Radio Advertising Research Paper

Generally, there are four time slots on radio: morning drive (a high-rate, premium period, usually because audiences are at their daily peak at this time); daytime; afternoon drive (the second biggest audience of a weekday); and evening.It is calculated that radio reaches three-quarters of consumers every day, or approximately 95 percent of consumers during a whole week, which surpasses both the percentage of newspaper readers and television viewers.By mid-20th century, radio advertising had gained half of all ad sales, despite competition from television.

Generally, there are four time slots on radio: morning drive (a high-rate, premium period, usually because audiences are at their daily peak at this time); daytime; afternoon drive (the second biggest audience of a weekday); and evening.It is calculated that radio reaches three-quarters of consumers every day, or approximately 95 percent of consumers during a whole week, which surpasses both the percentage of newspaper readers and television viewers.By mid-20th century, radio advertising had gained half of all ad sales, despite competition from television.

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That is to say radio stations have to make sure that the audience will hear the advertisers' message and eventually buy the advertised product.

Radio advertising, however, involves certain disadvantages, including: competitor clutter; major costs related to long-term radio spots; the fleeting feature of radio content.

Radio advertising refers to paid commercial announcements aired by a radio station.

Advertising is often the primary source of business income for commercial radio stations.Access to society journal content varies across our titles.If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box.The advantage of radio advertising compared with print media is that it is more dynamic and allows advertisers to "talk," to consumers.Therefore, although a radio ad can cost as much as an advertisement in a metropolitan newspaper, many small businesses deem an entertaining and informative radio ad may represent a major asset.For further information, including about cookie settings, please read our Cookie Policy .By continuing to use this site, you consent to the use of cookies.People spend an average three hours a day listening to radio.Radio stations air four types of announcements: commercials; station promotional announcements (also called promos); non-revenue generating announcements to boost radio listening; and public service announcements (PSAs).Its share grew to 11 percent of national ad sales in 1932, from just 2 percent in 1928.World War II further contributed to the prosperity of radio advertising, as print media was limited by paper rationing.