Let me tell you a cool story I think you’ll like — one that taught me the most powerful advertising lesson I’ve ever learned. See, when the radio-thon rolled around, my client put his personal money where his mouth had always been.
Buyers are traditionally incentivized by media reps through overseas trips, cruises, event tickets, “golfcations,” etc. Even if YOU haven’t been bribed by these things, that doesn’t mean your buyer hasn’t.
While billboards can be pricey, they’ve actually become a much better value over the last decade, with the price dropping compared to other forms of media.
This gap between expectations and reality means people can buy really effective radio very inexpensively.
It is very difficult to become the guardian of the business.