Skip main navigation

Radio advertising

In this step you will learn about radio advertising and how to use it effectively as part of a marketing campaign.

According to the Radio Joint Audience Research Limited (RAJAR), 89% of the UK population listen to the radio every week. Audiences are also increasingly moving from the BBC to commercial stations, giving you more opportunities to market to them.

Most Radio stations cater to distinct audiences, making them a great channel for targeting specific demographics.

Why should you use it?
As radio adverts only require audio meaning they are much cheaper to produce than TV advertising. They also give you the opportunity to reach huge audiences. For example, British media company Global boasts almost 24 million weekly listeners across its stations. Also don’t overlook local or regional radio stations, particularly if you need to target consumers within a particular geographic area.

When should you use it?
Radio is perfect for brand awareness campaigns, or for when you need to reach a specific target audience.

Things to consider:

  • Without any visual cues, you need to make sure your proposition is clearly articulated.
  • In order to measure the success rate, you should try to include a CTA (Join the Discussion) to your advertising.
  • Remember that many people listen to the radio while concentrating on something else. It’s important to repeat your name and product/service several times to cut through.
This article is from the free online

Introduction to Marketing: Omnichannel Marketing and Analysis

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education