Recently I have seen a commercial on our local cable television that purports to show why TV ads are so much better than radio ads. The commercial ends with a pictures of an old fashioned radio and the word ‘mangia!”? which is Italian for ‘eat!”?
I think it’s entertaining and clever. And it has both puppies and Italian food so, from a visual perspective, it’s a pretty good commercial.
But does it really demonstrate why one advertising medium is better than another? I think not and here’s why.
The problem here is that the two media are too different to compare using the same standards and objectives. It’s not a fair comparison.
The more important question is, why pick just one medium? Rather than deciding to pick one media over another, it’s often better to use several media to deliver your message.
Decide on your budget, your message and your target audience. Then buy several types of media so you get the maximum exposure for your budget.
Remember, the more ways a person is exposed to your message, the more credible you become. It’s like word of mouth. If one person says you’re great, I might believe it or I might not.
If four people tell me you’re great I will most likely believe them.
When people hear your message from different sources, the various sources affirm each other. They give each other and your message credibility.
So, remember, when you spend money to promote your business, make it work harder for you by using several media to improve the credibility and impact of your message.