Social media, radio
and television are different types of mediums that advertisers use to
communicate their brand messages to the target audience. 

In many cases, businesses may opt for a concentrated
message approach that would focus on one of these media types. And in other
cases, a combination of all of these mediums is used to reach and impact
customer.   

Costs

All of these
three mediums have different costs associated with them. Television is the most
expensive in terms of absolute cost. In a local market, the minimum cost to
make a commercial is starts from $10000 to $25000. Furthermore, businesses
spend several thousands more to purchase a package of ads on a local TV channel
for a month. Radio is a more inexpensive option for a business. Monthly
packages can be bought for as low as $500 to $1000 for a couple of hundred
slots. Social media has no placement costs if it is self managed, though there
might be a need to pay employees who operate business accounts. If social media
activities are outsourced then it is paid by the hours or message quantity.

Historical comparison

Television
and radio are usually termed as traditional or conventional media. Magazines
and newspapers are also lumped into this category of media that have been
around for decades and have become the foundation in advertising plans. In the
early 21st century, the rise of social media with prominent
platforms such as Facebook, Twitter, LinkedIn, and YouTube has transformed the
advertising industry. A new social media platform launches each year, with some
indicating prolonged existence than others.

Formats

Each of the
three media offer different message formats. Television provides the broadest
sensory appeals and creative opportunities. It helps companies to demonstrate
stories with characters, visuals, verbal and written copy, product
demonstration and sound. On the other hand, radio has no visual appeal and
message effectiveness is solely dependent on creative copy mixed with effective
narrative and sound. Social media varies from video streaming through YouTube
and other platforms to brief text copy exchanges with the marketing on Twitter
or Facebook.

Engagement

Emergence of social media has led to greater emphasis on
customer engagement in advertising plans. Companies today want more direct and
interactive communication with customers that can help them gain immediate
feedback and build personal connections. TV and radio advertising are part of
the old guard in advertising known more for passive messages aimed at creating
an impressive effect that eventually leads to buying activity. Follow-up
research is generally necessary to determine if customers got the message and
reacted.

{pixabay|100|campaign}