If you sell a product or service and want to succeed quickly, you need to tell people through advertising and marketing.
TV, radio and newspapers are always the most important medium for effective marketing off-line views.
However, many of the top three marketing vehicles in the past 15 years has changed considerably.
In this article, significant changes will be posted which is coming and how to get maximum impact for your advertising dollar.
Television is primarily an entertainment medium. Research shows the average person spends more time with television, radio and newspapers. For many years television has been given the choice of the most powerful advertising because of the wide public. Even today, almost all watches some TV every day.
There are three things to consider before spending money on television advertising – limited lifespan of your ad, fragmentation and ad avoidance.
Please note that your ad once it’s gone for good. There is no return can relate to your potential customer. Therefore, it is imperative that your ad is shown several times to integrate your message into the viewer’s mind. Frequency is important with any type of radio advertising, but also and above.
Fragmentation is a major local TV stations today.
At one time, a huge public TV on a small number of local channels has been divided. Business in the Community can reach a large majority of potential customers very quickly. The large national companies such as Coca-Cola, had to choose only three major networks – ABC, CBS or NBC – to 80% of the population.
Now, with cable TV and satellite, this same public is now more than 200 channels or more fragmented. The proportion of viewers on local TV has dropped dramatically. Yes, you can run ads on cable and send them over ten or more channels. This announcement shotgun did not work for small businesses because many of these channels is only half a percent or less of total viewers. And the probability they will be over 15 or 30 seconds that your ad will be submitted to observe?
avoid ads is also a problem in rapidly growing television today.
As the public watches TV primarily for entertainment and advertising they see as unwelcome interruption – not unlike the hated telemarketing. This was true 30 years ago, but there was nothing he could about a person except channel surf or left the room. As you know, what was and still is, quite often. Now, with TiVo, Pay-per-view movies, public broadcasting stations and the variety of satellite and cable channels, the public’s willingness to pay to reduce disturbance indicated by advertising.
Radio has similar problems. It is also and above all a means of entertainment. As such, advertising is also available as an interruption. Satellite radio is one of the most dynamic sectors today mainly because people are still willing to pay to avoid advertising. Indeed, most new cars built in satellite radio
In addition, the radio became a source of Conduct for entertainment first, and the background noise at work. If you buy radio advertising, it should be aired only during the journey.
falls at home to use the radio. People can play CDs or listen to satellite radio. They can choose exactly the music or programming experience they prefer without commercial interruptions can. The radio industry understands that people do not want to be interrupted by advertising. Many radio stations to promote both itself “more music, fewer commercials.
Newspapers have their ups and downs, but regularly updated its local readership and strength for local marketing. Even though radio and later television arrived on the scene, people were still reading their local newspaper faithful.
Unlike TV and radio advertising in a newspaper is not considered an interruption. In fact, one reason people buy newspapers for the content of ads. Surveys have between 15% and 23% of respondents to buy a newspaper to be shown, so especially for advertising.
You want to see people and see and read the ads. You want to do – and should – buy products and services. They just want the ads on their terms.
Day the best TV of the year is Superbowl Sunday, offers nearly 40% of U.S. households. In striking contrast to deliver newspapers still well over 50% households in your community. They do it every day, 365 days a year. Now, there are some serious market power.
Another advantage over broadcast that newspapers can provide is the commitment of consumers when they make a purchase decision. If someone is reading your ad because they want to. At that time, you have the undivided attention. And the life of your newspaper ad is enormous, because it is physical and static. Your potential customer can always return to what they want, or even cut point.
You can on TV or radio subscriptions to newspapers and readership is declining course. This is true. But not to the point that they want to believe.
What they do not say is a newspaper on line versions are growing much faster than the 7% or so losses in subscriptions. In fact, you will find newspaper web sites are generally the busiest Web sites in each community. Make sure to use them.
Now you can see why the current trend in business, the in-the-know are far from broadcast and back to the old reliable newspaper. The most important of all businesses are Back to basics and find the best print performance on advertising investment. To be.
Newspapers, of course, should not be the only advertising medium, but it is the solid foundation on which to build an effective marketing plan in the current context.