Promotional Products - Radio, Television and Residual Marketing

When business owners think of advertising they often think in terms of radio and television. Why? Perhaps advertising in these mediums seems sexy and from all the ads aired on radio and T.V. it seems that everyone is doing it. But are they effective in terms of residual marketing?

Residual marketing essentially means that the ad, after the initial viewing, does not disappear but remains to be seen, time after time, reinforcing the message and reducing the cost per impression.

With radio, your ads must air at least ten times a day, over several days, to be effective and get repeat exposure. Your message will have to be simple to understand in the thirty seconds or so of air time at a cost of hundreds if not thousands of dollars for the duration. There is no assurance that your target market will be listening when the ad airs and there is no residual marketing.

Television can be very effective but is much more expensive than radio. Once again you will need to run numerous ads throughout the day and hope that someone in your target market did not go to the kitchen for a snack when your commercial aired. Usually, only big companies can afford the cost associated with multiple airings and there is no residual marketing effect.

With radio and television advertising, when they\’re over, they\’re over until the next one comes along. But with promotional products, the ad message is there to stay and be used time after time. Promotional products are the kings of residential marketing and the lowest in cost per impression.