Print Design
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| Magazines Magazines allow for better targeting of audience, as you can choose the magazine that caters to your audience. It has a high reader involvement which means your ad is more likely to be read. Magazine print on higher quality paper then newspaper which will increase the effectiveness of your ad. Although the lead times are slower which means you have to plan weeks or months ahead to be effective. There is limited flexibility in terms of placement and format. The ad space cost is much higher and often is out of small businesses price range. |
Newspapers Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses. This medium allows you to reach huge numbers of people and it has a quick turnaround in production. Some of the limitations are: ad space can be expensive, you compete directly against your competitors on the same page, poor reproduction may hinder the effectiveness of your ad also. This medium works best for sales and special events. |
| Yellow Pages Yellow pages are great for listing your business in local regions. They have a wide availability and are non-intrusive. They tend to be action oriented which means the audience is looking for the ads. The ads are reasonably inexpensive if you line list or bold list. They tend to be very costly when you use a display ad. The pages tend to look cluttered and your ad can easily get lost in the hustle and bustle of the page. There is limited creativity in the ads because you have to follow a pre-determined format. Yellow pages are great for lising your business in the local and regional areas.
While there are a number of venues where you can promote your business, you need to ask three important questions: • Where are my target buyers? • What is the best medium to reach them? • Can I afford to launch an effective campaign using this medium? An important step to developing your sales and marketing plan is to select the right media to send out your message. |
Radio Radio is a great universal medium enjoyed by people at one time or another during the day, at home, work or even in the car. The vast array of radio formats give you different target audiences to reach for your business. The rates can generally be negotiated, but can be expensive depending on the popularity and frequency of your contract. Some disadvantages are: Radio listeners are spread over many staions, you may have to advertise in several stations at once to be effective. This can be costly. Radio is a background medium. Which means most listeners are doing something else when they are listening to the radio. Radio is great for top of mind awareness, but be cautious in devoting all of your budget to radio and not other medias.Direct Mail Direct mail is a marketing technique in which the seller sends marketing messages directly to the buyer. Some advantages are: your advertising message is targeted to those most likely to buy your product or service. Your marketing message can be personalized thus helping to increase positive reponses. Disadvantages are: Some people don’t like to receiving offers in the mail. Lead times are long, so planning ahead is very important. Can be expensive, depending on how large of a target audience your want to reach. |