Each advertising vehicle is unsurpassed in its area of impact. Also, a medium-priced store can improve its position in the marketplace by investing more dollars in its television ads, raising the production quality of their ads. The secret here is that a second or third place retailer can displace the top store because TV educates not only with verbal messages but also with the way it is produced. With consumers going to fewer stores and more shoppers buying at the first store in which they shop, advertising gurus strive to create urgency in their advertising and hopefully not offend the senses of the targeted audience. Many retailers abuse this urgency message by putting too many greatest one-day sales within a short advertising calendar, leaving the customer to question the validity of the message and its messenger.
Radio is the best vehicle to sell urgency.
By tapping into a listener s imagination, the retailer can produce an urgency level that makes the final day or days of a sale the biggest of a month-long campaign. However, keep in mind the customer driven by urgency is also the one who is mostly instant-gratification driven. So he or she will not settle for a sale where little is in stock and merchandise requires special order. They want to drive away with their purchase. In today s competitive environment some degree of urgency is critical in all sale advertising.