What gets better results...TV or RADIO Advertising?

I own a Taxicab Company, I have done a TV Commercial before, but I was not sure if thats where business was coming from because I also have the largest advertisement in the phone book for any cab company in the City I serve. Also word of mouth is great advertising. I am ready to get very serious about advertising. However, with the costs, I can only do Tv or Radio, but not both at the same time. Believe it or not, Radio cost way more than TV advertising!! However, I just need to know which of the two would be worth the money. Thanks.

PS. If you have any ideas for a funny/catchy commercial promoting a cab company, lets here em'!! Thanks Everybody!!

To the first person who answered first: I had planned on buying a couple hundred spots but thanks.

I can absolutely guarantee you that very little of your customers are coming from the large phone book ad.

The yellow pages sales people are masters at hoodwinking folks into thinking that large ads are the best.

The real truth is that, the book is closed more than 99.9% of the time...that is a real statistic.

It has also been proven that black and white ads pull equally as well as color ads in the book.

It has also been proven that people actually see the ads at the back of the categories first..the reason is that, the book is so big that people have to hold it in such a way that when they flip through it...they are going from Z to A.

A research company also did a large survey and found that 76% of adults have not opened the book in the last 30 days.

They also discovered that 78% of people who look in the book are "price shopping" ..that means...they are looking at and calling on a handful of companies...meaning...the guys paying for tiny ads are getting as much attention as your big ad. Your Big ad is doing nothing for you but costing a truck load of money.

Next year, I'd encourage you to place a much smaller ad in the book...take that money and do MORE TV and Radio on a weekly basis.

You DO NOT want people in need of your services going to the book for answers...yes you want to be listed in there alphabetically so they can get your number....but use your advertising budget to put your name in their minds daily.

Be "the clear choice" for your particular consumer.

The yellowbook salesmen are very persuasive..but trust me...They are full of poo. The Yellowpages is a collossal waste of money.

It is merely a directory..not an advertising vehicle.

As far as which being better, TV or Radio...they are the same.
A visual message tends to stick better than audio however.
In both of those mediums...its the time of day your ad runs that is most important.


Good Luck to you

I say none will work unless you plan to purchase at least 30 to 50 airtime spots. Other than that, your wasting your money.