Radio and TV Advertising

Sometimes the best things to appear on TV and radio are the adverts, not the programmes!

We can all remember great TV ads from the recent past or even our childhood. Simply put, a great
TV commercial can really get you noticed, and nowadays it isn't that expensive, with Micro
regional advertising you can be in direct contact with your local customers at a fraction of the cost.

Sitting in your car, at the office, in a waiting room, radio advertising is with us throughout the day,
which makes it so easy to engage with a mass market. A quirky ad or a clever jingle can ensure
you’re heard over the airwaves, creating a buzz, producing sales and establishing your name.
Simply visit our work portfolio, to hear and view our client’s TV and Radio commercials.

Turn up the volume on your ad campaign by adding radio and television spots to the mix.

Many entrepreneurs believe that TV and radio advertising is beyond their means. But while national
TV advertising is out of the entrepreneur's price range, advertising on local stations and, especially,
on cable television can be surprisingly affordable. Armed with the right information, the small-
business owner may find that TV and radio advertising can, in fact, deliver more customers than any
other type of ad campaign. The key is to have a clear understanding of the market so the money
spent on broadcast advertising isn't wasted.

Planning is especially essential for the businessperson approaching broadcast advertising for the first
time. When you're first starting out, it's important to educate yourself about the media, and the only
way you can do that is to talk to a lot of people. This includes advertising representatives from TV
and radio stations, other business owners, and your customers.

Experts suggest an entrepreneur take the following steps before diving into broadcast advertising:

 Establish your target market by asking yourself who your customers are and, therefore, who
you want to reach with your advertising. This may seem obvious, but many advertisers don't
have any idea who they're selling to.

 Set a rough budget for broadcast advertising. Come up with an amount that won't strain
your business but will allow you to give broadcast advertising a good try. Many stations
suggest running ads for at least three months. This can easily cost several thousand dollars
for a TV campaign. Radio generally costs a little less, although rates vary widely depending
on the size of the market, the station's penetration, and the audience of the show on which
you want to advertise.

 Contact sales managers at TV and radio stations in your area and arrange to have a
salesperson visit you. Ask salespeople for a list of available spots on shows during hours that
reach your target audience.

 Talk to other businesspeople in your area about their experiences with broadcast
advertising. While salespeople from TV and radio stations can be very helpful, they are, after
all, trying to sell you something. It's your responsibility to be a smart consumer.

 Ask about the "audience delivery" of the available spots. Using published guides (Arbitron
or Nielsen), ask the salesperson to help you calculate the CPM (cost per thousand) of
reaching your target audience. Remember, you are buying an audience, not just time on a
show, and you can calculate pretty exactly how much it's going to cost you to reach every
single member of that audience.
  Inquire about the production of your commercial. As a general rule, TV stations charge you
to produce your commercial (prices range from about $200 to $1,500), while radio stations
will put your ad together for free. However, some independent TV stations will include
production for free if you enter into an agreement to advertise for at least three months.
And with a similar contract, some radio stations will provide a well-known personality to be
the "voice" of your business at no extra cost.

Compare the various proposals. Look at the CPMs and negotiate the most attractive deal based on
which outlet offers the most cost-effective way of reaching your audience. Buying time well in
advance can help lower the cost. For TV ads, stick with 30-second spots, which are standard in the
industry. And keep in mind that the published rates offered by TV and radio stations are often
negotiable. Generally, rates vary widely during the first quarter of the year, and sometimes during
the third quarter or late in the fourth quarter, traditionally slow seasons for many businesses. But
expect to pay full rates during the rest of the year or during popular shows or prime time.

Radio and Television Advertising

Radio and television advertising are two of the most effective lead generation tools available. This
has been true for decades and shows no signs of stopping. They reign supreme for direct response
advertising. Both radio and TV continually develop new ways to reach their audience:

 Virtual reality elements on TV

 Radio shows on-air combining with elements on the station’s website

 Hashtags appear in the bottom corner of most major TV shows

When these two lead generation advertising are combined, the results can be even better. Multiple
studies have shown that combining radio and television can help advertisers reach audiences not
achievable with only one medium. Customers who were exposed to ads on both TV and radio had a
35% higher ad recall than those who only saw it on TV.

Radio and Television Advertising Services

Our team of media buyers, copywriters, voice over talents, producers, and actors have worked on all
sides of the media industry. This team brings decades of experience to your marketing initiatives.
Much of our sales and media staff has extensive backgrounds in buying and selling radio and
television media. We are fully prepared to negotiate the best rates and help you select the most
effective stations to meet your marketing goals. Our creative work is done by seasoned copywriters
and producers to create the right sights and sounds for your commercials. Successful radio
advertising and television advertising campaigns require professional experience and creativity.

Direct Response Monitoring

As we develop your new television and radio marketing, our professionals will simultaneously begin
implementing tracking tools. You may be familiar with common tools such as unique phone
numbers, unique URLs, and special coupon codes. There are MANY more that we can bring to bear
on your campaign and customize for your unique needs. These capabilities enable us to track phone
calls, website traffic, social media engagement, email, and every other response type. Arkside Rule
#1: Marketing should always be treated as an investment. Only by tracking your results can you
measure your success.

ROI Calculation
You deserve a positive return on investment (ROI) from your radio and television advertising. While
marketing and sales should be separated teams, their work should be integrated. To determine the
value of your return, we will do an ROI calculation based on metrics relevant to your company,
industry, and location. We will work with your marketing and sales management to ensure:

 Optimized marketing message based on customer and sales feedback

 New and/or increased revenue streams

 Faster awareness-to-acquisition conversion

 Lower cost-per-lead and cost-per-acquisition

With experienced media buying, top-quality creative work, and accurate result measurement,
Arkside can propel your company through strong growth with powerful lead generation.

What Is the Advantage of Using TV & Radio Media for Advertising?

As with most other media used for advertisement message delivery, television and radio offer
distinct advantages. Radio and TV are five of the media that form what is commonly referred to as
the traditional media. The other components are newspapers, magazines and the internet.
Companies typically build ad campaigns that rely on one or more of these media along with other
support media.

Reach of Television Advertising

Reach is a major advantage with TV ads. Despite criticism for high costs, advertisers have the best
chance to reach a large audience through television. Reach is the total number of people exposed to
your advertising message. Companies focused on generating brand awareness often have reach as a
major objective. It is not uncommon for the most highly rated prime-time television shows to have
10 million or more viewers on a given night.

Television Advertising Creativity

Television also offers the greatest creative opportunity among the traditional media. It has visual
elements like print and audio like radio, but it also has dynamic movement. Advertisers often try to
tell stories within their ads that have an impact on the audience. Creativity can give greater meaning
to a brand beyond its basic product. With TV, you can target emotional connections, incorporate
characters that the audience can relate to and offer multi-sensory appeal.

Radio Advertising Costs

Radio is typically viewed as one of the lower-cost traditional media. Depending on how you look at
it, this either leads to, or is a result of, the fact that local businesses constitute a significant amount
of radio advertising. Radio does not require the video equipment and logistics of producing more
expensive television commercials. Radio spots are also less expensive than TV placement, and they
are often sold in packages of a certain number of spots in a rotation.

Advantage of Radio Timeliness

Radio and newspapers offer the most timely ad placements of any of the traditional media. This
benefits the advertiser in two ways. One is that the turnaround time on getting an ad on air is very
brief. A common time frame of a radio ad is three weeks production and two weeks to develop a
total media buys, to produce an ad of strong quality and to buy significant air time.
Small businesses can often produce and place on ad in just a few days. Timeliness also means that
you can deliver more timely messages to promote current business activities and promotions.

Are TV and Radio Still Effective for Advertising and Marketing?

Despite the fact that consumers spend greater amounts of time surfing the internet and using
mobile devices than ever before, TV and radio marketing still provide an impressive return on
investment for businesses. In fact, TV advertising displays greater success with key performance
indicators (KPIs) than any media source. According to recent data, adults spend 13 times as many
minutes watching video on television than through the internet, and 23 times as much as on their
mobile devices.

Radio is still a popular source of entertainment, particularly during those times of the day when
individuals have limited use of the internet or access to a television. Particularly when combined
with other digital efforts, TV and radio advertising have maintained their efficacy throughout the
years.

Television Still Known as the “Giant Megaphone” in the World of Advertising

According to a study conducted by MarketShare, television advertising still serves as the “giant
megaphone” of information dissemination to the public. This may come as a surprise to the many
business owners who have shifted marketing dollars away from television in favor of digital media.
People have indeed altered the ways and times during which they watch television, but they are as
passionate as ever about its actual content. Marketing efforts that include TV, therefore, continue to
provide greater levels of success with KPIs (based on new accounts and sales) than any other
advertising efforts. TV advertising produces four times the return on investment than digital
advertising does, according to MarketShare’s 2015 data.

Radio Fills Important Gaps

Radio, once the primary source of news and advertising, still retains a strong cultural presence and
offers marketers several unique advantages over other advertising channels, including:

● Targeting a specific audience. The wide variety of radio stations allows marketers the ability to
select only the stations that most appeal to their target audience.

● Harnessing the human imagination. Because radio advertising is limited to the use of sound, the
human imagination tends to be more activated with the creation of images that fit the intended
message.

● Time and cost effectiveness. Radio ads can be created on limited budgets and within a short
amount of time, with far fewer of the specialized personnel needed to produce a TV or digital
advertisement.

● Accessibility during travel. Many people listen to the radio during their commutes to and from
work, while access to television and digital media is limited. This allows radio advertising to fill an
important gap during which time the competition for consumer attention is greatly reduced.

A Combination Approach Is the Wave of the Future

As television, radio and digital media continue to evolve, many marketers have found that a
combined approach integrating all three types of advertising allows all portions of the marketing
funnel to be reached simultaneously.