Broadcast

Broadcast (brod’Kast’) verb. 1. to transmit by television or radio. 2. to make known widely 3. to throw about: scatter Noun: transmission of a radio or television signal. 2. a radio or television program.

Now that we know the technical definition of broadcast… how do you use it to “make known widely” your product or services by using broadcast, i.e. television or radio? Broadcast has always been the most powerful medium to get your message out to the world and with the advancement of internet…a combination of broadcast and internet can send your business over the edge.

Technically, broadcast is defined as just radio and television because it goes “over the air” by airwaves. Cable advertising is not technically defined as broadcast for it is delivered thru cable. Cable advertising these days can not be overlooked for their niche networks that offer niche marketing for advertisers that can use the frequency of cable. Television is a reach medium for it reaches the masses and just a few spots can implode a powerful impact onto your business, not to mention the validation effect when you put your business in a local avail of a network program. For example, imagine your business in the Today Show or Jay Leno in your local market only…or if your product demands a national audience, we can buy the Today Show or Leno nationally. Television stations have “network” breaks as well as “local breaks” where the consumer can afford to buy a network program on a local level. The validation that your business receives being in a top rated TV show…be it the Today Show, 60 Minutes, Dateline, etc…has just no comparison. Television advertising is the most cost effective way to reach a targeted customer if used correctly.

Cable is a frequency medium like radio. Cable must be bought for it’s frequency more so than it’s reach. Each cable Network is like a “radio station”. Each radio station targets certain demographics…for example country radio listeners won’t switch over and list to Rock stations, and vice versa so when you buy a radio station you want to schedule your media vertically with enough frequency to make an impact. Well, cable is the same way, the Food Network is a whole different audience than your Spike network …so you want to buy the networks that target your customer base and then you want to have enough reach and frequency through the different zones that surround your business. Cable advertising can be very effective for a business that has a distinct customer base within a distinct geographical region.

Radio advertising is a very cost effective way to reach a targeted audience effectively. Radio advertising is a great way for a small business to grow their business so they can broaden their advertising mix to include television, cable and or internet. Radio’s most effective results are usually in event marketing or promotional marketing. Nothing can promote an event or promotion like radio can and when this is combined with television and internet the results can quickly put your business on the map.

Advertising does work! It’s knowing how to work and use each medium the way it works best! If you’ve done TV, cable or radio and it didn’t work…there are several factors why that could be… how did you buy it, what medium did you use, what was the reach and frequency, what was the message, did it have an offer, did it have a reason to act within a deadline…all of these factors are crucial to a good media buy or plan. Just a last thought…if TV, Radio, Cable, and Internet didn’t work….trust me…it would not still exist! It works…so get the edge…call The Baer Edge for a media plan that works for your business!