What radio can add:
In planning
radio's main contribution is a dramatic increase in frequency of exposures, either in the same period as the TV campaign or later to extend the campaign over time; radio can be used for regional or local exposure booster; radio can be used to reach light viewers; radio extends TV messages to key times of day when TV audiences are lower or when product relevance is higher (such as afternoon meal time for Pizza marketer); radio also allows tighter targeting against many audiences (e.g. youth) thus reducing wastage.

In communication
Given that Radio is perceived as personal medium, radio can bring brands closer and speak to the consumer at their level (this is important for brands which do not wish to be seen as distant); radio has a culture of response where listeners frequently interact with their station which they see as accessible
In detail
radio allows activity to be geographically varied; radio can allow a fast turnaround for new initiatives; low production costs mean multiple copy messages can be varied round the core TV communication

Sonic Brand Triggers
Sonic Brand Triggers are sounds which consumers recognize and associate with certain brands.
Examples of powerful SBTs:
"Britannia Ting Ting Ting"
Sound component of the Intel logo
They help to ensure that TV and radio advertising is well branded. They leave a brand impression with even the most passive TV viewer or radio listener, as they tend to rely on rhythm and music, which are absorbed at very low involvement levels
A sound which has been successfully established on TV can be transferred on to radio

Radio with Newspapers

Characteristics of Newspapers
Newspaper brings 'immediacy' to a communication. Newspapers also have the authority of the written word, and are good at presenting detail.

As a print medium, the national press suffers from clutter and from the fact that the reader can and does edit ruthlessly to avoid advertising.

What radio adds:
In planning
radio adds frequency, and this is real frequency in that exposures take place in real time; radio also reaches non-readers so it can significantly increase coverage; in most sectors, adding radio also means increased share of voice thus overcoming clutter

In communication
Radio brings intrusiveness to a press campaign, and there is less ad avoidance; radio can bring to life ideas which might seem flat on the page; radio can more strongly convey the brand's tone of voice (important for service brands); radio brings brand messages closer to the individual, speaking in a more personal way than press; radio allows brands to emphasize specific key times of day (press reading is spread across the day)

In detail
flexibility means radio allows geographical variation on top of a national press campaign

Radio with Outdoor

Characteristics of Outdoor
The strength of outdoor advertising lies in its ability to suddenly confront the consumer with an idea or a challenge, in a very public way. Like radio, posters also operate within time which people think of as free - typically travelling time.
The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial context, it has to use extremely simple, striking ideas to be effective, and it suffers from relatively expensive production.

What radio add:
In planning
Radio adds real frequency, in the sense that additional exposures to the advertising are played in full rather than having the listener look away or ignore; radio offers far tighter targeting which means reducing wastage; radio also offers tighter timing - within time of day, day of week or even week of month

In communication
Radio allows more information to be conveyed, which is useful for explaining or persuading; radio allows multiple copy (which can also be used regionally or demographically); radio brings brands closer, as listeners identify with their radio station and see it as aimed at people like them; radio is better able to communicate the tone or character of a brand

In detail
radio offers speed of production compared with the lengthy process of poster print deadlines; it also allows localised copy variation relating to a national poster execution

Radio with Magazines

Characteristics of magazines

Magazines are useful to advertisers because of the relationship they have with the readers, who consume them in a personal way. They allow targeting by lifestyle and interest group. In many magazines the ads are seen as part of the magazine experience.
Weaknesses of magazines include the fact that lead times can be very long depending on the title's frequency of publication, the high levels of clutter, and the reader's inclination to simply turn the page.

What radio add: In planning
Radio adds frequency and there is little zapping; radio also extends coverage well beyond the magazine readership; radio allows tighter timing - time of day, day of week and even week of month; radio also offers a greater share of voice for most categories, which means overcoming clutter.

In communication
Radio brings intrusiveness to a magazine campaign, and there is less ad avoidance; radio can bring to life ideas which might seem flat on the page; radio can more strongly convey the advertising tone of voice (important for service brands); radio allows brands to speak to consumers close to certain activities - driving, cooking, housework etc

In detail
Radio offers fast turnaround within the long copy deadlines of magazines, and the opportunity for geographical variations