Direct Response Radio v Print
The Basics of Direct Response Radio / Part II
Radio & Print Work Differently.
Direct Response print and radio are similar, but they work differently. Magazines and radio stations both tend to attract loyal subscribers and listeners. People do spend more time listening than reading. But the two main differences that affect your Media Cost Per Sale are Frequency & Timing.
First, magazine readers don't have to read your ad again and again to decide, "OK!" or "Maybe, some day..." or "Not for me!" Many radio listeners do have to hear your commercial 1,2,3...n times before they make a decision. Frequency can easily build response in radio, up to a point. Later on you'll learn how to determine your own Optimum Frequency Range.Second, magazine readers can scan your ad at any time day or night. That copy of TIME or ELLE might sit on the table for days, weeks, even months, before a subscriber flips through it. Most radio is consumed between 6am and 8pm Monday through Friday. Some people may be
willing to call you on a cell phone from their cars, but most prefer to call when they're off the road. Click-to response has to occur in front of a computer (Mobi notwithstanding). So...Lunch! Historically, the best DR Radio time slot has been 11am to 1pm. That narrow range is broader today, but the underlying principles still apply. People will call or click when it's convenient for them.
Radio pricing is based on the number of people listening at any given time. Fortunately, most radio stations charge less for the mid-day (10a-3p) slot because fewer people listen then than during morning or afternoon Drive Time. Nights and weekends deliver even smaller audiences. That's good for you. In general, DR Radio works best in those time periods that big agencies don't want.
Since frequency and timing can both affect your MCPS, you have to manage and track both dynamics very carefully. As we're about to see, you'll need measurement tools that are a little more robust than just comparing Cash In to Cash Out.
Intro DR Radio v Print How Frequency Builds Response How To Select Stations
GM/C = X versus CICO How To Test & Roll Out Click-to & 1-800 DR
