Radio and response advertising

Direct Response

Some brands use radio as a true “direct response” medium – call this number now, go to the website now, etc. As a low avoidance medium, with high levels of frequency, radio is well placed to play this role. Also, research shows that 20% of internet surfers are listening to radio, so connecting through to a brand interface is getting easier and easier.

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Indirect Response

But there is another way of using radio which is a bit more subtle: “indirect response”. This is where an advertiser uses radio to reach out to listeners – to give them new information or stir their interest in an offer – but actual response will come through a different medium e.g. press or Yellow Pages.

The most famous example of using radio for indirect response is Career Development Loans. These government-backed loans were advertised in press inserts nationwide, and in the areas where radio was used, response to the press inserts went up 60%, while direct response to the radio ads was marginal.

Reference:

• Career Development Loans case study