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Radio Marketing: Formats for Advertising Campaigns

Posted: Thu Dec 26, 2024 4:02 am
by mojafa1471
Radio marketing is essential in some markets, such as credit unions, pharmacies, supermarkets, agencies, among others. In an increasingly connected world, many professionals no longer see the need to invest in offline media, such as television and radio.

However, radio is a medium that cannot be underestimated. According to Kantar Ibope, 83% of the Brazilian population consumes radio and therefore, excluding this means of communication from your communication strategy is a missed opportunity.

Investing in radio offers countless possibilities, and among offline media, radio is the winner in terms of cost-benefit. However, to enjoy all the benefits that this media can provide for your company, you need to understand its formats. This way, you will know exactly what type of actions you will work on according to the company's objectives, target audience, among other determining factors.

Formats for advertising campaigns
Spot
The most common form of advertising on the radio is an advertising spot honduras phone number list which can last from 15 seconds to 1 minute. The spot is the advertising text, which may or may not have a soundtrack, and which focuses on the message conveyed by a speaker. It is important to understand that this spot must communicate according to the language of its target audience. For example, a clothing store that caters to people between the ages of 16 and 35 who are interested in music, skateboarding, etc. will define the tone of the message, the way of expressing yourself so that it connects with this target audience.

Although it is a very common model for radio advertising, creativity should not be overlooked! We have prepared a material that you can check out later on this very topic, click here to check it out .

Jingle
The jingle is the musicalization of your message. It is important to emphasize that regardless of the medium in which you advertise, whether it is digital, TV, or OOH media, your advertising piece has to attract attention. Therefore, knowing that some radio consumers are also interested in musical programming, the jingle can be an excellent way to fix your message in the listeners’ minds. Who has never had a jingle stuck in their head?

Above all, in addition to companies, the format is quite popular in electoral campaigns, which creatively set the numbers that represent the vote for the candidate.

Quote
The quote is the quickest format on the radio. It usually occurs by also quoting the company's slogan, but it works best when the company is already well established, when it has already gained a relevant space. Its objective is to position and reaffirm the brand.

The quote is also called Rocket Text, and occurs mainly in sports programming.

Vignette
If the quote is the spot in its rawest and quickest form, the vignette is the jingle of no more than 30 seconds. Sound branding is an international trend, an example of successful sound branding is Netflix's TUDUM which, even when expressed in onomatopoeia, is recognized.

Just like citation, it works when the company is already well established, when the brand already has more relevance.