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Brandbuzz: The Emotional Connection To Radio Ads

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Power of Radio Advertising for Branding

Even in a world filled with a million channels, social media and so little time, we still love the radio. Whether it’s on the drive to and from work, at work or sitting by the pool on a Saturday afternoon, local radio has remained one of our most trusted sources of both information and entertainment. And regardless of what type of music you prefer or which DJ that greets you every morning, there is a unique emotional connection for every listener that is hard to deny. It’s this connection that makes radio advertising so effective, and it’s why radio remains relevant in an ever-changing marketplace.

Radio is one of the most powerful mediums because of that ability to emotionally connect to consumers – borrowing on the equity of the station’s likability and success.

For advertisers, radio provides an opportunity to paint a picture of what they want their target audience to see and experience. In doing so, they have the opportunity to engage their audience in a way that few other mediums or channels can.

Another way radio advertising helps create strong connections is their direct involvement in the local community. For most, radio is personal, and through that ownership, comes advocacy – for not only the station, but also for the businesses that advertise with them.

While radio advertising remains an affordable resource to deliver your message and strengthen your brand, it’s the strong emotional connection that people have with the stations and the DJ’s themselves that help make this particular touchpoint so effective. But just like anything, a poorly positioned and poorly produced spot will fail to achieve the best results.

So, do your research, find some good talent to help develop your work and rest assured that the money you invest, will continue to be well spent.

For more insight into radio advertising, check out our eBook: Hear the Connection: Power of Radio Branding  And for everyday branding tips, subscribe to our Razor Branding Blog.

RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to subscribe to our podcast. 

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