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EXCERPT: Broadcast Advertising The broadcast media (namely radio and television) reaches a wider audience than print advertising and has immediate impact. Unfortunately, you need to repeat the ad frequently because of the likelihood listeners or viewers won’t be paying attention when your ad plays. Radio Advertising Health care providers are utilizing radio advertising more and more each day. Radio is still a personal medium and people respond well to it. It’s also a relatively inexpensive. You can dramatically increase the effectiveness by using it in combination with another type of marketing activity. The most common reasons to advertise on the radio are to: herald the opening of a new business; introduce new staff members; announce new services or products; and invite the public to attend special events such as workshops and open houses. An option to traditional advertising is to sponsor a radio show or public service announcement. In return for sponsorship (which could be in dollars or services), your name gets mentioned during the show. For example: “The Monday Morning Alternative Music Hour brought to you by Cortwell Chiropractic Center.” Many radio stations offer prize packages to their listeners. Donate your services as part of a prize package and you receive a lot of free air play. For example, a massage therapist here in Tucson offered one massage for the Mother’s Day Package the station was giving away. Her name (which is unusual—so it’s easy to remember) was mentioned several times an hour for two weeks! This is an example of a shrewd investment: Minimal cost—extremely high return. |
