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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 Sat. April / 10 / 2021

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Top 5 Social Media Channels for Paid Advertising | CoFounder  CoFounder Magazine

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Lamar Advertising launches corporate-sponsored SPAC  Greater Baton Rouge Business Report

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California legislators battle over cannabis billboard advertising  Cal Coast News

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Judge orders Charter to pay $19M to Windstream in false advertising suit  FierceTelecom

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Sunset's Queen of Greens website and social media recognized by advertising awards  hortidaily.com

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Word of mouth advertising | News, Sports, Jobs  The Inter-Mountain

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IAB's Randy Rothenberg, Author Tim Hwang, Spar Over Privacy And Digital Advertising  AdExchanger

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First Day Life Permanently Discontinues Certain Advertising Claims for Daily Enrichment Multivitamin Following National Advertising Division Challenge  PRNewswire

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Clarence Saunders — Advertising Genius  Memphis Magazine

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Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns  CT Examiner

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Expedia Settles False Advertising Class Action with Hotels  Courthouse News Service

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Online sessions for businesses: Facebook advertising, credit, business licensing  Nevada Today

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Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal  Milwaukee Business Journal

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Plankenhorn, Keystone Advertising merge | News, Sports, Jobs  Williamsport Sun-Gazette

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What Advertising’s Top Leaders Are Saying About Cannes Lions Going Online-Only for 2021  Adweek

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FDIC Re-opens RFI on Signage, Advertising Requirements | ABA Banking Journal  ABA Banking Journal

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Tesla starts advertising Model 3 with 93 miles of range on its website in Canada  Electrek

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UK Advertising Standard’s Authority and Social Media Influencers  The National Law Review

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Wix's Negative Advertising Campaign Falls Flat with WordPress Developers and Professionals  WP Tavern

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Roku is planning a big advertising push  Business Insider

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Proposed advertising tax gets resistance from eastern panhandle small business  WDVM 25

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Google’s FLoC poses a threat to identity solutions and advertisers  MarTech Today

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Three Reasons Why ‘Sneaky Sexism’ Still Exists In Advertising  Forbes

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Merchants group blasts proposed digital advertising tax  Hartford Business

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Substantiating Advertising Claims in Three Steps: A How-To Checklist for Advertisers  Lexology

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PromoDrone Brings Drone Banner Advertising to Global Markets  sUAS News

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Maryland’s New Tax – The Nation's First State Tax on Digital Advertising  JD Supra

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iOS 14.5 Ad Tracking opt-in feature could change mobile advertising  Shacknews

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Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online  PRNewswire

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Omnicom PSA contest will advocate increased representation of Asians in advertising  AdAge.com

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Sexism In Advertising Is (Still) Not So Sneaky 04/09/2021  MediaPost Communications

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Roseville Businesses Eligible for Free Advertising Services  Roseville Today

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IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts  PRNewswire

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Turkey's Updated Medtech Advertising Regulations Will Assist Traceability  Medtech Insight

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Freshmade Design Agency Awarded With American Advertising Awards for its Work with Mastronardi SUNSET® Queen of Greens Line  And Now U Know

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2021 Shaping Up to be the Year of Programmatic Advertising for Pay TV and Network Service Providers in Europe  MarTech Series

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Social Media Influencers and the Need for Responsible Advertising  Lexology

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Beyond the cookie: The future of advertising for marketers & publishers  The Drum

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Amazon Just Passed a Major Milestone in the Digital Advertising Market  The Motley Fool

Google Faces Complaint in France Over Android Advertising Tool - Bloomberg
Google Faces Complaint in France Over Android Advertising Tool  Bloomberg

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Advertise with Magic 99.1 – Magic 99.1  KAFF News

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In-Game Advertising Went Mainstream in 2020 as Pandemic Powered Innovation and Maturity of 2.7-Billion-Strong Global Gaming Market  WFMZ Allentown

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Bayard Advertising Hires Industry Veteran Nick Galullo as VP of Business Development  PRNewswire

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National Advertising Division Finds Verizon's "Fastest 5G in the World" Claim Supported for its 5G Ultra Wideband  PRNewswire

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tvScientific Rolls Out CTV Advertising Platform  TV Technology

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Effectv Launches New Division to Better Serve Advertisers' Evolving Needs for Audience Delivery within Changing TV Marketplace  Odessa American

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Survey Fax Neither Unsolicited Advertisement nor Pretext  The National Law Review

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Letter: The public option: Truth in advertising  Steamboat Pilot and Today

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Google starts funneling Chrome users into groups to ease targeted advertising  AppleInsider

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Letters to the Editor: Worry over outdoor advertising of cannabis  San Francisco Chronicle

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The IAB 2020/2021 Internet Advertising Revenue Report  AList

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Ad Age Pinterest expands advertising business to Latin America  AdAge.com

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Rockport considers amending signs and advertising rules  PenBayPilot.com

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Microsoft Advertising’s New Rollout & More Digital Marketing News  Search Engine Journal

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Lamar Advertising Launching Corporate-Sponsored SPAC: Lamar Partnering Corporation  GlobeNewswire

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Advertise with The Mountain 2.0 | KMGN-DB - The Mountain 2.0 | KMGN-DB  KAFF News

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Advertising Industry: Global Market Trend, Share, Profit, Growth and Key Manufacturers Analysis Report – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Global Insurance Advertising Market 2020 Industry Challenges, Business Overview And Forecast Research Study 2027 – SoccerNurds  SoccerNurds

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Global Digital Video Advertising Market Future Scope, Key Takeaways, Revenue Analysis and Forecast to 2021 – 2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Chirello Advertising Celebrates 25 Years in Business – Oswego County Business Magazine  Oswego County Business Magazine

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US advertising employment increased by 2,200 jobs in March  AdAge.com

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Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

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