Charity Advert: Audience Reach

Use this website to research radio stations and their audience.
http://www.thisisglobal.com/radio/

Which of radio(s) station would be most appropriate to reach your target audience and why? 

I think that Heart would be an appropriate radio station for my radio ad as it is the UK's biggest commercial radio station with over 7.5 million listeners, who are very loyal listeners who tune in on average for 6.7 hours a week, also 41% of their listeners are between 25 and 44 which i think is a wide age range therefore a wider range of people to donate.
I also think that Capital FM would be a suitable radio station as it is the 2nd largest commercial radio station in the UK, it has the widest range of coverage in the UK with 9 locations recording 7.4 million listeners per week and also gaining therefore it is more likely for my radio advert to be heard therefore there are more people to donate.

What times of day would your radio advert be broadcasted? Why?

My radio advert would have to be broadcast at drive time which is the prime time for radio, such as in the mornings when people are on their way to work and school, and also when people are on their way home from school, around 3-4pm and also during rush hour, where people would be on their way home and leaving work, this is because there would be more people to hear my advert, therefore I would be more likely to get an actual response from the advert by broadcasting at this time.

How long would your radio advert run? Why?
 my radio advert would run until the event date has passed as it is partly advertising an up coming event, so there wouldn't be a need to broadcast after the event date had passed.
Task 2b Links and questions:

http://www.marketingminefield.co.uk/radio-advertising-costs/

1.  How much cheaper and more effective than television is radio advertising described as on this webpage?

On the website it is stated 'Radio is three fifths as effective as TV, but only one seventh of the cost.' which makes radio more cost effective as well, although prices can vary due to factors such as the radio station you broadcast on, if it is a popular station with lots of listeners it would cost more compared to a station that has less listeners, the length of the ad, e.g a 10 second ad would usually cost about half the price of a 30 second ad, the time of day, the length and frequency of the campaign, It can be more effective because you can reach the target audience for a lower cost, because you select the radio station to broadcast it on therefore your ensuring the right people hear it. 


2.  Which times of the day cost the most to place a radio advertisement?

Early mornings and late afternoons cost the most to place a radio advertisement as they are the drive-times, when radio stations have the highest number of listeners as most people would be on their way to/from work or school, so your advert is more likely to be heard at this time so  your more likely to get a response, compared to if the advert was played at any other time, during drive time you would most likely hear adverts from bigger companies advertising their products and services e.g. School/college open days, cadburys and Ford advertising their cars as at this time they would have a larger audience range, also people might be driving at these times, and their interest might be cars so the ford advert would appeal to them.