The impact of a mixed marketing campaign on radio or TV

The AllMedia Team

January 20, 2020

4 min read

Mixed marketing campaign strategy combining radio, TV and outdoor

A marketing campaign is made up of several components and is most often experienced as a mixed promotional campaign. This marketing mix brings together the different ways a media campaign can communicate with potential customers. And because promotional campaigns are so important today, it is wise to deliver an advertising campaign across several promotional channels. A mixed promotional campaign offers far greater exposure as well as credibility, an essential ingredient for any brand, no matter its industry. More often than not, brands partner with a promotional agency that can offer both a fair media-campaign price and a versatile advertising campaign. Even so, the most popular approach remains the one that combines advertising on radio and TV.

How does an integrated advertising campaign work?

A promotional agency lays the foundations of a marketing campaign around the client's expectations and budget. An ad can take the form of a video spot, yet the very same idea can also be used as a radio commercial. Either way, the creative behind an ad can rely on different channels to carry a brand's message to potential customers. And the most popular ways to build an integrated marketing campaign remain radio promotion and TV promotion.

#1 A promotional campaign delivered online and on TV

For example, a media campaign for an online store can be run through online promotion on social networks, online partnerships, or video content. Then, once a marketing campaign starts delivering satisfying results, the message is also carried by more powerful channels such as radio, TV and outdoor. In this way, a single presentation video spot can be repurposed in several ways and easily turned into a radio spot.

#2 A promotional campaign delivered on TV and radio

Radio promotion and TV promotion remain the most powerful tools in any marketing campaign. It is a classic approach, yet market analysis shows that the results of this kind of promotional campaign are far better than those achieved through other channels for airing an ad.

#3 A promotional campaign delivered on TV, radio and through Outdoor Media

An advertising campaign can be so far-reaching that it makes use of every available promotional medium. So, for a standout marketing campaign, many brands ask a marketing agency to use both radio and TV campaigns. What's more, adding an Outdoor Media element, such as a billboard, can bring extra value to an advertising campaign.

In a word: a combined marketing campaign is the surest way to draw attention to a brand and boost its credibility.

See the full blog

Outdoor campaign running alongside a radio or TV campaign

Strategy April 18, 2022

Why run an outdoor campaign alongside a radio/TV campaign?

When you choose a full-service advertising agency, you get complete promotion backed by outdoor exposure.

Strategy April 21, 2021

What are the steps for producing an audio or video spot?

I want a spot for radio and TV, for online and social media — what do I do? Here are the steps to follow for an ad.

Audio October 27, 2019

Why is radio advertising worth it?

A radio spot can bring you many benefits that you most likely can't get with other types of ads.

Mixed campaign benefits

Why a Mixed Campaign Has Greater Impact Than a Single Channel

Each advertising channel has different strengths. Combining them doesn't mean double the cost — it means multiplied impact.

Greater reach

A person can listen to radio in the morning commute, see the TV spot in the evening and come across the online ad during a lunch break. A mixed campaign covers more moments of your customer's day, increasing the chances of the message being received.

Enhanced credibility

A brand present simultaneously on radio, TV and online is perceived as more serious and stable. Presence on multiple channels creates a validation effect — consumers tend to trust brands they hear and see frequently.

Better memorability

The same message received through different channels (visual + audio + text) sticks far better in memory. Neuromarketing studies show that multi-channel exposure increases message retention by up to 60% compared to a single channel.

Better long-term ROI

Although the initial cost of a mixed campaign is higher than a single channel, the cost per customer acquired is usually lower. Channels amplify each other: a radio spot can increase the click-through rate of the online campaign for the same brand. Radio advertising with AllMedia.

FAQ

Questions about mixed marketing campaigns

What channel combination works best for SMEs?

For an SME with a medium budget, the radio + digital (Google Ads or Meta Ads) combination is usually most effective: radio builds local awareness while digital captures customers actively searching for your service online. TV is added when budget allows or when you want fast visibility growth over a wider area.

Do I need the same spot for all channels?

The core message must be consistent, but formats differ. A 30-second TV spot doesn't transfer directly to radio — the audio track can be adapted, but duration and CTA may need adjusting. Online, 15-second versions perform better. AllMedia handles adapting a spot to all formats, ensuring brand consistency across all channels.

How do I measure the effectiveness of a mixed campaign?

Each channel has its own metrics: GRP and reach for TV and radio, CTR and conversions for digital. The simplest indicator for a local business is growth in calls, visits or orders during campaign periods compared to periods without advertising. AllMedia provides broadcast reports for radio and TV campaigns, while digital results can be monitored in real time through advertising platforms.

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