Radio Advertising

Brief history and role of radio advertising. Before the invention of the internet and the television, radio advertising was the best way to reach the public at large. In modern times we take the instantaneous transmission of information for granted. But as early as World War I, it was radio that allowed for rapid communication. Radio became more mainstream with the establishment of the first commercial radio station in 1920, and the subsequent creation of national radio networks. This allowed listeners all over the country to hear the same news, music, and entertainment shows simultaneously. As with the internet today, advertisers back then saw this widespread communication as a great way to reach a wide audience of consumers quickly and easily. Radio advertising was started in 1922, establishing commercial broadcasting as an industry. Radio became increasingly attractive as an advertising medium with the coming of network operation. New and competing technologies have had a big impact on broadcasting and how people use it. With the availability of small, high-quality portable and automotive receivers, it has been estimated that less than half of all radio listening takes place in the home. So in theory consumers could be reached wherever

they go. Radio advertising can be done locally, regionally or nationally, depending on the audience you're trying to reach. And, by choosing the radio station, you can use radio effectively to target specific ethnic groups, select demographics or people with interests in common. Radio advertising is not something you can do on your own. You'll need an agency or production company that has experience creating spots that target your audience and type of product or service being offered. Radio advertising can have a variety of tones --funny, scary, surprising. Announcer read spots can also be used effectively, especially when the on-air personality has particular credibility or likeability.