Advertising Pays On WKKQ-FM
We consider advertising on our radio stations to be part of the programming that is desired by the listeners. Advertising on our radio stations is economic information for adults. Ask yourself when you hear a radio advertisement, “what is in it for the listener?”
The average consumer is exposed to over five thousand advertising messages every single day. While that number is hard to believe, our brain simply ignores most of the advertising we see and hear every day because we are simply not interested. Again, what is in it for the listener?
Advertising is education and education is repetition. Repetition in advertising is known as “frequency”. Newspaper, Television, Billboard and other forms of advertising are so expensive that building meaningful Frequency is very difficult for a local business. But the way people listen to Radio makes Radio the very best way to build meaningful Frequency.
Ninety percent of the population listens to Radio every week. Over 235 million people are listening to the Radio. No other medium has such a large consumer acceptance. The average person listens nearly three hours a day. For many people, Radio is their first media connection of the day when their clock RADIO comes on in the morning. People listen to Radio as they get ready for work, as they drive to work, as they work and on the way home at night. Radio is a portable, nimble and flexible medium that goes where you go. Radio makes us laugh, it makes us sing! Radio is an integral part of our daily lives. Radio is still the most immediate source for breaking news, weather and traffic information.
The way people in America listen to Radio makes it the very best medium for building frequency with an audience. But there is more! Because listening to Radio is an emotional activity, many listeners loose track of how many times they hear your commercials and over time, they will actually develop a perception that they hear your commercials more frequently than they actually do.
Advertising is a lot like exercise, you have to stick with it to be strong and competitive. Running an advertising campaign for a week or two and expecting it to change the nature of your business is like going to the gym for a couple of weeks and expecting to lose 20 pounds.
Consistency is not about how much money you spend every month but more about how long you advertise. Even a modest investment, when done over the long term, can generate substantial market awareness that leads to new sales.