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. |
