Radio dramas remain a very effective means of communicating with an African language audience. Just ask the Department of Public Service and Administration, whose use of radio helped them mobilise the masses while keeping ‘Batho Pele’ firmly etched in the minds of South Africans. Moses Mushi and David Mashabela relate the tale.
Click on the audio links below to listen to the ‘Batho Pele’ radio moments
North Sotho
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English
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In the first of a new series of key radio station listener insights, we take a deeper look at who the 5FM audience is.
Station: 5FM Ownership: SABC Broadcast: National Language: English
Key listener insights 5FM listeners are socially conscious, educated, lifestyle-centric, fashion-forward and musically engaged. They are plugged into technology in most aspects of their lifestyle and are in touch with global trends.
What connects all 5FM listeners is a love of contemporary music.
Primary target market Adults, Age 16-34, LSM 6-10.
Click on the audio links below to listen to the vernacular radio commercials
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In Part I of ‘How To Write Great Copy For Radio’ Theo Egbers, Copywriter at The Jupiter Drawing Room shares his sercets to getting copywriting for radio right. This was presented to the 2nd year Marketing Communications students at the University of Johannesburg in March 2010.
If you would like a copy of the RAB’s ‘Reasons To Advertise on Radio’ presentation, email norman@rab.co.za and we will get a copy to you.
The presentation will be available for download from the RAB website shortly, complete with audio and video content.
1. Reach
No other medium reaches as many consumers as radio does in a single week.
It is generally consumed when other media cannot be – getting ready for work, driving in a car, at work – but it is also consumed with other media – whilst surfing the net, reading a magazine in bed etc.
The average South African consumer spends more than 26 hours per week listening to the radio
Source: RAMS 2010/2 (Mon-Sun)
2. Frequency
Repeated consumer exposure builds top-of-mind awareness and awareness is the key component in gaining market share.
Radio is the frequency-building medium because consumers listen to their favorite radio station for long periods of time.
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3. Intrusiveness
No other medium requires as little physical participation as radio.
Listeners cannot help but listen to an advertising message when in a ‘captive’ environment e.g. in a car.
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4. Fast turn-around
Radio commercials can be produced quickly and cost-effectively.
This flexibility allows you to change your message frequently and quickly with low production costs.
5. Targetability
Radio stations cater to specific audiences.
Radio advertising is an effective way of reaching consumers geographically, demographically, by interests (programming) and by their moods (time of day or week).
Click below to watch the ‘Smooth Classics at 7′ video clip
6. Theatre of the Mind
Radio is a dramatic medium which has the ability to stimulate the listener’s imagination like no other medium. The imagery on radio is limited only by the listener’s imagination.
This enables the consumer to form his/her own mental image of the brand.
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7. Fictitious Ambience
Radio ads allow advertisers to include noisy crowds, runaway trains, wildlife, explosions and marching bands without having to build any sets, make costumes or hire scores of actors.
Agency: DRAFTFCB, Johannesburg Client: Lego Title: Fantasy
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8. Low Ad Avoidance
Research shows that consumers are far more likely to avoid television ads than radio ads.
Western International US’s Ad Avoidance Study estimates TV ad avoidance at 44% and radio ad avoidance at only 16%.
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9. Mobility
The mobility of the medium means that you are able to speak to your market closest to time of purchase and place of purchase.
The ability to listen whilst on the go means that radio has a far more widespread impact than any other medium.
10. Support
Radio is often used as part of a bigger marketing strategy.
When used with other media – TV, print and online in particular – radio can very effectively reach an extensive audience and add valuable frequency and intrusiveness.
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There’s never a dull moment on the RAB website. Whether it’s a download of the latest RAMS figures, the ‘101 ways to get the best out of radio advertising’ handbook or even a funky desktop, we’ve got just the thing for you. The genius of this rather nifty feature is of course the fact that it’s available to you, to download free of charge. All that’s left to ask is; What are you waiting for?!
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