Let's analyze the advantages and disadvantages of outdoor advertising and radio advertising:
Advantages of outdoor advertising brands
The advertising screen has a large area and strong impact.
Usually located in the city's traffic arteries.
Symbolic media characteristics
Highlight the leading position of the brand.
When buying, you can choose the right place according to different markets and buy them separately.
The same location has the only publishing right, and the advertising interference is low.
Disadvantages of outdoor big-name advertisements
Long distance transmission, limited information.
Because it is located in the main road, the audience moves faster.
The media price is slightly higher.
Characteristics and advantages of radio advertisements
Newspaper advertisements can be kept, circulated and tasted. Although the TV broadcast flashed by, the TV advertisement has an intuitive picture, both sound and image, which is an audible advertisement. Then, radio advertisements can't stay, and they are fleeting; You can't see it. Once you hear it, is it useless to broadcast advertisements? In fact, it is not, "the feet are shorter and the inches are longer." From the way and effect of communication, newspapers and television are not perfect and have no shortcomings; Radio advertisements are not worthless and have no advantages. Radio advertising is not without its own characteristics and advantages, but on the one hand, it has not been fully recognized by people and its value has been seriously underestimated; On the other hand, it lacks proper and systematic research and publicity.
Radio advertising is a kind of management and publicity that is attached to the broadcast media and "bears fruit". From the characteristics and advantages of broadcast media and the propaganda and practice of broadcasting advertisement operation, I think the characteristics and advantages of broadcast advertising can be summarized in the following four aspects:
First, the sense of communication and artistic conception of radio advertisements
From the way of communication, the sense of communication of newspapers is mechanical, the artistic conception of television is limited, while the sense of communication of broadcasting is dynamic, the artistic conception of broadcasting is profound, and the sense of communication and artistic conception of broadcasting are unified.
1996 in order to meet the market demand of the audience and fully reflect the socialized service of broadcasting, the program of Market Popular Network of Shanxi People's Broadcasting Station specially set up a live column of "Health Line" to provide medical treatment and medical consultation for the majority of patients, invite medical and pharmaceutical experts to sit in the live broadcast room, and the patients or their relatives and friends directly call the experts. Every time the column is broadcast, the display light of the hotline will keep flashing, and all the calls will be cut into the live broadcast room one after another, and experts will receive them. It is not difficult to see how many listeners or patients consciously or unconsciously come into contact with the broadcast, receive the broadcast information, and "diagnose and treat" their own diseases, and how many listeners or patients intentionally or unintentionally convey this information and influence others. For this reason, I wrote an article entitled "Viewing the Effect of Radio Publicity from the Hot Image of Medical Consultation", and thought that the communication sense of radio advertisements is dynamic and vivid, and the effect of this two-way communication is unique to the broadcast media, and the artistic conception of the broadcast media is rich and profound. Some people say that watching a long TV series is not as delicious as listening to a series of novels on the radio, because radio can make people bounce back to everything they perceive and recreate a "world" accordingly. Television image is a kind of shaped and formatted expression means, which will inevitably limit people's imagination space and imagination because of its intuition. Broadcasting can fully open people's hearts, arouse people's feelings, and produce the most harmonious and perfect imagination from various means of expression such as language, breath and emotion. Therefore, if TV is compared to a colorful and clear oil painting, broadcasting is a vivid Chinese painting with ink rendering.
Second, the mobility and part-time job of radio advertisements.
Few people read newspapers while walking in the streets and shopping malls; Walking in the streets and shopping malls, no one is watching TV, but some people are listening to the radio while walking in the streets and shopping malls. This is the mobility and versatility of broadcast media.
Radio has its unique sense of mobility and versatility, on the one hand, because it is easy to carry. Now there is an ultra-miniature radio on the market, which is very small and can be directly put into the ear to listen to, and it is difficult for outsiders to detect it. On the other hand, because broadcasting is a medium for transmitting sound, it needs ears, and does not need eyes and any other organs of the human body to receive information, that is, it will not affect the function and movement of any parts and organs of the human body except ears. Therefore, people can receive broadcast information in various States and listen to the radio when washing vegetables and cooking. You can listen to the radio when brushing your teeth and washing your feet; You can listen to the radio in the morning exercise and listen to the radio when you go shopping. You can listen to the radio while sitting; You can also listen to the radio while lying down, and you can also listen to the radio in the field; You can also sit in the car and listen to the radio ... people can listen to the radio in various States, and this feature and advantage of radio is more prominent and obvious in economically developed areas. Therefore, some experts clearly pointed out that broadcasting should fully occupy the mobile space of communication, because broadcasting has the unique conditions to occupy the mobile space of communication. The rapid development of market economy will inevitably accelerate people's sense of rhythm, and the only medium to obtain information in the dynamic is broadcasting.
Third, the unlimited coverage of radio advertisements and the comprehensiveness of radio advertisement audiences.
According to its power, broadcast coverage has a certain scope and area, but from the actual listening situation, broadcast coverage can not be clearly defined, and with the factors and functions of topography, climate, magnetic field and so on, the information transmission of broadcast coverage and extension can be said to be infinite. At present, with the rapid development of broadcasting technology, broadcasting signals can be successfully transmitted directly to communication satellites around the earth, and some developed countries have developed radios that can directly receive satellite signals. Therefore, even the most valuable news or information that takes place in the most remote places can be quickly spread to any place on the earth in the shortest time through broadcasting, which is why broadcasting is an important public opinion position and political tool.
According to the constant changes and development of the audience market, although the broadcasting industry has put forward the development idea that broadcasting should be narrow and the media characteristics of broadcasting should be distinct, some comprehensive radio stations have also begun to take the market-oriented road of specialized stations, that is, the audience is relatively clear, and the health station is a health-related listening group for doctors and patients; Traffic stations serve drivers and traffic-related listeners. However, due to the diffusion, openness and indoctrination of broadcast signals, the broadcast audience is often uncertain. Drivers can listen to traffic stations, health stations and other stations, not to say that drivers can only listen to traffic stations, but not health stations and other stations. The same is true for doctors, not to say that doctors can only listen to health stations, but not to traffic stations and other stations. Besides, you may pass by a shopping mall. Although you don't have the subjective consciousness of listening to the radio, the information broadcast in the mall can be forced into your ears, allowing you to passively accept the broadcast information. When you think this kind of information is important to you or just what you want to know, you will stop and listen carefully, from being beautiful to actively listening. Therefore, the broadcast audience is not completely objectified, nor is it objectified. It is the unity of objectification and non-objectification, and it is comprehensive.
Fourth, low investment and high return of radio advertising.
In the same level of media, the advertising cost of both newspapers and TV is much higher than that of radio advertisements. The reason why the advertising cost of radio advertisements is lower than that of newspapers and TV advertisements is not that advertisers invest less in radio advertisements, but that it has depreciated, mainly because the cost of radio advertisements is far lower than that of newspapers and TV advertisements. However, due to the distorted consumption concept in the market, that is, the higher the price, the better. Therefore, some consumers unilaterally buy high-priced goods, and some marketers follow the abnormal mentality of consumers and sell some originally low-priced goods at high prices. Instead, they open up markets and chase high profits. These consumers only consider the shopping principle of "one point for one price" and ignore the shopping phenomenon of "good quality can also be cheap". Some advertisers are also influenced by this consumption mentality, thinking that the higher the media charges, the better the publicity effect; On the other hand, the lower the media charges, the worse the publicity effect, thus drawing the conclusion that the radio advertising charges are low, the radio advertising publicity effect is poor, so the investment in radio advertising will produce a negative psychology, or "throw stones to ask for directions" to invest in advertising expenses, but before really testing the depth of the water, it backed out and reasonably thought that the investment in radio advertising had no return benefits. Here we should objectively analyze the input and output principles of radio advertisements. On the one hand, from the common sense of economics, we can easily understand that the market competition of products is actually the competition of quality and price, and the fundamental way to improve quality and reduce price is to reduce costs. Therefore, the low cost and price of products does not mean that the quality of products is poor. In fact, in the highly competitive market economy, enterprises are producing the most economical products according to such economic laws. Similarly, it is untenable to establish the development concept of "survival by quality" and interpret low product price as poor product quality. The same is true of radio advertisements, and it is also a very one-sided view to understand the low charge of radio advertisements as poor effect. On the other hand, the information transmission of radio advertisements has its inherent objective laws, and the output rate of radio advertisements can only be achieved by intensive investment. From the commercial practice of radio advertising, the same is true. The effect and benefit of densely arranged advertisements are very obvious, but the loosely arranged advertisements are not obvious, and the piecemeal advertisements are rarely arranged. Therefore, some advertisers who have studied radio advertisements have adopted a "carpet-style" intensive arrangement in the arrangement of radio advertisements, from which they have tasted the sweetness, and thus have formed an indissoluble bond with radio advertisements, and regard radio advertisements as the best media choice to explore and occupy the market, especially the advertisements for hotline services. Some advertisers have been paying attention to it for a long time. Even when bidding in a saturated state, advertisers would rather increase the advertising fee than give up the existing advertising fee.
Advertising plays an important role in conveying information. From the perspective of transmitting information, its mission is to finally transmit information to consumers. When consumers receive information, advertisements have completed their due communication tasks and played their due communication role. In this sense, the advertising function of radio is the same as that of newspapers, television and other media. Consumers will not have a strong desire to buy because they accept information from newspapers and television, but if they accept information from the radio, there will be a discount. The key is whether this information is useful to consumers. Since consumers have obtained useful information from the radio, they are bound to have a strong desire to buy. From the perspective of receiving information, receiving information in newspapers or on TV is not without limitations. Not everyone subscribes to the same newspaper, not everyone can read the information in the same newspaper, and there are illiterate people who can't read newspapers and readers who don't subscribe to newspapers, especially readers who don't subscribe to newspapers and readers who subscribe to different kinds of newspapers. Therefore, the information transmission of newspapers can not be transmitted to everyone, especially to all those who need this information. Regardless of the probability of information spreading in various media for the time being, it has specific limitations. Even if the reader or audience sees or sees the information they need, the function and effect are exactly the same as those of the audience, but the cost and proportion of advertisers' investment in newspapers, television and radio are quite different. Therefore, radio advertisement is the best choice medium with low investment and high return.
Real estate advertisements generally choose media: outdoor brands, radio and newspapers.
There is no direct competition between outdoor brands and radio stations, because real estate customers will have outdoor and radio advertising budgets when advertising.
Radio advertisements and newspaper advertisements are the most directly competitive media, and the general customer's expense budget will be directly selected on radio and newspaper.
I hope you are satisfied with my answer.
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