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
|
_____________________________________________________________________________________
Ad4! specializes in Communication that Counts! Visit our “contact us” page and let Ad4! take the stress out of your marketing!