Direct Marketing VS Radio Advertising

Direct marketing works well for many types of small businesses, but how does it work compared to radio advertising? Well let us look that the very different advertising venues and consider each of them on their own merits first.

Radio is fairly immediate and goes out to a large area and it costs very little per each listener. Radio is not listened by everyone only certain types of people that enjoy what that station is playing generally. People have peak times they listen to certain radio stations, such as the commute to work or the drive home. Some stations are listened to at the office, while others in the home. Some play songs in Spanish, some all English and each radio station has a target audience to be considered and you as a business person have to decide if their listeners match your target audience.

Direct mail advertising is target to areas or groups of people in certain zip codes and districts. Only some people ever open advertising direct mail pieces. Generally a business can target an exact area, which is in a 10-mile radius of their business. Direct mail is not very expensive per unit mailed.

Now then back to the question, which is better direct mail marketing or radio. Well, we really cannot compare these to. It depends on far too many more details. Each has its place and reason. Perhaps you should not compare them at all? Consider all this in 2006.