Choose a Delivery Method—Broadcast
Commonly used broadcast vehicles include television advertising or public service announcements (PSAs), television and radio public affairs shows, and radio talk shows.
- Broadcast vehicles reach many people quickly and deliver a large number of impressions.
- They can be localized for and targeted to your audience, and they are effective for suggesting that the audience take an immediate action, such as calling a hotline.
- Radio ads are relatively inexpensive to produce, especially live-read ads, and they appeal to radio public service directors because they allow the station to use its in-house talent.
- Time restrictions can greatly prohibit your efforts:
- Television advertising and PSAs are aired in 15-, 30-, and 60-second spots, and it's a challenge to convey a great deal of information in them.
- Likewise, television and radio public affairs shows are restricted by time. They typically air for 30 minutes, including commercial interruptions.
- Public affairs shows are typically aired during non-primetime hours, when your audience may not be watching or listening.
- Television advertising is relatively expensive to produce and place.
- Broadcast vehicles have a short lifespan.