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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. March / 19 / 2024

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Ahead of IPO, Reddit blends advertising into user posts  The Register

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Thanks to generative AI, advertising's business models will be reinvented  Fast Company

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Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch.  Insideradio.com

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Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

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Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

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Kristen Cavallo retires from advertising for political activism  Ad Age

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While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

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Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

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National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

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Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

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Food Advertising Bill Advances To Assembly | News, Sports, Jobs  Evening Observer

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Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

National columnist examines CFPB reverse mortgage advertising data - HousingWire
National columnist examines CFPB reverse mortgage advertising data  HousingWire

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

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Advertising Sales Representative (Fargo)  KVLY

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BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

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Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

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OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

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Advertising Could Gobble Up The Grocery Business  AdExchanger

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Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

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Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

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Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

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Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising  Storyboard18

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Learning from the (Advertising) Pros | BU Today  Boston University

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Top 15 Podcast Advertisers Spent Nearly $50M During Feb.  Insideradio.com

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Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

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Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

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National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

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Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

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Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

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Advertising salary guide—why design jobs are in demand  Ad Age

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Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

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Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

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Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

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3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

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EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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ADWEEK Names Ryan Joe Editor in Chief  Adweek

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National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

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What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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GenAI in Advertising  EMARKETER

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Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

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Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

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Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

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Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

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Supreme Court asks Ramdev, Balkrishna to appear before it in Patanjali advertising case  The Hindu

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A weary advertising spend canary in a slow start to the year  AdNews

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A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

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Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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Columbia man found guilty after advertising drugs on social media  WIS News 10

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Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

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IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

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Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

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Paper v pixels: Making a sustainable advertising choice  The Media Leader

Advertise - exploreClarion
Advertise  exploreClarion

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Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

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‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

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TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

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MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

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Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

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Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing  The Economic Times

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Inside the 'made for advertising' crackdown—and why it isn't working  Ad Age

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Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart  Storyboard18

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A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

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FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

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Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5%  Moneycontrol

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CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

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SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

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Pawsitive awareness: The rise of the pet parents  ETBrandEquity

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The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

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How the TikTok ban threat is affecting advertisers and creators  Ad Age

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Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

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New Zealand government restructures advertising accounts with tender  AdNews

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The role of CMO in driving success for CXOs  ETBrandEquity

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Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it - BusinessLine
Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it  BusinessLine

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Aurangabad-based Media House Group bags rights for advertising on 100 city buses  M4G Team

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Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

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The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

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Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

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