Task 2b

Which of the radio(s) stations would be most appropriate to reach your target audience and why? 

The radio station i have chosen is Smooth radio. the reason being that smooth radio reaches 3,153,000 (6%) adult listeners each week. This would help my radio advert because i'm targeting people who have suffered or have lost someone to cancer. Seeing these statistics about adult listeners, i would guess that some of them have r know someone who has cancer. Another reason why i've chosen Smooth Radio is that, it excludes appeals to both a male and female audience, but with a slight female majority (54%), this help my radio advert as it is targeting both males and females. Smooth's male listenership totals 46%.

What times of day would your radio advert be broadcasted? Why?

The time (s) of the day in which my radio advert will be shown is 11pm. The reason I chose this specific time is because the radio advert station itself starts at 10pm, so if I showed my advert when the radio station starts, not many people would be tuned in. Plus at this time some people would going to work, so when they tune in they will hear the advert. 

How long would your advert run? Why?

I have chosen to make my advert 60 seconds is because, 60 seconds is enough time to write a 60 second advert that makes your message clear than a 30 second advert that leaves doubts and questions.
You need to include specific details to help persuade. Specifics are always more believable than generalities. Close the loophole. Answer the question lurking in the listener's mind. 

But don't bore your audience by answering questions no one was asking.You're in a business category that's new and not easily understood. If you need to create the realization of need before you can sell your solution, it can easily take 60 seconds.You need to "baffle them with bull." 

If you sell a generic commodity, and your strategy is for people to buy from you simply because they like you better, you're going to need a world-class creative team. These ads are, without question, the hardest of all ads to write. But they can also be the most entertaining. These are the times when your production people can shine like the sun. Inspire them but don't instruct them. Buy them food, give them praise, and remind them that they're geniuses and that yes, everyone misunderstands them but you. Production people live to create ads like these, but you've got to give them time, encouragement and freedom.

How much cheaper than Television is radio advertising?

Radio advertising is more affordable than television advertising. This is due to the fact that it reaches target audiences at a lower cost than making a visual advertisement. Radio is three fifths as effective as TV, but only one seventh of the cost. So radio can be a much more cost-effective medium than television for advertising purposes, if it's used correctly.

Which times of the day cost the most to place a radio advertisement?

The times of the day which cost the most are early mornings and late afternoons.