on the history of this agency and the expert forces active in digital marketing services and think tank , have received the best result in the field of branding. You can also contact our experts to receive radio advertising services and 360 degree .

Last word! 

In a busy world where eyes are constantly jumping from one image to another, voice is still one of the most powerful communication tools. Radio advertising, contrary to its simple appearance, is a low-cost but highly effective platform for branding. Where there is no need for color and frame anymore, but it is enough for your voice to be broadcast with the right tone, at the right moment, and from the mouth of someone whom the listener trusts.

Radio is a medium that, in all its simplicity, has amazing capacities. If you know the audience correctly, choose the medium wisely, write the message skillfully and create the voice creatively, then you will see how just a few seconds of voice can be the starting point of a deep and long-term relationship with your audience. Now is the time for your brand to be heard through radio marketing.