Monday, August 10, 2009

Which Advertising Media is Best?

Depends on what you want to accomplish:

Top 5 Tips For Media Selection

Posted: 07 Aug 2009 05:39 AM PDT

Marketers have a wide variety of media at their disposal. Even in this digital age, many think first of the advertising troika of newspapers, magazines and TV. But there are a number of other options depending upon what you are trying to accomplish.

1. Create a sense of urgency. Direct marketing offers that contain a deadline for consumer action can create that sense of urgency that motivates your customer to buy now.

2. Fill in the blanks. Brochures are a great vehicle for providing the detailed information about your product’s many benefits.

3. Be impulsive. Signage speaks to people when they are in buying mode at the point of sale. Besides spurring impulse buying, signs also act as a reminder, connecting the dots to your other marketing efforts.

4. Get interactive. Your web-related marketing efforts can capture a consumer’s attention, direct the prospect to additional information to help educate and answer questions, ask for the business and make the sale.

5. Establish intimacy. Radio is a one-to-one medium that allows the marketer to build a close connection with the prospect.

So, before you select your media, think about what customer action you want to spur.

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1 comment:

James Hipkin said...

All these and more are options to the ancient ones. But, marketers should also step outside and think about the level of interest present among the audience consuming the media.

Low interest, keep the message simple, use mass media. High interest, i.e. they want to learn more or make a decision, then use more targeted media that facilitates rich content and taking action.

And you need to do both. The majority of consumers, at any given time, are not in market. So an over reliance on demand fulfillment media is not an effective use of resources. Nor is it smart to just use mass media and expect your customers to understand why they should choose your product over the competition.

My take on this is here in "Is Your MarCom Strategy in Sync with Your Customer’s Interest Cycle?".