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· The Difference Between Print Media & Broadcast Media

· How to Promote and Advertise Mental Health Services

· How Much Does It Cost to Use Billboard Advertising?

· Reasons Advertising Is an Effective Means of Communication Between Consumers & Providers

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What Is Spot TV Advertising?

Advantages & Disadvantages of Radio Advertising

· Advantages & Disadvantages of Radio Advertising

Compared to other media used by advertisers, radio offers affordability, wide reach, target audience selectivity and timely message delivery. However, poor attentiveness and fragmentation, a lack of visual appeal and complex national buying processes are common challenges. Before you commit your budget to radio, you'll need to carefully consider its pros and cons.

Advantage: Affordability

To make a dent in radio, you typically buy a package that runs for at least a month. The cost of ad spots and packages varies greatly by location, but expect to pay $2,000 to $3,000 per week in cities or metro areas, according to Entrepreneur. Campaigns in smaller local markets may run as low as several hundred dollars per month. Relative to television and other media used to reach a large audience, radio is cost-efficient.

Advantage: Wide Reach and Audience Targeting

The ability to schedule ad spots throughout the week at various times of day allows for wide local reach. The ability to advertising regionally and nationally enhances the reach for companies with broader geographic offerings. In the same vein, radio is among the best media at enabling target audience selectivity. Format and music genre greatly influence the types of people that listen to stations. Before buying spots, you get access to statistics that detail average listeners per hour with demographic breakdowns. This data allows you to select the right market for your message.

Advantage: Timely Message Delivery

Placement flexibility is an advantage of radio. You can have a message produced and presented to the market within a few decisions from your decision to buy. Stations often include production costs in with package purchases, according to Entrepreneur.

Disadvantage: Poor Attentiveness and Fragmentation

Among the disadvantages of radio advertising, a primary drawback is that people listening to it are often engaged in other activities, such as driving. Therefore, you don't normally get the same level of attention and engagement with your ad as you might through other media. It can take many impressions before a listener actually hears your message.

Disadvantage: Lack of Visual Appeal

Whereas television, the other prominent broadcast medium, has multi-sensory appeal, radio can only impact your audience through sound. You don't have imagery to play with. It takes very talented copywriters to instill theater of the mind with the listening audience.

Disadvantage: Complex National Buying Processes

Buying radio advertising for regional or national campaigns gets a bit chaotic. Large media conglomerates often own stations throughout the country; but they are fragmented across regions. Therefore, national advertisers sometimes have to buy spots through multiple regional stations rather than through one national station.

REFERENCES

WRITER BIO

· The Difference Between Print Media & Broadcast Media

· How to Promote and Advertise Mental Health Services

· How Much Does It Cost to Use Billboard Advertising?

· Reasons Advertising Is an Effective Means of Communication Between Consumers & Providers

What Is Spot TV Advertising?

How TV Advertising Works

· Advantages & Disadvantages of Radio Advertising

TV advertising is among the most expensive media formats for companies to use, but it also provides plenty of reach and creative opportunities. For small businesses, opportunities in local TV advertising normally are dictated by their ad budgets.

Buying TV Spots

Before buying space for a television ad, you have to produce or create it. This process can cost several thousand dollars, depending on the scope of the project and the number of actors involved. After that, you or your agency contacts local stations or TV networks to discuss media buying opportunities.

TV commercials are purchased as spot packages. Ads normally run as 30 or 60 second spots. Your company presents its budget to the advertising sales rep, who then prepares a placement schedule proposal. Key factors in your schedule include the target audience, length of placements and preferred day parts. After the rep prepares a rotational package, you sign off and your campaign is launched.

When to Use TV

As with other media, TV works when it is the most efficient way to reach your target audience. Given its expense, television advertising is most sensible when your goals are to reach a lot of people and build awareness, according to Capital Media. Local television spots range from $15 to $25 per thousand people, reports Capital. Using the midpoint of this range, a spot reaching a 100,000 people in a city would cost about $2,000. You need the budget and a belief that your product has mass appeal to a broad customer base.

Along with reach, the creative potential of TV ads is a major advantage. If you have a beautiful or high-quality product, demonstrating it through a live-action commercial may help sell it. Unlike radio and print media, TV offers a mix of movement, sound, dialogue and action, which helps capture attention and play on emotional appeals.

When to Avoid TV

Some small businesses have advertising budgets so low, such as $2,000 to $4,000, that they can barely afford to product a commercial let alone run it. Even with money on hand, the benefit-to-cost ratio of television loses its value when your products are more niche, according to Capital.

With a select target market, media efficiency improves with more targeted messaging. Local topic-based magazines may have more efficiency. A fashion retailer promoting through a local fashion magazine likely gets a highly interested audience, for instance. A business-to-business provider that caters to a particular type of buyer would get little value from TV commercials.

REFERENCES

WRITER BIO

· The Difference Between Print Media & Broadcast Media

· How to Promote and Advertise Mental Health Services

· How Much Does It Cost to Use Billboard Advertising?

· Reasons Advertising Is an Effective Means of Communication Between Consumers & Providers

The Benefits of TV Advertising

Types of Advertising Time Slots

· Advantages & Disadvantages of Radio Advertising

Geographically based Internet ads, such as AdSense, banner ads and social media, capture a sizable segment of the advertising market. Both small and large businesses have expanded their online advertising in response to intense competition. High-quality commercials in heavy rotation remain effective in the right time slots on television and radio.

Commercials

Most radio and television commercials range from 30 to 60 seconds long. Commercials lasting 10 to 25 seconds are rare. Corporations occasionally produce 120-second commercials, run two ads back-to-back or air infomercials.

A quality ad requires planning. The Small Business Administration (SBA) recommends professionally produced commercials. The SBA website states a poorly produced commercial can “severely limit the effectiveness of your message, and... create a bad image in your customer's mind.”

Before filming your commercial, determine your company's customer demographic, including whether it's locally based, national or international. Next, determine your budget. Television commercials are expensive.

Every station reaches every potential customer at some point during the day. Choose the time slot and medium appealing to your demographic. Local time slots begin between 4 a.m. and 6 a.m. and continue until 6:30 p.m.

Radio

Advertising on radio is a cost-effective solution for small businesses. Slots are more economical than television, and radio commercials cost less to produce. Choosing the correct station is vital. The station's estimated listeners is only one factor to analyze. Determine which station most likely appeals to your customer base and potential customers. Determine the times your customers listen to the radio. For example, if your business is farm-related, the best time to run a commercial is during the morning farm report. Drive-time slots are the most expensive and popular on radio. Drive time is the period when workers travel to or from work: 6 a.m. to 10 a.m. and 3 p.m. to 7 p.m.

Television

Choose a time slot that reaches your potential customers. Run the commercial at least five to seven times for maximum effectiveness. Prime-time television is from 8 p.m. to 11 p.m. A 30-second commercial aired during this period is more expensive than at any other time. Special events, such as the Super Bowl, which cost as much as $3 million for 30 seconds in 2009, are typically priced too high for small businesses. Advertising on cable stations, such as USA or Spike, is more affordable than on the major networks. According to the SBA, commercials on cable cost 10 percent to 20 percent less.

Tips

More people listen to the radio in the spring and summer because of outdoor activities. Fall and winter drives audiences indoors and results in an increase in television viewers. Compare prices between the 30- and 60-second slots. Often, a 30-second commercial is only about one-third less. This makes the 60-second slot a better deal. Prime-time television commercials cost 10 to 30 times more than drive-time radio ads. Stations have special package plans, contract rates and discounts for “fringe” times, or those times next to prime-time slots.

REFERENCES

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WRITER BIO

· The Difference Between Print Media & Broadcast Media

· How to Promote and Advertise Mental Health Services

· How Much Does It Cost to Use Billboard Advertising?

· Reasons Advertising Is an Effective Means of Communication Between Consumers & Providers

Advantages & Disadvantages of Radio Advertising

What Is Saturation Advertising?

· Advantages & Disadvantages of Radio Advertising

"Saturation advertising"referrs to a company's general strategy of flooding a marketplace with ad messages. While this technique can generate wide reach and frequent impressions, it may irritate and alienate customers when taken to the extreme.

Achieving Saturation

For a small business, saturating a local market with brand or product messages isn't as time-consuming or expensive as saturating a national market, according to small-business advertising consultant Jillian Shaw. The key is selecting the right types of media that allow for broad but targeted message reach. Newspapers, radio and direct mail are among the prominent media used by local companies to flood the geographic market with messages.

Shaw advocates a strategy of concentrating on a primary medium and saturating the market with that medium before moving on to the second-highest priority medium. Some companies prefer a concentrated media approach, where messages are delivered simultaneously across several media.

Measuring Saturation

Message weight refers to the overall impact of messages delivered across media during an ad campaign. Message weight typically is measured in gross impressions. For an online ad, the number of page views equal gross impressions. If a campaign achieves 100,000 impressions online, 50,000 through direct mail, 50,000 through radio and 200,000 with billboards during a given month, its total gross impressions were 400,000. The weight of this level of impressions is subjective based on campaign goals, previous campaigns and market size.

High Saturation Pros and Cons

When successful, saturation advertising can generate broad awareness, powerful message recall, favorability and buying activity. The effectiveness of the ads combine with proper media that reaches the target market to affect success.

Companies that advertise on the radio typically maintain ad spots throughout the year, because of the natural inclination for consumers to lose touch with a brand. Since radio has no visual component, "out of sight, out of mind" is a common drawback of pulling radio spots. With poor strategy, companies may end up spending more than they budgeted because of a lack of efficiency in building saturation. Also, aggressive campaigns delivered through media such as direct mail or television may alienate customers. Digital agency Brolik notes that annoying customers can actually turn them against you. Therefore, you have to find the delicate balance between effective saturation and message frustration.

REFERENCES

WRITER BIO

· The Difference Between Print Media & Broadcast Media

· How to Promote and Advertise Mental Health Services

· How Much Does It Cost to Use Billboard Advertising?

· Reasons Advertising Is an Effective Means of Communication Between Consumers & Providers

What Is Spot TV Advertising?

Importance of TV in Advertising