- List and review as many possibilities as you can for reaching your target audience.
- Get a media kit from each potential medium and study it.
- Form relationships with your advertising sales reps.
- Assess the frequency and exposure you’ll need.
- Evaluate the costs of each advertising option.
- Choose a combination of media with the right impact.
The five major media available to the typical buyer includes newspaper, magazine, radio, Internet and television. Each media has its advantages along with advertising disadvantages accentuating the importance of varying your media saturation to include at least two different medias and a variety of sources.
- Newspapers provide advertisers with speed of reaching their target market with ad packages that can meet almost everyone’s budget. However, newspapers have a short shelf life. Consider increasing the frequency of running ads in order to be most effective.
- Magazines offer the advertiser long shelf life as some issues are kept for years. Magazines also provide the advertiser with versatility of ad layout and great production quality. Remember that magazines require a long lead time for advertisements to reach your markets.
- Radio is an excellent value for reaching large segments of your target market quickly and easily with a variety of formats to match any market. Radio, too, has its advertising disadvantages including no shelf life requiring increased frequency for effectiveness. Radio does not provide the consumer with visuals so you will need expert wordsmithing in order to create an image of your product or service to entice the listener.
- Internet advertising offers the advantage of providing a direct link to your website. You are also able to target your market by advertising on sites that your customers and potential customers frequent. The click-throughs can be tracked and analyzed. Cost varies widely so ask questions to determine value.
- Television is the most powerful means of reaching mass numbers of your market quickly but, in many cases, is the most expensive.
It is important to arm yourself with enough information when buying media so as to create efficient and cost-effective advertising packages aimed at reaching a large segment of your target market.
If you are in need of media buying services, contact ProMoter Inc. Marketing Communications at 502.562.1969.
Source: Getting the Best Buys for the Buck by Tom Egelhoff
2 comments:
The content you have provided is pretty interesting and useful and I will surely take note of the point you have made in the blog.
While I was browsing the Internet for ways to boost my website exposure, I read about how effective offline media is for getting additional exposure. Since online media advertising has become so competitive, I thought I will complement the online marketing efforts of my products with offline media advertising like newspaper and magazine advertising. This can be the best way to get a wider coverage for a website and draw additional traffic. I think it is a great marketing strategy to use both online and offline advertising to get more customers.
I thought this information might be useful for anyone looking for solutions to get more traffic to their website.
Thanks for the tip! It is very important to be visible in a variety of advertising mediums. Like you suggested, the best bet is to have a presence in both offline and online venues if your budget allows.
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