Some traditions just can’t be overlooked, no matter how much
technology tries to overshadow them. Walking
around the block offers health benefits that driving around the block doesn’t. Painting a portrait by hand creates a personal,
unique image that an automated computer program can’t match.
And good, old-fashioned broadcast marketing--advertising on
the air--still reaches a broad, responsive market, despite the popularity of
mobile and Internet marketing.
What it is: Radio and television commercials.
How it got started: The first radio commercial aired
in 1922 on a radio station owned by AT&T.
AT&T thought of radio as a sort of public phone booth: anyone could
pay for air time. On that August day, a
paid commercial for Hawthorne Court Apartments in Jackson Heights, New York,
hit the air.
The first television ad followed suite nearly 20 years
later, in 1941, with a 10-second spot by watch maker Bulova before a baseball
game between the Brooklyn Dodgers and the Philadelphia Phillies. The ad cost $9.
Why it still works: Despite all of our technology,
television and radio still have large audiences. According to Nielsen--the company that tracks
what consumers watch, listen to, and buy--243 million Americans listen to the
radio each week, and the average American spends 34 hours a week watching
television and another three to six hours watching DVRed programs.
The market for both mediums is wide open. Neilsen reports that all generations have radio
listener bases of more than 85%, and weekly viewership among 2- through 24-year
olds is relatively steady but nearly doubles in terms of hours-per-week for
people age 65 and over.
Despite their success, however, television and radio are not
financially feasible options for all organizations. Next week’s focus, however, is. Check back to see what it is and how you can
take advantage of it.
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