Using Radio with newspaper increases the reach of your advertisement and ensures greater coverage among light readers and younger consumers. Studies show that ad size has little impact on ad recall, so you can decrease the size of your newspaper ad and redirect those dollars into Radio. By doing so, you ll boost your reach and build message frequency without increasing your cost. 9 Combining Radio with newspaper allows you to influence your customers closer to the point of purchase. The success of your marketing strategy depends greatly on how you reach and motivate your customers before their decision to purchase has been made.
Radio is visual.
Disadvantages of the Yellow Pages. As products continue to proliferate and the retail market becomes saturated, you need to create demand for your products before the buying decision has been made. Your ad is lumped in with all the others for the same product, where shoppers can compare. They re bulky, hard to store, and not readily available to consumers outside of the home or office which is where most purchases are made. You can t make corrections or changes resulting from constantly changing business conditions.