Media Tactics: Getting Your Ads Where They Need To Go

Every week I get an email from someone who says that no matter
how great their ad copy, they just don't seem to be getting
results. More often than not, the problem lies in the where the
ads are being placed.

All forms of media have their own particular advantages, but with
those advantages come disadvantages. By knowing just what the
pros and cons for these mediums are, you can get a better grasp
on the best place for your ads.

Radio, for example, is a very intimate type of media. Many people
that listen to the radio are in their cars on a long commute or
at home listening while they accomplish some other task. Keep in
mind that they could very easily reach over and turn off your
message with a flick of the wrist. The ad should grab the
listener's attention and make them feel like you are on a one to
one level.

Advertising in the newspaper can bring some great prospects-- but
try advertising outside of the classifieds section for a change.
Ask yourself why people read the newspaper. For news of course!
This means your ad should be abrupt, in your face, and concise.

Although many people consider magazine advertising to be on the
same level as newspaper advertising, it's really quite a
different story. Most magazines are specialized to a specific
interest and therefore involve the actual reader more than a
newspaper does. Also, people tend to spend much more time with a
magazine than with a newspaper, mulling over the articles and
pages. Your ad, too, can pull the reader in, if it fits the mood
and tone of the magazine.

Television is a great medium for advertising if your product is
something that needs demonstration. Television combines pictures,
colors, words and action which can all be important ways to
entice your audience. Once you target your potential customer
base, you can figure out which time slots work best for your
needs.

Billboards and signs should not be used as a direct way to lull
people into using your product or service. These mediums should
be used strictly to remind people that you are there and ready to
serve their needs. Alone, a sign or billboard will not create
much response, but used in conjunction with other methods, signs
can generate a lot of impulse traffic that otherwise never would
have come your way.

Using direct mail marketing can be a good tactic, but only if you
are willing to stick it out for the long run. One mailing of
sales letters or ads isn't exactly going to superglue your
message to someone's brain. If you used follow-up mail, and
coupon mailings as supplements to your direct mail campaign, a
bigger response will be seen.

Remember when we were discussing newspaper ads, and I said to try
placing your ad outside the classifieds section? Well, there does
come a time and a place to ignore my marketing advice, and that
is when you know that your targeted market will be looking for
YOU. Yellow pages and classifieds can be a great way to catch
people searching for your kind of business, with little effort
involved.

Telephone and canvassing can be even more intimate forms of
marketing, although they are more time consuming and tend to be a
little trickier. After all, there are so many phone solicitors
out there these days that you might not get a less than
enthusiastic, if not downright rude response.

So how do you choose which of these methods to use? Try as many
as you think you can effectively do a great job with, and that
won't put you over your marketing budget. The more places you are
seen, the more business you can potentially attrac