Says Norman Gibson, marketing manager, RadMark: “Radio offers low production costs, high levels of reach and frequency, and long-term support for FMCG brands.”
“With television audiences fragmenting, traditional TV campaigns don’t always offer the best option for FMCG brands,” continues Gibson.
“Radio’s strength is that it can be integrated to support the overall media mix. It can tie in with TV and even below-the-brand campaigns. Like TV, people sit through ads in real time but radio has lower levels of ad avoidance. It also has the benefit of being tailored to specific regions.”
According to AMPS 2005/2006, radio reaches more than 90% of all housewives every week. It influences the decisions of household purchases with less interference. Furthermore, radio listening is at its highest during the daytime when shops are open and shopping trips are made. A retailer relies on radio to get its campaign closer to the point of purchase.
