2. WHAT IS A RADIO ADVERTISEMENT
• A radio advert is a form of marketing that companies use to raise awareness of
whatever they are trying to promote on the radio to a wide target demographic, but
have to give money to the radio station in exchange.
• Radio adverts can potentially be profitable if the radio station they choose has a
large audience listening to the station daily. This will make raising awareness of the
product/service easier.
3. WHAT ARE THE IMPORTANT FEATURES OF A
RADIO ADVERT WHEN PROMOTING A FILM
• When promoting a film on the radio, a radio advertisement has to be understandable and brief to
interest the demographic. The following features are pivotal to promoting films on the radio, so
that the audience is interested and can understand what the company is marketing.
• Music from the film is vital as potential listeners may be able to recognise the film from the music,
or in other circumstances listeners can interpret the genre by the music. For example a Sci-fi film
has to have music on the radio related to the genre so it can persuade people to watch the film.
• Sound effects are equally as important than music because like with music, the audience may be
able to identify the genre or what the film is before it is even stated. A radio advert if successful
will remind the audience to watch the film at the cinema because of personal curiosity to see if they
like the film, as well as the audience being interested if the film is part of a franchise.
• Finally, a voiceover can help portray the narrative for a film to listeners and can come from the
main character telling the narrative or someone else. The intentions of a voiceover is to give
information about whatever is being promoted e.g. release date and the cast.
4. ADVANTAGES AND DISADVANTAGES OF
RADIO ADVERTS
• Advertising on Radio has a lot of advantages. Usually, it is cheaper than other
media, and can reach the audience very easily whilst they are travelling. However,
too many radio ads can make the audience disinterested and companies may find
when marketing their film, it is harder to raise awareness due to the limited
audience.Advantages Disadvantages
Cheaper than other forms of
marketing
The accessibility
Easier to market to a specific
audience
Lack of permanence
Adverts may take a long time to
appear on the radio
Distraction whilst driving
5. ADVANTAGES
• Firstly, radio adverts are relatively cheap in comparison to print and television
advertising, because you pay less for advertising time to reach the target audience
as you would with a TV or print ad.
• The accessibility of a radio makes radio adverts market to the target demographic if
successful. Radios can be used whilst doing many different things, whereas TV
advertising people have to watch the TV to see the advert.
• Finally, radio adverts allows you to target to specific groups, as some stations may
have a niece demographic, which will allow companies to market their film
effectively and have a greater chance of reaching the target demographic.
6. DISADVANTAGES
• A disadvantage of a radio advert is that the advert only stays on the radio for a limited
amount of time, which people may forget about the film after it has been on the radio.
• In addition, the radio itself people can listen to while driving, but will not be able to
fully engage with the advert and as a result they may forget any contact details that
were mentioned in the advert. This makes the advert become less effective due to this.
• Finally, if a radio station advertises nonstop music then it will be difficult for promoting
on the radio because it restricts the amount of adverts marketed on the radio. Therefore,
this makes it harder after the music for listeners to fully engage with the advert.
8. CONCLUSION
• Overall, radio adverts can raise awareness of a film, if it is promoted on the right
station and if the advert itself is concise and understandable so the audience can be
persuaded. If the advert is unsuccessful then the audience will be disinterested and
will therefore not go and watch the film.
