Broadcast advertising - TV/radio

SUMMARY: Even when you have the same marketing message for prospects and existing customers, you may need to reach these groups through different channels.

Read how a state-based student lender launched an integrated email, direct mail and advertising campaign to drive traffic to an online loan application microsite. They attracted current customers and new prospects to the site and achieved a 20% conversion rate. Includes samples and metrics from emails they used. read the complete case study

SUMMARY: Traditional radio advertising is still a good buy to build brand awareness. But a standard 13-week campaign can be out of reach for marketers with smaller budgets.

Google Audio Ads is a lower-cost alternative. In our latest Sherpa 101, see how to set up and run an Audio Ads campaign that could feature you on dozens of stations at a fraction of the cost. read the complete article

SUMMARY: "95% of Super Bowl advertisers were visible on the first page of organic search results." "1 in 5 Super Bowl ads included a specific call to action directing interested people to their website." "A quarter of all Super Bowl advertisers linked their landing pages to social networks such as Twitter, Facebook, MySpace and YouTube." view the complete research record

SUMMARY: Many marketers don’t realize that direct response radio can reach incremental audiences -- not just the same prospects you’ll find online or in print. As a marketing channel, radio is appealing because of its combination of high reach, high targetability and low cost.

We talked to an expert about how to plan for and create a radio campaign. Includes costs, radio demographics and copywriting tips. Plus, measuring response and pitfalls to avoid. read the complete interview

SUMMARY: To better predict whether or not consumers would adopt the practice of watching TV programs online, we asked a sample of 1,438 regular Americans what they watch, how they watch it, and why. We expected some pretty big skews in attitudes toward watching TV over the Internet once we divvied up the sample by age. While we saw some definite differences in usage, when we looked at some of the driving factors behind this, the different age groups showed a surprising degree of uniformity. read the complete article