ASDA RADIO EVALUATION
ASDA Radio is aimed to personify the needs of the public by introducing offers through the radio and playing music that suits their specialised target audiences, Through the sample I have merged advertisements with ASDA indents and trying to make it as easy running as possible, I put together the sample on Audacity due to issues with the Mac software I was using logic pro, so I transferred all the audio on to a YouTube converter and was able to accumulate them within the playlist, Their audience varies, but it is particularly aimed towards the average family. The radio is adjusted to it by placing themselves in the shoes of the consumer. Many people expect documentations on products and cut-down prices within the store. Stores are at war with each other through pricing competition and the radio is there to endorse the audience as much as possible and trying to consciously persuade them to buy impulsively. The stores rotate on the audience’s lifestyle and upcoming special occasions like Christmas; people are ravelled to a new panel of merchandising adverts to consume Christmas related incentives and yet informing people on facts on what’s hot in this season through following on heights in sale ranges, so I have try to place adverts that related to the season it is the winter months placing offers that seemed convenient as gift items etc. In-store radio circulates around customer satisfaction by entertainment. People turn to music for relaxation, in fact music is a pre requisite of setting the scene in many situations. Music has the ability of creating a positive ambiance helping customers feel more at home and to enjoy their shopping experience. I didn’t feel the need to talk in it but I’m aware that there are in-store radios that have doss, this is pre-recorded show not being broadcasted live, it’s a one track packed with adverts and music. I would say the running order is very smooth and the style is informative, in some way in-store radio is interactive with the mind of the consumer due to what store it may be, almost like a pocket sized tour guide instructing people to new product ranges and information while slowly encrypting people impulse reactions to buy. When I shop in any shop in particular, I like the aspect of playing music, its makes the environment more settled and enjoyable to consume and relaxes your nerves during those hard times like the tedious ways of late night shopping when it’s jam packed with un-nerving people awaiting to buy gifts for Christmas, it’s stressful but playing Frank Sinatra in the background eases down the urge in a festive manner. The style of in-store radios feeds information in digestible chunks and work from a 20/80 ratio towards the consumer, being 20 percent relating to store updates and latest offers and the 80 being music. The content gets straight to the point by not building up on tangible banter that isn’t related to their targeted audiences. They maintain awareness through short snappy messages without overstressing and the fact that the messages are played repetitive so you can remember it in the meanwhile. I had a few problems with getting audio tracks off the recorders on to the macs and trying to dub away the backing noise without tit sounding dingy or distorted, to overcome this, I placed music over the top or an advertisement so the backing noise isn’t noticeable.
Kiss Sample
Advertising on commercial radio is the loyalty of its listeners. They know the station’s personalities and they tune in for entertainment and information. Commercial Radio is particularly great for cities with a lot of traffic. This loyalty allows them to develop a relationship with these listeners. Over time, they can convince them to try their product or service, and increase the frequency of repeat or referral business. The best use of radio is frequency. Radio makes it affordable to reach this loyal listener over and over again in a short time span. Let’s face it, in this competitive advertising environment, and with hectic lives, they need to get their message across several times before anyone knows who they are and remembers their name. How often have you met someone, shook their hand, and forgot their name five minutes later? The show I produced was aimed towards the breakfast hours going through humorous banter about films and what was on the television last night etc. Morning radio is very down to earth, it’s a backing track while you get ready for work or school, there nothing serious mentioned, and it runs as a friendly conversation. When I was listening to one of kiss radio shows, they aimed to talk about subjects that are at a heightened period of popularity to the public without restraining them on serious topical issues, making this station appealing to a lot of people, they spoke behind a backing track, what made it more enjoyable as music is a powerful tool to become more occupying towards the audience. I made my sample on Adobe Audition while in the radio room and then began to layer on my tracks and adverts like the flesh to the skeleton till it was complete. The music on this particular station is youthful and is quite urban based compared to heart fm that broadens their genres to reach to older people as well, but kiss is quite a derivative towards myself, as a radio station they try to endorse people through their music by getting various celebs and djs to come in to play some tunes or a mix tape or two, it isn’t like heart fm that runs through local banter, kiss fm is built on the foundations of music. Commercial radio plays a mixture of music and advertisements targeted towards it audiences, commercial radio makes it money through playing a huge majority of advertisements as it’s a cheap way of promotion for many businesses and organisations to reach a selected or vast range of audiences.
However the BBC has a selection of different radio stations that all specialise in different targeted audiences, for example radio 1 is endorsed towards younger people, then radio 4 that is constructed around speech based news, current affairs and factual networks, with BBC Radio Suffolk it was aimed to just one specific audience of people and the station is pinpointed on the news happening within the Ipswich and the opinions of the community trying to be a public evolving station in other words, making shows that run on the opinions of the public, we were asked to make a weekend show and with my sample I included news that seemed appropriate to the location that it is being broadcasted in and the music is from the 70’s-80’decade, the way the show runs is in an easy manner, after listening to Mark on bbc radio Suffolk, I began to think of styles on the way to approach it, Mark’s shows are normally fed by praises, he tries to feature the audience as much as possible in the show, after listening to an hour, I had to stop for a drink after a tedious long listen to phone numbers, but the show showcases the public in doing good deeds or maybe stuff that makes them smile, there would be people texting on their memories or stuff they are looking forward to, this put the show on a personal level, and after a long weary listen, the show becomes a friend. The BBC accumulates it audiences in branches of different topics that relates to the listeners they are pointing to. Radio 1 is a music based radio station and the speech is aimed towards younger people varying to interviews with singers and a vast selection of updated music from different genres, the clever thing about BBC radio that there is something for everyone to enjoy instead of trying to host a meandering station that will suit everyone needs. The BBC separates it audiences to gain more dedicated listeners and that’s what I like about it, while listening to it for a while and asking some of my older relatives, they become enthused within the running order of the station, the show is a window to their lifestyles.
ICR RADIO
ICR Radio is a small community radio station and it runs from volunteers, the station itself is very broad in different radio shows varying from different genres in music to a comedy banter about politics, there are so many to pick from, but after listening to some shows on there, I was quite shocked on some of the standard of some broadcasts, I have created a show that is informative towards the public on events and stuff happening in Ipswich along with topics that rotate around them. I recorded on Audacity and had issues with the microphone picking up background noise and didn’t really find the microphones given as a good way to get your voice onto your computer without going into the studio and recording it live through their systems. I’ve placed a backing track to it as well and the show runs like a news reports, I had all these old bits and bobs and came across an interview what I had with Matt and Gareth and thought it would make a good feature to put across the show. The show advertises events happening within Ipswich, showcasing charity events and stuff happening at the weekend that might seem to interest towards the listener, if there was any words to describe it I would say it runs as a tourist information kiosk, I have remained the content to be locally related and this is when the word community comes into play. I have included topics that the community are fattening up about. Overall after a long meandering road to get stuff finished, I have enjoyed the project but if there was anything I could change is to record everything in the studio to make it better quality.
