Radio Ads as a Strategic Offline Approach for Building Brand Awareness.

Abstract

The impact of online advertising can''''t be denied on building the brand awareness now days. Although Egypt is one of the largest countries in terms of population that qualifies it to be a successful digital market However, there are many cultural, economic and technological constraints. With population exceeding 90 million high rates of illiteracy and low percentage of Internet users, meanwhile according to statistics of the ministry of information and communication, Compared to the population, There are still more than 50% of Egypt''''s population size cannot be accessed through online advertising (2018/ 2019), and it opens the door in front of offline advertising to be used more widely in Egypt to create the communication between the consumer and the brand and build the brand awareness.Problem: rand Awareness in Egypt faces some educational, technological and economical challenges, which requires finding another and different design solutions by reliance on Offline advertising instead, to achieve maximum brand awareness and engagement. Research aims to collect and study the role of radio ads as an offline advertising tool and how could be relied upon by designers to support brand awareness with the Egyptian market.METHODOLOGY An analytical study using a qualitative research, based on personal interviews with Advertising agency representatives discussing the strategy and methodology behind their relaunching campaign for the agency’s Client Measuring the impact of Radio ads on a selected target audience.