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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 Tue. June / 18 / 2024

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The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

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Why some cities are banning fossil fuel advertisements  The Washington Post

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Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

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Peterborough youth praised ahead of food advertising ban decision  BBC.com

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Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Biden team announces $50M campaign highlighting Trump conviction: Election 2024 - The Associated Press
Biden team announces $50M campaign highlighting Trump conviction: Election 2024  The Associated Press

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'Ghost jobs' advertise fake positions and offer companies big benefits, while workers pay the price  ABC News

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Briefing: TikTok Announces AI Avatars for Advertising  The Information

T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices - The Verge
T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

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How AI will impact the advertising world according to OpenAI  Fast Company

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

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Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data - MediaVillage
Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

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'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

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New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1  Redheaded Blackbelt

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Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

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PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging - The Drum
Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

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Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

How Telegram's Ads Network Will Impact Advertisers & Creators - Unchained
How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

UK Advertising Exports Reach £18BN in 2023 | LBBOnline - Little Black Book
UK Advertising Exports Reach £18BN in 2023 | LBBOnline  Little Black Book

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Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

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Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

Biden campaign launches advertising attack on 'convicted criminal' Trump - The Washington Post
Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post

Harnessing AI: Transforming Creative Development In Advertising - AdExchanger
Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

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Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman - Cryptonews
Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

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Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction - KTVB.com
Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

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Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

Oracle Ads have had it: $2B operation shuts down after dwindling to $300M - The Register
Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Jackson Hole News&Guide
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising - StockTitan
Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising  StockTitan

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Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

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These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

T-Mobile can no longer advertise a 'Price Lock' if its doesn't lock prices - Android Authority
T-Mobile can no longer advertise a 'Price Lock' if its doesn't lock prices  Android Authority

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One minute in Cannes with: Uber Advertising  Performance Marketing World

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Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

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Bandai Namco's Smash Bros. Studio "No Longer" Advertising Select Roles For Nintendo Projects  Nintendo Life

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Women Connect at Cannes Lions Ad Festival's Empower Cafe  TheWrap

NBCUniversal Supercharges Live Event Programming For Advertisers With New Accelerated Audience Capabilities - PRODU
NBCUniversal Supercharges Live Event Programming For Advertisers With New Accelerated Audience Capabilities  PRODU

Oracle Is Shutting Down Its Ad Business - Adweek
Oracle Is Shutting Down Its Ad Business  Adweek

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Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

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X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

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Biden's campaign announces $50M advertising blitz | Nation | timesdaily.com  Times Daily

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Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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The Trade Desk: Positioned For Success As A New Era Of Digital Advertising Starts (TTD)  Seeking Alpha

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Griezmann feels the full force of EURO 2024 pitch side advertising  OneFootball - English

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

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Edward Norton’s Challenging New Role Could Put Him in TV’s Battle for Advertising Dollars  Variety

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Jana Steward can provide all display advertising needs  Erwin Record

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

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Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

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Why advertising needs more queer leaders  Ad Age

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Commercial sponsor advertisements approved for all regular-season football games  NCAA.org

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T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

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Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

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Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

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6 Top Advertising Trends to Watch (2024 & 2025)  Exploding Topics

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Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

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Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week  World Economic Forum

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United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  EIN News

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PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

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ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

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Ad tech players unite for programmatic advertising growth in Europe  Adgully

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TI Georgia: Advertising Market in Georgia Insufficient for Media to Function Properly  Civil Georgia

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

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Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

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How Retailers Became Ad Platforms  HBR.org Daily

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Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

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Gary Lineker 'breaks BBC advertising rules' by wearing his clothing line on air  The Independent

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United Airlines seat ads: How to opt out of targeted advertising  Fast Company

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Laughing Matters: How Cannes' Humor Category Could Change Advertising  Adweek

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Wacl calls on industry to measure representation of women in advertising  CampaignLive

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Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  American Family News

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Week in Review: 75% of Advertisers Are Still Unprepared for Cookie Deprecation  Hello Partner

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Allstate Arena advertising CM Punk for Friday Night SmackDown  POST Wrestling

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Amazon hit with $122 mln US verdict in internet-advertising patent case  The Financial Express

Biden Campaign Announces $50 Million Advertising Blitz Highlighting Trump's Conviction - http://hamodia.com
Biden Campaign Announces $50 Million Advertising Blitz Highlighting Trump's Conviction  http://hamodia.com

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RDDT Stock: What to Watch as Reddit Nabs New AI Advertising Deal  InvestorPlace

Google launches Google TV advertising network - Search Engine Land
Google launches Google TV advertising network  Search Engine Land

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Creative 100: Honoring the Most Innovative Talent Across Advertising, TV, Visual Art and More  Adweek

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Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem  AdExchanger

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2024 Guide to X (Twitter) Ads: Specs, Cost, and Tips  Hootsuite

Wild Advertising boosts creativity with student collaboration - adobo Magazine
Wild Advertising boosts creativity with student collaboration  adobo Magazine

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Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch  Digiday

You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising - WIRED
You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising  WIRED

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The Impact Of AI On Political Advertising; How Do You Regulate Integrity?  SHOOT Online

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Fans Want Busch Gardens To Apologize After 'Blatantly False Advertising'  Inside the Magic

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Google: advertising revenue 2023  Statista

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As Google Targets AI Search Ads, It Could Learn a Lot From Bing  WIRED

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‘Godfathers of climate chaos’: UN chief urges global fossil-fuel advertising ban  The Guardian

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Chepstow Rugby Club applies for advertising permission to display welcome sign  Herald Wales

Climate change: Ban fossil fuel advertising says UN chief - BBC.com
Climate change: Ban fossil fuel advertising says UN chief  BBC.com

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What happens when retail media overtakes TV advertising?  The Grocer

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