We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one. No one knows quite what to do with him. Especially at family gatherings when everyone tries hard to avoid sitting with him. (After all, who knows WHAT he'll start talking about.)
Much of that reputation comes from radio being tough to track. On one hand, radio does work. Businesses do notice an increase in sales when they add radio to the mix. However, radio doesn't test well. In surveys and other tracking methods, radio tends to be the one with the dismal scores.
A good friend of mine, who's also a marketing consultant but before that she sold radio for many years, has a theory about that. She says radio works on a subconscious or unconscious level. People remember the ad, but not that they heard it on the radio. So, they tend to credit a different medium for the ad, like the yellow pages. Yellow pages gets a boost while radio drops a few points.
Regardless, radio should not be ignored because it does work. And many marketing consultants will probably tell you radio is an excellent medium to reach a local market.
However, I feel there are possibilities beyond merely reaching local customers.
Internet radio shows are starting to take off in a big way. That means advertising and sponsorship opportunities are also taking off. In addition, "offline" methods have been shown to be pretty effective at driving traffic online. If increasing Web traffic is your goal, using traditional media outlets to increase traffic should be a part of your mix.
If people already know you (which they might in your local market) they're more likely to be loyal. And they're more likely to send other customers to your site. Depending on the costs of radio in your community, radio may be a very affordable way to get a good viral campaign going. (A viral campaign is when your customers send promotional items about your business such as e-mails, articles, Web site urls, etc. to their friends and family members.)
Below are some other positive reasons to use radio:
* Affordable -- when you compare spot to spot, radio tends to be one of the least expensive media out there. However, one spot ain't going to do it. To reach your target market, you need to purchase several spots. That's why radio can also turn into one of the more expensive media. However, there are ways to keep your costs in line yet still reap the benefits of radio -- for instance, buying less spots but running them all in one or two weeks, so your customers are more likely to hear your message.
* Psychological, if you voice the commercials yourself -- hearing your voice makes people feel like they "know" you. (Hence the popularity of audio on Web sites. In fact, marketing gurus claim just by adding audio to a site substantially increases how many people buy.)
People tend to buy from people and businesses they know and trust. Hearing your voice helps them feel as if they know you. These psychological aspects may be another reason to consider running a few radio ads in your local market even if you have an Internet business.
* Speed -- you can get your spot up and running in no time.
* Loyalty -- listeners choose stations based on the music or shows they like and they tend to be quite loyal to that station. If you know what your customers enjoy listening to, it's an excellent way to reach them. (I include both music and talk shows in this.)
* Good support medium -- radio works really well when paired with other marketing mediums (like print, direct mail or television).
But for every positive, there's a negative. In the spirit of being objective, here are a few for radio:
* Background medium -- radio tends to be on in the background, which means it tends to be ignored. Generally, your target market needs to be exposed to your ad more times than other marketing media before they'll act upon your message.
* Little staying power -- the lack of visuals again keeps radio from "sticking" with people. At least, that's what some of the marketing gurus say. But, here again my marketing consultant friend differs. She thinks it's that subconscious thing again.
And if you can write a spot that creates pictures in your customers' heads, you can actually work this to your advantage. In fact, according to my friend, if the picture is defined enough, not only will people remember it better, but they'll also think it was a print ad instead of a radio ad. (More on the art of creating pictures using words in later issues.)
* Hard to track - it's impossible to know exactly how many people are tuning in at any given time.
A final note: Because radio is subconscious, keep that in mind when crafting your ad. Repeat your business name a lot and any other branding info, so it gets into your customers' heads. Don't put in phone numbers. Instead, purchase a memorable Web site domain name and repeat that. And remember to create "pictures" whenever possible.
Creativity Exercise -- How can you use radio in your business?
Would radio work for your business? Let's find out.
Take out a sheet of paper and a fun pen. (I'm partial to gel pens.) Draw a line down the center.
On one side, put the header: Why advertising on radio is a good idea for my business. On the other side, put the header: Why advertising is a bad idea for my business.
Now pick a side and start writing down reasons.
You might be more comfortable starting with the side that's easiest for you. Then when you work on the other side, you can simply turn the reasons around.
For instance, let's say you started with the bad idea. One of your reasons was: My product is completely visual. You could turn it around by saying "Because my product is so visual, I'll have to work harder to create pictures in my customers' minds. And because the customers create their own pictures, they're more likely to remember them."
Or what if you started with a good idea, and one of the reasons was: "Because my business is local." You could turn it around and say "Because radio is holding me back -- I'm only reaching this local market." (Ah, now I'm even going against what I said earlier. Maybe with this statement you could look for ways to get your customers to spread the word outside the area about your business.)
As you saw by my last example, you'll be amazed at what comes out when you do this exercise. Even if you don't change your views on radio advertising, you may come up with new and powerful insights to your business.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com
On Thursday last week, Amazon launched a new advertising campaign type for Vendors and professional Sellers on Amazon: Sponsored Display. According to ...
While data science continues to explode as a profession, we mustn't allow the metrics of behavior to prevent us from trying unexpected things.
You've just come home from the gym and discovered that your teenager cleaned out your stash of energy bars. Drat. You decide to order a new supply of bars ...
One of the constant challenges in advertising is the creative process of turning a brand or idea into a piece of *content* that will connect well with audiences.
"StreetEasy Experts" will now allow buyer's agents to advertise themselves on specific listings.
Amazon (AMZN) has underperformed the market in 2019 and has gained just over 18% year-to-date. Comparatively, the S&P 500 Index is up 20% this year.
SEATTLE, Sept. 17, 2019 /PRNewswire/ -- Ideoclick, Inc., a full-*service* Amazon managed-services provider, today announces its inclusion in the Amazon ...
SUNNYVALE, Calif. , Sept. 17, 2019 /PRNewswire/ -- Aarki, a leading AI-enabled mobile marketing platform, now offers more advanced personalization ...
For hotel marketers, Facebook continues to be the most effective advertising platform for targeting new audiences and driving brand awareness, according to ...
The National Rifle Association nearly doubled its spending on pro-gun Facebook propaganda for three weeks after the mass shootings in El Paso, Texas, and ...
McDonald's move to pick a new agency runs counter to the data-driven trend that's been driving marketing.
A catchy and memorable motto or slogan that sums up a company's ethos or strategy can be a super-powerful marketing tool. Yet some of the most recognized ...
New York school districts are missing out on millions of dollars by banning advertising, according to a new report out Tuesday...
DUBLIN, Sept. 17, 2019 /PRNewswire/ -- The "Global In-app Advertising Market (2019-2025)" report has been added to ResearchAndMarkets.com's offering.
NEW YORK, Sept. 17, 2019 /PRNewswire/ -- Spatial Intelligence specialist Meshh is partnering with Advertising Week New York, to deliver insight into delegate.
The Federal Trade Commission (FTC) sent warning letters to three companies selling CBD products with unsubstantiated health claims for fibromyalgia.
Facebook advertinsing- is tightening its rules around political advertising ahead of the 2020 U.S. presidential election, acknowledging the previous misuse.
Workman Publishing, an innovative independent publisher of nonfiction books and calendars, seeks a Digital Marketing and Advertising Coordinator to play an ...
On May 29, 2019, Nevada became the first state to pass legislation emulating portions of the CCPA when it adopted Senate Bill No. 220. While Senate Bill No.
As I casually scrolled through my Facebook newsfeed last month, a particular ad caught my eye. It seemed like one of those SAT test prep ads with a ...
New direct-to-consumer TV advertisers are armed with a nearly transparent playbook from which all advertisers can take several quick tips.
The Herald went home with more than 20 awards at this year's Hoosier State Press Association news and advertising conference.
Powerful new integrations within CX Unity help brands use data to create and deliver tailored experiences to known and unknown customers. SAN FRANCISCO ...
Founder and leader of the Heroes League project, the youngest daughter of Russian Defense Minister, Ksenia Shoigu, acquired a 51% stake in Capital Perform, ...
Summary: Pursued by digital advertising? Time for regulation? Or more bureaucracy? Global concerns aired at a London conference. bear. 'Exit, pursued by a ...
Haverhill City Council Vice President Thomas J. Sullivan says the city won't need to regulate marijuana advertising—as discussed last week—because he ...
Retail industry news, voices and jobs. Optimized for your mobile phone.
Businesses need to be able to navigate their way through the digital minefield and produce work that gets cut through and results. This is why The Drum Digital ...
The Herald Bulletin won 16 awards, including eight first places in the Hoosier State Press Association's annual advertising contest.
Product targeting unlocks new strategic possibilities for ad campaigns and provides the potential to reach a larger and/or more strategically segmented ...
Amsterdam has a problem with over-tourism: we all know that. With 3 Billion € revenue per year generated by travelers, you'd expect search volume for queries ...
A new Forrester report looks beyond the duopoly of Google and Facebook to show how the ecommerce giant is shaking up the ad tech industry.
ST. LOUIS, Sept. 17, 2019 /PRNewswire/ -- Financial-services firm Edward Jones launched a new national advertising campaign, its first in five years, that ...
With the average local ad budget rising this year by 1.6% from $114,400 to $116,200, referrals, social media, and search marketing top the list of new leads for ...
The state attorneys general investigating Google want to take a much deeper look into the tech giant's advertising practices. Texas Attorney General Ken Paxton ...
Ever since a 2016 survey from research firm Advertiser Perceptions put Amazon on the advertising map, the industry has seen Amazon Advertising grow from a ...
Digital advertising continues its march toward dominance. In 2017, digital spending surpassed television advertising in the U.S. for the first time; by 2019, ...
As 90% of sales still take place in-store, digital marketers are still challenged to tie in-store sales to online activity. In this piece, Dosh founder and CEO Ryan ...
YouTube is revisiting how it measures its music charts. These changes are coming after Bollywood superstar "Paagal" set a new record with views.
The B-17 "Flying Fortress" was supposed to be so well-armed that formations of them could fly over enemy territory with near impunity, killing off enemy fighters ...
U.S. authorities investigating Alphabet Inc's Google for anticompetitive behavior have recently begun probing the company's $116 billion-a-year advertising ...
AddThis Sharing Buttons. Share to Facebook Share to Twitter Share to Email App Share to LinkedIn Share to Pinterest Share to Reddit Share to WhatsApp.
You didn't think companies that make a lot of their revenue in online advertising were going to just roll over when Europe's General Data Protection Regulation ...
Ahead of the inaugural Programmatic Punch APAC, The Drum speaks to Pete O'Mara-Kane, general manager of the tech company, LoopMe, about where ...
Not possible to arrive at a clear picture of the nature and scale of political advertising on the three platforms due to inconsistencies in the provided datasets.
Even as advertisers pour ad dollars into apps, they are finding it tough to blend the vertical into their overall marketing mix.
Executive Summary | Introduction | Who Makes Native Ads? | Why Should We Pay Attention to Native Advertising? | Native Advertising and Journalism | Native ...
Advertisers shelled out almost $100 million on U.S. TV commercials in and around the 2019 FIFA Women's World Cup, exceeding expectations.
Spend nears €17 billion while one U.S. outfit ends its European hibernation on Dmexco's opening day.
In April, 2017, Facebook stopped allowing users and Page owners to alter news headlines shared via organic posts in an effort to stop the spread of ...
A group of 50 attorneys general opened a broad investigation into whether advertising practices of Alphabet Inc.'s Google violate antitrust laws.
Seth Dallaire, one of a handful of top Amazon Advertising execs, is leaving the company to join online grocery company Instacart.
E-cigarette maker Juul is breaking the law in advertising its nicotine pods as a safer alternative to traditional cigarettes and tool to help people quit smoking, said ...
Inject more creativity in your paid search campaigns. Use these seven out-of-the-box ideas that can help improve your PPC performance.
HTF MI Analyst have added a new research study on Title Mobile Advertising Market Insights 2019, Global and Chinese Analysis and Forecast to 2024 with ...
Far from being crude spammers, malvertisers are sophisticated, smart, persuasive, and often more technologically savvy than many of their legitimate ...
William Hill's latest advertising campaign has sparked yet more debate in the UK about responsible gambling, as problem gambling groups, charities and ex-Sky ...
As Facebook Inc. clamps down on the spread of disinformation on its platform, it still allow advertisers to change news headlines, according to a report by CBC ...
Facebook said Wednesday that it was strengthening how it verified which groups and people place political advertising on its site, as the social network braces ...
Jon Lowen, co-founder of Surfside.IO , a marketing platform in New York, works with cannabis industry companies on their marketing, branding, and advertising ...
From chicken sandwich wars to 'corngate,' trading shots with rival brands is all the rage. But there's a right and a wrong way to go about it.
Microsoft Advertising has launched a report that identifies negative keyword conflicts in shopping campaigns.
The Athletic, a sports-news upstart that relies on reader subscriptions, is making its first major foray into ad-supported *content*.
Native advertising is the central digital-revenue stream for the publishing industry. It makes up some 60 percent of the market, or $32.9 billion, according to a ...
The Saskatchewan Stock Growers Association has beef with the Saskatchewan Roughriders. Real beef over fake beef. There is a new A&W commercial which ...
Swiss International Air Lines' air freight division has come up with new advertising campaign, illustrating four specific commodities transported to different ...
Google's new “Privacy Sandbox” privacy standards proposal is a compromise solution for programmatic advertising while respecting users' privacy when they ...
Verified Market Research represents the Cross Platform and Mobile Advertising Market 2026. Detail analysis of the parent market based on Key players, present ...
Amazon is reportedly developing clean room technology to help its advertisers better understand the impact of their spend on consumer behavior—and shine a ...
The maker of customized marketing tools has big ambitions — and money to realize them.
Strict political-advertising guidelines on broadcast media should be relaxed – watchdog.
In terms of stock gains, it's been a good year for Facebook (NASDAQ:FB). FB stock has moved higher by 43%, and the rally has been backed by strong ...
There are two key consumer behaviors and marketing tactics to keep in mind: how we shop and how we consume *content*.
At this point, no online shoppers should be surprised if they go sniffing around the internet for, say, a new handbag and find themselves, in the days and weeks ...
Learn to use five Microsoft Advertising features that can help set your campaigns apart, including some capabilities unique to this platform.
PubMatic's survey finds programmatic players seek refuge in private marketplaces.
What does physical commodities trading have in common with programmatic advertising? Quite a lot. So it makes sense that ad tech godfather and AppNexus ...
The advertising watchdog is taking no further action over complaints about a Treasury advert stating that duty free shopping will return in the event of a no-deal ...
Aldi has won an advertising complaint against rival Tesco following a series of rulings against the discounters about price comparisons. Aldi lodged complaints ...
Environmental charities and campaigners in Canada's upcoming federal election this fall say they are facing new restrictions on how they talk about climate ...
The National Football League is adding Reddit Inc. to its roster of digital marketing channels as its new season begins, hosting a series of “Ask Me Anything” ...
Great British Bake Off viewers will be targeted by advertisers based on their location and financial profile under a new partnership between Channel 4 and Sky ...
Last week, Porsche unveiled its Taycan. While the model has attracted a lot of attention, it may also be providing a form of free advertisement for Tesla.
Although there is a multitude of other factors to consider when campaign planning, these tips are a good starting point for diving in and getting the growth you're ...
The research examined the political advertising activity on Facebook, Twitter and Google during the European election campaign.
The combination of tech, connectivity, data, the smart use of *content*, and collaborations and partnerships with advertisers and brands has made the outdoor ...
The newsletter will bring you the news, but also tips to help you do your job better.
BritBox president Soumya Sriraman has brushed aside the possibility of an ad-supported model for the platform. “We didn't consider advertising,” Sriraman said ...
MOSCOW (Reuters) - Google said on Monday that it supported responsible political advertising that complies with local legislation, after Russia accused it of ...
Microsoft is opening up its responsive search ads beta to all advertisers.
It's the first time the platform has a way to buy ads that only costs brands when viewers watch the whole commercial, if it's a short one.
Twitter is now blocking state-run media outlets from advertising on its platform. The new policy was announced just hours after the company identified an ...
Why do the fake ads that con platform users out of serious money seem not to concern our industry, asks Nick Manning. Good news for everyone. You can now ...
Entrepreneurship in consumer packaged goods is being democratized. This article focuses on customer acquisition, particularly Amazon and online advertising, ...
Brian Wieser at GroupM says digital advertising can't continue to grow as fast as it has done.
Companies like BritePool and Epsilon are capitalizing on marketers' need to prepare for privacy regulations.
A new Odell Beckham Jr. advertisement in Times Square is straight up savage.
All advertisers can now start testing responsive search ads in their Microsoft Advertising accounts. With responsive search ads (RSAs), first introduced by Google ...
Not long ago the percentage of global advertising spend that was dedicated to digital was minuscule. It has grown rapidly, year-on-year to a point where now ...
Farm Babe wanted to raise awareness on what happens when marketing efforts thank farmers and hope this will be the new trend in advertising.
ADVERTISING RELATED ARTICLES:
80% of All Advertising Is Wasted Due To This Common Mistake
You're flipping through this publication as you wait for your latte, when suddenly you decide to stop and read an ad. What made you stop? I'll bet it was an attention grabbing headline.
Boost Headline Believability With Specifics
Don't use vague generalities in your headlines. Be as specific as possible.
How To Tell If An Advertisement Costs Too Much
People say it all the time: "This advertising costs too much!" They practically go into cardiac arrest when they see how much the advertising for certain media in certain markets is going to cost them. It is pretty easy to get sticker shock when you see that a sixty-second radio commercial on a popular Los Angeles station could cost you a thousand bucks.
How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits!
John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today's marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements.
Non-profit Coupon Books and Coupon Mailers for Small Businesses
Many groups like the Chamber of Commerce, ASB at the local high school, etc. will ask if their members can get a discount if they shop in your store or use your service.
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards out to everyone you see.The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it.
Consider These Pressing Facts Before You Renew Your Yellow Page Ad
Your Yellow Page Ad Deserves More than 10 Minutes of Thought a YearBefore long, your Yellow Page directory rep will be paying you a visit. It's an annual event that happens several months before next year's directory goes to press.
Advertising on a Budget -- Part 2: Thinking Small
This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.
7 Unique Ways To Get FREE Advertising
1. Give Testimonials When you purchase a product or service and it exceeds your expectations e-mail the business a testimonial.
Go Ahead Im Listening
In today's fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated. Radio fills the gap.
4 Ways to Double the Power of Your Business Cards
Sure, everyone needs business cards. But why not make your business card do double or triple the work of an average business card.
Prove It! - Give Your Marketing and Advertising More Credibility
Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can? Tone it down.
Advertising Your Holistic Business
The most basic answer is the same answer as to the question, how does advertising work? Advertising works through repetition, and Holistic Hometown offers you that repetition. What all successful companies know is that advertising it a process.
Developing a Formal Brand Messaging Document
Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message. Imagine one of your customers calling six different people in your company.
Advertising - Should You Be Advertising Your Services?
You offer a reliable, quality service. You know that if more people knew what you can do, you'd increase sales.
Do You Really Need a Brochure?
Traditional brochures typically tell the story of your company, i.e.
9 Tips for Better Billboards
It is a given that billboard advertising "outdoor" is not a "quick fix". If sales are down, you can't quickly put up a few boards to boost the numbers.
Promote yourself on radio for free
Unless you have become extremely popular in your personal or business name, you likely need all of the marketing and promotion you can get. Now, you may say, of course, I'm aware of this, but who has the money? This a good and fair question.
Marketing Tips - Advertising
Typical methods of advertising-newspapers, radio and television are effective if used properly, but there are other, less expensive ways to get your company's name out. Local or cable television is an inexpensive alternative to the traditional forms of advertising.
How to Make a Fortune from Unique Resistance-free Advertising
One of the most powerful offers you can use in your advertising is the word Free. But, you may well ask? how can I make a profit giving my products and services away without charging for them? Which is the exact reason why you need to understand the 'LVC Formula' which stands for the Lifetime Value of a Client! Here's how it works.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market