Week 10 Initiative Post – Broadcasting
Broadcasting the development of technology, new media emerging, broadcast media is facing more and more challenges and impact, but still has its advantages broadcast only fully understand these characteristics, in order to avoid weaknesses, further digging the potential of this media . The main features of radio advertising are:
1, real-time instant mode of transmission refers radio advertising spread fastest. Broadcast advertising content in the message can reach the range, quickly spread to the ears of the target consumer. Wherever they are, as long as turn on the radio, advertising object can be received immediately. If a temporary adjustment advertising strategy, tactics and need emergency release certain advertising messages, such as publishing trade fairs, ordering, discount sales, etc. timeliness requirements are relatively strong Postings, radio ads broadcast on the task can be completed in a few hours Sometimes it can also do it live. This instant advantage of radio advertising in other media can not be replaced.
2,Due to the spread of the broad range of broadcast advertising is the use of radio waves to send advertising messages, radio unlimited space, and launch technology is relatively simpler than broadcast television, broadcast special coverage so extensive, it can reach every corner of the world. Broad coverage of the broadcast so that people both in urban and rural areas, on land or in the air, you can listen to get. Broadcast from the weather, traffic, limiting the natural disasters, especially for some of the natural conditions are relatively complex area.
3, listen to the radio to listen to the arbitrary manner most convenient, free, free. It is not because of the restrictions of time, place, and whether it is day or night, no matter where you are, no matter what you’re doing, just turn on the radio, you can listen to the radio to receive content. Advances in technology make radio more to small, lightweight development, some the size of a matchbox. Especially the “Walkman” This is favored by young people appears listening tools, to some extent can be said for the audience of the broadcast media can carry.
4, the audience level of cultural diversity in the print media on the audience level, highly educated requirements. Therefore, the low educational level and the broadcast can not even illiterate people can hear the value of advertising content, so the audience is even more evident level of diversity in the broadcast media. Especially in our country, culture and education is not very developed, there are still many illiterate and semi-literate, and this part of the people and any advertiser can ignore consumer groups. To play against them and convince function to inform advertising, radio advertising is very appropriate media.
5, the production costs and the low cost within broadcast unit of broadcast advertising time information capacity, low charges, is one of the most affordable advertising media. At the same time, radio advertising production process is relatively simple, the production cost is not high.
6, broadcast flexibility because various media broadcast advertising is the shortest production cycle, so advertising is mainly based on competitor’s move to adjust their tactical operations, respond quickly. Radio advertising is the most convenient and most handy tool. The newspapers and television advertising in addition to making more complex than, Kanbo periods and layout are generally relatively tight, need to book in advance. The radio advertising is relatively easy to arrange in the broadcast and adjustment period, more flexible.
7, inflammatory broadcasts by sound excited emotion spread, resorting to human hearing, the charm can give unlimited imagination audience, which is broadcast. Characteristics of radio advertising is through stimulation of the human auditory senses, helping the listener the association, since sound broadcasting is real, concrete, and are particularly vulnerable to titillate people’s hearts, to incite people’s emotions, and advertising often in such cases unconsciously, the completion of which convey and convince functions. However, radio advertising is also fleeting, such as lack of communication single place.