RAdio is hands on

Hi,

Radio is a hands on medium. IE> the listener has usually got their hands full of something (steering wheel, vacuum cleaner, computer keyboard, etc.) while listening. This means it's not the best direct response medium. Listeners have to put down what they are using and find a pen to write down a number. Inconvenience blocks response.

But there are situations where it can work:

Callers in cars (using hands-free, of course) can respond easily.
New digital radios will allow telephone numbers to be displayed and recalled.
Some stations in the UK run an "If you missed that number..." service on the hour, repeating advertisers' numbers from the preceding hour.

Apart from straight retail, radio is a great way to boost response via other media. EG. by directing listeners to the Yellow Pages or a website (web site names can be more memorable than telephone numbers) or to an ad in the day's newspaper. Or even to a television commercial later that night. (The channels promote their programs on drivetime radio. Why not flag your new commercial to boost viewing? You spent millions making it, a few hundred promoting it is peanuts.)


Cheers!

Michael Kiely