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Advertising’s Armageddon

In the movie Armageddon, a bunch of rag-tag oil drillers are drafted as ‘astronauts’ to head off into space to blow up an asteroid that’s headed for earth and destined to destroy our planet.

As they sit white-knuckled in their rocket on the launch-pad, one of the amateur astronauts says to his buddy Harry Stamper, played by Bruce Willis, “Hey Harry. Did you know we’re sitting on two million pounds of rocket fuel and a nuclear bomb in equipment that’s supplied by the lowest bidder? How’s that make you feel?”

Your advertising is like that rocket. It can be one of the most powerful tools in your marketing arsenal. Do you really want to entrust your hard-earned cash to the media that is the lowest bidder?

Your advertising rates should be based upon much more than just the price of space or spots occupied. You need a return on your investment, just as our rag-tag astronauts needed to be safe on their journey into outer-space.
To ensure yourself a fair return on your advertising investment, you must consider:

  1. Expertise - Does your media account executive understand your business and have the expertise required to create a more effective campaign?
  2. Integrity - Does your media representative seem to care more about getting an order from you, or about providing a return on your investment?
  3. Ideas - Is your account executive more concerned about the amount of space or number of spots you book than what you say in those ads? What you say is more important than what you buy.
  4. Follow-up - Does your rep always do what she/he said they were going to do? If they don’t follow-up before the sale is made, you can almost bet they won’t deliver after the sale.
  5. Post-Campaign - Does your rep follow up after the campaign to discuss what worked, what did not, and how you can make your next campaign even more effective?
  6. Listening - Does your rep keep quiet long enough to listen to your problems and opportunities, or are they always trying to sell?

If you want a higher return on your advertising investment, click here to arrange for our no-obligation SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats).


So, you found this information valuable to improving your business and now you want more. Contact our Sales Manager, Chris Postin. He’ll share additional information with you to help grow your business and he’ll deliver it right to your inbox each Wednesday. Feel free to look through the Sound Advice archive for past articles.