Media Comparison

Ad campaigns don’t fail because someone chose the wrong media.

Ad campaigns fail because someone chose the wrong message.

Consider the cost of building awareness for your business with radio, versus other media options

Sure, we’re bias towards radio. The pictures you can paint in one’s mind when you combine voice with music and sound effects are unmatched, even by TV. Don’t believe us? Listen to this, this, this or this.  We call it Theater of the Mind. Plus, radio’s ability to affordably repeat your message is unsurpassed by any other advertising medium. But all advertising options have their pros and cons, including radio. So to be fair, let’s start with radio …

Radio Advertising

Pros:

  1. Reach – Radio is America’s #1 reach medium. 93% of Americans listen to AM/FM radio every week!
  2. Credibility – About 63% consider radio to be as trustworthy as a casual or close friend.
  3. Affordable – Radio tends to be less expensive in terms of cost per spot and cost of creating the commercial. More important, is radio’s Return On Investment. On average, most businesses see $6 for every dollar spent.
  4. Emotional Bond – Radio engages the listeners imagination. Believe it or not, people remember what they hear twice as well as what they read. Sound drives emotion.

Cons:

  1. Lack of Visuals – Humans are incredibly visual, and some products are just easier to show the audience.
  2. Abundance of choices – There are over 70 radio stations from Logan to Provo. Not only is that a lot of advertising options, but listeners have a lot of radio stations to switch between. However, the Cache Valley Media Group is proud to be one of few, locally owned and operated media company’s in Utah, and the only locally owned media advertising option in Cache Valley. We answer to Main Street, not Wall Street. So if your advertising isn’t successful, we aren’t successful.
  3. Abundance of noise – If you don’t have a strong strategy or solid creative message, your radio commercials will have little impact. You’ll walk away believing “radio doesn’t work”. Some radio stations air too many commercials, and your message might get lost in the mix. At the Cache Valley Media Group, we limit the number of commercials, and offer additional creative ways to tell our audiences about your business.
  4. Fleeting message – Radio is similar to television in this respect. The commercial only lasts the length of time it’s on the air, with no permanent reminders for reference. Memorable jingles, powerful voice and a strong message will overcome this.

 

 

Digital Advertising

Pros:

  1. Cost – compared to newspaper placements or TV spots, online banners are still relatively inexpensive.
  2. Measurement – with digital, it has never been easier to connect the dots from an ad buy to the impact on the bottom line.
  3. Instant gratification – your customers can see your ad, shop and buy (if you sell products online) without leaving home. That sort of convenience is hard to beat.
  4. Testing – response (or lack of response) is lightning fast. And since it’s relatively simple to switch out digital ads, online advertising gives you the ability to test and fine tune your message. This can help increase effectiveness of your campaign and enhance results.
  5. Geo-fencing – online advertising gives you the ability to geo-target your ads, ensuring that they are only viewed, and clicked, by your intended audience. This allows your local message to appear on national sites.

Cons:

  1. Advertising overload – every advertiser wants consumer attention, and often there is simply too much information to digest. The solution is to develop creative campaigns that will cut through the clutter and strike an emotional connection with your target audience.
  2. Too much data? The statistics you are able to gather on your online advertising campaign are so immense that they can often become paralyzing. That’s why it’s important to determine at the onset of your campaign how you will measure success – is it impressions, click-throughs or sales?
  3. Scope – while the vast majority of Americans are active online, we are more comfortable buying from a business we have heard of. That’s why it’s imperative to be KNOWN before you are NEEDED. Radio puts your business in the minds of consumers, before they even need your product. That’s why online advertising campaigns should run in tandem with other marketing efforts.
  4. Too many choices – there are so many digital advertising options. No, they aren’t free. They can cost a fortune, and if you don’t know what you’re doing, can be absolutely frustrating.

Newspaper Advertising

 Pros:

  1. Newspaper ads rank highest for believability for all media, especially with an older audience.
  2. Heritage – long before digital and TV, and even before radio, newspapers have been a format for sharing news and advertising.
  3. Special targeted sections and shopping guides.
  4. A lot of newspapers now have a digital extension that can carry your advertisements as well. In fact, digital readership has outstripped physical readership by 78 times since 2015.
  5. Very high Sunday readership.

 Cons:

  1. Print isn’t dead, but newspapers are diminishing.
  2. Very low frequency. Because of the high cost for an impactful ad, few businesses can afford to run multiple ads. If your audience didn’t pick up the paper on the day your ad was present, they’ll miss it.
  3. It’s a challenge to reach anyone under 40 with newspaper advertising.

 

 

Television Advertising

 Pros:

  1. Sports and news programming in particular offer a captive audience, since people are less likely to watch them on a DVR. Many viewers are still glued to their TV sets during prime time as well.
  2. Part of the allure of TV advertising is that it delights you with sights, sounds, and movement. It’s a seductive medium that can tell your brand story and touch not only the minds of your customers but also their hearts.

 Cons:

  1. Very high costs of production and airtime.
  2. DVR = time shifted watching. Most people skip commercials.
  3. Your message expires immediately (no shelf life).
  4. High advertising clutter.

Direct Mail Advertising

 Pros:

  1. In general, the more targeted your marketing efforts, the better success you’ll have. With direct mail marketing, you can send information to a select group that’s interested in your product and increase your chance of closing a deal.
  2. Direct mail pieces allow you to give customers a lot of detailed information about the benefits of a product or service. 
  3. Track your response rate. If you know your response rate, you can know your return on investment.

 Cons:

  1. Highest cost per exposure. The majority of your cost is spent on printing and postage.
  2. Direct mail is largely ignored. Most direct mail gets tossed in the waste basket or recycling bin. Recipients may give it a passing glance or never even open it. By and large, it is truly perceived as junk mail.
  3. Direct mail has low response rates. The average response rate is 3.4%, which might not be sufficient given the expense involved.

 

 

Magazine Advertising

 Pros :

  1. Excellent photo reproduction in full color.
  2. Long shelf life with high pass-along readership.
  3. High readership rates and reader loyalty.
  4. High ability to select audience.
  5. Regional editions for a more local audience.
  6. Proven selling power. High prestige.

 Cons:

  1. Long lead times. Unable to deliver your message immediately.
  2. High CPM (cost per thousand) for mass audience advertising.
  3. Heavy advertising clutter – often half of a magazine is advertising.
  4. Poor local coverage.
  5. Can’t deliver your message with a high frequency.

Outdoor/Billboard Advertising

 Pros:

  1. Billboard advertising can have a significantly larger reach than other advertising media.
  2. Lowest CPM (cost per thousand) of all media. Billboards can put your ads in front of a large audience, potentially giving you higher returns at a lower cost.
  3. Neighborhood level selectivity. Typically, you choose billboard locations based on their geographical position. This allows you to target audiences in a specific location
  4. Potential high impact because of size.

 Cons:

  1. Only very short, simple messages work.
  2. Not the most effective way to reach a niche audience. Apart from location, you have limited control over who sees your advertising.
  3. Hard to measure results.
  4. High initial costs.
  5. Negative connotations about visual pollution.

 

 

Yellow Page Advertising

 Pros:

  1. Most of the time, people pick up the Yellow Pages when they know what they’re looking for, and that means they’re very close to making a purchase decision
  2. Yellow Page advertising offers some built in targeting due to the fact that everything is already categorized by industry.
  3. Available in almost every home and business.
  4. Longest shelf life. Open 24 hours per day.
  5. A measurable media for cost and response. Easy to test.

 Cons:

  1. The internet has ruined Yellow Pages.
  2. Barely reaches anyone under 55 years old.
  3. Basically, consumers don’t browse YP to get ideas. They pick up the book when they already know what they want. The consumer is already at the bottom of the marketing funnel, making it hard to win their business.
  4. Difficult to keep up to date. Only one edition is published each year.
  5. People must seek it out. People will only pick up the Yellow Pages if Google can’t find the business they’re looking for.