Media Comparison

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

Ad campaigns fail because someone chose the wrong message.

The cost of building awareness with radio is a fraction of 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 or this. And radio’s ability to affordably repeat your well crafted radio message is unsurpassed by any other advertising medium. But all advertising options have their pros and cons, including radio. So to be fair, we’ll 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. More than half (52%) say their favorite radio personality influences their opinion.
  3. AFFORDABLE – Radio tends to be less expensive than other forms of marketing, in terms of cost per spot and cost of creating the commercial. More important is radio 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 in humans. In fact, radio is capable of helping listeners encode key brand messages to memory better than mediums like TV, by as much as 220%.

Cons:

  1. LACK OF VISUALS – Humans are incredibly visual, and that can help strengthen the impact advertising has on consumer recall. Some products are just easier to show the audience. That being said, theater of the mind is incredibly powerful, and the right creative can paint a vivid picture in a listener’s mind.
  2. ABUNDANCE OF CHOICES – There are over 70 radio stations from Logan to Provo. Not only does that present a lot of advertising options, but listeners have a lot of options to switch between. That can seem overwhelming to a business. 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, meaning, 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 frustrated believing “radio doesn’t work”. Some radio stations air too many commercials, and your marketing might get lost in the mix. At the Cache Valley Media Group, we limit the number of commercials in each stop set, 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 – there are countless ways to track the success or failure of an advertising campaign, and 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 – if you create a brochure, you have to print and distribute it before you are able to measure response. On the Internet, response (or lack of response) is lightning fast. Also, since it’s relatively simple to switch out banner ads, online advertising gives you the ability to test creative campaigns and fine tune messaging. This can help increase effectiveness of your campaign and enhance results.
  5. Geo-targeting – online advertising gives you the ability to geo-target your ads, ensuring that they are only viewed, and clicked, by your intended geographic and niche audience. This allows you to create localized messages that appear on national sites.
  6. Constant exposure – your online ad works 24 hours a day, 7 days a week.

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, there are still a number of people out there who are relying on traditional forms of advertising as a means to gather information on products and services. That’s why, in most cases, online advertising campaigns should run in tandem with other marketing efforts.
  4. Too many choices – there are so many websites out there that it can be hard to identify the ones that will most effectively target your audience. Make sure you take the time to research the appropriate niche sites for your product or service.

Newspaper Advertising

 Pros:

  1. Newspaper ads rank highest for believability for all media, especially with an older audience.
  2. High local coverage and immediate [daily] delivery of your message.
  3. Excellent mass media [almost everybody reads the newspaper].
  4. An interactive medium [people hold it, save it, write on it, cut coupons, etc.].
  5. Flexibility in production: low cost, fast turnaround, ad shapes, size, excellent quality for inserts.
  6. Special targeted sections and shopping guides.
  7. Extraordinarily high Sunday readership.

 Cons:

  1. Very busy/cluttered competitive environment [must compete against other ads and the newspaper copy].
  2. Little control over ad placement.
  3. Low production quality.
  4. Hard to target your specific audience.
  5. Short life span [24 hours].

Television Advertising

 Pros:

  1. Immediate delivery of message and high frequency of message [you can repeat several times per day].
  2. Very high impact – TV is the best for stimulating the senses.
  3. High mass audience coverage, high prestige.
  4. Low cost per thousand [CPM] exposures.
  5. Local regional emphasis, cable audience availability, some audience selectivity.

 Cons:

  1. Very high costs of production and airtime.
  2. Limited audience selectivity.
  3. Your message expires immediately [no shelf life].
  4. High advertising clutter.
  5. High channel switching.

Direct Mail Advertising

 Pros:

  1. Highest response rate of all media.
  2. Highest level of selectivity of all media.
  3. High quality control.
  4. A measurable media for cost and response. Easy to test.
  5. High personalization.
  6. Creative flexibility.
  7. Long life span.
  8. No advertising clutter [once they open your piece].

 Cons:

  1. Highest cost per exposure.
  2. Over-saturation of market – people get a lot of mail.
  3. Negative connotations about buying through the mail.
  4. Negative connotations about “junk mail”.

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 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. Highest reach of all media.
  2. Lowest CPM of all media.
  3. Neighborhood level selectivity.
  4. Very high frequency of reach.
  5. Potential high impact because of size.
  6. Some good location of message availability.

 Cons:

  1. Only very short, simple messages work.
  2. Some image problems with poor locations.
  3. Hard to measure results.
  4. High initial costs.
  5. Negative connotations about visual pollution.

Yellow Page Advertising

 Pros:

  1. Very high percentage of new buyers [over 50%].
  2. Very high percentage of active buyers [over 88%].
  3. Completes the marketing process by bringing customers in.
  4. Second highest media for believability.
  5. Reaches 76% of U.S. adults in the average month. [Available in almost every home and business.]
  6. Longest shelf life. Open 24 hours per day.
  7. A measurable media for cost and response. Easy to test.

 Cons:

  1. Highest advertising clutter [100% ads].
  2. High cost for competitive positioning.
  3. High CPM [but highest active buyers].
  4. More directories mean lower reach per directory.
  5. More headings mean lower reach per heading.
  6. You can only change your ad once per year.