Advertising
Advertising
There are so many different forms of advertising - tv, print, radio, web, billboard, etc.
We get asked which is the best for them and which one gives them the "biggest bang for the buck".
There is no easy answer. Advertising is a discipline. It takes money, and in some cases, doesn't pay off, and in others, pays off tremendously.
Radio is cheap - hitting a large audience, but, very much a shotgun approach, not knowing if you are hitting your market or not.
Print is a little more expensive, but, can be very targeted to the market you are trying to capture (of course, direct mail can be very specific, but, can a) upset your market (who likes junkmail?) and b) go after a large audience that may still miss your market.
Television tells a story - much easier then print or radio - you get to use the eyes and ears of the audience, instead of just one of those senses. In some cases, if you are advertising locally, it is very cheap. On the other hand, if you are going after a national audience, it can be very expensive - but, it can pay off, depending on the creative that your agency does.
Advertising can work wonders on your bottom line, increasing revenue and profits. It is also one of the first things that are cut when the bottom line needs to show more profit - which, sadly, in most cases, increasing in advertising (and more generally marketing) budgets can bring a company out of trouble much more quickly then a "wait and see" attitude.
Always be sure to put a complete marketing strategy together before spending any money on advertising. Make all your marketing programs work together to get an overall "biggest bang for the buck".