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The Styles and Purposes of Radio Advertising
Radio in the UK is provided by the BBC and commercial radio companies,
and is broadcast by AM and FM, and a variety of digital platforms. One
of the purposes of radio advertising like any other form of
advertising is obviously to sell products, but the main purpose of
radio advertising is to make money for radio stations. Commercial
radio stations, as the name suggests, are funded by the sale of
advertising, promotions and sponsorship. There are three national
services (INRs - Classic FM, Virgin Radio and Talk Sport), fifteen
‘regional’ services (IRRs - generally covering three major cities) and
more than 240 local services (ILRs). In general, most cities have at
least one FM service and one AM service, although major cities
(London, Manchester, Birmingham, and Glasgow) have a wider choice of
commercial listening. Therefore, without radio advertising, these
commercial stations wouldn’t be able to afford to broadcast. Public
service stations like the BBC are funded by TV licenses and don’t
broadcast a lot of adverts.
One of radio’s strengths is the fact that it’s completely mobile and
can reach people in more places than television can. Radio is a
secondary activity. People listen to the radio whilst they are doing
other things, for example, when people are at work, they often have
the radio on in the background, or when people are driving to or from
work, or dropping their children off at school etc, they are still
listening to the radio. It can be left on and people may not be paying
full attention to it but they may be subconsciously listening. For
this reason, it is very useful to the advertiser if they want to
target people on the move, going about their daily routines as normal.
Individual adverts have different purposes. There is a formula for
these purposes in advertising known as ‘DRIP’. These purposes are to:
o DIFFERENTIATE - Adverts that differentiate define the difference