Marketing For Dummies, 4th Edition

Chapter 9

Broadcasting Your Message

In This Chapter

Designing radio ads and audio podcasts

Figuring out cheaper, alternative ways to use video

Creating emotional TV ads, YouTube channels, and vlogs that show more than they tell

Many marketers are intimidated by video and audio and don’t use these powerful communication channels enough. National television advertising is expensive, of course, and only one out of a hundred marketers has the budget for it. For everyone else, there’s spot television and radio advertising (including in-store radio), Internet video advertising (including ads on YouTube and podcasts), demonstration videos on your website, video brochures whose links are sent to e-mail and digital cellphone addresses, large-screen TV displays at trade shows and conventions … the list goes on and on.

I want to encourage you to be open-minded about radio, video, and TV, because new and easier ways to produce in these media are emerging all the time, along with a growing number of low-cost ways to broadcast your ads. And even if you don’t use these commercial media, you can quite possibly create your own ways to share audiovisual information with prospects. In fact, more ...