Profitable Radio Advertising: How To Use Direct Response Radio To Make More Money In Your Small Business by Thompson James

Author:Thompson, James [Thompson, James]
Language: eng
Format: epub
Publisher: Next Move Media
Published: 2018-05-09T16:00:00+00:00

Tracking the wrong things . It’s up to you what you’d like to track, be it Facebook likes, visitors to your store, or comments from your neighbours. But if you want profitable radio advertising, then there’s only one thing to track: did the ad make money?

Chapter 9

Eight Radio Advertising Myths

Based on the sheer amount of ineffective-sounding radio advertising on the airwaves today, I’m tempted to say that most radio ad reps are sharing dangerous myths with their customers. Maybe they share myths because they don’t have the profitability of the ad in mind when they’re selling it to you—or maybe they just don’t know better.

As with all of the advice in this manual, you should always consider your unique situation. Not everything below is guaranteed to be a myth for your business, but that’s why you should be testing and measuring results for yourself. Luckily, nobody has personally said these things to me. But if you ever hear them, then you ought to be concerned. Keep thinking about advertising in terms of selling multiplied, and it’ll all make sense.

I’d be worried if an ad rep, a friend, or a spouse said any of the following to me:

“Radio ads can’t be tracked”. We’ve already busted this myth earlier. Radio ad performance can be tracked in two ways: by measuring revenue lift during the advertising period, and by including direct-response elements within the ad such as a “mention this ad” deal or a unique telephone number. Ad agencies and reps might say radio ads can’t be tracked because they’re promoting Myth #5. Plus, they’re not going to encourage you to track your ad results—because if you did—you might find that your advertising is highly unprofitable. They don’t want that, because they wouldn’t know how to fix the problem! Luckily, now you know how to fix it, but you still can’t cure a patient if you don’t know he’s sick… and you can’t fix an ad if you don’t know it’s bad. So insist on trackability.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.