Radio and Television Small Business Advertising | MODsocket

Radio and Television Small Business Advertising

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Radio and Television Small Business Advertising

by Donovan Dillon Contributor

Posted on October 22, 2014 20:53 PM

For many, radio and television advertising may seem to be far too expensive to fit into a small business advertising budget. However, there are many benefits to advertising products and services using both types of media. About 80 percent of radio advertising comes from local businesses, allowing your company to reach more local listeners, while television provides a multi-sensory advertising experience that allows you to reach more people with one advertisement. Although radio and television advertising may be out of reach for small businesses in some markets, there are tips for making this traditional marketing for small businesses more affordable.

Television Advertising

Small business advertising on television is still within the reach of many companies, and many experts believe that television maximizes the reach of business advertising. It provides customers with a visual of a company’s service or product, making them more likely to purchase what you are advertising to them. This is especially true of products with a strong visual appeal, such as jewelry or automobiles, and these types of advertisements do not necessarily have to cost a significant amount of money. One way to reduce the costs of television advertising is to reduce the cost of production. For example, if you own a family restaurant, instead of hiring actors to promote your business, showcase your nightly dinner specials. Choose commercials that are shorter as most stations will allow spots as short as 10-seconds ranging up to 60-seconds. In addition, you may be eligible for co-op advertising funds from manufacturers of products you plan to showcase, further reducing the cost to your company.

Radio Advertising

Although small business advertising on radio is normally less expensive than television, in some markets the cost can be significant. However, there are ways to reduce the cost of radio advertising. Purchase radio advertising in bulk by booking a full year in advance -- you will still pay for the advertisements on a monthly basis, but savings by purchasing in bulk can be as high as 30 percent. Let the radio station know that you are interested in purchasing cancelled advertising. Sometimes companies must cancel or delay the airing of a spot due to supply issues or other factors, and you can save as much as 50 percent by picking up those cancelled slots. Shorter ads can also draw the attention of customers, so consider using various length commercials ranging from 10 to 60 seconds.

Tips to Remember

In both radio and television small business advertising, focusing on a local audience is the best way to reach the largest target market with the least amount of expense. There may not be a need to advertise to a national audience if your company’s target market is local, so consider regional and local stations or cable companies who often have lower prices than those that are national. Timing is also important, so identify days when you will reach the majority of your target market. For example, a furniture store may focus radio advertising on a Saturday morning when more people are likely to be out shopping.

These tips can help you stretch your small business advertising budget while still offering traditional marketing for small businesses potential customers will recognize. To learn more about how MODsocket can take your small business marketing efforts to the next level, visit us at

About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.