Adeder Web Services - Free Report -

Best Advertising for your Dollar...
Newspaper, Radio or TV

Do newspaper ads outpull radio spots? Is the power of television the best way to go? The answer is different for each businesses, each situation, each location and each product. The following are the pros and cons of each medium. Knowing these can help you decide which medium is right for advertising your product.

Newspapers - Advantages

They are fast. Ads in magazines may take months to break. Newspaper ads come out the next day.

Small Classified Ads in many newspapers have proven to be very responsive and cost effective.

Newspapers have wide array of editorial topic selcition to target what you are advertising. For example, if you are selling car parts, you place your ad in the paper's automotive section, or have it placed next to news stories about cars.

You get a lot of room, if you need it. Remmeber, long copy always sells better than short copy. The broad area of a newspaper page is ideal for long copy.

Newspapers can insert your catalog, flyer or whatever preprinted matreials you might have.

You can use them to distribute reader response items, such as coupons, contest entry forms, surveys, and other such things.

Radio advertising is sometimes called "invisible ink." That because it is gone as soon as it is broadcast. With a newspaper, you can give the customer something to clip, or a hard copy of your ad if they want ti read it a second time.

Newspaper can reach large numbers of people, depending on circulation. They are available nationally, regionally, or locally.

Tend to be cheaper than other media, depending on a number of variables.

Newspaper ads are easier to produce, and thus less costly. A TV ad, for example, may require special effects, actors, video footage, etc.

Newspaper are good for repeat exposure, a vital element of effectiveadvretising. Readers need to see ads an average of 6 to 8 times before they respond to it.

Many people buy newspaper not for the news, but to find out what's on sale today, or what's happening today. Movie ads are a prime example.

They have better local market penetration than magazines.

Newspapers - Disadvantages

Newspaper tend to charge relatively high-cost premiums for less than full-run purchases.

They are flat, and more than literally, they don't beep, squeek, blast and make noise and colorful animated images as do radio and TV

They Don't have the reach national magazines or TVs.

Large space ads are very expensive and their longevity is fleeting.

Ads in newspaper tend to compete heavily with other ads on the page. Clutter is not good for your ad, but in a newspaper, their is usually a lot of clutter

Use of color does not equal that of magazine color quality.

Tend to deliver only an adult audience. If you have products targeted at teens or even college students, a newspaper probably won't reach these people.

Radio - Advantages

Radio offers a wide array of formats which can reach listeners during a specific state of mind, which can complement a specific advertising message. Many people listen to radio while driving to and from work, other listen in the evening while relaxing next to a cozy fire.

Delivers your message to everyone in the room or car at the same time.

Your ad message could be heard the next day if production is available, ad copy is written and studio time is available.

Radio advertising is intrusive -- it butts in on your listening, and your only opiton is to listen or chage the channel, (or shut it off!)

Can be effectively targeted to consumer segments, such as teen-agers vs. seniors, or men vs. women.

Can be repated often, thus driving the message home. Once again, repeition is the heart of effective advertising.

Radio can reach people as they are on their way to the store. Messages delivered just prior to actual shopping are very powerful.

Tends to be cheaper per announcement than either TV.

Uses "theater of the mind." Radio uses voice and sound effects to conjur up images in the listener's mind by engaging the human imagination. This can be more powerful than any pre-developed TV image or still photograph.

They Reach people who don't subscribe to newspapers or magazines, or people who do not view outdoor mediums, such as billboards, and those who do not like TV.

Radio - Disadvantages

Most people have the radio on "for noise or background music." That is, they are usually not paying attention to voice messages.

Repetition is neccessary to overcome general lack of attention on behalf of listeners, thus you have to buy more spots to be effective.

Sometimes its difficult for the listener to respond to advertising message. For eample, while driving listeners don't have easy access to a phone, or would not have a pen handy to write down addresses or phone numbers.

You generally need more up-front money to buy up the large number of spots you need to get the job done.

Radio Is not visual, it does not have a printed hard copy to remind you of your offer later.

Television - Advantages

TV's usually in vivid exciting color, and color is a prime motivator of the human mind.

It Uses all elements of sight, sound and movement (animation).

It Can deliver your message to all people in a room simultaneously.

Like radio it is intrusive. The customer does not have to seek out the ad, like they must to find a movie listing or a rummage sale. The ad comes to the viewer.

Its available nationally, regionally, or locally.

Ads messages can be focused on concentrated geographical areas or demographics.

Has a wide variety of programming to match the nature or subject matter of your ad. Want to sell rock-n-roll CDs? Buy ads during Beavis and Butthead or Melrose Place. Want to sell feminine hygiene products? Buy time suring soap operas.

* TV has more reach than any other medium in terms of all segments of society. Just about evreyone watches TV, but not everyone reads newspapers or magazines.

TV programming and ads are available 24 hours a day.

You can get an exclusive, that is, your ad need not compete with a clutter of other ads

More professional appeal, excellent tool for Brand Marketing.

Television - Disadvantages

Most commericals are cluttered together between programmings. Viewers tend to head to the refrigerators or washrooms.

Popular Time-spots are sometimes hard to get and expensive.

More expensive than other medias.

Often less demographically selective as some other media forms.

Audiences may fluctuate widely depending on time slots and programming on other channels.

Cost-inefficient on highly focused target markets.

Taped programs may be viewed again and again, however, commericals may be fast forwarded.

Magazines -Advantages

Offer a wide variety of subject matters and special interests. Thus, your messages can be targeted to certain groups or demographics.

Provide glossy, polished paper and high quality color photographs and graphics.

Can reach very specific target markets. People buy magazines of specific interests, industries...

Like newspaper, you can have long copy. Full or even multiple page ages let you make a pretty long and detailed pitch. Do people really read all that fine print? Yes! If you have their attention and interest.

You may insert catalogs, postcards, flyers, coupons, entry forms or other promotions.

People are much more likley to re-read or go over a magazine a second time. Many people even collect magazines or go through them for research in the library, giving your ad the chance to be seen again and again.

Capable of reaching huge audiences.

Magazines allow for a breathtaking array of creative options: pop-ups, special inks, holograms, unusual space configurations, personalizing elements for each reader of the publication, etc.

They have national, regional and local reach.

Magazine ads can reach specific demographic segments.

Because they are more highly focused and need less repetition, as in radio, often they are more cost effective.

Frequency of exposure is high, as we said, because magazines are often read more than once and by a few persons.

Magazines - Disadvantages

Magazine ads take 3 to 6 months before they are distributed to subscribers.

Tend to be expensive for one-time runs.

Do not offer sound or animations, although pop-ups or micro-chip intsertions are breaching this drawback. These are mega-expensive, however.

You must submit your final copy and ad prep many months before deadline.

Once you buy an ad, you are locked in no matter what. Refunds are rare.

You do not get high frequency unless you commit to a long contract, such as an entire year's worth.

There you have it. Based on what you have learned above, you should now be in a better position to decide which medium is best for your business, product or service. Of course, the only perfect way to make a final decision is through test marketing with each medium. You can do that by starting out with small, inexpensive adds in each medium. Those that bring the best results deserve to get your future business and a larger share of your advertising dollar. Good Luck!