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Direct Response Advertising; Radio vs. TV


Radio advertising vs. television advertising

Many new advertisers assume that they should start on radio and "move up" sometime later to TV. I find that the road is usually smoother when it is taken in the other direction. TV can usually produce more immediate calls and instant prospects than radio and that is what the new advertiser needs -- especially the new advertiser with a limited budget. Later, when TV has been producing new business for awhile, radio can be added to reach new prospects.

Radio vs. TV

Hey, I love radio. I started in this business in radio, at the University of Texas campus station, in 1963. I listen to radio for hours every day. I would love for all my clients to be on the radio. In fact, I put one of my dental clients on the radio recently, along with his TV, and he did very well with it. But...

There's a problem. My clients usually want their phones to start ringing the first time their commercial runs, and keep ringing, and ringing and ringing. Unfortunately, it is very difficult to get that kind of immediate and continuing response from radio.

That's probably because most radio listening is car listening. People hear the commercials and resolve to call later but then they forget. Also, radio is expensive. For example, in the Austin market, for what I would pay for a spot on one of the top five radio stations, I can buy three or four decent daytime TV slots. My client's cost per prospect is much lower with TV.

And television has one very important benefit that radio does not have: Every person watching television has immediate access to a phone, paper and pencil. Prospects can call while they still remember the message and the phone number. Or, they can write the number down and call later.

On the other hand radio can work very well -- and, apparently, does work (or seems to work) for many advertisers, or radio rates would not be so high.

If you have been using television for awhile, radio advertising can be a way to reach new prospects who might not know about you. And radio can be valuable for advertisers for whom the television reach is too general. They advertise on specific radio programs to target specific audiences.

But, in general, you will probably have to wait longer for the calls to come in than you would if you were using "immediate response" television to reach your prospects. Radio works well for advertisers who want to become part of the landscape and aren't so concentrated on getting immediate calls. But -- it usually takes more time, money and patience while you wait for results.

Steve Moundzouris
BigWater Media Group
http://www.bigwatermg.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. November / 20 / 2019

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Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

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Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency  Forbes

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Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet  Forbes

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

Online advertising in Germany - Lexology
Online advertising in Germany  Lexology

Disrupt: Navigating Facebook Advertising | 2019-11-20 - FenderBender
Disrupt: Navigating Facebook Advertising | 2019-11-20  FenderBender

The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising. - Slate
The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising.  Slate

TripAdvisor Launches its First Self-Serve Advertising Platform - PRNewswire
TripAdvisor Launches its First Self-Serve Advertising Platform  PRNewswire

Online advertising in Poland - Lexology
Online advertising in Poland  Lexology

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

Why Amazon success requires a holistic approach to SEO and advertising - DigitalCommerce360
Why Amazon success requires a holistic approach to SEO and advertising  DigitalCommerce360

Online advertising in China - Lexology
Online advertising in China  Lexology

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Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash  CCN.com

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Online advertising in Italy - Lexology
Online advertising in Italy  Lexology

California sues Juul over misleading advertising, sales to youth - Mountain View Voice
California sues Juul over misleading advertising, sales to youth  Mountain View Voice

Online advertising in Russia - Lexology
Online advertising in Russia  Lexology

Online advertising in India - Lexology
Online advertising in India  Lexology

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

Online advertising in Malta - Lexology
Online advertising in Malta  Lexology

SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market - Business Wire
SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market  Business Wire

As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths - Yahoo Finance
As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths  Yahoo Finance

Digital Remedy Launches New Flip OTT Advertising Platform - MarTech Advisor
Digital Remedy Launches New Flip OTT Advertising Platform  MarTech Advisor

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ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: What is Gua Sha?  Coeur d'Alene Press

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations - Business Insider
Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations  Business Insider

“Twitter Ban” – No More Political Advertisements - The Suffolk Journal
“Twitter Ban” – No More Political Advertisements  The Suffolk Journal

Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters - PRNewswire
Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters  PRNewswire

Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass - Marketing Land
Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass  Marketing Land

SEC: Investment Act Adviser Advertisement & Compensating Solicitors - The National Law Review
SEC: Investment Act Adviser Advertisement & Compensating Solicitors  The National Law Review

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On Branding and Advertising | News For The Workers Comp Industry  WorkersCompensation.com

SEC Proposes to Modernize the Advertising Rule for Investment Advisers - Lexology
SEC Proposes to Modernize the Advertising Rule for Investment Advisers  Lexology

Online advertising in Australia - Lexology
Online advertising in Australia  Lexology

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Online advertising in Croatia - Lexology
Online advertising in Croatia  Lexology

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

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Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction  Sports Collectors Daily

Online advertising in Switzerland - Lexology
Online advertising in Switzerland  Lexology

Juul Is Sued by New York Attorney General for Advertising to Underage Users - TheStreet.com
Juul Is Sued by New York Attorney General for Advertising to Underage Users  TheStreet.com

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

Online advertising in Norway - Lexology
Online advertising in Norway  Lexology

SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers - JD Supra
SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers  JD Supra

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

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Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price?  Yahoo Finance

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Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising  MediaVillage

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Socially conscious advertising works, but not for the reasons you think  Campaign US

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers - Yahoo Finance
Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers  Yahoo Finance

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Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

A Director of Political Advertising Is Elected by Hearst - Radio & Television Business Report
A Director of Political Advertising Is Elected by Hearst  Radio & Television Business Report

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The Advertising Industry Has a Problem: People Hate Ads  The New York Times

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

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ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you  Coeur d'Alene Press

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Five Ways 5G Will Change Digital Advertising  MarTech Series

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Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

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Barnstable County Fair wins advertising awards - News  Cape Cod Times

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

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Prince Andrew BBC fallout: BT joins Advertising Week and KPMG in severing ties with duke  The Drum

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To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

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Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

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How Effective Is Facebook Advertising?  Mother Jones

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LEGAL ADVERTISING  The Lincoln County News

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How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

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Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

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SEC Proposes Amendments To Advertising And Solicitor Rules  JD Supra

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Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

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Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them  Variety

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SEC To Overhaul Investment Adviser Advertising Rule  Lexology

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ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid  Coeur d'Alene Press

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Deadline nears for advertising and speciality retail tenders at Queen Alia International Airport - The Moodie Davitt Report  The Moodie Davitt Report

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New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

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Spain: News on the online gambling advertising Code of Conduct  Lexology

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Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

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25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

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Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

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Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising  Rapid TV News

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Microsoft Advertising Editor Has Been Redesigned  Search Engine Roundtable

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TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

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State investigating marijuana advertising at Lewiston Colisée  Press Herald

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

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Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield?  Simply Wall St

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Digital publishers want to grow non-advertising income as display revenue tanks  CampaignLive

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On a new wicket: Why Indian brands are advertising in foreign leagues  Business Standard

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Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

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Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

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WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment  PMLiVE

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

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Publishers look to new revenue sources amid squeeze on digital advertising  City A.M.

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

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Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

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Roku Doubles Down on Advertising Tech  Motley Fool

Val Morgan launches programmatic advertising, brand refresh and content play - CMO
Val Morgan launches programmatic advertising, brand refresh and content play  CMO

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

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Advertising Week joins exodus from Andrew's Pitch@Palace  More About Advertising

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Here's why Facebook dominates in digital advertising  Fox Business

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