OneyeJ
|
There is not a best medium. There are two types of advertising, marketing and branding. The first step in advertising is determining which you fit into, or want to fit into.
- Marketing is trying to sell a single product. Whether it be through discounts, sales, promotions, packages, whatever it is, you are trying to get people in your door. The more people you reach the more potential buyers you have.
- Branding is establishing a brand. When I say Butterball, most people think turkey; If i say Ball Park you think franks; if I say Clorox you think bleach.
First decide, do you want people to think of a product when they hear your business name; or do you want them to think of your business when they think of a product?
If I say bologna, you think sandwich; if I say Oscar Meyer, you think bologna.
* Television is not a marketing tool. Television is a branding tool. Take note at what is being sold on TV. Regional car ads, insurance, clorox, ball park, Wal Mart, etc.; there are a few mis-placed local businesses, but most are not utilizing their money in the best way. Not saying you should stray away entirely, but I would make it only about 10 percent of your budget.
* Newspapers and magazines offer direct and tangable advertising. The buyer has your offer in their hand to look at whenever they need. They can read the fine print, they have directions, phone number, all the pieces of the information they need to make their buying decisions. (I suggest 60 percent of your money in newspapers)
* Radio can be both a marketing and branding tool, but is not necessarily the best choice, because it is a game of timing. Most radio listeners are either listening in a lobby, at work, in their car on the way home, or they are 13-23 year olds. You have to have your spot in the right time slot to catch your buyer, you have to hope they are on that channel, at that time, and hope they have a pen and paper handy (especially true if you are a newer business). An effective radio ad will combine your advertising efforts. Hit the listener with a flashy pitch "Free all weekend" and direct them to "see today's MyTown Daily Paper" for details. (you may find the newspaper will give you a discount for mentioning their name in the ad). I suggest your final 30 percent here. |
Henrik
 |
Depends totally on the product / service that you sell. If your business is running a local store, then most likely adds in the local advertisement channels are most effective for you.
However, my personal experience is that Pay-Per-Click (PPC) via Google and YAHOO! Search Marketing (also support your adds via MSN and Altavista) gives you the highest ROI (Return On Investment). Most of the other marketing channels burn your money and inhale the smoke.
By running our own PPC Campaigns you have full control over Cost, Click Through Rate (the % of people that actually click on your ad divided by the number of impressions that your ad gets) and conversion (number of customers that actually purchase). These parameters cannot be analyzed when using the other marketing channels.
Tweaking and improving the content of your PPC-add and your company's landing pages will give you the best ROI. |
Homepage 
Financial
Forum 
Advertising & Marketing 
No Spam
Adult 
Gambling
Unfinished
Deception
Plagiarism
Not English
