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What Are the Disadvantages of Radio Advertising?

Daily commuters are a prime audience for radio advertising.
Radios are often used for background noise in homes, workplaces and stores.
Radio advertising usually relies on a station's on-air talent.
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  • Written By: Christina Edwards
  • Edited By: W. Everett
  • Last Modified Date: 04 August 2014
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Unlike television, there are no visual elements in radio, and this is often considered one of the biggest disadvantages of radio advertising. Radios are also often used as background noise, and listeners may not always pay attention to the advertisements. They may also change the station when advertisements come on. Also, a listener is usually unable to go back to a radio advertisement and listen to it at his leisure. Certain time slots are also more effective when using radio advertising, but there are typically a limited number, which often fill up quickly.

One of the biggest disadvantages of radio advertising is the lack of visual stimulation. All that radio advertising is able to offer is audio, like voices and music. Television advertising, on the other hand, has an added visual element. Many experts agree that this added visual element is often more effective at worming its way into a potential consumer's mind.

Radios are commonly used for background noise in many places, including homes, offices, stores, and vehicles. This usually means that listeners are not usually actively listening to the radio. This can also result in one of the major disadvantages of radio advertising — listeners will often not even hear most radio commercials. If they do not listen and hear them, they are typically less likely to patronize those particular businesses.

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Another one of the biggest disadvantages of radio advertising is that listeners generally dislike advertisements. When listening to a radio station, many listeners change the station during advertisement breaks. They would usually rather listen to the main program, such as music or a talk show. Advertisements that radio listeners don't hear are ineffective.

The inability to study an advertisement at the listener's leisure is another one of the major disadvantages of radio advertising. Readers are able to go back and read a newspaper advertisement, for instance, but they are unable to do this with a radio advertisement. If listeners miss some important information in a radio advertisement, they usually have to wait until the advertisement comes on again By that time, however, they may have either forgotten or lost interest.

Many studies show that most people listen to their radios at certain times of the day. Many people listen to the radios in their vehicles during morning commutes to work and afternoon commutes home, for instance. Only a certain amount of time is devoted to advertising, and there are a limited number of these time slots available each day. These sought-after time slots will often be taken very quickly and they can be very expensive.

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Discuss this Article

anon953016
Post 4

From what I have read, radio is very memorable. You use your imagination, rather than a visual element. If that doesn't "worm" it's way into someone's mind nothing will.

Yes, some commercials are annoying, but not all, certainly not the one advertising the product you are interested in. Radio ads will get better and get a better return.

KoiwiGal
Post 3
@pastanaga -- And I sometimes wonder if the fact that we don't listen to the advertising directly most of the time makes it more effective. I can remember a lot of different jingles from radio very clearly. If they've got a phone number in the jingle, that can really make the difference in who I'm going to call, particularly if it's for something like pizza.

And I think that the biggest factor is that radio advertising prices are going to be much lower than television prices. I don't know how it works out in terms of customers, but I do know there are a lot of companies that simply could never afford to advertise on TV but they can afford to do it on the radio.

pastanaga
Post 2

@indigomoth - Well, that could work in your favor as well. It's one of the benefits of radio advertising, since I'm much more likely to trust someone who I've been listening to for a while, if they say, "hey, I've been at this restaurant and they have really good food" than an advertising jingle.

That's why I think radio advertising is better for local businesses, on local channels.

indigomoth
Post 1

I remember when I was a kid and driving to school with my father, we heard a radio advertisement for some kind of hormonal spray that was supposed to make you more attractive to the opposite sex. It must have been new because the radio announcer started talking afterwards about how stupid the idea was and how it was all a gimmick and could not be proved and it was a waste of money.

It was kind of hilarious, because his partner was trying to get him to shut up, since they obviously weren't supposed to criticize the radio ads but he kept talking until he had thoroughly trashed the product.

So I guess that's another risk with radio advertising. You've got a live person there who is listening and has the ability to pass a comment.

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