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Advertising
In the broadest sense, anything that promotes your business
might be considered advertising, whether it's a radio spot,
a brochure or a trade show booth. But the term advertising
usually refers to paid commercial messages in newspapers, magazines,
radio, television, the Yellow Pages or outdoor advertising.
Here's a rundown of the key media:
- Newspapers are an inexpensive way to reach a mass audience.
They're flexible and good for price advertising — promoting
a sale or a special deal on your product or service. Newspapers
carry a lot of ads, however, so there's a risk that yours
may get lost in the clutter.
- Magazines offer a slightly better opportunity to catch
a reader's attention than newspapers do, but they typically
cost more. Magazines are good for promoting your company's image and
building its credibility. Trade magazines and general business
publications are worthwhile for business-to-business advertising.
- Radio is a relatively low-cost, high-impact choice for
local advertising. It's one of the best ways to reach a targeted
market, but costs are slightly higher than for print ads.
Repetition is especially important in radio advertising.
- Television advertising is extremely high-impact, but it's
expensive to buy spots on major networks. Cable channels
that will air your ad in select markets are more affordable.
- Yellow Pages advertising isn't cheap, but it delivers
hot prospects — people who are ready to buy. It's a
good choice for local and area-specific businesses.
- Outdoor advertising offers high visibility, and the cost
per viewer is relatively low. But outdoor ads — billboards
and transit ads — are best used in conjunction with
other forms of advertising.
Before you advertise in any medium, think about what your
business does. Consider your target market, your competitive
position, and what sets your business apart, along with the
key benefits of your product or service. Advertising shouldn't
focus on features, but on benefits — what your product
or service will do for the customer. Your audience wants to
know what's in it for them.
Repetition is the golden rule of advertising. One-shot ads
seldom work. In fact, research indicates that the average consumer
ignores two out of three ads and requires nine exposures before
readily remembering an ad. That means you have to run your
ad several dozen times to make an impact. Advertising has a
cumulative effect; it takes time to get results. When it does,
make sure you have the inventory and staff to handle increased
demand.
And don't spread yourself too thin. Try one advertising medium
at a time, and give it a chance to work. It's better to be
dominant in one medium than to have a minimal presence in many.
Remember, an ad campaign is just one part of a larger marketing
effort. To effectively promote your business, use an integrated
approach that combines advertising with public relations, direct
mail, special events, trade shows, newsletters, brochures and
other marketing materials.
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