Our Listening Community Defined

Why Advertise On Radio?

We are a time poor generation – Today’s consumer is a moving target. The increased pace of life means everyone is busy. Time is the most precious commodity.

Radio, the portable medium is right there with your consumers, be it in the car, at home or at a desk. It is accessible – unlike other mediums, you can listen while doing other things.

Radio creates theatre of the mind – it uses theatre of the mind to paint a picture or excite an emotion about the advertised product. It stretches the imagination resulting in the listener becoming mentally involved in picturing the benefits of the product.

Radio station loyalty is also a key factor within our Province. People personally choose the radio station that they listen to and therefore tend to be loyal to their station, not program loyal, and hence listen for long periods.

Radio is also intrusive. With you can’t flip the page, you can’t press fast forward as you can with PVR; you listen in real time which means your ad always gets heard. It is accessible to virtually everyone all the time, with little or no effort. It is also flexible.

Radio can create awareness and build a marker presence; it can generate store traffic. When radio advertising is tailor-made for an event it will trigger a call to action response.

Radio is intimate; it is a warm, involving medium where the listener feels they are part of the action not just an observer. It is a very personal relationship where the listeners get to know their favourite radio personalities extremely well. It also provides more than information and entertainment, it becomes a companion – like an old friend and because of this, “messages” come across in a similar way to a ‘word-of-mouth’ recommendation.

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