3. Minimize call abandonment through efficient call center scheduling This is particularly true for soft-offer campaigns which typically go to “smaller” call centers where staffing is a science based on the call forecast. Basic math says that radio will produce smaller call spikes. As a result, radio can “smooth out” the call volume and allow the call centers to effectively staff so they don’t abandon the calls coming in off of TV.

4. Inexpensive means of ongoing creative testing Fresh creative appeals are the lifeblood of all successful advertising campaigns. Without them, you have a “flash in the pan” campaign. With them, you have a long-running success that becomes a brand. That’s why ongoing testing is so important. Radio provides a low cost way to ensure ongoing testing of different appeals, offers, pricing, or packaging on a smaller scale before rolling out. And while radio campaigns can be set up as mass appeal like TV, but they also can be highly targeted. If you find that you have a certain common profile target customer that you are – or are not – capturing with TV, radio’s ability to target can be of significant use. Developing that area will further enhance your profits.