South African consumers live in a mobile society and throughout the day operate in a multitude of environments. For an advertiser, the ability to target audiences under these circumstances is a daunting one.
But the power of radio reaches beyond audience delivery.
Radio is interactive and has the power to reach people in all sorts of places
Radio is an “immediate” medium that can be used to generate an instant response.
Radio has an enormous ability to be creative
Radio increases 'Share of Mind'. The high frequency of exposure which a radio campaign delivers by comparison to other media gives a brand greater opportunity to grow awareness in the minds of its target audience.
Radio offers the advertiser diversity. Advertising on radio is not restricted to conventional methods and the medium’s diversity is being increasingly capitalised upon.
Radio offers greater targetability. Selecting a station or stations that best fits the advertiser’s target demographic focuses the commercial in on those who would benefit most from hearing it.
