TelevisionInteresting facts… American homes received an average of 105.7 TV channels in 2205, up from 27.2 in 1990. (TV Dimensions, 2006). That’s a lot of choices which can lead to confusion for viewers and advertisers. Advantages…. Mass Appeal: Television enjoys a 98.2% penetration rate among U.S. households, and 79% of those homes are multi-set households. TV reaches 92% of the population on a daily basis. (Television Bureau of Advertising, 2011.) Big Events: Programs such as the Super Bowl or popular series finale can still draw a mass audience. Disadvantages… Fragmentation: The explosion of technology is affecting television’s ability to deliver advertising viewers. With Video-On-Demand, internet TV and cellular phone video programming, audiences are increasingly fragmented. |
Cable/Satellite TVInteresting Facts… Over the past 10 years, cable TV has increased significantly in prominence as an advertising medium, both in perception and in revenue generation. With a late-2010 penetration rate of slightly less than 61% for wired cable and more than 30% for direct broadcast satellite, according to Nielsen Media Research, most consumers probably have one of these two providers in their own home, which makes it a comfort zone for them. Additionally, cable programming has become much more main-stream in the past few years. With critically-acclaimed series that have attracted millions of devoted viewers, the perception that cable TV is the same as broadcast TV is also on the rise. Key points about cable advertising: |
NewspaperInteresting Facts Before there was any other medium, there was the newspaper – it’s been around in one shape or form for nearly two and a half centuries. That credibility made it difficult for many advertisers to walk away from local print for many years, despite high prices and lackluster service. Furthermore, advertisers also feel compelled to use newspaper ads when one of their competitors does so. But the truth is, newspapers don’t usually fall into the hands of a younger, spending crowd. According to the 2011 State of the News Media, adults over the age of 65 are the most likely to be newspaper readers. And circulation for the nation’s major daily papers continues to trend downward, based on Audit Bureau of Circulation figures. And the Internet has provided stiff competition for advertising categories such as “help wanted” that once belonged almost exclusively to the local paper. |
MagazinesMagazines are a medium that can be enhanced by the synergistic use of Radio. The right format can deliver added impressions when paired with a magazine that targets the same lifestyle group. Radio can drive readers to the advertiser’s magazine ad, can communicate special offers and events to the market on a daily basis, and can provide promotional support as well. Advantages... Targetability: With a range of titles that appeal to a wide variety of demographics, lifestyles and interests, advertisers can focus on those consumers that fit their needs. Strong Visuals: Magazine ads can be highly creative and aesthetically appealing through the effective use of photography, graphics, color and copy. Portability: Magazines can be carried by consumers and read almost anywhere, at any time. Localizing: Regional/local editions, polywrap inserts and local “vista” magazines offer local advertising opportunities. |
The InternetInteresting Facts At this point, it’s very clear that the business community is enthusiastic about online opportunities and most businesses have developed at least a moderate level of sophistication in their online efforts. It is no longer an interesting experiment for marketing departments, but rather an essential part of conducting business in the modern marketplace. By combining Radio advertising with traditional promotions and a dynamic online presence, advertisers and build impressive results. Advantages... Direct Response: With the Internet, you can reach highly educated and affluent consumers who are able to purchase your products or services with a click of the mouse. Interactivity: The internet allow your customers to communicate directly with you; they can tell you what they like and don’t like as well as what they will buy. Tracking: Internet technology allows you to measure exactly how many people see your message…and how they respond. Immediacy: Thanks to online commerce, your message can reach consumers just before they buy online. And you can provide them with detailed information that shapes their buying decision. Flexibility: Online retailers offer consumers the opportunity to shop any time, day or night. |
New MediaInteresting Facts… iPods, smartphones, digital video recorders, satellite Radio receivers, e-readers and tablet devices have taken their place in the world’s technology culture, and each time a new gadget is introduced, the country’s media consumption is fragmented even further. Fortunately, once the dust eventually settles, Radio’s strength in the marketplace is always reaffirmed. It’s in your best interest not to resent or fear all the new media choices. Instead, take the time to learn as much as you can about them so you can help your clients develop an accurate perception of their capabilities and their limits. And of course, remind them that when it comes to branding local businesses, the time-tested combination of reach, frequency and great creative can’t be beaten. Advantages... Appealing: New technology appeals to younger demographics because it is new, fast and sexy. |
Alternative WeekliesInteresting Facts… You can think of Alternative News Weeklies as the alter ego to newspapers. While the newspaper’s ability to reach the 50 and below demographic is shrinking all the time, it is the strong suit of the alternative weekly to reach younger demographics. Almost all markets now have one, and these publications have done a great job of carving out a niche for themselves over the past decade. They provide many things to the younger demographics that they don't get from their local "establishment" newspaper, including a strong focus on entertainment - movie reviews, new music reviews, concert listings, local nightclub information, and restaurant reviews. They also provide the market with an alternative political perspective, a forum for voices not usually heard in the traditional press, and an "interesting" mix of classified ads. While most of these publications do not offer home delivery, they are usually readily available at venues that are heavily trafficked by their target demo, and they are almost always free to the public. Interesting, entertaining, and free...definitely not your father's newspaper! It's not hard to see why some advertisers find this format compelling, especially businesses in the entertainment and restaurant categories. Other categories that naturally gravitate toward alternative weeklies are retail companies that sell hip and trendy merchandise like clothing and consumer electronics. Alternative weeklies also have started to get proactive in creating companion websites that are highly interactive and very high in "hip" factor. Advantages... Distribution: Weeklies usually are distributed free throughout a city. |
OutdoorInteresting Facts… Whether it’s a billboard, rolling vehicle, bus stop bench, or side of a building, outdoor advertising can be extremely eye-catching and effective – in conveying short messages. Many of today's billboards are impressive. Vinyl technology provides advertisers with the ability to display images that are photographic in quality. Diamond Vision technology is turning some billboards into giant flat screen televisions. Inflatable and structural attachments make an advertiser's message 3-D. These technologically evolved billboards do more than create visual impressions; they create word-of-mouth message proliferation. As a result of these advancements, the out-of-home industry has been able to grow its revenues at an impressive rate. Outdoor is a good way for advertisers to go, as long as Radio is used as a partner in the advertising campaign. The Advantages... Attention Grabbing: The combination of size, color and illumination attracts attention. Strategic Placement: Billboards can be placed in high-traffic areas or other strategic locations, while transit signs can be affixed to the backs and sides of buses, in bus stops, and in rail stations. Low Cost: Based on research by the Outdoor Advertising Association of America, outdoor’s cost-per-thousand is significantly lower than any other advertising medium. Building Word of Mouth: Billboards can generate curiosity in "teaser" campaigns. |
Yellow PagesInteresting facts… Yellow Pages have been a part of America’s culture for more than 100 years, and routinely finished at or near the top in surveys of people when asked to name the place they would go first before the explosion of online versions. Advantages… Widespread: Ninety-nine percent of U.S. adults are familiar with the Yellow Pages. (Local Search Association, 2011) |
Direct MailInteresting Facts… Direct Mail – otherwise known as “Junk Mail” - has a way of turning into something important when consumers suddenly come across coupons or offers that have some relevance to their lives. But for many people, those instances are few and far between, so they pay no attention to any of it. Still, advertisers consider this medium a comfort zone because a redeemed coupon is proof of a return on their investment. According to the Direct Marketing Association, the benefits of direct mail go beyond the redemption rate of slightly more than 2%. If you have a mailbox, you can be reached by direct mail, making it an effective reach vehicle. It is also extremely effective at generating a precise consumer response. If worded properly, a coupon or incentive offer can direct people to a specific location on a specific date and compel them to make a specific purchase. Additionally, if an advertiser buys the right mailing list, he can reach a consumer group that has been sorted based on a number of marketing criteria including age, past purchases and geography. Advantages... Reach: In addition to being able to target the recipients of their ads, direct marketers can potentially reach every household in the market. Maintenance: Direct mail can be helpful in building and reinforcing existing consumer relationships through personalized mailings. |
Point of PurchaseInteresting Facts… Point of Purchase (P-O-P) is considered the last opportunity for brand marketers to influence the consumer with their marketing campaigns. (Point of Purchase Advertising Institute.) A report by the Point-of-Purchase Advertising Institute, involving the country's largest drug store chains, concluded that at-retail advertising generates 6.5 percent in incremental sales. But the research also found that a greater sales increase -- in some cases three to four times greater -- comes from adding advertising to promotion programs. Advantages… Placement: P-O-P advertising can be placed almost anywhere in stores. Effective: Place-based advertising directly affects sales, brand switching, portfolio purchasing and multi-unit sales. Influential: P-O-P advertising gives retailers the opportunity to influence consumers in a competitive environment. Disadvantages… |
