More Effective Media Buying: Part 3

The final part of more effective media buying consists of 3 steps.

Step One: Situation Analysis.

  • Who/what is your competition?
  • How do their products compare to yours?
  • What makes your accounts and services stand out?
  • Who is your target market?
  • Where can you reach your target market?

 

Step Two: Advertising Analysis

  • What results do you expect from your advertising efforts?
  • What is your budget for the campaign?
  • Do your ads clearly explain the main product benefits?
  • Is the pricing clear, and does it meet regulations?
  • Is your staff aware of the campaign?

 

Step Three: Evaluating Media Pros and Cons.

An overview of the unique qualities of each advertising medium follows:

Medium                                     Pros                                                                      Cons
Newspaper

 

Tangible

Fairly Flexible scheduling

Provides means to give detailed info

 

Cluttered environment

Doesn’t always allow specific placement

Not always completely read

 

Radio

 

Can target audience

Allows for multiple, daily messages

Relatively inexpensive

 

Short message capability

Isn’t tangible

Can’t deliver complicated messages well

 

Television (Broadcast)

 

Delivers to an extensive audience

Good visual- and audio- impact

Can demonstrate product

 

Very expensive

Allows commercial zapping by remote

Does not narrowly target audience

 

Television (Cable)

 

Typically costs less than broadcast TV

Good visual and audio impact

Delivers to a more targeted audience

 

Doesn’t reach large audiences

Can’t give exact viewer numbers

Covers small geographic areas

 

Outdoor

 

Has impact due to size

Can be used to build frequency

Allows specific geographic targeting

 

Can’t give detailed message

No scheduling flexibility

Can be defaced

 

Direct Mail

 

Most highly targeted

Allows tangible, detailed message

Provides for direct response

 

Cluttered environment

Not always completely read

 

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Meet the Author

Sarah Otto is Ad4!’s research-savvy, Executive Manager. In this position, she manages current production schedules and is in charge of new business development.

Otto’s incredible knack for using networking tools like LinkedIn has gained Ad4! both a local and a national audience with business owners and influencers. If you find her on LinkedIn, you will see that she proudly refers to ...
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