|OSLO—Even as the scheduled “sunsetting” of the national FM service rapidly approaches, the Norwegian culture minister is facing continued pushback from members of Parliament.
The Progress Party’s Ib Thomsen recently wrote a letter to the culture minister, asking who would be responsible for unintended consequences after the national FM service disappears. The Progress Party is critical of the plan to extinguish the national FM network; the party was the only one that voted against it 2011. Now the party is seriously concerned about radio if DAB plans are completed next year.
Among Thomsen’s objections were the following:
Thomsen’s position is that the shutdown of the FM service in Norway will not be consistent with good public safety and would not be in consumers’ best interest.
The Center party’s Janne Sjelmo Nordås has also sent written questions to the Minister of Culture on the FM shutdown, in which she said that the entire process should be postponed. In addition, now many local chapters in various parties expressed strong concern regarding the pending shutdown.
Comment fields for articles on the topic show the vast majority of people want to keep FM— even those that believe DAB is a better technology, according to lokalradio.no.
Marketing and advertising strategies have evolved since the sudden outburst of world-wide technological advancements. In a world where everyone has practically tied themselves to a gadget in every waking minute, marketing has become easier and more dynamic than ever. However, it is imperative to understand how these modern day marketing tools came into fruition.
It is the understanding and proper development of the past that will make the future brighter and more worthwhile to live in.
If mobile and digital technology is the future of modern marketing, then its root is definitely the currently underrated radio technology. The use of radio to promote and market a product of service has always been an integral element in marketing communications, even until now.
Whichever media is tapped to achieve any marketing objectives, knowing how radio impacted the advertising industry can lead to better strategies and better results..
It Has a Heavy Impact On the Music Industry
Music fans do not only patronize the artists that they follow. They also support brands and sponsors that funds the events of their favorite artists. Listening to the radio is also an effective way of knowing the future events of their favorite artists and bands.
In spite of the emergence of mobile applications that provide music, app developers and marketers still use the radio as their best medium of reaching their audience. According to studies, 40% of music consumers depend on radio for music updates. This results to 75% of these consumers to be open to spending for their favorite music. As such, companies get an assurance that their marketing investment on radio advertisement will have a significant impact on their sales.
Aside from merchandising and record sales-related activities, radio advertisement has an impact on hosting local and national music events. A good example is iHeartRadio.
iHeartRadio is one of the leading radio stations around the globe. The radio station offers their services for the traditional home-based radio and for digital radio devices. This results to thousands, if not millions, of listeners who have access to their services. In line with this, big and small companies are lining up to have their advertisements be featured in iHeartRadio.
Due to popular demand, the station has hosted annual music festivals every September. It is a two-day event, and the station invites popular artists like Taylor Swift, One Direction, Demi Lovato, Ariana Grande, Jennifer Lopez, Maroon Five, Christina Aguilera, Justin Bieber and many more. The way iHeartRadio promotes their sponsors have a great impact on how far and wide a company can reach through the power of radio.
It’s Capable of Sending the Message to the Right Audience
Radio helps advertising companies send their messages to the market how the advertiser wants it. There are radio stations that focus on news, herbal medicines, clinical medicines, sports, religious groups or even entertainment.
In this way, the advertising companies can already choose on which station they want their advertisement to be heard. The job of the companies is to determine the values and systems of a certain radio station in order to align their products and advertisement. In turn, this increases the probability of reaching their desired audience demographics.
It Has a High Impact on Increasing Buyers
A group of researchers conducted a study on how radio paves the way to increasing a company’s sales and consumer rate. The study has set control groups, and eventually, they observe how radio can influence the control group members in making a decision to buy their products. The results show that the radio has the ability to make the consumers buy more through radio ads.
In addition, since the listeners can call the stations and be on air right then and there, they can immediately share any experience or feedback. In turn, the whole conversation has become a live testimony, encouraging other listeners to try (and buy) a product or (and sign up for) a service. The radio advertisements also enable the listeners to encourage their friends to try what they just tried. It goes on and on until the marketing goal is achieve.
It Has a Positive Impact on the Budget of the Company
Unlike television, advertisements, radio commercials are way cheaper. The companies can produce a great number of advertisements without spending too much money as compared to other media.. They can also save money through radio stations as advertisement require a relatively lower production cost
Furthermore, radio ads can be done and ready for posting in a couple of days. At this rate, this type of advertisement process can already be on air faster than any other marketing media, especially for companies who are trying to meet deadlines for their launching and other events.
It Increases the Emotional Appeal
Radio advertisement excels in building an emotional appeal with regard to an item or service provided by different companies. With the help of a muse, voice over, sound effects and interactive programs, listeners may begin to emotionally invest on the ad, which is a leading factor in closing a deal with customer. In addition to this, advertising companies can also provide tons of facts while building a rapport with the consumers…all at the same time! Radio commercials usually last for 15 to 30 seconds, and that length of time is already enough to make the consumers remember the details, and the brand itself.
It’s Able to Reach a Wide Audience
Radio stations have been popping up in various strategic locations to reach out faster and wider to the target audience. Malls, restaurants, homes, and vehicles have started establishing their own radio stations.
According to studies, 95% of drivers are listening to the radio most of the time they are on the road. People on the road are some of the best people to tap in terms of marketability. Since they are limited to the sounds coming from their stereo, they are bound to listen to sounds radio ads. So when they hear that they can get cash for cars, they will retain that information, pass it on to the next. And to the next. Sooner or later, that one instance will lead to a sale.
Also, a number of potential clients and consumers do not read newspapers and watch television often. As a result, they rely on radio as their source of information. In other words, radio is still the best way to reach out for more buyers for it caters to larger number of audiences as compared to other media.
It Increases Creative Advertising
Radio commercials is not just about plainly talking about and discussing the features of a product. Radio ads can now offer a creative skit, a witty dialogue or spine-tingling instrumental music. In this way, the advertisements itself keeps a colorful tone into the message it wants to send across. It can make the listeners see an image that linger with them even after an advertisement.
If a marketing officer has a mind wide (and wild) enough to create a world through words, radio can be one of the most dynamic and surreal media to deliver a sense of importance of a product or service. Marketers can use the radio to create a thirst-inducing concept to make soda products the main priority while on the road.
So how can these ideas be creative enough for the radio? Just wait until the next radio ad that could twist the minds of every listener.