Thursday, April 22, 2010

Radio As A Branding Channel

Guest Author: Tim Fenn

Radio has been proven time and time again as one of the best mediums for branding due to the intrusive nature of sound as opposed to the passive nature of visual mediums.
You have to look to see, but don’t have to listen to hear.
This is why might typically pay little attention to a print ad unless you are in the market for a product or service.
It’s the reason you have committed to memory the words to hundreds of songs without trying, yet can’t tell me the colour of the car in the driveway 5 doors down, though you pass it several times a week.
Therefore, radio is better at creating a pre-disposition for your product or service, winning hearts and minds and “branding”  BEFORE a consumer is in the market for the product. Brand awareness.
My question is this:
 Why isn't radio part of your marketing mix?

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