Direct Mail Vs. TV & Radio

Certainly, television and radio have their strengths, with broad-based awareness being the obvious, but Iet’s take a look at how mail can offset some of the limitations of TV and radio. ln addition to high production costs, TV has become a very fragmented media. The advent of DVR and remote control driven cable television puts the average viewer in complete control of the content they consume. More and more, consumers channel surf during commercials and fast forward over ad content. This greatly reduces the chance that your message effectively reaches your target.

Although radio tends to be more cost effective than TV, it provides a limited message time and also lacks the ability to be personalized in the way that mail can. In addition, it is also a broad based media that has limited target ability. While both of these mediums are still key to raising awareness ofa campaign, their overall effectiveness can increase when used in conjunction with mail. Here are just a few of the key advantages on how mail can increase the effectiveness of your broadcast advertising:

  1. It’s measurable – By integrating mail with your broadcast efforts, you can track response and learn what offers, mail lists, and creative treatments are working most effectively. You can also find out how much of your message is being heard by including a short survey with your mail response device.
  2. It‘s effective – Mail potentially reaches 100% of your customers, as virtually everyone has a mailbox. So a parallel mail campaign will create synergy with your broadcast campaign and add to the campaign’s overall impact.
  3. It’s cost effective – Supporting your broadcast efforts with mail can help you achieve a higher ROI on both, since mail’s unique target ability helps ensure your message reaches your best prospects.

Mail should also be integrated into your print to overcome some ofthe limitations of a print campaign. With an influx of user driven on demand mediums, newspaper continues to struggle with declining readership and although the medium offers quick turnaround, the low production value of newsprint has always been, and continues to be, a challenge.

Magazines, on the other hand, offer higher reproduction value and the borrowed interest of the reputation of the publication. However, a long lead time makes it difficult to get time sensitive messages into the hands of customers and the infrequency of the message hinders recall. While both media offer limited target ability, they still…

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