{"id":13629,"date":"2012-12-12T00:01:29","date_gmt":"2012-12-12T08:01:29","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=13629"},"modified":"2012-12-11T22:59:57","modified_gmt":"2012-12-12T06:59:57","slug":"radio-advertising-vs-newspaper","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/12\/radio-advertising-vs-newspaper\/","title":{"rendered":"WHY RADIO ADVERTISING SHOULD NOT SOLD TO “SUPPORT” A NEWSPAPER CAMPAIGN"},"content":{"rendered":"

Despite most daily newspapers’ struggles to survive, many local advertisers still insist upon using radio only to “support” a local newspaper ad campaign.<\/span><\/p>\n

The bane of radio salespeople<\/a> is the fact that many customers do enter a retail outlet clutching the local newspaper ad.<\/span><\/p>\n

Naturally enough, the merchant assumes it was that ad that caused the customer to come.<\/span><\/p>\n

As I teach in my radio advertising seminars<\/a>, however, newspaper advertising is best used as a source of factual information: Prices, hours of operation, phone numbers, addresses \u2014 all the junk that usually should not<\/strong> be in a radio commercial<\/a>.<\/span><\/p>\n

A well-crafted radio campaign makes the targeted consumer want the product or service being advertised.<\/span><\/p>\n

A good newspaper ad is a handy reference tool.<\/span><\/p>\n

A good broadcast campaign motivates the consumer to make the purchase (or otherwise act on the sales message). But a newspaper ad can’t do that.<\/span><\/p>\n

Ask your “I Know The Newspaper Works Because People Enter My Store Carrying The Ad” prospects what I call “The Mapquest Question.”<\/span><\/p>\n

(Note to non-U.S. subscribers: Mapquest.com is used ubiquitously in the U.S. I don’t know if it’s used where you live. It’s a free, online service that gives you directions from one address to another.<\/span><\/p>\n

(I suspect Mapquest has taken a big hit from the iPhone \u2014 as well as from Google Maps \u2014 but it still attracts 34+ million unique visitors per month.)<\/span><\/p>\n

Here’s “The Mapquest Question”:<\/span><\/p>\n

“Have you ever used Mapquest?”<\/em><\/span><\/p>\n

Odds are the prospect will answer affirmatively.<\/span><\/p>\n

“So you’ve used Mapquest to tell you how to find a particular address or business, right?”<\/em> (Right.)<\/span><\/p>\n

“Did you print out a copy and take it with you?”<\/em> (Yes.)<\/span><\/p>\n

“One more question: Was it Mapquest that made you want to go there in the first place?”<\/em><\/span><\/p>\n

That’s a rhetorical question. Just let it hang there between the two of you, as the merchant slowly gets the point:<\/span><\/p>\n

Information is not the same as motivation.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Despite most daily newspapers’ struggles to survive, many local advertisers still insist upon using radio only to “support” a local newspaper ad campaign. The bane of radio salespeople is the fact that many customers do enter a retail outlet clutching the local newspaper ad. 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