Saturday, 11th July 2020

This Month's Magazine
Advertising Choices on the Costa del Sol: The facts II

Advertising Choices on the Costa del Sol: The facts II

A business on the Costa del Sol? Where to advertise can be a problem

by Sebastián Polinares

As I previously stated, the two most popular media used for advertising on the Costa del Sol are weekly newspapers and monthly magazines.
One has a very short shelf life; the other has a much longer shelf life. However NEWSpapers need to be at least weekly, magazines monthly, but these must not be confused with small local rags.

Other methods of advertising available are as follows:
Yellow Pages.
In addition to the traditional annual, printed telephone yellow pages, there are some smaller versions produced to cover local areas. While some of these can also be consulted on their website, they are not necessarily successful with search engine as this would require additional labour costs. The disadvantages are:

  • Your ad can easily get lost in the clutter and it is placed together with all your competitors
  • Limited creativity within a pre-determined format 
  • These types of directories are not often consulted on the Costa mainly because they are often incomplete or incorrect, in any case the current tendency is for consumers to use internet “search” engines, like Google.
  • The ad is only looked at when the specific service is needed

Radio. The major radio stations are Spanish, however there are numerous smaller radio stations peppered all over the Costa. Radio is a universalmedium enjoyed by people at one time or anotherduring the day, at home, at work, and even in thecar. You can target your adverts to narrowly defined segments of consumers most likely to respond to your offer.
The disadvantages are:

  • Radio listeners are well spread over, you may have to advertise simultaneously on several stations to reach your target audience.
  • Listeners cannot go back to your ads to go over important points
  • Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention
  • Ads are an interruption in the entertainment. Therefore a radio ad may require multiple exposure to break through the listenerÂ’s “tune-out” factor and ensure message retention.

Television. Television being an image-building and visual medium, offers the ability to convey your message with sight, sound and motion. It permits you to reach large numbers of people on a national or regional level in a short period of time, these stations are mainly Spanish, but
small independent stations and cable offer opportunities to pinpoint local audiences sometimes in English or other languages.
The disadvantages are:

  • The message is temporary, it requires multiple exposure to rise above the clutter • Ads on network affiliates are concentrated in local
    news broadcasts and station breaks
  • Preferred ad times are often sold out far in advance 
  • The amount of information is limited to by a few seconds exposure.
  • Relatively expensive in terms of creative, production and airtime costs, certainly too expensive for a small market such as the Costa del Sol.
  • The language speakers prefer to watch Satellite TV from their own country


Direct Mail. Often called direct marketing, is a marketing technique in which the seller sends marketing messages directly to targeted buyers (ie: catalogues, product literature, sales letters, brochures, etc.). The message can be personalized to help increase positive response. There are no restrictions in length or presentation and the response can easily be measured. Also the campaign is hidden from your competitors until itÂ’s too late for them to react
The disadvantages are:

  • Most people do not like receiving offers in their mail, and throw them immediately without even opening the mail.
  • Long lead times are required for creative printing and mailing
  • Can be expensive, depending on your target market, quality of your list and size of the campaign.

Billboards/Outdoor Advertising. Big, splashy messages attract attention, the message must be short and to the point to have impact! Hot air balloons, blow-ups, flags, banners and other eye-catching devices are an option, too. Your ad reaches lots of people, many of whom see it repeatedly when they travel regular routes.
The disadvantages are:

  • ItÂ’s hard to reach a specific audience. You might be able to target a neighbourhood, but canÂ’t be more specific than that.
  • Your creativity is inhibited by space limitations.
  • ItÂ’s hard to measure its effectiveness.
  • You have about 5 to 10 seconds to take it in before you have passed it.
  • Your ad may become weathered or vandalized.
  • Costs for long term exposure depend on location and are subject to negotiation. However, innovative adaptations can become quite expensive.

Telemarketing and leaflets. In general people are adverse to telephone interruptions and governments have introduced legislation to curb this practice. Leaflets are only effective when handed out personally or left to be picked up when of interest otherwise they are mainly considered a nuisance and are discarded. Both these methods require targeting a very large number of people as the wastage is extremely high.

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