In the last article I talked some about the use of television as a means to distribute your message to the targeted audience. Another medium that I would like to discuss is the use of a radio to do the same thing. Radio is an important medium to consider before undertaking any marketing or public relations campaign.
I am not saying that radio is the best medium to use to convey your message. It is however not something that should be overlooked. It is capable of achieving the same effect as a television route with a cheaper price tag.
There are some important factors to consider before picking the radio as a medium. First, you must consider the message. If there is no need to use a picture then there is no need to use television. A cleverly designed message can be more effective on the radio.
The second thing to consider is the exposure of the message to its audience. The message is going to be a targeted message so you must choose a station that has the demographics and the psycho-graphics of your targeted audience. More importantly you must understand that with the radio there may be more variation in the make up of the audience than other mediums.
The third thing that you should consider before committing to the radio as a choice to convey your message is the time of the broadcast of your message. This is important for two reasons. The first the exposure of your message. Rush hour is the money making time for radio. The audiences are huge but if your trying to help people to get jobs then that may not be the best time for your message to broadcast. The second reason is price. The radio station reps know that is prime time for them so they exploit it. You can expect your bought time to be more expensive the more people are in their cars.
In my next article I will examine newspapers as path for your message.
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