The following assignment is going to outline broadcast media as a marketing channel, focusing on radio as a marketing communication item with its advantages. In order to enhance understanding of this medium an advertisement has been chosen, which is going to be analysed according to its’ context and the elements it is taking advantage of. Furthermore, the advertisement’s creative approach as well as the target market it is trying to reach will be explained. In addition, this assignment is going to describe how effective radio as a marketing communication item is related to its ability to generate anticipated reactions from consumers.
Radio broadcasting is a one-way transmission over radio waves. In regard of being a marketing communication item, it bears several advantages to a company which uses radio as a way of reaching its target market. As a broadcast medium, radio can be accessed almost anywhere, anytime by anybody. Therefore, one of the major advantages of this marketing channel is that it reaches virtually everyone in many environments. People may listen to the radio when at home, in the office, while surfing the internet and especially when driving a car. The accessibility of radio enables listening to in environments that other marketing channels may have difficulties reaching. Radio is the medium with people spend the most time with, as it is possible to carry out a wide range of activities while simultaneously listening to the radio. Hance, it provides many opportunities for an advertisement to reach its’ target audience. People listen to the radio to get information about news, traffic, weather reports or entertainment. As most radio channels adjust to the community in which they are transmitting, radio allows messages to target audiences precisely. By targeting messages to specific demographics and communities, geographic areas and around special entertainment services, advertising messages can be reduced. Additionally, radio is the... [continues]
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