Posts Tagged ‘Advertising’

Internet Radio and Radio Advertising

October 21st, 2011
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Internet Radio and Radio Advertising

When the Internet first came into being we all thought it was the answer to everything, however it quickly turned into a playground for people wanting to do advertising. This however brought a lot of people in there were just after a quick sale and becasue most of it was free they climbed onto the band wagon by the millions.

Like any new Technology there is always a catch up time, with the old method of connection the internet was struggles under the weight and demand. Website Advertising was the most effective and most widely used. When the internet was run by the telephone connection the advertising chance were rather limited.

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Once Technology caught up and moved us into the twenty first centuary things became a whole lot easier. The advent of the broadband brought with it the ability to use streaming video and more to the point internet radio. The world of radio advertising was born on the internet.  
Still this kind of advertising is only now coming into its own albeit rather expensive unless you look around for a station that has a large listener base and their radio advertising fees are with your reach. I believe that when your adverts get really seen, are you in a position the handle the extra traffic to your website.

But advertising is advertising and by the very nature of the beast takes time to really be noticed. This is why I recommend finding the right station in the first instance.

Anthony Hosking

 

 

 

Anthony Hosking has been online since we got the WWW. He has written many articles in that time and it now the station manager for motivational radio

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Radio Advertising

February 12th, 2011
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Radio Advertising

More and more frequently, businesses are testing direct response radio after experiencing success with DRTV campaigns. One client we work with came to us after establishing a successful DRTV spot campaign to fill their educational seminars. They wanted to test DR radio to determine whether it could be an additional, profitable source of new seminar attendees. They didn’t expect radio to do as well as their TV campaign.

 

After the initial testing with radio, the results were just about where the client expected, with a higher CPR (cost per registrant) than their DRTV spot campaign. However, after a few weeks of refining the radio campaign, DR radio began outperforming DRTV. The client was surprised that DR radio could produce results on par with DRTV. “How is this possible?” they wondered.

 

It’s possible because of the way DRTV and DR Radio work together. Or rather, how they don’t.

 

Marketers, it seems, tend to subscribe to the classical “integrated marketing” theory, which suggests that there will be a “synergy” between the advertising mediums. This view is that radio might be a profitable customer acquisition channel because of the media exposure established through DRTV – radio will convert all those who’ve seen the TV campaign and have yet to buy.

 

However, in our experience this synergy-based theory doesn’t at all describe the interaction of direct response radio and DRTV. You don’t need TV exposure to be successful in radio, nor does significant TV exposure itself guarantee DR radio success. Consistently we see that regardless of the amount of TV exposure, DR radio campaigns work because of their own strengths, not as a result of wide TV exposure.

 

Why is this so? Because DR Radio delivers your message to an audience that is distinct from a DRTV audience – not one that significantly overlaps. This makes sense when you think about how much media people would have to take in to see your infomercial a few times as well as hear your radio ad at least once. For successful campaigns, that would require a lot of both TV watching and radio listening by a lot of people.

 

So, if radio and TV don’t work in the “synergistic” way originally thought, what accounts for the success of campaigns that begin with DRTV and add DR radio advertising to the advertising mix?

 

In a word: New. When you expose a new audience to a new, well-crafted message about a product for which there is proven demand, you have the ingredients for a very successful campaign.

 

That means that even while a DRTV campaign may be maturing, and CPO’s edging up, there’s still a profitable customer acquisition channel that will give you access to a new audience who’ll hear your message as fresh and respond to it with corresponding eagerness.

 

There is another implication of the “separate audience” insight. It also means that you can’t assume you’ll capture the untapped radio demand for your product just because you have a successful DRTV campaign. It’ll require creating a radio-specific ad and going through the process of testing and refinement. But it’s very much worth the effort because leaving radio advertising out of your mix provides competitors with an attractive avenue to establish a profitable foothold in your category. Since it is often costly to displace an established radio campaign, it makes sense not to wait too long to establish your radio presence when you’ve built a successful campaign with DRTV.

 

The issue of “inadequate data capture” remains, however it has changed in a fairly dramatic way. Since we first wrote the “Five Biggest Mistakes” article, the web has catapulted to the top data tracking issue. Why? Because we’ve learned that radio advertising drives a boatload of online leads and orders. In our testing we’ve found that for every dollar we see coming through a phone center, there is between $ .35 and .00 coming via the web. It’s actually more complicated than that, because that assumes nobody is trying to pick off your customers with their own PPC and SEO efforts – which is a bad assumption that gets worse as your campaign gets more successful. Other companies will try to reap the benefit of your advertising, and they’ll succeed if you don’t do something about it. We now require all clients to meet minimum web tracking benchmarks before proceeding with testing.

 

For whatever reason, “Flying Blind” is not as big an issue. People seem to know their key metrics.

 

Using vendors that don’t know direct response radio, particularly when it comes to the call center, remains a significant challenge. The good news on this front is that over the last few years some of the more well-known call centers have become much better at closing radio calls. In the past, they had become used to the layups that come in from TV infomercials and their sales skills were not as sharp.

 

The creative process remains under threat on a few different fronts. The most meaningful seems to be clients who perhaps don’t have enough trust in the experts they’ve hired to create radio ads for their business. This is an understandable situation since the client is the one spending the money and it’s their product so they know it best. But our recommendations are based on years of experience with what works and what doesn’t in direct response radio. We combine that with what we learn from the campaign brief provided by the client to produce an a radio commercial (or commercials) that we believe will produce the best results. The best way for us to describe how to avoid this mistake is this: provide the agency a full and complete campaign brief up front. Then, when you’re asked for feedback on copy or the final produced ad, do your best to restrict that feedback to a) customer insights that you feel were missed, b) incorrect facts in the ads, and c) legal requirements that need to be met.

I am Mohan read mathematics at Stanford and remained there for his MS. From 1998-1999 on researched in Evolution and in Animal Behavior in  Camrbidge, UK. I was was then a professor in the departments of Anthropology and Biology, New Jersy College, USA. Now teaches at the department of Zoology. Carried out research in several areas of evolutionary biology, particularly in sexual selection and the comparative method.


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Radio Advertising Costs

February 9th, 2011
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Radio Advertising Costs

Usually, when researching radio advertising costs, many potential radio advertisers have a pretty good idea of the first two points. However, when it comes down to finding the best station (or stations) at the best price, the radio advertising process becomes a little more challenging.

 

Here is how we tackle the process at Radio Lounge and determine how much to spend on radio advertising costs. Within the market you want to advertise in, we find the radio stations that have the best potential to reach your target customer. This is based on the formats of the radio stations. Urban Hip-hop stations will target different demographics than a News/Talk, or Soft Rock station. After we select a group of radio stations, we contact those stations to let them know we are thinking about advertising on their radio station. We ask for specific data from the radio stations called “rankers”. This is ratings data that most radio stations can provide based on specific requirements we have requested. From this point, we have a good idea which stations perform the best in our target demographics.

 

Once we have narrowed down the radio stations to just a few that will effectively reach our target customer, we then request a proposal based on certain criteria – dayparts, frequency goals, etc. From these proposals, we can see who reaches the target audience most efficiently – using tools like Cost Per Point (ratio of spot rate to ratings percentage), Cost Per Thousand (ratio of spot rate to audience category totals), etc. If a radio station is not competitive, we will often ask the station to resubmit a more competitive proposal. But, how will we know if all of the station’s radio advertising rates are too high. Radio Lounge has access to data that allows us to compare proposals against historical figures to determine if radio station prices are in line with market averages. We negotiate, and help execute the purchase.

 

Great…but what does this cost? It depends on the size of the market you wish to advertise in as determined by Arbitron (the radio ratings services). Radio advertising rates can be as high as 0 per 60 spots in a top market like New York City, or as low as per 60 spots in Kerrville, TX. How will you know what to spend?

 

Here’s a valuable system we have used from our history of working with radio advertising rates. The system is based on a solid branding schedule that may run one spot per day in the morning drive, one per day at midday, and one per day in the afternoon drive – Monday through to Friday, and two spots on Saturday and Sunday. That’s nineteen spots a week at sticker price. This type of schedule is good for achieving a desired frequency level of three (meaning the average listener to a station will hear the radio commercial at least three times). Under these broad assumptions, you can use the following chart as a rough guide to budgeting your radio advertising campaign.*

 

*Note,these are gross rates and do not include production costs or agency discounts. These are market averages for the standard radio schedule mentioned above, actual costs may vary. Different combinations of day parts on different stations may cost much less.

 

* Markets 1 -5 (ex: New York City, Los Angeles, Chicago, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.

 

* Markets 6 – 20 (ex: Dallas/Ft.Worth, Houston, Phoenix, San Diego, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.

 

* Markets 21 – 50 (ex: Denver, Cleveland, Kansas City, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.

 

* Markets 51- 150 (ex: Akron, Syracuse, Baton Rouge, etc.)

Expect to pay from 0 to 00 per week/per station for a top performing station.

 

* Markets 150+ (ex: Myrtle Beach SC, Green Bay, Topeka, etc.)

Expect to pay from 0 to 00 per week/per station for a top performing station.

 

You may be saying, “Wow! That can be expensive”. Relax, these are standards and radio advertising schedules come in all shapes and sizes. Sometimes, schedules are smaller depending on advertising goals and objectives. However, we do recommend that you are able to commit to the range of minimums.

 

 

Notice we have not mentioned remnant radio advertising costs here at all. Remnant advertising is the practice of buying unused inventory at deep discounts. Remnant advertising success exists more in theory than in practice. However, this is not to say that there are not advertisers who are having success with remnant advertising. If, and when, remnant advertising falls into your lap, we suggest you look into it.

 

However, basing your entire radio ad campaign on remnant advertising may be shooting yourself in the foot. With the exception of a few times a year, most top performing radio stations do not have that much unsold inventory. Often, the largest advertisers have contracts that guarantee so many low cost/no cost spots that have to run. The reality is that if large advertisers (with the big dollar schedule) need their spots to run, or if another advertiser pays just one penny more than you did for your remnant spots – bump! You just got bumped off the air that day. You may pay for twenty spots and only get two that air. The stations will make it up to you, but what if you were counting on that advertising to drive sales.

 

Or better yet, in the age of consolidated radio groups your remnant advertising might run on the third to the last rated station in the market. The result is NO RESULT and you have just wasted money for nothing. We really do believe that when it comes to radio advertising YOU TRULY DO GET WHAT YOU PAY FOR.

 

Now that radio advertising rates have been explained, you may ask the question, how long should I advertise? The type of radio advertising helps define the length of a campaign. Advertising for an event? We recommend shorter, more compact schedules to create buzz leading up to the event or launch. Branding a product? Often, long term schedules with a bit of breathing room work best.

I am Mohan read mathematics at Stanford and remained there for his MS. From 1998-1999 on researched in Evolution and in Animal Behavior in  Camrbidge, UK. I was was then a professor in the departments of Anthropology and Biology, New Jersy College, USA. Now teaches at the department of Zoology. Carried out research in several areas of evolutionary biology, particularly in sexual selection and the comparative method.


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Radio Advertising Costs Demystified

November 22nd, 2010
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Radio Advertising Costs Demystified


“How much should I spend on radio advertising?” “How do I know I am getting the best radio advertising rates?” “What radio stations should I advertise on?” “What are good and bad radio advertising prices?” “How many spots should I air on a radio station?”


Every day at Radio Lounge, we hear radio advertising questions such as these.


Honestly, there is so much confusion about radio advertising floating around – we can’t blame you for asking these questions. Why is advertising on the radio so mysterious? The answer is – radio advertising is not mysterious. It just helps to know how it works.


Effective radio advertising relies on two major components – the message (the radio commercial itself), and the media (that the radio spot airs on).


The Message


Let’s look first at the radio commercial itself. Before even thinking about which radio stations to air on, or how much to spend on radio advertising rates, you must think about what you are going to say in your radio ad. For this article, we are assuming that all call centers, fulfillments, websites, etc. lead generation, and sales closing processes have been put in place by you, the advertiser. Creating a radio commercial that helps drive traffic is extremely important to the advertising process.


The advertising industry is full of voice talents, radio personalities, DJ’s and others, all claiming to create radio commercials. Be careful here. When entering the arena of radio commercial production, look for a radio advertising agency that has experience and a track record of successful ad campaigns. Anyone can create a radio ad, but not everyone can create a radio ad that pulls traffic. Some radio stations provide free radio commercials if you advertise on their station. Most of these free commercials are never based on strategy and are just one of several dozen commercials that have to be created by an overworked radio production person in a five to fifteen minute window of time. Remember, you usually get what you pay for.


The most effective radio commercials are built on a solid, proven strategy. The copy is written using time tested formulas that maximize potential response. The talent is handpicked to best connect with the end user and the production is based upon clear, quality, and easy to absorb audio.


So…what does the radio commercial production process cost? The majority of radio commercials that work best usually fall into the 0 to 00 price range. There are always exceptions to the rule (lots of revisions to copy or audio, additional voice talents, celebrity endorsements, etc.) but this figure generally covers development of a solid strategy, copy from experienced copywriters, performance by high caliber voice talents, and the highest quality production services.


The Media


For many with questions about radio advertising rates, and radio station prices, here is where the mystery begins. We will try to simplify the mystery of radio media buying as much as we can in this small amount of space.


A good radio advertising buy focuses on a few different things:


* Finding the best radio stations in a market that match your customer’s demographics (age, gender, income level, etc.) and psychographics (interests, beliefs, hobbies, personality traits, etc.).

* Finding the dayparts that best reach your target customer. Mornings? Middays? Afternoons?

* Selecting the top radio stations that most efficiently reach the highest potential customers, the right number of times (defined as frequency), for the least amount of money


Usually, when researching radio advertising costs, many potential radio advertisers have a pretty good idea of the first two points. However, when it comes down to finding the best station (or stations) at the best price, the radio advertising process becomes a little more challenging.


Here is how we tackle the process at Radio Lounge and determine how much to spend on radio advertising costs. Within the market you want to advertise in, we find the radio stations that have the best potential to reach your target customer. This is based on the formats of the radio stations. Urban Hip-hop stations will target different demographics than a News/Talk, or Soft Rock station. After we select a group of radio stations, we contact those stations to let them know we are thinking about advertising on their radio station. We ask for specific data from the radio stations called “rankers”. This is ratings data that most radio stations can provide based on specific requirements we have requested. From this point, we have a good idea which stations perform the best in our target demographics.


Once we have narrowed down the radio stations to just a few that will effectively reach our target customer, we then request a proposal based on certain criteria – dayparts, frequency goals, etc. From these proposals, we can see who reaches the target audience most efficiently – using tools like Cost Per Point (ratio of spot rate to ratings percentage), Cost Per Thousand (ratio of spot rate to audience category totals), etc. If a radio station is not competitive, we will often ask the station to resubmit a more competitive proposal. But, how will we know if all of the station’s radio advertising rates are too high. Radio Lounge has access to data that allows us to compare proposals against historical figures to determine if radio station prices are in line with market averages. We negotiate, and help execute the purchase.


Great…but what does this cost? It depends on the size of the market you wish to advertise in as determined by Arbitron (the radio ratings services). Radio advertising rates can be as high as 0 per 60 spots in a top market like New York City, or as low as per 60 spots in Kerrville, TX. How will you know what to spend?


Here’s a valuable system we have used from our history of working with radio advertising rates. The system is based on a solid branding schedule that may run one spot per day in the morning drive, one per day at midday, and one per day in the afternoon drive – Monday through to Friday, and two spots on Saturday and Sunday. That’s nineteen spots a week at sticker price. This type of schedule is good for achieving a desired frequency level of three (meaning the average listener to a station will hear the radio commercial at least three times). Under these broad assumptions, you can use the following chart as a rough guide to budgeting your radio advertising campaign.*


*Note, these are gross rates and do not include production costs or agency discounts. These are market averages for the standard radio schedule mentioned above, actual costs may vary. Different combinations of dayparts on different stations may cost much less.


* Markets 1 -5 (ex: New York City, Los Angeles, Chicago, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.


* Markets 6 – 20 (ex: Dallas/Ft.Worth, Houston, Phoenix, San Diego, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.


* Markets 21 – 50 (ex: Denver, Cleveland, Kansas City, etc.)

Expect to pay from 00 to 00 per week/per station for a top performing station.


* Markets 51- 150 (ex: Akron, Syracuse, Baton Rouge, etc.)

Expect to pay from 0 to 00 per week/per station for a top performing station.


* Markets 150+ (ex: Myrtle Beach SC, Green Bay, Topeka, etc.)

Expect to pay from 0 to 00 per week/per station for a top performing station.


You may be saying, “Wow! That can be expensive”. Relax, these are standards and radio advertising schedules come in all shapes and sizes. Sometimes, schedules are smaller depending on advertising goals and objectives. However, we do recommend that you are able to commit to the range of minimums.


Leftovers?


Notice we have not mentioned remnant radio advertising here at all. Remnant advertising is the practice of buying unused inventory at deep discounts. Remnant advertising success exists more in theory than in practice. However, this is not to say that there are not advertisers who are having success with remnant advertising. If, and when, remnant advertising falls into your lap, we suggest you look into it. However, basing your entire radio ad campaign on remnant advertising may be shooting yourself in the foot. With the exception of a few times a year, most top performing radio stations do not have that much unsold inventory. Often, the largest advertisers have contracts that guarantee so many low cost/no cost spots that have to run. The reality is that if large advertisers (with the big dollar schedule) need their spots to run, or if another advertiser pays just one penny more than you did for your remnant spots – bump! You just got bumped off the air that day. You may pay for twenty spots and only get two that air. The stations will make it up to you, but what if you were counting on that advertising to drive sales. Or better yet, in the age of consolidated radio groups your remnant advertising might run on the third to the last rated station in the market. The result is NO RESULT and you have just wasted money for nothing. We really do believe that when it comes to radio advertising YOU TRULY DO GET WHAT YOU PAY FOR.


Now that radio advertising rates have been explained, you may ask the question, how long should I advertise? The type of radio advertising helps define the length of a campaign. Advertising for an event? We recommend shorter, more compact schedules to create buzz leading up to the event or launch. Branding a product? Often, long term schedules with a bit of breathing room work best. Maybe even flighting could work (on two weeks, off two weeks). Most of the time, the two things that will determine how long to run a radio advertising campaign will be advertiser goals (traffic numbers), and external factors such as sales cycles. Oh yeah, and usually budget affects the length of the campaign. It is not desired, but that’s reality.


The Total Cost


You may be thinking, “So if I want to run a spot on three top Houston radio stations, I should expect to pay 00 for a commercial, plus 00 per week per station…that’s ,000 for one week’s worth of advertising!” That’s true, and may be just what it takes to reach over half a million potential well targeted customers. The real question is, “How much money can you make off half a million potential targeted customers?” Is it more than ,000 a week? ,000 a month? These are questions to ask yourself, because in the world of advertising, that is pretty good traffic.


It works even better when you let Radio Lounge reduce that cost even further. What if Radio Lounge was able to get you a great radio advertising schedule by providing an instant discount ABOVE the negotiated lowest radio station price?


Launch Your Radio Advertising Campaign


You may still have many questions about radio advertising. That’s why we are here. We want to help you get the biggest bang for the radio advertising buck. Radio Lounge has worked with thousands of radio advertising campaigns. We know what works and what does not. Let Radio Lounge help you with all facets of strategic development, creative development, copywriting, production, media planning, media negotiation, and monitoring of your radio advertising campaign.


Call for a free consultation. Toll free 1-866-4-AUDIO-9…that’s 1-866-428-3469.

Let Radio Lounge help you drive traffic with powerful radio advertising solutions.

http://www.radioloungeusa.com

M. Bruce Abbott is Creative Director/Partner of Radio Lounge, a direct response radio advertising agency. If you are thinking about advertising on the radio, let the experienced direct response radio advertising professionals at Radio Lounge make your campaign a success. Call us for a free consultation. No pressure, just friendly people who love to help companies succeed with their advertising on the radio. Call toll free, 1-866-4-AUDIO-9. That’s 1-866-428-3469…but we would never say it like that on the radio :) OR visit www.radioloungeusa.com Remember…Direct Response Radio Advertising Works – when done right, it can achieve powerful results.


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Internet Talk Radio – a Powerful Advertising Medium

June 22nd, 2010
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Advertising, a one-way communication with the purpose of informing potential customers about products and services and how to obtain them, is probably an essential function of any company to push their products in the market. Every major medium, with the examples of newspapers, television, radio, movies, magazines, video games etc. is already being used for the purpose of advertising.

All advertising mediums, however, are not as successful, or rather efficient for the purpose. In other words, choosing a proper and effective advertising media is an important basic preliminary. A medium, which is experiencing a trend of consumers shifting away from it, would be a bad advertising medium to choose in the long run. Rather, the medium, which is en vogue and experiencing a gradual or rapid trend shift towards it, would be more effective for advertising as it has the opportunity of a greater reach.

Newspapers, television, movies and magazines have been some of the stable advertising media for a long time. Radio, as we had in earlier days, is rapidly losing popularity. It must be said that the stable media mentioned previously is also suffering from trend shift but not as much as the radio. And itâ??s all because of a newer media that has recently taken the advertising media world by storm. Itâ??s none other than the World Wide Web. Yes, internet, as we love to call it, is growing popular with every passing moment and newer technologies, easier access to centralized data and variety of cross demographic interests are attracting more and more people into the web.

This essentially makes internet a widely sought after advertising media of the new generation entrepreneurs. One of the latest wonders of the internet as an advertising media is the inception of internet talk radio. Advertising on the internet talk radio is similar to advertising on the old-age radio, except that its more powerful. A recent arbitration report states that over fifty percent of internet users consume streaming media and in the last three years, the number of Americans using internet radio has almost quadrupled. Moreover, Americans now seem to spend less time with television and print due to their time spent on the internet. Almost fifty six percent of the internet radio users have rated the media as new and fresh. All these definitely make internet radio the talk of the next generation advertising medium.

These factors help the advertisers with more precise targeting opportunities and get exact numbers of impressions delivered. Advertising on internet radio is multi-faceted. There are scopes to combine audio ads with synchronized banners and buttons to maximize visibility and retain attention. It is also more actionable as the listeners pay attention and the business site is just a click away. All these functionalities, together as a package, cannot be found in any other advertising media.

Catering to the tech-savvy, educated, affluent professionals from 20s to 50s with large disposable income who are comfortable spending online, the internet radio is fast becoming a very powerful advertising media.

This article is written by Ronn Jones, a marketing expert with years of experience in branding and internet marketing. Check out more information on internet radio.

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Radio Advertising Just Got Cheaper And More Effective

June 16th, 2010
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Radio Advertising is Cheaper and more effective than before. How is this possible? Well its quite simple, let’s take a look -

1) CAUSE : The economy is in the tank

2) EFFECT: Radio stations are seeing fewer advertisers come through the doors and many of them have A LOT of open inventory to sell and are willing to sell it at deep discounts. (Sometimes 20% – 40% less than it was just one year ago at this time)

3) EFFECT: More people are listening to FREE radio as opposed to buying new cds, mp3′s, etc.

4) EFFECT TO YOU: An advertising agency such as mine, is able to negotiate lower rates for you with radio stations than ever before because many stations need the advertisers.

5) EFFECT: You will be able to connect with your target customers on a lower budget than before and reach more of them.

It really is a buyer’s market right now for radio advertising. In many markets an effective package that consists of frequent prime-time placement is going for 20% – 40% less than it was just one year ago at this time. This means big savings to you, with an even greater reach than ever before.

You may be thinking “Advertising for less sounds great, but my customers are also buying less”. While that may be true, they are still buying – just being much more selective about these buying decisions. The key to be the winner of that ever important buying decision is being “top of mind” with your target customers. If your competition has cut back the advertising, this is the prime time to swoop in and build that awareness for your business. It’s still is all about being “top of mind”. You can throw in the towel now, or bring them back now, by being the first thing they think of when they need your product or services.

Radio commercials have always been one of the cheapest ways of reaching out to your target customers. How is this? Quite simple. When you consider the cost it takes to reach one thousand of your target customers through Print, Direct Mail, or countless other forms of advertising you are looking at costs reaching possibly into the Thousands! When you look at the cost of reaching one thousand people through radio commercials, you are looking at costs of $5-$12 per thousand, per hit. You tell me what makes more economic sense? Spending $3000 to reach 1000 people through a direct mail piece that 99.5% of people will likely toss in the trash, or spending that same $3000 to reach 200,000 people multiple times over through compelling radio commercials that will stick in their minds for months to come.

Written By – Tony Brueski, Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing. For a FREE MARKETING ANALYSIS and consultation contact Tony today at (231)468-9972. Or email – tony@bestradiocommercials.com .

Or visit
http://www.bestradiocommercials.com
http://www.bestmediaplacement.com

Tony is president of V Marketing & Media Inc. He strives to help business effectively reach their target customers through compelling & creative marketing.For more information or to contact Tony Directly email tony@bestradiocommercials.com . Or visit http://www.bestradiocommercials.com .

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TV,Radio and Newspaper Advertising Analysed

June 15th, 2010
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If you sell a product or service, and want to be successful quickly, you must tell people about it through advertising and marketing.

TV, radio and newspaper are still considered the major media for effective marketing off-line.

However, a lot has changed with these top three marketing vehicles in the past 15 years.

In this article some critical changes are revealed that have occurred and how you can get the maximum impact for your advertising dollar.

Television is primarily an entertainment medium. Research shows the average person spends more time with television than with radio and newspaper combined. For many years, TV was considered the most powerful advertising choice because of the huge audience it provided. Even today, nearly everyone watches some TV every day.

There are three things you must consider before spending money on TV advertising – limited lifespan of your ad, audience fragmentation, and ad avoidance.

Keep in mind that once your ad has aired, it is gone for good. There is no way your potential customer can refer back to it. This fact makes it imperative that you run your ad many times to embed your message in the mind of the viewer. Frequency is important with any advertising, but especially broadcast.

Audience fragmentation is one of the major problems local broadcast television faces today.

At one time, a huge TV audience was split over only a few local channels. Community businesses could reach a large majority of their potential customers very quickly. Large national companies, such as Coke, only had to choose from the three major networks – ABC, CBS or NBC – to reach over 80% of the population.

Today, with cable and satellite TV, this same audience is now fragmented over 200 or more channels. The percentage of viewers on local TV has dropped dramatically. Yes you can run ads on cable and they will spread them out over ten or more channels. This shotgun advertising has not worked well for small businesses because many of these stations have only a half percent or less of the total viewers. And, what are the odds that they will be watching during the 15 or 30 seconds that your ad is presented?

Ad avoidance is also a very rapidly growing problem for TV today.

Because the public watches TV primarily for entertainment, they see advertising as an unwelcome interruption – not unlike the hated telemarketing. This was true 30 years ago but there was nothing a person could do about it except channel surf or leave the room. As you know this was, and still is, often done. Today, with TIVO, pay-per-view, public broadcast stations, and the multitude of satellite and cable channels, the public has shown a willingness to pay for reduced interruption from advertising.

Radio has similar problems. It is also primarily an entertainment medium. As such, advertising is also considered an interruption. Satellite radio is one of the fastest growing industries today primarily because people, again, are willing to pay to avoid commercials. In fact, most new cars have satellite radio built in.

Additionally, radio has evolved into an entertainment source for primarily driving, and background noise at work. If you buy any radio advertising, it should only be aired during drive time.

At home, radio use drops off. People can play CD’s or listen to satellite radio. This way they can choose exactly the music or programming they prefer without commercial interruption. The radio industry understands that folks do not want to be interrupted with advertising. Many times radio stations promote themselves by offering “more music, less commercials”.

Newspaperes have had their ups and downs, but have steadily maintained their local readership base and strength for local marketing. Even when radio, then TV, came on the scene, people still were loyal in reading their local newspaper.

Unlike TV and radio, advertising in a newspaper is not viewed as an interruption. In fact, one of the reasons people buy newspapers is for the advertisement content. Surveys have shown among 15% and 23% of those buying a newspaper do so primarily for the advertising.

You see, people do want to see and read advertisements. They do want to – and need to – buy products and services. They just want the ads on their terms.

TV’s best day of the year is Superbowl Sunday, delivering nearly 40% of U.S. households. In striking contrast, newspapers consistently deliver well over 50% of your community households. They do it every day, 365 days a year. Now that is some serious marketing power.

Another advantage over broadcast that only newspapers can deliver is engagement of the consumer at the moment they are making a buying decision. When a person is reading your ad, it is because they choose to. At that time you have their full and focused attention. And the working life of your newspaper ad is enormous because it is physical and static. Your potential customer can refer back to it anytime they wish, or even cut it out.

You may have heard on TV or radio that newspaper subscriptions and readership are dropping. This is true. But it is not to the degree they would like you to believe.

What they do not tell you is newspaper on line versions are growing much faster than the 7% or so losses in subscriptions. In fact, you will find newspaper web sites are usually the busiest web sites in any community. Be sure you take advantage of this.

Now you can see why today’s trend among business people who are in-the-know is away from broadcast and back into the old, reliable newspaper. Most all the major stores are getting back to the basics and finding the print advertising to be the best return on investment. So will you.

Newspapers, of course, should not be your only advertising medium, but it is the solid foundation on which you build an effective marketing plan in today’s environment.

For More Offline Marketing Articles by Ian Williamson please visit http://www.real-articles.com/Category/Offline-Marketing/98

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Internet Talk Radio: a Great Communication and Advertising Platform

April 9th, 2010
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The dynamically changing world around us brings that instant urge within ourselves not only to remain updated with all the recent happenings but also to voice our opinions in such a way that it reaches the majority of audience. Ranging from serious political and socio-economic issues to sports and entertainment, we have our opinions on almost everything. Among various available media formats, an Internet talk radio is by far the one that gives the best platform to share our views.

An Internet talk radio is a broadcasting service that features discussions on various topical issues. While talk radios has always been popular among the audience, an Internet talk radio is fast gaining popularity due to its media of transmission i.e. the Internet. The talk shows ideally have a panel of experts with whom the audience can express and share their views. Both live and on-demand programs are broadcasted over an Internet talk radio. From the audience perspective, the best feature of an Internet talk radio is its portability and ease of usage. Irrespective of one’s location, an Internet talk radio can be accessed anywhere-anytime with a click of a mouse. Furthermore, one can even host a talk show over an Internet talk radio. Many Internet radio stations provide the necessary technology to host an Internet radio talk show.

An Internet talk radio also serves as a great advertising tool. While commercials on the television and the radio have always been popular, they have their share of drawbacks. Audience glued to a specific program on the television or the radio is likely to get distracted once the advertisements are aired during the interval. Such advertisement model falls short of serving its purpose. An Internet talk radio on the other hand transmits advertisements during the show itself. Advertisements are also displayed in the form of banners and links. A user who is interested about a particular product can straightaway click on it and visit the respective website for more details.

Internet talk radios provide an unmatched platform that gives audience the opportunity to share thoughts, voice opinions and interact with domain experts as well. For the advertisers, it is a great advertising platform. With all such benefits in place, an Internet talk radio is all set to become an essential part of our lifestyle.

Alfred Anderson has rich experience in the field of online brand marketing. His interests includes Internet marketing and research on emerging online business trends. Internet Radio Networks

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The Advantages of Radio Advertising as an Offline Medium to Promote Your Online Business

February 16th, 2010
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Radio advertising is an innovative way to reach thousands, and sometimes millions of listeners. It is an art in and of itself and you face the challenge of having a limited time, it’s generally sold in slots of 15, 30, and 60 second duration, to get your message across to your audience. Therefore, the right things need to be said in order to create a lasting impression with your listeners.

An advertising guru once said: “the aim of radio advertising is to sell the sizzle not the bacon.” Also you have to place your ads at the same times that your target is more likely to be listening. If your customers are late night listeners then it wouldn’t make any sense to run your spots early in the morning. It is a great marketing tool for helping you promote your online business and is a very powerful medium.

It can be a very productive way for a company to use its advertising dollars if it’s done correctly. Radio advertising usually is more effective if it’s combined with some other form of advertising. For example, print or television ads run in conjunction with your radio campaign can be very effective. Radio advertising is invasive and persuasive and reaches a captive audience.

Another reason why radio may be advantageous is that your target may not be magazine readers or television watchers and this medium may be the only way to get their attention. Internet Marketers also need to realize that radio advertising is, in some cases, far less expensive than other forms of advertising.

Plus, with the popularity of Internet Radio sky rocketing this offers another audience to tap into and the list of benefits derived from radio is growing exponentially. Radio advertising is another way to get one’s online business or organization recognized both locally and nationally if that’s your goal. For those entities looking to reach as many people as possible, it is simply another convenient marketing solution.

Another major advantage of radio advertising is that it is inexpensive to produce ads and to place them. This allows small business owners the luxury of placing advertisements on more than one station in a given market. Direct response radio advertising is a very powerful way to grow your business profitably. According to John Blackledge analyst with JP Morgan, Internet radio advertising was estimated at $500 million in 2007.

Local radio advertising is limited to a specific and contained demographic area and is both considerably less costly to produce and can be narrowly tailored to the audiences of particular stations. Of all the traditional advertising media, radio advertising is the least avoided, according to Canadian media studies.

Offline methods have been shown to be very effective at driving traffic online. If increasing Web traffic is your goal, and why shouldn’t it be, then using traditional media outlets to increase traffic should be a part of your internet marketing strategy. Ultimately, you’ll need to weigh the pros and cons to decide whether radio advertising is right for your business.

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