We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
Media Planning for Smarties
You say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget.
Do you believe that simply placing an ad in the newspaper or a commercial on the radio will drive customers to purchase your product or service? Or does your business have a well-developed marketing strategy with an advertising plan for the year? An effective advertising plan will clearly identify and select the media that will provide the greatest amount of targeted exposure for your business.
Your advertising plan should answer the following questions: What are your specific marketing objectives? Who are your target markets? What media types will you use? How many placements will you buy? What is your advertising budget? How will you track the effectiveness of your advertising efforts?
The marketing strategies you implement with your advertising plan will depend on the length of time your products/services have been on the market, how you've chosen to position your business, the message you wish to send, and the media you'll use to send it. Advertising will keep your product or service in the public's eye by creating greater awareness over time. Defining your target market in terms of demographic, geographic, psychosocial characteristics will be the single most important factor in selecting which media to use. Choosing between radio stations, newspapers, magazines, and television stations, will be evident if you have defined your market well.
Savvy planners set advertising goals in terms of reach, frequency, gross rating points (GRP), and continuity. A basic knowledge of these terms will help you talk to advertising representatives and understand their media planning kits:
Reach is the number of different people or households that are exposed to your message during a specified time period.
Frequency is the number of times that your target prospects are exposed to your message.
Gross Rating Points (GRP) are a measurement that equals the reach multiplied by the average frequency. The GRP is intended to give the total impact of the media effort. Continuity relates to the scheduling or timing of the media placements.
Your overall marketing budget will determine how much you will spend on your advertising. Getting preliminary placement costs will help you estimate how much will be required to have an impact on the consumer. Like many aspects of marketing, it is not an exact science and you will have to use your judgment when it comes to developing a budget. It's always a good idea to reserve a small portion of your budget for unexpected opportunities, like a "special issue" just before an important event that you had not planned for. Scheduling the actual media placement will depend on the seasonal sales patterns of your product. Typically, advertising will run in a continuous, pulsed, or flighted schedule.
To build sales, your business has to market itself. And, since advertising is expensive, it's important to make your efforts effective. However, advertising planning can be a bigger job than most people anticipate. A marketing professional can help you to define your goals, develop your advertising plan, and place your advertising to maximize the impact and effectiveness of your message.
Here is an overview of the pros and cons of different types of media:
Advertising in a daily newspaper can be very effective if your product or service is relevant to most people. On the other hand, it can be a waste of advertising dollars if you are trying to reach a very specific interest group. Newspapers allow you to take advantage of current events. This is a great advantage if you're selling roses and Valentines Day is a week away, but isn't likely to be helpful if you're trying to reach a narrow niche (ex: marketing a new technology to IT managers at community hospitals). Advertisers will find an unlimited amount of print space available, but the cost is incrementally high. It doesn't pay to incorporate detailed photographs or quality color images when the newspaper printing is generally poor to medium quality.
Magazines allow for good quality image reproduction and layout flexibility. Advertising space is usually expensive. Magazines cover hundreds of niche interest areas, so finding the right publication to reach a specific audience is easy. Magazines tend to be around for a longer time, so ads have the potential for being seen multiple times. However it is difficult to predict when the reader will actually see an ad. Deadlines for advertisements are generally a month in advance of publication, so there isn't much room for last minute changes.
Web advertising can take the form of a Web site or an ad banner on another's website. With an ad banner targeting a specific audience is a matter of finding other relevant but non-competing websites that reach the same target audience. Websites that are set up intelligently count hits and can even identify repeat traffic. It pays to study the traffic and number of hits at the different sites and make your own comparison. Ads can be interactive and quickly edited. When properly indexed and registered on search engines, advertisers can maximize the number of potential hits. The negatives are that it is difficult to gauge the impact and costs effectiveness of Internet advertising.
Radio is a great medium for targeting a concentrated geographic area and is considered to be relatively cost-effective. The various formats such as talk radio, classical, and easy listening help zero in on the demographics that match those of the targeted consumer. Advertisers can select the frequency and time of day that most closely matches the target audience's listening habits. With radio there is room for quick reaction to sudden developments like a snowstorm or a stock market crash. Since radio uses voice, the advertiser can reinforce his or her message with a voice that suits the message.
Other forms of media that one might consider include direct mail, broadcast TV, cable TV, transit, and outdoor billboard advertising. If your decision seems more complex than you anticipated, consider soliciting the help of an advertising agency. An ad agency can not only help you select the most appropriate forms of media, but can develop and design ads maximize the impact of your message on your potential consumers.
Define your target audience, map out your advertising, and determine your marketing goals. Make sure you have a tracking system in place. With a carefully developed advertising plan, your business should realize a much better rate of return from all of your advertising efforts!
Wendy Maynard, your friendly marketing maven, is the owner of Kinesis. Kinesis specializes in marketing, graphic and website design, and business writing. Visit http://www.kinesisinc.com/resources/articles.html for more articles and free marketing wisdom.
You can visit her marketing blog, Kinetic Ideas at: http://www.wendy.kinesisinc.com
Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com
Five Keys To Achieving Positive Return On Advertising Spend With Facebook
Achieving positive return on advertising spend (ROAS) is a key objective for many Facebook and direct response advertisers. Sustaining positive ROAS with a large media spend is not an easy feat to accomplish, but it is possible with the right approach.
The Advertising Apocalypse Has Been Postponed
Back in August, advertising stocks Omnicom Group (OMC) and Interpublic Group (IPG) got whacked after WPP Group (WPPGY), the world's largest ad agency, slashed its revenue target citing a slowdown in spending by consumer companies. At the time ...
How LG Works Advertising Into Smart TVs
Thanks to its smart TVs, LG Electronics controls a channel that can bring the granularity of digital advertising into the world of connected TV. But LG is a consumer electronics manufacturer, not an advertising company, and in recent years it has ...
Google is looking to wedge into TV advertising by displacing ...
Google is looking to wedge into the TV advertising business by displacing Comcast's ad technology. The company has signed on the likes of CBS and ...
Mobile Marketing Watch
Time Inc., Google to Launch New Innovative Native Video Advertising Tool
Mobile Marketing Watch
As demand for digital video content continues to grow, Time Inc. has announced the launch of Adapt Video, a proprietary video advertising unit created by the company in partnership with Google. We're told that Adapt leverages DoubleClick's native ...
Pharmaceutical advertising can empower patients
Autumn is flu season and that means it is high season for pharmacies selling over-the-counter cold and flu remedies. Those who aren't reminded by their own running noses, are sure to be alerted to these types of pharmaceutical drugs by advertisements ...
Missouri Honor Medalist Jack Smith contributed jingles to advertising
After retiring in 1994, Smith returned to the Missouri School of Journalism as a broadcast advertising instructor. Since his retirement, he's been inducted into the American Advertising Federation's Hall of Fame and granted dozens of honors, including ...
Press Release: Columbia Marketing Group: A New Advertising Agency for Mid-Missouri
Columbia Business Times
As a full-service advertising agency, CMG will offer clients a range of creative services (including branding, content marketing, custom publishing, display advertising, event planning, and custom photography) as well as media placement, strategic ...
News & Observer (blog)
Should NC double what the Lottery may spend on ads?
News & Observer (blog)
Current law caps advertising spending at 1 percent of the lottery's annual revenue, a restriction favored by lottery critics who worry that heavy advertising could contribute to gambling addictions. A bill passed by the Joint Legislative Oversight ...
TV Networks Consider 'Thor' Ad-Measurement Plan With Eye Toward 2018
This so-called focus on “attribution” and outcomes” – tracing exposure of a commercial to an actual sale – is at the heart of a project that has been code-named “Thor.” It is meant to help advertisers tie their commercials to something they have long ...
TV Networks Meet on Thor, New Effort to Prove Their Ads Work
ADVERTISING RELATED ARTICLES:
Why Hire an Advertising/Marketing Consultant?
As a business owner, you have the option of taking several different approaches to handling your Marketing and Advertising. You may choose to handle the responsibility yourself, with the idea that no one understands your business quite the way you do.
How to Write B2B Ads That Catch Customers
Are your business-to-business ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you. Don't just fish for customers, catch them!1.
10 Simple Techniques To Make Your Ad Get Powerful Attention
1. Make your ad's keywords and phrases standout by enlarging the text.
The Graphic Problem
Digital printing has revolutionized the sign industry. Current printers can reproduce an image at 1440 dpi (dots per inch) at virtually any size.
Good Design Makes Good Sense
Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier.In the same way, marketing materials that use good design make business easier for your customers.
11 Ways To Make Your Business Cards Work For You
1. Spend money on decent quality business cards.
Driving Customers to You - Your Car as a Marketing Vehicle
You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked.
When Times Get Tough... or When to Really Advertise
The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.
Increase Business By Being Nice
I have been reading articles on increasing sales using search engine optimisation as well as writing them for a very long time and I have not seen many which point out the best way to increase sales.The answer is obvious yet often overlooked; you just have to be as good to your customers as you would expect any other site owner to treat you.
If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret
A few years ago, I analyzed the statistics of where one of my clients, M & M Pest Control in Sydney, generated all their leads from. As a result of this, Ray Milton, the director of the company said: "Scott measured the results we were getting from our advertising, and as a result, this confirmed my decision to eliminate over $42,000.
Secrets to Profitable Mail Order Products
The most profitable mail order products are simple 3-to-5 page informational reports such as this one. Once you've got your act together, these 3-page reports can be produced for $10 per hundred or less, and sold for at least $200 per hundred.
Business Plan Appeal - Five Rules For Writing Attention Grabbing Headlines
The success of a business plan stands or falls on its ability to get potential investors to take a moment to read it. Nothing works better for doing this than well-written headlines designed to interrupt and engage investors.
Books, Bibles and Fast-Talkers
Every community has 'em. Fast talkers who roll into town with a clever idea to sell to people in business.
Humor in Advertising
Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product.
Placemat Ad Advertising
Starting a placemat ad business can create more business for you; free advertising and income all while helping other local small businesses advertise their business all at a reasonable price. This is an idea not new by any means, but it can prove to be very profitable to you if done right.
Tips for Using Paid Advertising
Quite a few business out there can't survive without some type of advertising and/or brand recognition, so advertising your business is one of the most important aspects in running certain types of business. It's also one of the most frequently asked questions for "how to".
The Secrets To Successful Radio Advertising
Ask some businesses about radio advertising and they'll tell you it's the greatest investment they ever made while others will tell you it was a complete waste of time and money. So why does radio work for some and not for others? What's the secret to successful radio advertising? Know this: Radio can be a major player in your advertising mix if you know how to do it and I'm about to give you the secrets to successful radio advertising so read on.
Persistent Advertising Will Do No Harm!
From my experience, I've been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is how to get massive sales right away.
10 Tips to Use Giveaways Effectively
Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely.
Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools
If you're a retailer and the only kind of advertising you do is built around sales events, you don't need much in the way of advice. All your advertising needs to do is spell out as clearly as possible what's on sale, the amount to be saved and your store's name, address and phone number.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market