| ::
partnership
Television Radio Is A Great Partnership Medium With Television You like television because it allows you to be highly creative! In a single exposure you can dazzle a large, mass audience. Television alone makes a powerful impact on two senses at once. But television, alone, doesn't reach your entire market. VCRs and remote controls lend themselves to "commercial zapping." Well over one-third of adult TV viewers spend a daily average of just one hour and seven minutes in the company of a television set. And television, with all its potential for persuasion, is not a "take it with you" medium. If your audience is not home sitting in front of it, chances are they're not watching it. Television used in conjunction
with Radio, is a media mix made in heaven! Television's exciting
visuals replay themselves in your mind's eye every time you hear
the audio version of the commercial on Radio. Your customers
will tell you they saw you on television when, in fact, they
just heard your spot on Radio. Imagine that!
Newspapers are reference materials, and its "permanence" is important to many advertisers. The fact is people do read newspapers. But, another fact is that the number of people who read the newspaper is on the decline. So is the amount of time busy consumers spend with the paper on a daily basis. Newspaper advertising gives you one chance to grab the consumers' attention and influence the buying decisions they may make that day. Your message is gone with the turn of the page. And so is your chance to make a sale. Newspaper teamed up with Radio,
however, is a whole different ball game! Radio calls attention
and adds power to your print ads. When customers read about what
they've heard, and hear about what they've read, they become
more responsive to your message. When you put newspaper and
Radio to work for you, you've created a win-win situation.
Outdoor advertising attracts attention. You can't help but notice large, colorful billboards emblazoned with simple, striking images. But the effectiveness of outdoor is extremely limited. Only the briefest of messages can be communicated in the few seconds it takes a consumer, preoccupied with getting from one location to another quickly and safely, to pass a billboard. Outdoor advertising supported
by Radio adds a whole new dimension to your simple message.
Radio is an informative medium; Outdoor serves as a reminder.
Once consumers find out all about you through Radio, they'll
think about you all over again when they see your name on a
billboard. Radio plus outdoor makes a lasting impression!
Cable television gives you access to your target audience without a lot of waste. By virtue of niche programming, you can target exactly the market you're interested in by buying the programs they're interested in. But cable television is an unproven entity. You assume you're reaching your target audience because you purchase programming that appeals to them. But are they watching? No one knows for sure. Cable viewership research is extremely limited. And unless cable is able to penetrate a specific local market, it's as ineffective as any other advertising that never reaches an audience. Cable television combined with
Radio, however, is a pretty sure bet! Radio is practically
synonymous with research, meaning you're never in doubt as to
the "who" and "how many" you're reaching. In
addition, Radio can boast unequaled penetration in a given
market. Cable television plus Radio puts you top-of-mind with
your audience. And that's exactly where you want to be!
Direct Mail literally reaches consumers where they live. It's no small feat to get your advertising message into every household in your target market, and direct mail has that potential. But direct mail is easy to ignore. Your message - as creative and compelling as it may be - can go directly from the mailbox to the trash bin without a second thought. Unopened advertising is as ineffective as no advertising; and a lot more costly. Direct Mail heralded by Radio
gets your message into both the hands and minds of your target
market. Research indicates unsolicited direct mail is often
considered junk mail. But when the consumer is initially
introduced to your company via Radio, that direct mail piece
that could have gone, unnoticed, into the local land fill, now
becomes worth reading. And that's the stuff that sales are made
of. Radio Is A Great Partnership Medium With Yellow Pages The yellow pages puts your message right under the consumers' nose at an optimum point in the purchase process. The decision to buy has been made. Now it's a matter of finding the right supplier. Your ad can cinch the deal. But yellow pages advertising is the most passive, inflexible medium out there. Consumers only use the yellow pages when they know what they need and are focused on finding it. If your ad happens to catch their attention, the information may be up to a year old and, therefore, outdated. And with two yellow pages options, who's to say your ad will be in the book they pick up? Yellow pages plus Radio will reach out and touch your customers in the early stages of decision-making. If they hear your name, then see your ad, your product of service will already be familiar. Now you're not just another ad in the yellow pages; you're a trusted friend. copyright 2007 // detroit radio advertising group // all rights reserved |
