Media Comparisons

Broadcast Television vs. Cable

  • WKBNMedia is the most cost efficient way to reach your next 1,000 customers. 10-20x less expensive than cable on average.
  • WKBNMedia measures your business on cost per shopper not cost per spot.
  • By using WKBNMedia correctly it will reduce your ad budget and increase results.
  • There is a wider audience and better reach with WKBNMedia.
  • It’s Simple Math: We can target your customer more efficiently and effectively than cable.

Let us show you how it works!

Newspaper versus Television and the Internet

Newspaper’s Weaknesses

  • Newspaper is a passive medium.
  • Generally, not good for creating a demand.
  • Visual only. No audio.
  • Not the best medium for building awareness or image-building.
  • No competitive separation. If most tire dealers run in the Sports section,they are all clumped together.
  • Daily circulations continue to decline, mainly because many 18-34 year olds are depending on the electronic medium for their news.
  • Newspapers have no shelf life. A day old newspaper is yesterday’s news.
  • Not all readers read the entire paper. Many read only certain sections.

WKBNMedia Strengths

  • Enables the advertiser to reach large, mass audiences with a single exposure.
  • Presents both audio and video, combining sight, sound and motion draws the viewer in.
  • Portrays a glamorous image for brand building.
  • Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
  • Commercials can be heard out of view of the TV set.
  • People spend more time with television than any other medium.
  • Can target specific demographic groups through program selection, and create an impact on popular culture.
  • Delivers the ability to saturate a market with a particular campaign on a local basis.
  • Delivers the bulk of prime time viewing.

Radio versus Television and the Internet

Radio’s Weaknesses

  • Listener Fragmentation: Need to make multiple buys on various stations to reach a wider audience; single stations have very small audiences.
  • Influence: Can not attract people to a product or service visually, limiting the full attention.
  • Background medium (noise): “Audio only” becomes secondary to other activities and advertiser’s message gets lost.
  • Homogenization: Station groups are airing syndicated shows like Delilah at the same time on multiple stations in the market.
  • Control: Reach and Frequency are the most important keys to an effective advertising campaign, radio can only reach listeners during a limited time frame (usually drive times).

WKBNMedia Strengths

  • Enables the advertiser to reach large, mass audiences with a single exposure.
  • Presents both audio and video, combining sight, sound and motion draws the viewer in.
  • Portrays a glamorous image for brand building.
  • Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
  • Commercials can be heard out of view of the TV set.
  • People spend more time with television than any other medium.
  • Natural brand extension to our websites.
  • Can target specific demographic groups through program selection, and create an impact on popular culture.
  • Delivers the ability to saturate a market with a particular campaign on a local basis.
  • Delivers the bulk of prime time viewing.

Consider this before renewing your Yellow Pages

Yellow Pages’ Weaknesses

  • Used as a reference source only.
  • Contains only ads; no editorial content to involve the reader.
  • Passive: consumers don’t use Yellow Pages until they are ready to make a purchase. Doesn’t build top-of-mind awareness for advertiser, or “tug at emotional heartstrings” as the electronic mediums do.
  • No competitive protection: competitors’ ads are on the same page. More than half (53%) of readers look at 4 or more ads.
  • Inflexible: ad must be ready two or three months before publication, and will run a whole year. Therefore, advertisers cannot make crucial changes such as new address or phone number until the new book comes out a year later.
  • Creative content is somewhat limited.
  • Inconvenient: many directories are bulky and hard to store.

Outdoor Advertising

Outdoor Limitations

  • Negative environmental image.
  • Lack of research data. It is a difficult medium to measure.
  • Viewership is subject to weather conditions, traffic flow and environment.
  • Limited availability – Only between 400,000-450,000 boards left in the country.
  • Many are occupied by 12-month advertisers. Space must be reserved at least 28 days in advance of when it will be seen by the public.
  • People view a board 3-5 seconds. Time spent with a board is very minimal.
  • Recall can be low, because billboards are “reminder” messages.
  • Outdoor is a print medium, therefore passive in nature. Not an efficient medium for reaching small, narrowed target audiences, or just men or just women.

Direct Marketing

Direct Marketing Limitations

  • Smacked down by the triple assault of the recession, rising postage rates and growing marketer preference for low-cost digital communications, total U.S. direct mail spending has declined sharply.
  • Direct mail boasts target-ability and wide reach; however, these benefits are often elusive because: Many consumers consider direct mail “junk” and toss it before seriously looking at it, resulting in wasted money and effort.
  • Direct mail requires a long lead time to produce and deliver to the consumer.