RadioActive Media : Marketing, Promotions and Advertising: Radio, Television, Magazine, Internet.

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By the RadioActive Media Team

Perhaps the single best benefit of direct response advertising is the implementation of testing. Testing lets you dip a toe in the stream to evaluate any number of elements without the expense of a full-blown campaign. You can test:

Different creatives

One is funny; one is not

One is longer

One is recorded; the other is live

Different URLs

Different cities/regions

Different offer configurations

One offers 2 for 1; One offers 50% off

Different bonuses

Different stations and channels

News vs. talk

Classic rock vs. 50s music

Different talk personalities

Recorded vs. live reads

Different time slots

Morning drive

PM drive

Evening

Testing of two creatives may involve choosing just 1-2 similar markets, time slots, station formats and campaign duration. The relatively low cost lets you run for just a few weeks while evaluating each week’s results. With analysis, you can determine a winner, go back and tweak one or both and either retest or roll out the campaign to a wider choice of markets/stations/time periods. The campaign continues to be tracked and the media schedule tweaked for the remainder of its life.

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