Understand your listeners if you want to advertise on radio
Despite the immense progress that information technology and other digital media has made and also irrespective of the fact that electronic media like TV and Video has now become a household item, audio still holds its coveted place among the audience and radio advertising is still popular, especially in the rural areas.
Compared to the digital and Television advertising, audio advertising through radio would be comparatively cheaper. Though it lacks the visual impact of web pages or movies displayed on TV screen, a well constructed audio ad has quite a powerful impact on the audience. Moreover, when it comes to people on the move, especially in remote parts of the country, there is no alternative for radio even to day as technology has not been yet so developed to provide visuals on the move, excepting the limited access to internet through mobile phones.
However, the most important part in advertising in radio is to pinpoint the target audience you wish to reach. Every radio program should start with a very clear conception about the listeners that you have targeted. It will be the best practice to write down a one sentence audience profile to further your project of audio advertisements. You can share this information with the radio station that is airing your ad. You will be surprised as well as delighted to find that a radio advertisement is no less powerful than the traditional newspaper advertising.