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Are Traditional Means of Marketing Dead? Let’s Talk Radio, TV, and Print Ads


Man and woman’s faces on billboard for Apple

Are traditional means of marketing dead? No, of course not. But they are evolving and changing, which is why it's important to understand how your customers are consuming information so you can reach them in the most effective way possible. Let's take a look at radio, TV, and print ads. Are they still as effective as they used to be? And if not, what should you be doing instead?


Is Radio Marketing Still Beneficial to Businesses?

According to Nielsen's Audio Today 2019 study, radio has more listeners in the United States than any other medium — 272 million people every week, to be precise. It's not surprising, then, that radio marketing continues to be beneficial to firms. According to research, radio reaches 92 percent of all American adults each week — more than TV (87%), computer/tablet (54%), or smartphones (81%).


What's more, radio advertising can be very effective. For example, an 8% sales increase for the parent brand among male radio-listening households has been reported. Among male radio listeners for a personal care company, a $1.23 return was seen for every $1 invested and an $11.96 return for each $1 spent on ad spend has been verified across all households.


Additionally, a 0.8% increase in market category share for the parent brand has been attributed to radio marketing efforts. Clearly, radio marketing is still a powerful tool that can generate significant results for businesses. When used effectively, it can reach a large audience and deliver a positive return on investment.


What about Television?

We still watch television, from sports events to reality shows. That's 119.9 million homes, to be more precise. Contrary to expectations, adults 25 and older continue to watch approximately the same amount of television as they did five years ago.


The TV audience in the United States has grown significantly over the last five years, as has America's population. So what does this mean for businesses? Television is still a powerful marketing tool — if you know how to use it.


Here are three ways businesses can benefit from advertising on television:

  • Increase brand awareness

  • Reach a wide audience

  • Generate leads

If you’re thinking about using television to market your business, keep these benefits in mind. With the right approach, you can make television work for you.


Are Billboards Still Effective?

61 percent of consumers said they “completely or somewhat” trust billboards. When you compare this to 53% for online video advertising, 51% for social media advertising, and 48% for mobile advertising, it's clear that traditional media have a leg up.


Despite the fact that there are numerous marketing techniques accessible in today's digital environment, real-world billboard advertisements still have a draw.


The key benefits are:

  • Tapping into a captive audience: When people are driving or walking, they can’t avoid seeing billboards. This makes them ideal for businesses that want to make a big impression on potential customers in a specific geographic area.

  • There’s no off switch: Once a billboard is up, it will continue to reach people 24/7. It’s a passive form of advertising that doesn’t require the viewer to take any action, like clicking on an ad or searching for a product online.

  • On-the-spot advertising: billboards are especially effective for businesses that are located near the ad. For example, if you run a restaurant or store, you can put up a billboard to let people know you’re there and what you offer.

  • Repetition and exposure: Because people see billboards multiple times, they’re more likely to remember your message. Studies have shown that the more times someone sees an ad, the more likely they are to act on it.

  • Big, bold and creative: Billboards give you a lot of space to be creative with your message. You can use eye-catching visuals and headlines to grab attention and make a lasting impression.

If you’re looking for an effective way to reach potential customers, billboards are definitely worth considering. With their ability to reach a large audience and deliver your message repeatedly, they can be a powerful marketing tool for businesses of all sizes.


Traditional Marketing Is Not Dead

Radio, TV, and print ads are not as effective as they used to be. However, that does not mean businesses should abandon these channels altogether. There are still many benefits to using them. The bottom line: Traditional marketing channels still have value, but you need to use them correctly if you want them to work for you.


Fifth & Cor has years of experience using traditional marketing tactics to grow a business’s revenue. In addition to that, Fifth & Cor can deploy an omnichannel approach touching each area of marketing including traditional advertising, social media, events, and so much more. Schedule time with Fifth & Cor to discuss an omnichannel approach to marketing that will take your business to the next level.


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