|
Radio is just one of the many different tools you can use from your marketing communications mix to get the message across. In my opinion it is only good if it part of an integrated marketing campaign. That is where the same message is getting sent out via different mediums so they will end up reinforcing each other.
At a company I used to work for the sales manager from the Dutch office told me you have to hit people with our message six times on average before they respond. Although I have no evidence to back this up it makes sense to me.
Another problem with radio advertising is its a pain in the backside to track....
Depending on your budget I would avoid radio advertising unless the station you are running with is used by most people in your target market.
A more cost effective route would be email marketing, providing you have a database on contacts, If you dont then paper based....
|