Radio Advertising

The Fundamentals of Direct Response Radio Advertising

Executive Summary by Jeff Small

Whether you own a direct-to-consumer model business, a retail business, a web business, or some combination thereof, direct response radio advertising can help you grow. Throw out all you think you know about advertising, radio advertising, and especially direct response advertising. Concept One: Radio as A Highway From Your Business to Your Potential Customers

Radio Advertising is a Profit-Driver, Not a Cost Center

Direct response radio advertising - by its very definition - is a profit-driver. Profitability is a fundamental aspect of direct response radio advertising.
This fundamental question applies whether your business is a direct response advertising business (which includes radio advertising, print advertising, DRTV, catalog, or internet) or a traditional retailer. 1. Increase price without increasing cost. 2. Increase response rate. Great direct response radio ads significantly enhance the responsiveness of the media dollars spent. Your radio agency's ability to create radio ads that elicit response from your potential customers is a crucial element in direct response radio advertising success.

As a result, testing is a never-ending element in direct response radio advertising efforts. Done correctly, direct response radio advertising is not a cost center, it's a profit center.

Direct response radio advertising does not stand alone in creating a business. Once you understand the fundamentals of radio advertising, you're ready to embark on the process of building a direct response radio advertising campaign. That process involves developing a radio advertising strategy, creating radio ads that drive response, and implementing a radio media plan that delivers your message to the right people for the right cost.

Are You Ready for Direct Response Radio Advertising?


Direct response radio advertising is an amazingly under recognized way to grow a business quickly and profitably. Direct response radio advertising is truly a powerful engine for profitable growth.

Most of the time, radio advertising is not done right. Because the definition of success in direct response radio advertising is acquiring a new customer at a cost that allows for a profitable relationship with that new customer. You can only evaluate advertising performance within the context of your customer lifetime value.

Here's the problem with that statement: Developing a profitable direct response radio advertising campaign isn't something that is accomplished with a "trial". To properly assess the potential for direct response radio advertising to generate profitable new customers for your business, you must approach direct response radio advertising with a testing mindset. Don't go into direct response radio advertising with a "dabble" mindset. Is your business infrastructure set up to support direct response advertising?

That requirement is excellent data collection and transmission to the radio media buying department at your radio agency. You have to test radio.

Newspaper Advertising

Executive Summary by Sam Miller

One of the most effective ways of advertising is via newspaper. Advertising using the newspaper is when a company uses the classifieds section of a newspaper to list details about their business. Newspaper advertising is not very expensive and in some cases, the ads may be printed for free.
Many business owners may think that because of this reason, newspaper advertising may not be the best way to market their services. In addition to local business owners, many national and international companies advertise in newspapers all across the United States and the rest of the world. Many large companies purchase banners in papers to somewhat remind citizens of their services. Many local and major business owners believe that newspaper advertising will never become old fashion.

Implementing the Newspaper Advertising Scorecard

Newspaper advertising has long been quite effective in its purpose of providing the latest in terms of news events and classified ads of all sorts. The newspaper advertising scorecard then becomes the tool that provides balance when it comes to the KPIs being used to monitor the overall performance of newspaper advertising. As expected, the metrics used in the industry would differ from one newspaper company to another. This is because the metrics used would be in line with the corporate goals and objectives that each newspaper company has. However, here are some of the common metrics used by many companies worldwide when it comes to newspaper advertising.

The first is the size of the ad itself. There have been a number of studies done in determining the relationship between ad size and the responses of the ad's target market. The general results show that the bigger size of the ad, the more number of responses it gets from its target market. On the average, the full-page ad entices roughly 75 responses. However, the half-page ad that costs also half the price entices roughly 55 responses. The quarter-page ad that can be bought at quarter of a price of a full-page ad entices roughly 50 responses. The ad size can then be one of the metrics to be implemented on the newspaper advertising scorecard.
When you take the second metric into account, you will see just how productive the quarter-page ad is. This ad can entice a third of the responses that the full-page ad can entice.

Newspaper in Indonesia : As the other countries, Indonesia had a lot of newspapers. There’re two English Newspaper in Indonesia : Jakarta Post and Jakarta Globe. How about newspaper in Indonesia language or Chinese language ? Yeah, there’re lots of Indonesian Newspapers such as : Kompas, Seputar Indonesia, Koran Tempo, Bisnis Indonesia, Republika, Jawa Pos, etc. Chinese Newspapers : Harian Indonesia, Guo Ji Ri Bao, Shangbao, etc.

If you’re interested in promoting your product or services in Indonesia’s newspaper, please kindly visit : http://www.doremindo.com or mail to chrisdi@doremindo.com or call the hotline +62 813 9980 8066