Top 3 Old School Advertising methods – Does it still work ?

In this post, we will be looking at old school advertising mediums- we will be examining the various old school advertising methods and asking ourselves if they still work.

In this post, we will be looking at old school advertising mediums- we will be examining the various old school advertising methods and asking ourselves if they still work.

Old School Advertising 1: Television

Television is one of the old school advertising medium. Television advertising has long been one of the most powerful yet most expensive advertising mediums available. Watching TV is a Nigerian pastime, and even with the introduction of television online and DVRs that can speed through commercials, there are still a lot of opportunities out there to gain customers.

Television - old school advertising medium

Because of these recent changes, television stations and cable companies have done a lot to continue to provide their advertisers with responses.

Many local news stations push their own websites that can work in conjunction with a television commercial. This provides you with branding opportunities through traditional commercials and an online presence on a local station–backed website. Cable companies offer numerous sponsorship spots and demographic-specific channels at astoundingly low rates.

Television commercials combine visual and audio aspects that allow you to fully engage your potential customers. You also have a captive audience (if they aren’t channel surfing or getting up to fix a snack) who can usually stand to give you 30 seconds of their time.

Television is a great way to target both specific demographics and large audiences. Television commercials are generally very expensive. Local ads can frequently go for thousands of amount per spot during peak times and even millions during top shows and events. Furthermore, these ads need to be run many times to be really effective.

Cable ads can work well for companies with specific demographics as clientele, but viewership numbers can be spread extremely thin over the wide range of channels available to the public. You may find cheaper ads on the less viewed programs, but you’ll have to run many times more to match the response of an ad during a highly rated show.

It also can be very difficult to track your commercial’s success rate. If you’re branding your school, it’s hard to get the overall picture of how your image is being built. Even when there is a sales event or a call to action, it can be difficult to know who is responding to your spot without having specific conversations with each of your customers.

What Works With Television As An old school advertising medium ?

If you are not comfortable with investing hundreds of thousands of Naira into advertising on television, you’re better off staying off the air. Unless you own a school business that deals with a very specific demographic that can be targeted with perfection using a cable station or a specific show, you will not get any kind of results from spending a few hundred thousand.

If you “try out” television spending very little to test the waters, you’ll end up having a bad experience with a medium that can be highly effective.

Old School Advertising 2: Radio

Radio is one of the old school advertising medium. Like television, radio has taken some hits as far as its effectiveness due to recent technological advances. MP3s, satellite radio, and Internet stations have taken some of local radio’s listeners, but it is still a good way to generate results. Radio operates in a very similar way to television. Spots are priced based on ratings, and frequency is key.

Promoting Your School Business on Radio

Advantages of Promoting Your School Business on Radio as an old school advertising medium

Radio stations usually enjoy captive audiences. Although people do change the station during some commercials, people usually stick around their favorites. Also, people listening to the radio are usually stuck in one spot, whether they’re working, driving, or using the radio as background sound during some kind of task.

Although radio lacks the visual aspect of television, you can use words, sounds, and music to create an image or feeling within the listening audience. People listening to music are more receptive to hearing a jingle or sound-rich commercials when they’ve been listening to music all along. The same can be said for talk and sports radio.

People are paying attention to the voices of their programs, and they stay tuned in for the voices in your spot. Head to head, radio does not out-pull television, but the cost of an effective radio ad can be much less. You can still target certain demographics, and you can still cover a large population if you run ads on enough stations.

What You Should Know About Running Ads on Radio for Your School Business

Radio is just as difficult as television to track. You can ask your customers about your commercials, but again, the branding effect is hard to detect. In addition, radio stations offer many sponsorship events or remote broadcasts from your location. Sponsoring music festivals or other events can be fun, but the price to brand yourself is usually far more than it’s worth.

Remote broadcasts rarely draw in the number of people expected, as radio personalities do not have the same popularity as they did before the expansion of television and the creation of the Internet.

However, they still sell them because business owners still like the idea of stations broadcasting from their location. With MP3s and satellite and Internet radio taking a huge portion of the market share, radio stations are not left with as many creative options as television.

Most companies are not cutting their rates to reflect reduced listenership, so some spots may end up being overpriced. Unlike television ads, local radio stations deal directly with national advertising accounts.

Because a bulk of their business relies on crunching their numbers with national agencies, local advertisers do not always get the best service from their stations.

What Actually Works with Radio Ads As An old school advertising medium ?

Similar to television as an old school advertising medium, you do not want to “try out” radio advertising on a shoestring budget. A successful program requires commitment and repetition. The following section provides an example of how a budget of $3,000 to $5,000 per month can have success.

Unlike with television channels, there are far fewer choices when it comes to radio. You can use demographics once again, but focusing on the general population makes more sense. Pick three stations with different programming types.

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Choosing, say, two state stations is not as effective because they likely share listeners. Consider at least one talk or sports station, a mellow office-friendly station with good numbers, and one or two stations with specific programming to your demographic.

On one of the stations, pick one of the top-rated programs and make sure you have a spot that airs once per day. Make sure the spot is for the specific timeframe for your show. If it’s a talk show that runs from noon until three, make sure your spot is for noon until three.

If they write it up as noon until six or ten until three, your price will appear lower, but it will likely not run during the higher-priced show. Pick one station for the morning commute and a different one for the evening. Once per day for each commute and your top-rated show will pull good numbers, but then you also want to run a high volume of lower-priced spots throughout the day.

It’s safer to accept ranges for these ads; just make sure midnight to six a.m. is not included. It will lower your price, but then you’ll have ads running when virtually no one is listening. Radio stations will usually write and record your commercials for free. Make sure you have different commercials for the different stations based on the listeners.

The talk-radio audience will take better to a well-spoken narration about your business, while a pop station will need a little more audio stimulation for its listeners. Radio ads differ from television ads in that you want to tell a story. In television, you want to present your school and give it an image. On the radio, you engage people with “if, then” stories. The “if” hooks the audience, and the “then” tells them what to do.

Old School Advertising 3: Newspaper

Newspaper is one of the old school advertising medium. Of all the media we’ve covered, no one has been hit harder than local newspapers. It’s easier to find your news online, and most local newspapers have websites to begin with. Online news is free, and you can find a wider range of news on the Internet. Fortunately, some newspapers are learning to become more aggressive with their pricing, and they’re offering a wider range of products.

Promoting Your School Business on Newspaper

Advantages of Promoting Your School Business on Newspaper an old school school advertising medium

Many people who still read physical newspapers are very loyal to the publication. There is also still a strong readership in the 50+ age range. Because most of these people have paid subscriptions or buy copies at the newsstand, they welcome the paper into the house along with the included solicitations. Similar to the Yellow Pages, being in the newspaper legitimizes businesses in the eyes of some readers.

Because newspapers are divided into sections, you have the ability to target specific readers within the paper itself. A sports drink company advertising in the sports section, makes sense as does a fence contractor being in the home and garden section.

Newspapers also have regular data and information, such as sports scores, weather, lotto numbers, and other things that promote repetitive viewing of your ads. Even though their numbers have slipped, papers still reach a wide audience. Their readers are also all highly engaged—more so than in any other medium. Readers will read articles and be primed to look at your ad. Even people who skim for headlines will still be caught if you have an eye-catching layout.

What You Should Know About Running Ads on Newspaper For Your School Business an old school advertising medium

Newspapers, similar to radio, one of the old school advertising medium, are a dying breed, and their rates have not caught up to reality in most cases. If you pick up any paper, most of the ads are national brands and nonprofits, which is a bad sign for local businesses. Size does not matter as much as frequency when you’re advertising in a newspaper.

Unless you are a retail store looking to publish prices, you’re better off running a sixteenth of a page for a week straight than a full page for one day. Your rep will likely suggest you bounce around to catch the eye of various readers, but I tend to disagree. Most people reading the paper will at least look at every section, even if they only fully read a few. Consistency builds familiarity, and familiarity creates positive branding. Putting an offer in your advertisement is always a good idea.

Most people do not expect to see coupons in the paper, but making special offers for readers is a good way to track your results. “Call and ask about our N7,500 special registration discount…” can make your phone ring, and if you keep the offer exclusive to one publication, it will help you know where you’re getting your results from.


Now you know the Top 3 Old School Advertising methods, the question at the beginning of this post was if these methods still work. I leave that for you to answer in the comment section.

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Omoregie Johnson
Johnson Omoregie is an SEO specialist/Website Developer/ SEO Copywriter/Content Developer. He eats and sleeps Search Engine Optimization (SEO)/Digital Marketing. And help business generate leads and conversions through Organic Traffic. He is the author of Business Profit Blueprint: Million Dollar Tips To Promote Your Business And Increase Profit.
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