Task 2b - Question 1 & 2

In this post, I will be comparing and analysing the difference between both T.V and Radio Advertising. Not only this but also the cost of particular time slots within radio advertising the way in which I will be discussing these questions will be via: http://www.marketingminefield.co.uk/radio-advertising-costs/

Question 1 - How much cheaper and more effective than television is radio advertising described as on this webpage?

Radio advertising is considerably more affordable than many realise, in comparison to traditional advertising mediums: television, newspapers and magazines. Radio advertising reaches a variety of target audiences at the lowest cost possible. Not only this but as stated by Justin Sampson, managing director of the Radio Advertising Bureau: “Radio is three fifths as effective as TV, but only one seventh of the cost. So radio can be a much more cost-effective medium than television for advertising purposes, if it’s used correctly.” This being said we have already established how much more effective Radio is in comparison to T.V advertising. In terms of radio the listener numbers is the determinant of the cost of advertising on a particular station; through this it allows actual radio advertisement creators to freely choose which stations they want their advert to be played on. They are able to choose which radio station they want their actual advert to be played on based on statistics; number of males, females and the ages of these individuals. When it comes down to 'affordability' it basically means that radio advertising is usually favoured by small businesses. This being because those of small business's feel very loyal towards their favourite radio station and usually exploits, as 'Radio Works Michael Charnley- Heaton says: “Radio is the ideal medium for small businesses as local radio listeners have a very close relationship with their favourite station and advertisers can benefit from this.” 

In terms of the expense of advertising within radio it is dependant on a few factors:

• The radio station - the cost of advertising on a particular station, therefore when choosing a radio station bearing in mind the type of audience they have will determine how affective your advert whether or not it is aiming towards your chosen target audience or not.
• Length of the ad - The length of your typical advert is 30seconds, however if a 10 second advert then it is half the price of your average advert. 
• Time of day - Mornings and evenings are the most popular time sections therefore it is more expensive.
• Length of the campaign - Longer campaigns, are more expensive however more cheap on a per 'ad' basis. In general, it isn't considered normal to advertise for more than four weeks... Unless it's a highly intensive campaign.
• Campaign frequency - Basically, having a range in terms of when you play your advert. So to speak, "consider advertising one week on and one week off over a couple of months."
• The type of advertising - Radio stations are flexible with what it is they advertise and the options they have. For example, you stations often sponsor "particular shows or features, or run a competition on air."
• A cost of 'creativity' - The ad should cost no more than 10% of your budget, usually £2,000 for some of the most popular stations and around £250 for indie stations. The fees include script writing, actors to speak in the ad, the music and sound effects. Although, if you would like to use a mainstream song it can usually cost up to £25,000 due to licensing fees.

The way in which you can promote your actual advertisement as well as through a radio station would be to also place an advert on the radio stations website for your original advert. The advantage of this, is that many radio listeners usually visit the website of the station they listen to. Usually because the stations, upload the tracks which are played onto their website so that the listeners are able to find their favourite songs of the day. Which again in the same way allows you to reach the same audience but through two mediums: Internet and Radio. "Advertising online is also considerably cheaper than radio advertising, with costs starting from £100 per 50,000 impressions."

Although there is expense within the usual payment which you have to pay when advertising within radio if there is a struggle in terms of the cost then there a few cost saving tips:

• Buy at the last minute - Sometimes advertisers pull out at the last minute, maybe due to a change of heart and creative differences within the product/ service as it is not quite ready yet. Thus leaving space within advertising which must be filled immediately, therefore sale representatives are able to negotiate price maybe even get you a lower price.
• Buy in January - A vast majority of companies focus on advertising heavily, for the progression for Christmas and the New-Year because of this a large drop in demand is created at the start of the year for radio advertising. Discounts and and extra time slots can be negotiated at this time.
• Commit to a large campaign - If the budget is available, considering committing to a six month or even a one year advertisement campaign. Stations, are more than happy to (with in reason) reduce their prices for a long term commitment.
• Create a competition amongst radio stations - To receive the best price possible, considering the promise of your entire budget for radio advertising to one radio station if that one in particular offers the best deal. This particular action could however cause tension and ill-feeling amongst other sale reps.

In conclusion, radio advertising seems to be the most appropriate form of advertising as it seems more 'flexible' in comparison to T.V Advertising. Also, it seems much more easier and quicker as it revolves around voice and the emotion shown through rather than actual acting.

“Radio is three fifths as effective as TV, but only one seventh of the cost. So radio can be a much more cost-effective medium than television for advertising purposes, if it’s used correctly.”

Question 2 - Which times of the day cost the most to place a radio advertisement?

In terms of the times of day in which it costs most to place a radio advertisement, it would range from Morning to Evening. Within these particular times of the day they both each have their own personal sections in the morning there is always a 'Breakfast show' and within the evening there is a 'Drive Time' section. The breakfast time slot usually consists of interviews with artists depending on the station will be an iconic artist from that particular genre the breakfast section is also the time whereby they are able to wake their listeners up. Therefore when placing an advert in the morning during the morning it would mean that the listener would not only be awoken by the songs but the chosen adverts. The particular adverts are particularly important for example in the morning you would not have an advert based around a restaurant who are doing a deal for the evening as it would not only NOT make sense but be ridiculous as it wouldn't appeal to the audience. However if you were to advertise say 'Belvita breakfast' biscuits it would appeal to the listeners as it has a connection to the actual time period in which they are listening to the advert same with 'drive time' in the evening you would want to place adverts based around activities in which the audience would take part in, in that time space. In terms of types of radio stations which would promote adverts such as 'Belvita Breakfast Bars' or activities/ places like Westfields, Pizza Hut, Dominos etc would be your mainstream stations such as 'Capital Fm' 'Radio 1' etc this being because they are stations which gain a high number of listeners within the U.K. These radio stations would promote both advertising for evening and morning as they run throughout the day. In terms of indie/pirate radio stations/ the type of advertisements you would hear played throughout morning and evening would be for small companies such as cab offices, and restaurants in comparison to mainstream types. For example, when advertising for stations such as 'Radio 1' you would hear restaurants such as 'Mcdonalds, Pizza Hut' etc to be promoted whereas for stations such as 'Sunshine Radio' you would hear minor restaurants such as 'Chicken Cottage, Spice Village' etc. This being due to the price of advertising being more expensive for mainstream stations therefore small restaurants aim to promote themselves within pirate/ indie stations.

The reason due to the morning and evening time slots being the most expensive within advertising is because as said before it is the most listened to, part of the day.