One of the first things to remember about advertising on the radio is that if you don’t do it “right” you can really miss the mark and waste your money. Why you ask?  Because radio is one of the most highly targeted ad mediums in terms of programming and time of day, the audience is highly fluid, and effectiveness requires hitting the target over and over again.
 
Some of the benefits of running radio campaigns that the spots are generally inexpensive and quick to produce, radio time is a good value relative to other media, and the spots can be transmitted via email so they can be aired very quickly once produced. This makes radio the ultimate “rapid response” medium.  Add to this the fact that radio plays in places other media doesn’t and you have the ability to extend the reach of any campaign. Radio is also the perfect “companion” media to television as the audio tracks can be nearly duplicated so that the radio spot invokes the memory of the television visuals. 

LUC knows radio better than most advertising shops. Let us show you how to use it to your advantage.

• Radio reaches 94% of all Americans over the age of twelve every week* -- almost half of the US population (46%) listens to the radio while driving, and over a third of listeners (38.4%) prefer radio to other mediums during the hours of the day.**

2) Radio Promotes Online Conversion

• More than half (57%) of users who listen to the radio while browsing the Internet search for items they heard about on the radio. Additionally, nearly a quarter (22%) of online users make purchases after performing a radio driven search.

3) Radio Increases the Impact of Your Online Campaigns

• Recall for a mix of one Internet and one radio ad is four and a half times as high as the recall for two Internet ads alone.*** Furthermore, a radio and Internet mix enhances website visitation, emotional connection, and inspirational lift.

4) Consumers Are More Receptive to Radio Advertising

Radio ads are well received by consumers - a significant 63% of listeners feel that radio ads do not get in the way of their radio listening experience.In fact, listeners are conditioned to expect ads for products that interest them.****

Enhance your AdWords campaigns with radio advertising

By running radio ad campaigns, you can reach more of your target customers both online and off, and enhance your overall AdWords results. Here's why:

1) Radio advertising is cost-effective.

• Ads are inexpensive to produce, and the cost of air time is relatively low, compared to other media. For example, radio ads created by professionals in the Google Ad Creation Marketplace can be as low as $100-1000 per ad, whereas video or TV ads can cost upwards of $1,000-$5,000 to start. Lower costs allow you to increase the frequency of which your ad is aired, and it also allows you to customize ads for each of your target markets. You can change your ads more frequently to adjust to market conditions or competition.

2. Radio advertising is highly targeted.

• You can target consumers with a specific lifestyle and demographic by selecting the station types, locations, and day parts.

3. Radio advertising is the "everywhere" medium.

• Ads aired on the radio reach consumers where other media can't. The radio is accessible in so many locations -- automobiles, at home, at work -- so you can communicate with customers even when they are "on their way" somewhere.

4. Radio advertising has the ability to influence brand perception and appeal.

• You can audibly appeal to listeners' emotions with radio ads. Use humor to communicate messages, or appeal to other emotions. With radio ads, you can "tell a story" with music, voice, and other sound effects!

* Radio Advertising Bureau "Radio Marketing Guide & Fact Book (2006)
** Arbitron and Edison Media research "The National In-Car Study: Fighting for the Front Seat" (2003) & EMarketer - For 18+ population the year of 2007
*** Radio Ad Effectiveness Lab "Radio and the Internet: Powerful Complements for Advertisers" (2007)
**** Radio Ad Effectiveness Lab "Personal Relevance Two: Radio's Receptive Ad Environment" (2006)