Response Time
What is the average length of time you can expect to see a change in lead flow from radio advertising?
Being in the direct reponse industry, our goal is to see an immediate change. As you have seen in the course, the creative that is designed can make the most impact on your results. Something to keep in mind...the success of radio isn't always reflected in the amount of calls that come from radio directly. Radio can also be successful if you see an increase in lead flow from the other mediums. If you don't see an increase in calls from radio or an increase from other mediums in about a week to two weeks, you might want to re-evaluate your creative or the marketing plan.
The bad thing about radio is that you might not even see an increase in lead flow from your radio advertising. Depending on your budget, your frequency, the station and your target market you might experience the highest CPL and CPS of all of your advertising.
