Added: 07/18/2005 |
Radio advertising and TV advertising? When It Comes to ChooseThe TV advertising is considered to be more expensive than the on the radio, however it can be more efficacious, especially for a company with a shoestring budget, making its first steps in business. This happens mainly, since the TV can produce more immediate calls than the radio does and it is exactly what a new company needs. More calls - more purchases - more money in return. After a while, in order to reach new horizons a company may decide to place its advertisements on the radio.
When a new advertiser starts with the radio, the latter may not justify the hopes. Certainly, one expects his phone to start ringing immediately after the very first commercial heard and never to calm down. Nevertheless, it is hardly possible to get such immediate and never ending response from the radio, as people usually listen to the radio in their cars, and, as a rule, they do not have an immediate access to their phones or at least a piece of paper and a pen to write down the number and call later. Furthermore, with the time the chances of a potential customer to remember the message, heard on the radio, are decreasing.
Moreover, the radio advertising can turn out to be more expensive than placing ads on thetelevision. For instance, in the Austin market, you may choose between two options - whether to pay for your spot on one of the top five radio stations or spend the same sum of money on three or four daytime TV slots. After easy calculations there can be made a conclusion - the advertising cost per prospect is lower with the television.
When a company arrives at a decision to use the radio first to reach the advertising goals it may benefit (and many advertisers really benefit), however the risk to fail is a bit higher in comparison to the one that accompanies the advertising on television.
Actually, the radio can work very well, if it is turned to after the television advertising potential has been partially exhausted. It is advisable to use the radio when you have the intentions to win new prospects, who still do not know about your company or product.Keeping in mind the fact that television can help reach general audiences, you should also think of specific audiences, which can be reached through the advertisements in special radio programs.
Thus, it is left up to an advertiser to decide on the type of advertising to use. nevertheless, while considering all pros and cons, you should think of what you expect to get at the end. If you wish to reach the target audience as fast as possible, then the TV advertising promising an immediate response may be exactly what you need to succeed. If you are not interested in getting a quick response, then the radio might work well. The main idea you should never forget is that the radio advertising demands much time and patience and in the long rung may cost you a fortune.
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