Radio – The Uncelebrated Medium

Must Read

How To Block Your Bank Account And SIM Card In Case Of Emergency

Losing your phone and wallet or having them stolen can be very frustrating. However, in case that happens to...

Here is a list of all Microfinance Banks’ USSD Codes in Nigeria.

A Microfinance bank is a type of bank that offers small loans, or microloans, to individuals, entrepreneurs and small...

List of United Bank for Africa (UBA) Sort Codes & Branches (with addresses) in Nigeria

The sort code is a number that usually identifies both the bank and the branch where an account is held. The sort...
- Advertisement -

I guess am right to conclude there’s no ‘thematic’ campaign without Radio included in the plan? Radio is arguably the best & only mass medium reaching the widest audience in the world (even U.N. attest to this).

For smart Marketers, it is ‘the only’ & probably the most powerful communication tool & low-cost medium; with a meagre budget, you can REACH MORE. Talk about reaching Consumers in the hinterland, where TV & Outdoor is limited, Radio is very suited to reach remote communities; the medium is very empathic to all demographics & psychographics.

Radio - The Uncelebrated Medium - Brand Spur

Unfortunately, a recent study (2017) suggests that traditional Radio faces a grim future (although Nielsen was quick to debunk the report); honestly, guys, take another look at your Media Plan(s)? In your Brand strategy & tissue sessions with the Creative Team, what role is Radio playing? How many radio materials won an award for content & creativity? What’s the production cost of Radio content vis-a-vis TV and outdoor? Usually (from experience) we devote 95% of our creative time, production cost & Media budget to TV, Outdoor, Print, Digital while Radio is an afterthought.

Read Also:  Go into large Scale Cassava Farming, Ondo Farmers advised
- Advertisement -

Ironically, we expect the Medium to deliver its objectives – “Reach the Unreachable”!

As it’s better late than ever, I join the world to celebrate ‘World Radio Day’ which was on Feb 13th; in Nigeria, the power of Radio is very strong.

Its power to inform, entertain and educate is just as important today as it has always been.

Radio is the “Johnnie Walker” of Media as it goes where newer technologies can’t; it’s important the Marketing and Communication Community give this Medium a place in the centre stage.

- Advertisement -

About the Author:

Radio - The Uncelebrated Medium - Brand Spur

Dolapo Otegbayi, an accomplished and seasoned Senior Marketing Professional with over 15 years’ experience in all aspects of Commercial Business; encompassing Consumer and Shopper Marketing. She is one of the top 50 Marketing Communication Professional in West Africa (7th MWA 2017).

#MarketingTalk

- Advertisement -
Read Also:  Go into large Scale Cassava Farming, Ondo Farmers advised

#Brandpreneur

- Advertisement -
Radio - The Uncelebrated Medium - Brand SpurRadio - The Uncelebrated Medium - Brand Spur

Subscribe to BrandSpur Ng

Subscribe for latest updates. Signup to best of brands and business news, informed analysis and opinions among others that can propel you, your business or brand to greater heights.

- Advertisement -

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Radio - The Uncelebrated Medium - Brand SpurRadio - The Uncelebrated Medium - Brand Spur

Latest News

Precise Data For Greater Safety: Audi Warns Its Drivers About Slippery Roads

Audi is taking another step toward safer and more intelligent mobility. The premium carmaker is using high-precision swarm data...
- Advertisement -
BrandsPur Weekly Cartoons
- Advertisement -Radio - The Uncelebrated Medium - Brand SpurRadio - The Uncelebrated Medium - Brand Spur