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  In Nigeria today, radio jingles can be characterized as one of the moving methods of advertising. To a great extent, it is quite productive and usually gets the business its ROI. However, inasmuch as it is a productive venture, there are some perks to it.
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In this article, I will be sharing the different pros and cons associated with radio advertising.

Pros of Radio Advertising

  • Cost-effectiveness

The cost of advertising via radio can be as low as between N2,000 and N50,000. This can be more, depending on the business and the package of the radio station. Nevertheless, in comparison with TV advertising or some other forms, radio advertising is relatively low. Unlike the TV, the advert content doesn’t need any visual effect or complexity, since it will just be a prerecorded message. This makes it cheaper to employ.
  • Ease of production

As earlier mentioned, radio ads are much easier to create with prerecorded messages. Most times, you realize some companies replicate the same sounds and acts used in their TV ads. This means there is little or no extra work put in to produce the radio jingles. Also, since the time frame for radio ads is usually short, all companies need to do is create catchy content that can run for a few seconds.
  • Selectivity

This is one advantage of radio advertising that cannot be neglected. In this mode of advertising, it is easier to reach selected groups.
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To start with, more often than not, more people have radio sets than TV sets, especially in rural areas. So, radio advertising is a good way to reach them. Also, selected groups with different languages can also be reached. You will notice that some radio ads are done in different languages; Igbo, Yoruba, Hausa, etc.

Cons of Radio Advertising

  • Lack of mental imagery

The time we live in is highly visual, and for anything to thrive, there needs to be some sort of visual effect. However, in radio advertising, this is lacking. Although there is mental imagery, people tend to resonate more with the visual imagery. This is one disadvantage of radio advertising that is glaring.
  • Narrowed attention

Another con of radio advertising is the fact that the attention of the audience is narrowed or restricted. Sometimes, the target audience is not reached. In most cases, people listen to the radio while commuting, doing chores at home or busy with one thing or the other.
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During these periods, it can be difficult to really get their attention to purchase a product or use a service. They are often distracted and the goal of the advertisement is defeated.
  • Bad weather conditions

Many a time, bad weather conditions affect the reception of radio signals. This disrupts the passing of messages to an audience. At this point, people will not be able to access whatever information that is being passed via radio. Are you contemplating running radio jingles for your business? Here are some advantages and disadvantages that will help you weigh your options. Now, you can tell if it is something you want to dabble in or not. Featured Image Source: Nigerian Finder
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This article was first published on 11th June 2022

chidiogo-akaelu

Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.


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