Broadcast as an Advertising Medium
While television may be the best way to reach out to public, it may not be very cost effective. Moreover, it is difficult to calculate the return on investment. The other broadcasting advertisement medium is radio, which is great if you want to target the advertisement to those who commute to work or schools in the morning or evening. This low-cost advertising medium offers much more than pre-recorded advertisements. Many times, radio advertisements include on-the-spot introductions, interactive contests, hampers and giveaways, etc.
Television Advertising: Television is truly the ‘king’ of advertisement medium and combines motion, sound, sight, and color to influence human behavior. Television reaches out to a large number of people that is definitely larger than newspaper reach.
The advantages of advertising on television are:
- Television advertisements can reach out to a larger, yet targeted audience. For example, products that cater to children can be aired during cartoons or children programs.
- Television advertisement can be highly creative.
The disadvantages of advertising on television are:
- Many people change channels when commercials are aired.
- Television advertising can be expensive.
The cost of a television advertisement is dependent on the number of viewers and the time of the day it is aired. If a commercial were aired at peak hours, a higher price would have to be paid. Cable advertising can be slightly less expensive than advertising on television. However, the only problem is that it does not reach to a large customer base as compared to broadcast television.
Radio Advertising: Radio has been an integral part of advertising since its inception. Moreover, in some way or another, it touches the lives of almost everyone. Radio advertising is inexpensive and uses voices and sounds to let people know about your products and services.
The advantages of advertising on radio are:
- Advertising scripts can be easily altered and updated.
- Many radio jockeys share a good rapport with their listeners and if your advertisement is announced by them, it may have a higher implication.
The disadvantages of advertising on radio are:
- Radio advertisements cannot be reviewed or played again.
- People listen to radio at specific times only. It is important to know when prospective customers are listening, so that you can advertise at the right time.
The Drive Time shows are the best time to advertise because people are going to/from work or school during the time and are more likely to listen to the radio in their cars or buses. However, most radio stations know this and thus charge a premium on the advertising expense.