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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.
Driving Customers to You - Your Car as a Marketing Vehicle
You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked. Here are some of the best ways to use your vehicle as a marketing tool.
Ads Dont Sell - People Do !
More about advertising by BIG Mike McDaniel
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100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain. Beautiful. Better. Big. Colorful. Colossal. Complete. Confidential. Crammed. Delivered. Direct. Discount. Easily. Endorsed. Enormous. Excellent. Exciting. Exclusive. Expert. Famous. Fascinating. Fortune. Full. Genuine. Gift. Gigantic. Greatest. Guaranteed. Helpful. Highest. Huge. Immediately. Improved. Informative. Instructive. Interesting. Largest. Latest. Lavishly. Liberal. Lifetime. Limited. Lowest. Magic. Mammoth. Miracle. Noted. Odd. Outstanding. Personalized. Popular. Powerful. Practical. Professional. Profitable. Profusely. Proven. Quality. Quickly. Rare. Reduced. Refundable. Remarkable. Reliable. Revealing. Revolutionary. Scarce. Secrets. Security. Selected. Sensational. Simplified. Sizable. Special. Startling. Strange. Strong. Sturdy. Successful. Superior. Surprise. Terrific. Tested. Tremendous. Unconditional. Unique. Unlimited. Unparalleled. Unsurpassed. Unusual. Useful. Valuable. Wealth. Weird. Wonderful.
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If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.
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Avoid Being Vague
We are bombarded with thousands of marketing messages daily?on television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place. And in order to get heard, we need our marketing messages to be clear and concise.
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Your print ads should do more than just get noticed. Their job is to bring you business, and if all they do is lay around and attract attention, they're no different from the lazy employee who does nothing all day but look busy.
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Free Publicity With Dogs, Cats, and Rats
Here's a fascinating idea.. Having noticed that there always seemed to be many stray cats and dogs in his neighborhood, it occurred to a clever pet shop owner that he could use cheap animal collars and attach an advertising message to those potential 24 hour, walking "billboards". He also dressed them up with animal "shirts" that had his web site address printed all over them.
Take Advantage of Your Foes
Let's take an example that is easy to check: I am French. Among the readers who reacted while reading that, an half felt their painful stomach ulcers starting up again while the others remembered their burning desire for visiting France. Nothing inexplicable. If the French-haters had not been that determined, the French-lovers would never have had to be so supportive. How long would it take to a Finn or a Bulgarian to provoke any reaction?
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The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.
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