Radio

Radio’s Weaknesses

• Listener Fragmentation: Need to make multiple buys on various stations to reach a wider audience; single stations have very small audiences.
• Influence: Can not attract people to a product or service visually, limiting the full attention.
• Background medium (noise): “Audio only” becomes secondary to other activities and advertiser’s message gets lost.
• Homogenization: Station groups are airing syndicated shows like Delilah at the same time on multiple stations in the market.
• Control: Reach and Frequency are the most important keys to an effective advertising campaign, radio can only reach listeners during a limited time frame (usually drive times).

WLFI's Strengths

• Enables the advertiser to reach large, mass audiences with a single exposure.
• Presents both audio and video, combining sight, sound and motion draws the viewer in.
• Portrays a glamorous image for brand building.
• Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
• Commercials can be heard out of view of the TV set.
• People spend more time with television than any other medium.
• Can target specific demographic groups through program selection, and create an impact on popular culture.
• Delivers the ability to saturate a market with a particular campaign on a local basis.