- Online Marketing
Radio Advertising is a difficult one to cover because of AM, FM, Digital (HD), Internet radio, & Satellite. The formats are plentiful, but for the this pros/cons list I’m going to talk from general FM music radio, I am sure that talk radio would have better engagement, in terms of people not flipping the channel, and listeners are much more loyal.
Radio is a creative media, sometime referred to as intrusive advertising. Radio is sold in CPM (Cost per Mil/thousand) what this means is that $30 CPM means you pay $30 for 1000 people to hear your message. Radio is designed to convey a message or special but is generally considered NON-ACTIVE engagement.
Radio does a good job with branding, but ultimately other forms of advertising are normally used for point of sale transactions. Allowing radio to deliver the message about some deal your business is offering to create interest in the brand, special, or product is a good start of getting the customer in to the buying funnel, but backing it up with the ability to be found in a directional format, like internet, allows the ability for business to capture the customer when they are ready to buy.