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THE POLL

The RAB South Africa is preparing a compilation of the best local and international radio ads of 2009. Would you find this initiative useful?

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CASE STUDY
DEPARTMENT OF PUBLIC SERVICE & ADMINISTRATION

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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MEDIA MINUTE
Key Radio Station Insights

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.

Current listenership
2,033,000 (RAMS 2010/2)

www.5fm.co.za

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CREATIVE CORNER
DOOM

Client: Tiger Brands
Brand: Doom
Agency: TBWA/Hunt/Lascaris

Click on the audio links below to listen to the vernacular radio commercials

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LATEST VIDEO
HOW TO WRITE GREAT RADIO COPY PART I

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.

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WHY RADIO?
TEN REASONS TO ADVERTISE ON RADIO

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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LATEST DESKTOP
Decorate your desktop
Decorate your desktop

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?!

Click here to see our latest downloads.

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For great radio advertising tips, download a copy of the RAB ‘101 Ways to get the best out of Radio Advertising’ e-book.
Download our latest Radio Audience Measurement Survey (RAMS) Release figures.
Let us know what’s on your mind so that, together, we can take South African radio advertising from good to great!
For our take on the most pressing radio advertising issues, read our blog, and post your thoughts.
Subscribe to our monthly newsletter, RAB Connect, and join the radio revolution.
The next few months are packed with agency roadshows, training sessions, workshops and conferences.