Advertising Secret Number Thirteen: You have to buy loads of ad spots
March 20, 2012
Advertising Secrets: You don’t actually need to buy loads of advertising, one advert should work perfectly well.
Don’t listen to what the sales people tell you about the need buy lots of spots and the need to advertise for weeks. A good advert will sell the first time someone hears it. Too much repetition just bores people and can reduce sales .. but the sales people will never tell you that.
Radio is good for Brand advertising but not so good for Response Advertising as people rushing for work, or driving, cannot respond to your Call for Action
Strangely enough “Drive Time” is often more expensive than other times of day. You need to Test & Measure this to see if it is worth the extra money – response rates could be much lower.
Having said that, if you are a school promoting an Open Day, it is quite a good way to raise profile. People often know where the schools are so don’t need to remember too many details – just which day you are open.
A quick tip you can use here. An advert on radio for an Open Day will cost you about £1000 a week – and you will be told you need to run the campaign for at least three weeks. You can promote your event on those big yellow AA road signs for much less. Ten signs displayed for a week cost something like £300-500. Worth considering.
How useful was this post?
Click on a star to rate it!
We are sorry that this post was not useful for you!
Let us improve this post!
Thanks for your feedback!