Essay On Radio Advertising

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Introduction The objective of this research is to analyse consumer reactions towards the influence that radio adverts exert upon their purchasing habits, hence the research question: • How do consumers feel about the influence that radio adverts exert upon their purchasing behaviour? To develop the best possible answer, the following sub-questions need to be analysed: • How does the insertion of radio adverts into radio programmes influence consumers? • In what ways do consumers believe that radio adverts influence their purchasing behaviour? • How do consumers feel about radio adverts? Despite the fact that almost all consumers have been exposed to radio advertising, little is known regarding the attitudes of the public towards this form of communication. Companies are incurring high costs without the possibility of knowing beforehand how consumers feel about the advert itself and the influence it exerts upon them. By working in the advertising sector, I know by fact how this lack of information is forcing companies to take big risks. This research question will provide a helpful source for companies to become more familiar with the consumers’ feelings and opinions towards radio advertising, and its effect on their purchasing behaviour. Relation to previous research (Theoretical Framework)…show more content…
Everyday, millions of people listen to music, programs and advertisements which are broadcasted on several different radio stations. Radio advertising allows businesses to market their product or service to a high number of audience. For many years, radio was considered the second best (television being first) powerful advertising choice due to its unique combination of high reach, high targetability, and low cost. But radio advertising also has its own challenges. Brody (2008) states that “Pretty faces and stunning photography just don’t work in radio. The spoken word is key. And the spoken word must break through tons of

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