The cost of online advertising has risen steadily as the competition to capture more eyeballs becomes more intense with the growing number of companies choosing to market their products and services in this space.Source: https://www.theedgemarkets.com/article/advertising-marketing-offline-advertising-making-comeback
When I first started off in business, I figured that television advertisements were the way to go. I didn’t give radio advertising much thought. I knew that it was a good way to get relatively cheap advertising, but I figured that that was partly because it was passé. The technology, after all, is pretty old, and people generally only listen to their radios in cars. Now I realize how wrong I was. Radio advertisement is one of the most effective ways to attract new customers to your business.
The thing about radio advertising is that people actually listen to it. With TV advertisements, unless you are doing something really interesting, people are likely to flip channels. People pay more attention to the TV, and when something comes on the they don’t like, they generally find it more irritating. With radio advertising, however, people rarely will flip channels to escape the advertisement. After all, they mostly have it on as background noise while they’re driving.
This doesn’t mean that they don’t hear the radio advertisements. When I tried a radio advertising campaign to publicize my restaurant, I was shocked at the results I got. I had dozens of new clients trying out my food practically from the very first day.
I am not saying that television advertising doesn’t have its place. A lot of business professionals make the mistake of trying to simplify things too much. When they are starting an advertising campaign, they try to find the most effective thing and eliminate everything else. In reality, the more kinds of media you are using, the better. If you can combine print advertising, radio, and television into one cohesive campaign, you will get better results than using just one.
One of the great things about radio advertising is that you can get great effects with very little financial investment. Visual special effects are difficult, but with radio advertisements all you have to worry about is sounds. With a creative advertising director, you can create the image you want to much easier than if you had to use both sound and picture. The ads cost less, they are cheaper to make, and they may be more effective.
Whether you have a local restaurant, a national chain store, a new nightclub opening up, or something else to promote, you can’t afford to go without radio. Even to this day, it is one of the best ways to get immediate results.