I am not sure it would be a significant reduction. The main cost is the advertising print space, airtime etc.
And even the national newspapers are regionalised, so you might want to place a full page or double page advert in the Daily Mail, but still only for the papers distributed around London or Manchester.
And obviously on TV, you can also go by region. On Sky, you can even book ads that are inserted and shown by the set top box, not what is received via satellite.
So, whereas you might do localised advertising for one line, you'd now be booking nationally. Sure, you might get a big discount, but it will still cost a lot more.
And if you decide to do postal mailings, obviously that bumps the price up once you're going to more postcodes.
You do have a point and I am sure there would be SOME savings, but not anything THAT significant. And I'd imagine you'd probably want to 'localise' the advertising itself too - thus still producing different ads for different places, routes, and to target certain demographics. Perhaps the Great Western route for tourism, ECML for business or whatever.
And even the national newspapers are regionalised, so you might want to place a full page or double page advert in the Daily Mail, but still only for the papers distributed around London or Manchester.
And obviously on TV, you can also go by region. On Sky, you can even book ads that are inserted and shown by the set top box, not what is received via satellite.
So, whereas you might do localised advertising for one line, you'd now be booking nationally. Sure, you might get a big discount, but it will still cost a lot more.
And if you decide to do postal mailings, obviously that bumps the price up once you're going to more postcodes.
You do have a point and I am sure there would be SOME savings, but not anything THAT significant. And I'd imagine you'd probably want to 'localise' the advertising itself too - thus still producing different ads for different places, routes, and to target certain demographics. Perhaps the Great Western route for tourism, ECML for business or whatever.
