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Which Type of Advertising is Best for Your Business?
Finding out which medium of advertising is best for your business is not just a simple “yes this is It.” It is about analyzing your demographics to determine where your customers will be looking.
There is no point in trying to reach them in publications and modes of adverting that they will not be looking in. Such as a very basic and crude example would be, hunting and fishing business placed in a ladies magazine about fashion and style - clearly not the right match for that demographic.
Also another very important facet of advertising is not only the mode you use but also your message. That is an entirely separate subject of it’s own so lets assume that you have a well identified message. Now you need to find the appropriate channel and mode for your advertising.
Internet advertising-This by far is the fastest growing mode of advertising and can reach a vast number of people. This mode needs to be directed and optimized by using keywords, meta tags, SEO, SEM. This mode of advertising also needs to be directed but can not only reach local but national customers.
Outdoor advertising/billboards: This mode of advertising can be cost effective determined on the amount of people it can reach but at the same time it is not a really directed mode of advertising. However this also provides a highly limited marketing message and the message itself has to be quite impressionable.
Radio: This mode reaches the third largest amount of people for the dollar. However this is highly untargeted. In this industry you really have to reach out and stand out to your customer by your ad.
Cable television: These ads are mostly local tv ads and can be more targeted than the two above modes of advertising. This can be more directed traffic by placing the ad in a specific time slot, or station which matches your demographic. However most of the time these ads look more local in their production.
Broadcast television: This is highly expensive mode of advertising. General it is a big production and highly targeted to reach out physiologically to your demographic by appealing to their perception of what they want as far as image.
Newspapers: These ads usually reach the least amount of people and this mode is highly dependent on the persons need to purchase the product or service. The life expectancy of this ad is relatively short in comparison to the other modes of advertising listed in this article.
Magazines: These ads are expensive, however reaching your demographic is key with this mode. These publications are highly targeted and if choosing the right publication this can be key to the success of this channel of advertising. It is also important to remember that it is repetition that is going to bring brand awareness in any mode of advertising.
Direct mail: This can be highly targeted if done right however the rates of actual people that respond are quite low in most industries. This creates it to be very expensive even if done right because the rate of return on the mailings. If done wrong on Internet mailing this can also lead to “Black Listing your business.” Which in turn then will limit who and what you can “SPAM”.
Yellow Pages: This is not a great mode for advertising usually people go to this directory when they are looking for the specific service. So in other words the idea has already been in the head and the branding and brand awareness that has already been done by either you or your competitor therefore the job of advertising has already been at work when they are thinking of which business to select.
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