The Main Differences Between Social Media

and TV and Radio Advertising

by Neil Kokemuller, Demand Media 2013

Related Articles

 Differences Between Radio and TV Advertising

 What Is the Advantage of Using TV & Radio Media for Advertising?
 Radio Vs. TV Advertising: How to Decide?
 What Are the Benefits of Advertising on TV Ahead of Any Other Medium?
 What Are the Benefits of Radio Advertising?
 Traditional Media Plan Development

Social media, television and radio formats provide very different opportunities for advertisers
looking to get their brand and product messages to target customers. In some cases, your
business might prefer a concentrated message approach that emphasizes only one of these media
types. Other times, integrated approaches rely on all of these media to reach and impact
customers.

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Costs
These three media avenues have very different costs. TV is traditionally the most expensive
medium in terms of absolute cost. Even in local markets, you can spend $10,000 to $25,000 at a
minimum to produce a commercial. Then you would spend at least a few thousand more to buy a
package of ads on a local TV channel for a month. Radio is a more affordable option for local
businesses. Production usually runs a few hundred dollars, and you can buy monthly packages
for as low as $500 to $1,000 for a couple hundred spots. Self-managed media has little to no
placement costs, though you pay employees to operate your accounts. If you outsource social
media, you normally pay by the hour or message quantity.

Historical Comparison
TV and radio are part of a small category of media often referred to as traditional or mainstream
media. Newspapers and magazines are also typically lumped into this group of media that have
been around for decades and have become mainstays in advertising plans. The Internet's
emergence in the late 20th century and social media's rise in the early 21st century have seen the
rise of such prominent platforms as Twitter, Facebook, Linkedin, YouTube and Pinterest. New
social media spring up each year, with some demonstrating greater longevity than others.

Format
Each of these media offers different message formats. TV provides one of the broadest sensory
appeals and creative opportunities. You can present stories with characters, movement, visuals,
written and verbal copy, sound and product demonstrations. Radio has no visual component, and
message effectiveness is based on creative copy mixed with effective sounds and narrative.
Social media ranges from video streaming through YouTube to brief text copy exchanges with
the marketing on Twitter or Facebook.

Engagement
Social media's emergence has coincided with increased emphasis on customer engagement in
advertising. This means companies want more direct, real-time and interactive exchanges with
customers that provide immediate feedback and personal connections. TV and radio advertising
are part of the old guard in advertising known more for passive messages aimed at creating a
memorable effect that ultimately leads to buying activity. Follow-up research is usually
necessary to determine if customers got the message and reacted.

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Difference Between Advertising and Media
• Categorized under Business,Marketing | Difference Between Advertising and Media

Advertising vs Media

In order to understand the difference between advertising and media, we need to understand
some of the definitions for the core terminology used in dealing with either term. Advertising
refers to the means of communication by which the advertiser tries to persuade their intended
audience to take a certain action. In most cases, this action would be to take up a service, or to
purchase a product. In the process of advertising, usually a brief description of the service or
product is given and how beneficial it might be to the consumer, who, in this case, will be the
target audience. The motive behind advertising is to generate as many sales as possible for the
service or product, by increasing it’s uptake by the target audience. The vehicle or medium
through which advertising is made is referred to as media. Generally speaking, media can refer to
the way an advert is packaged for its audience and how it gets to them. More specifically, media
refers to the various mediums through which information is relayed to the mass public.
Traditional media types include TV, radio, newspapers, magazines and now, the internet. The
internet craze gave birth to online advertising, which includes contextual ads placed on search
engine result pages and banners, among others.

The target audience in advertising refers to the people at which the advert is specifically aimed.
The advertisers don’t necessarily have to know these people personally, but they will need to
know what their exact preferences are regarding a certain product or service. With the internet
craze and social networking sweeping across generations, targeted advertising has become even
easier, because social networking websites connect people based on their common interests. It
now becomes easier to identify something that will appeal to a ‘network of friends’, or at least it
becomes easier to spread your message to as big an audience as possible.

There is virtually no limit to the type of medium through which an advert can be placed.
Commercial advertisers seek various mediums through which to relay advertising messages, for
example, through the traditional media types like news papers, magazines, radio and television,
billboards and mail. Branding is also another major medium of advertising, which basically
involves the association of a product, service or even a company to certain specific qualities
appealing to their market, so that consumers are ‘made’ part of that brand.

Summary
1. Advertising is a way of communicating some message, while media is the medium through
which communication to the mass market is carried out.
2. Almost always in advertising, some action is required from the target audience, but with
media, not every communication requires a response.
3. Media includes radio, TV, magazines and websites, while advertising may include some of the
content carried in the media types.

Read more: Difference Between Advertising and Media | Difference Between | Advertising vs Media
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