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					Advertising
Tips & Tricks To
Maximize Your Impact
Advertising Does Not
   Equal Marketing
Advertising

    Paid-for marketing that allows you
     to control the MEDIA and the
     MESSAGE.
RULE 1:
Strategize To Reach
Your Target Market
What do your decision makers
read or listen to?
RULE 2:
Budget for Repetition
RULE 3:
Consistency &
Benefits!!!
Ways to buy advertising
Blitz
  -short-term campaigns, then off, then back
  -good for special events; seasonal services
  -still keep your other marketing going so there is always
  something (PR and client relations are a constant)
Maintenance
  -keeps you in the media consistently, but not so
  saturated.
Types of Advertising
   Print
    -Business journals
    -business section of main papers
    -newsletters for associations
    -non-traditional (placemats, directories, charity
        programs)
Broadcast
 -cable
 -network
 -radio
 -on-line show sponsorships
Outdoor
 -billboards
 -vehicles
 -benches/bus stops
Direct Mail
     Post cards get read to be tossed
     Three-dimensional pieces in envelopes


Telemarketing
Online
 -banner ads select sites
 -Google ad words
 -Facebook
 -your website


Imprinted Specialties
 -500K items: Think Different, on desk, don’t use up
Suggestions To Maximize
Impact & Save $$$$


 Mix Your Media as you integrate ads with
  other tools of Marketing Communications
 Make ads “trackable” and track them
 Promote benefits, not features
 Avoid temptation to let paper set ads;
  invest in your image & stay consistent.
   Headlines for attention; anchor with logo as
    solution
   Call to action is better than “image ads”
   Testimonials speak volumes—assets in the bank
   Negotiate—ask for bonuses; ask for
    reach/frequency (if too good to be true, it is)
   Sign “Frequency Agreements”
Bank On Frequency
Sign frequency-based contracts to get the
  best rates IF the only penalty is to be
  “short-rated.”

Example: Sign 10x for $100/ad to save $20 per ad. If run
  only 8, paper can charge you the $20 extra x
  the 8 ads you ran.
CARDINAL RULE:

If you can’t afford repetition to reach your
target markets, use other marketing rather
than waste money with insufficient
frequency.
THANK YOU!

				
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posted:2/29/2012
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