Radio Advertising
Music is used in advertising in all fields of media, however radio is the source most frequently associated with music due to its audio output. Radio forms a commercial of its own for the music industry through playing songs that allow potential consumers an insight into what is on offer in the music industry. Advertisements are an important component in broadcast programming however, as most radio stations need advertisers to make money. The advertisements they use relate to the type of music that they play as they try to attract target audiences such as adverts for classical music on Classic FM.
These radio commercials often have a strong communicative power as it has been found that radios are often on as background music and are thought to be companionable for many who are home alone, with it being heard rather than listened to. Thus, when advertisements are played over the radio they are received by the listener in their personal atmosphere and may therefore be observed more extensively than with other forms of media. Music does not require visual attention and thus is ideal for radio advertisements.
Radio differs from television as it can not show its source, yet it still has strength in advertising, as the commercials have to be interpreted by the consumer and visualised in the imagination. With the right music and effects the listeners’ thoughts can thus be stimulated by the commercial and the product message is absorbed into their memory. The listener has to visualise the product in question and therefore has to think about it, whereas in television the product is usually displayed to the audience. Audio can thus be as effective as vision with sound being used to enhance an advertisement. Radios can be listened to anywhere and are less likely to be turned over when an advert comes on, as frequently happens with televisions.
Tango uses music in these different ways to enhance their various radio advertisements.
