A Line of Standing Dominoes
About this episode
The episode discusses the effectiveness of radio and television advertising for local businesses and critiques common misconceptions about media.
I could be wrong, but I think I see a line of 6,603 standing dominoes with a forefinger poised to flick the first domino. Take a step back, I’ll give you some facts, and then we’ll return to the dominoes. There are 6,602 FM radio stations in America, 597 FM stations in Canada, and 234 in Australia on which you can air radio ads for local businesses. These radio stations are producing miraculous results for business owners who hire great ad writers to enchant the audience and savvy media buyers to schedule those ads to air with correct repetition 52 weeks a year. Sadly, most business owners do exactly the wrong thing. They run short schedules to “test the waters,” and then announce, “I tried radio and it didn’t work.” ABC, NBC, CBS, and FOX are producing miraculous results for business owners who hire great ad writers to enchant the audience and savvy media buyers to schedule those ads to air with correct repetition 52 weeks a year. Sadly, most business owners do exactly the wrong thing. They run short schedules to “test the waters,” and then announce, “I tried television and TV didn’t work.” Did you notice the similarity that united those two easily proven facts? Anyone who…
More episodes of Wizard of Ads Monday Morning Memo
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- Advice and Encouragement
- The Time, the Place, the Person
- Everything Flows From Strategy
- What Do People Already Care About?
- Keep Your Eye on the Star You Have Chosen
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