| Alone In A Swirling Sea of
| |
| | ink" problem of broadcast media. A taped
|
| Classifieds?All business owners are
| |
| | program may be viewed again and again --
|
| eventually confronted with a serious
| |
| | on the other hand, your commerical may be
|
| dillema -- how to advertise, in which
| |
| | fast forwarded.MAGAZINESThe Good:*
|
| medium, and which is the best deal for
| |
| | Magazines offer a wide variety of subject
|
| each dollar spent.Do newspaper ads
| |
| | matter and editorial focuses to reach
|
| outpull radio spots -- or is the power of
| |
| | readers when they have a state of mind
|
| television the only way to go? And what
| |
| | you are looking for. Thus, you can
|
| about the high tech world wide web? The
| |
| | tailor your message to a high degree of
|
| answer is different for each business,
| |
| | specificity.* Magazines have glossy,
|
| each situation, each location and each
| |
| | polished paper that makes color
|
| product.The following are the pros and
| |
| | photographs and other graphic elements
|
| cons of each medium. Knowing these can
| |
| | look like works of art. You ad will look
|
| help you decide which medium is right for
| |
| | superb. (That doesn't mean it will sell,
|
| advertising your product.NEWSPAPERSThe
| |
| | however!)* Can reach very specific target
|
| Good:* It's fast. An ad in a magazine
| |
| | markets without having to waste time or
|
| may take three months to break. A
| |
| | money on markets you do not care about.*
|
| newspaper ad can come out the next day.
| |
| | Like newspaper, you can have long copy.
|
| If you need business fast, this is
| |
| | Full or even multiple pages let you make
|
| great.* Newspapers have wide array of
| |
| | a pretty long and detailed pitch. Do
|
| editorial topic selcition to match what
| |
| | people really read all that fine print?
|
| you are advertising. For example, if you
| |
| | Yes! If you have their attention and
|
| are selling car parts, you can place your
| |
| | interest.* You can insert your catalog,
|
| ad in the paper's automotive section, or
| |
| | card, flyer or whatever into the
|
| have it placed next to news stories about
| |
| | magazine.* Like newspapers, they allow
|
| cars. Newspapers also have international
| |
| | you to include reader response materials,
|
| news, local news, etc., all of which help
| |
| | such as coupons, entry or order forms,
|
| you focus your advertising effort.* You
| |
| | and more.* They are not disappearing ink.
|
| get a lot of room, if you need it.
| |
| | In fact, magazines are even better on
|
| Remember, long copy always sells better
| |
| | this count than newspapers because people
|
| than short copy. The broad area of a
| |
| | are much more likley to re-read or go
|
| newspaper page is ideal for long copy.*
| |
| | over a magazine a second time. Many
|
| Newspapers can insert your catalog, flyer
| |
| | people even collect magazines or go
|
| or whatever preprinted materials you
| |
| | through them for research in the library,
|
| might have.* You can use them to
| |
| | giving your ad the chance to be
|
| distribute reader response items, such as
| |
| | seen again and again.* Can reach a huge
|
| coupons, contest entry forms, surveys,
| |
| | audience, easily in the millions with the
|
| and other such things.* Radio advertising
| |
| | bigger magazines.* Magazines allow for a
|
| is sometimes called "invisible ink."
| |
| | breathtaking array of creative options:
|
| That's because it is gone as soon as it
| |
| | pop-ups, special inks, holograms, unusual
|
| is broadcast. With a newspaper, you can
| |
| | space configurations, personalizing
|
| give the customer something to clip, or
| |
| | elements for each reader of the
|
| something they may see a second time if
| |
| | publication, etc.* They have national,
|
| they read the newspaper a second time.*
| |
| | regional and local reach.* Magazine ads
|
| Newspapers can reach large numbers of
| |
| | can reach specific demographic segments
|
| people, depending on circulation. Lage
| |
| | within the total readership of the
|
| urban dailies, for example, may easily
| |
| | magazine. That's because most magazines
|
| reach 1 or 2 million potential buyers
| |
| | have departments and areas of specific
|
| overnight.* They are available
| |
| | topic or subject matter, helping you to
|
| nationally, regionally, or locally.*
| |
| | target your customers.* Magazine ads can
|
| Newspapers allow you to reach possible
| |
| | reach possible nonreaders who might be
|
| nonreaders who might be part of your
| |
| | part of an advertiser's secondary target
|
| secondary target audience.* Tend to be
| |
| | audience.* Because they are more highly
|
| cheaper than other media, depending on a
| |
| | focused and need less repetition, as in
|
| number of variables.* Newspaper ads are
| |
| | radio, they can actually be more cost
|
| easier to produce, and thus less costly.
| |
| | effective than any other media form.*
|
| A TV ad, for example, may require special
| |
| | Frequency of exposure is high, as we
|
| effects, actors, video footage, etc.*
| |
| | said, because magazines are often read
|
| Newspapers are good for repeat exposure,
| |
| | more than once and by more than one
|
| a vital element of effective advertising.
| |
| | person. Also, they may read other
|
| Readers need to see something an average
| |
| | similar magazines you have targeted for
|
| of six to eight times before they "see"
| |
| | your ads.* May reach people that other
|
| an ad or respond to it.* Newspapers can
| |
| | media do not. Many people prefer to read
|
| reach people who otherwise have little
| |
| | magazines to newspapers, for example.*
|
| access to other media.* Many people buy
| |
| | Magazines can accommodate your
|
| newspapers not for the news, but to find
| |
| | listings.The Bad:* One of the biggest
|
| out what's on sale today, or what's
| |
| | drawbacks is the long period before you
|
| happening today. Movie ads are a prime
| |
| | buy the ad and when it appears. A
|
| example.* They have better local market
| |
| | magazine ad may take three to four months
|
| penetration than magazines.* You have
| |
| | before it appears. If you need fast cash
|
| more options in terms of space and
| |
| | and customers, this is no help. Also, a
|
| unusual ad configurations* You can use
| |
| | reader may not get to his or her magazine
|
| dealer listings.The Bad:* Newspapers tend
| |
| | right away upon receiving it.* Tend to be
|
| to charge relatively high-cost premiums
| |
| | expensive for one-time runs.* Do not
|
| for less than full-run purchases.* They
| |
| | offer sound of movement, although some
|
| are flat, and more than literally. In
| |
| | cutting edge ads, such as pop-ups or
|
| other words, they don't beep, squeek,
| |
| | those with micro-chip intsertions are
|
| blast and make noise and colorful moving
| |
| | breaching this drawback. These are
|
| images as do radio and TV or a website.*
| |
| | mega-expensive, however.* Because they
|
| Do not have the reach other media forms,
| |
| | are more highly focused, they have less
|
| such as national magazines.* Are not
| |
| | reach, which many do not consider a
|
| conducive to last minute changes beause
| |
| | drawback.* You must submit your final
|
| of tight printing schedules.* Newspapers
| |
| | copy and ad prep many months before
|
| do not produce as high a frequency level
| |
| | deadline. Some magazines have a fast
|
| as other media forms.* Large space ads
| |
| | close, and other will call up repeat
|
| are very expensive and their longevity is
| |
| | advertisers with last minute deals, often
|
| fleeting.* Ads in newspapers tend to
| |
| | because they have space to fill or when
|
| compete heavily with other ads on the
| |
| | others back out at the last minute.*
|
| page. Clutter is not good for your ad,
| |
| | Although once they start printing, you
|
| but in a newspaper, there is usually a
| |
| | cannot backout. Generally, once you buy
|
| lot of clutter* Use of color is crappy,
| |
| | a magazine ad, you are locked in no
|
| and does not equal that of magazine color
| |
| | matter what. Refunds are rare.* You do
|
| quality.* Tend to deliver only an adult
| |
| | not get high frequency unless you buy an
|
| audience. If you have products targeted
| |
| | entire year's worth, but then readers
|
| at teens or even college students, a
| |
| | will see them about once a month for most
|
| newspaper probably won't reach these
| |
| | magazines.* You only get exposure to one
|
| people.* Newspapers are usually only
| |
| | person at a time, as opposed to a whole
|
| viewed by one person at a time.RADIOThe
| |
| | room or car-full as in radio or TV.SUNDAY
|
| good:* Radio offers a wide array of
| |
| | MAGAZINE SUPPLEMENTSThe Good:* You get
|
| formats which can reach listeners during
| |
| | superior quality color on high quality
|
| a specific state of mind, which can
| |
| | paper, allowing for effective product
|
| complement a specific advertising
| |
| | presentation, if you are willing to pay
|
| message. Many people listen to radio
| |
| | top dollar.* Great for insertions. You
|
| while driving to and from work, others
| |
| | know the way it is with all Sunday papers
|
| listen in the evening while relaxing next
| |
| | and magazines -- lots of extras which
|
| to a cozy fire.* Delivers your message to
| |
| | many readers actually buy the publication
|
| everyone in the room or car at the same
| |
| | for in the first place. Many people live
|
| time.* Is fast. Your ad could be heard
| |
| | to scan and clip coupons.* You get ample
|
| the next day if production is available,
| |
| | opportunity for long copy. Sunday
|
| ad copy is written and studio time is
| |
| | magazines are among the best place to
|
| available.* Radio advertising is
| |
| | make a long, detailed ptich.* As we said,
|
| intrusive -- it butts in on your
| |
| | people love to clip coupons, and this is
|
| listening, and your only opiton is to
| |
| | the place people will most likley use any
|
| listen or change the channel, (or shut it
| |
| | kind of special insertion, from coupons
|
| off!)* Reaches a national, regional or
| |
| | to sweepstakes, contests or surveys.*
|
| local audience.* Can be effectively
| |
| | Have better chance of repeat exposure to
|
| targeted to consumer segments, such as
| |
| | your ad than newspapers or magazines.
|
| teen-agers vs. seniors, or men vs.
| |
| | People tend to hang onto the Sunday paper
|
| women.* Can be repeated often, thus
| |
| | longer and also give it a better read
|
| driving the message home. Once again,
| |
| | because they are more relaxed and have
|
| repeition is the heart of effective
| |
| | more time on Sunday to linger over the
|
| advertising.* Radio ads can be heard 24
| |
| | paper.* Can reach large numbers of people
|
| hours a day.* Radio can reach people as
| |
| | in a short time.* You can get very
|
| they are on their way to the store.
| |
| | creative, as you can with magazines.
|
| Messages delivered just prior to actual
| |
| | This means pop-ups, specials inks,
|
| shopping are very powerful.* Tends to be
| |
| | scratch-and-sniff -- even insertion of
|
| cheaper per announcement than either TV
| |
| | product samples.* Distribution of the
|
| or print, and in fact, is probably the
| |
| | advertisement to possible nonreaders who
|
| most cost efficient of all media.* Uses
| |
| | might be part of an advertiser's
|
| "theater of the mind." Radio uses voice
| |
| | secondary target audience.* Because of
|
| and sound effects to conjur up images in
| |
| | high readership and better repetition
|
| the listener's mind by engaging the human
| |
| | factor, can be a good deal for the your
|
| imagination. This can be more powerful
| |
| | scarce advertising dollar.* Production
|
| than any pre-developed TV image or still
| |
| | costs for your ad will be less than all
|
| photograph.* Reaches people who do not
| |
| | other media, except for newspaper.* Can
|
| like to read newspaper or magazine, or
| |
| | reach people who do not ordinarily read
|
| people who do not view outdoor mediums,
| |
| | newspapers or pay attention to other
|
| such as billboards, and those who do not
| |
| | media. Many consider the Sunday papre
|
| like TV or computers.The Bad:* Most
| |
| | "special."* You get immediate delivery to
|
| people have the radio on "for noise."
| |
| | entire audience -- even millions of
|
| That is, they are usually otherwise
| |
| | people -- in just one day.* They can have
|
| engaged with something while listening,
| |
| | national, regional, or local
|
| and often are only half-listening.*
| |
| | distribution, although national is less
|
| Repetition is more important to overcome
| |
| | likely with most Sundays, except the real
|
| general lack of attention on behalf of
| |
| | biggies, such as the New York Times.*
|
| the listener, and thus, you have to spend
| |
| | Sunday publications have higher
|
| more for more spots,which can make up for
| |
| | penetration and greater readership
|
| the lower cost.* Makes it difficult for
| |
| | locally than do competing publications or
|
| the listener to take physical action as a
| |
| | other media.* You can use dealer
|
| result of the advertising message. For
| |
| | listings.The Bad:* Ads do not force
|
| eample, most listeners do not have a pen
| |
| | themselves on reader as in radio or TV.
|
| in hand when they hear an 800 number to
| |
| | In other words, they are nonintrusive.*
|
| call or an address to remember.* You
| |
| | No sound or movement in general.* Usually
|
| generally need more up-front money to buy
| |
| | require advertising materials well in
|
| up the large number of spots you need to
| |
| | advance of issue date. Some even have
|
| get the job done.* Is not visual, and
| |
| | longer lead time time than magazines.*
|
| many people retain better what they can
| |
| | Relatively inflexible for accommodating
|
| see than what they hear. Also does not
| |
| | last minute changes. Most Sunday ads are
|
| move, another aspect of capturing vital
| |
| | set in stone after you issue a check.
|
| attention.TELEVISIONThe Good:* Is usually
| |
| | You won't get a refund.* Frequency is
|
| in vivid exciting color, and color is a
| |
| | lacking because they only come out on
|
| prime motivator of the human mind.* Uses
| |
| | Sundays, and people don't make
|
| all elements of sight, sound and movement
| |
| | connections from one Sunday to the next,
|
| at once to form a powerful package that
| |
| | in most cases.* Are extremely expensive
|
| hits on all level of human senses (except
| |
| | if you want national or regional
|
| touch and smell).* Can deliver your
| |
| | coverage.* Large space ads are very
|
| message to all people in a room
| |
| | expensive and they are here today and
|
| simultaneously.* Is fast, but not as fast
| |
| | gone tomorrow most of the time.* Again,
|
| as newspaper or radio because it tends to
| |
| | they are relatively short-lived, and
|
| require more production.* Like radio it
| |
| | quickly end up lining a bird cage or
|
| is intrusive. The customer does not have
| |
| | wrapping a fish.* Are not good for
|
| to seek out the ad, like they must to
| |
| | delivering ad messages to young people:
|
| find a movie listing or a rummage sale.
| |
| | teens, young adults and children.* Most
|
| The ad comes to the viewer.* Available
| |
| | often only expose ad to one person at a
|
| nationally, regionally, or locally.*
| |
| | time, unlike radio or TV, which can
|
| Television ads can be purchased to focus
| |
| | deliver a message to a roomful of people
|
| on concentrated geographical areas,
| |
| | all at once.INTERNETThe Good:*The
|
| especially with the advent of cable.* Has
| |
| | Internet is the global community of
|
| a wide variety of programming to match
| |
| | computers that makes the exchange of
|
| the nature or subject matter of your ad.
| |
| | information, pictures and sounds
|
| Want to sell rock-n-roll CDs? Buy ads
| |
| | possible.*Can be in vivid exciting color,
|
| during Grammy Awards or American Idol.
| |
| | and color is a prime motivator of the
|
| Want to sell feminine hygiene products?
| |
| | human mind.* Is fast. Can achieve
|
| Buy time during soap operas.* TV has more
| |
| | astounding success if your website
|
| reach than any other medium in terms of
| |
| | receives enough traffic.*Available,
|
| all segments of society. Just about
| |
| | nationally, regionally, locally and
|
| everyone watches TV, but not everyone
| |
| | internationally.*An ALTERNATIVE form of
|
| reads newspapers or magazines.* Is good
| |
| | marketing that has many strengths and
|
| for repepetition of ads.* TV can deliver
| |
| | weaknesses.*Can be done at low or no cost
|
| your ad at any time of the day, 24 hours
| |
| | and levels the playing field. A home
|
| a day.* You can get an exclusive, that
| |
| | based business can appear an compete with
|
| is, your ad need not compete with a
| |
| | large companies.*A large assortment of
|
| clutter of other ads -- but you may have
| |
| | creative options: popups, popunders,
|
| to pay dearly for it.* Tends to be more
| |
| | audio, video, personalizing etc. The list
|
| cost efficient in terms of number of
| |
| | goes on and on.The Bad:*The learning
|
| responses it produces compared to dollars
| |
| | curve can be a long one. It takes time
|
| invested.* Is probably best for reaching
| |
| | before you really understand what you are
|
| those people who tend not to use any
| |
| | doing.*No insertions.*No social contact.
|
| other form of media.The Bad:* Most often
| |
| | You work alone.*Ezine ads, classified
|
| is very cluttered. your commerical may
| |
| | ads, top ads and solo ads can be
|
| be sandwhiched deep within a string of
| |
| | expensive.*Failure rate is high.*Earning
|
| other commericals, which have long since
| |
| | an income online isn't difficult--but it
|
| caused the viewer to head to the
| |
| | can be confusing if you don't manage your
|
| refrigerator. Also weakens long-term
| |
| | time and money, have a consistent plan
|
| memory of your product message.* Is
| |
| | and stick to it to avoid becomeing
|
| sometimes hard to get. There are usually
| |
| | derailed.There you have it. Based on
|
| a limited number of TV spots available,
| |
| | what you have learned above, you should
|
| and you may not get the program you
| |
| | now be in a better position to decide
|
| want.* Is perhaps the most expensive.
| |
| | which medium is best for your business,
|
| There are a lot of production costs
| |
| | product or service.Of course, the only
|
| related to TV advertising.* May be less
| |
| | perfect way to make a final decision is
|
| demographically selective as some other
| |
| | through test marketing with each medium.
|
| media forms, although cable TV has helped
| |
| | You can do that by starting out with
|
| in this category.* Your audience can
| |
| | small, inexpensive ads in each medium.
|
| fluctuate widely. If 10,000 people see
| |
| | Those that bring the best results deserve
|
| your ad one night, a mere 100 might see
| |
| | to get your future business and a larger
|
| it the next if a high-interest program
| |
| | share of your advertising dollar.Good
|
| airs on another channel.* TV is
| |
| | Luck!Copyright 2006 Kevin Lankford All
|
| cost-inefficient when you are after
| |
| | Rights Reserved.Bettering Your Best,
|
| highly focused target markets.* VCRs are
| |
| | Web-Spin, Lankford Enterprise are
|
| helping TV ads get beyond the "invisible
| |
| | trademarks of Kevin Lankford.
|
