Just like any other media, you need to understand your audience when deciding to purchase print advertising. What publications do they like and read?
» Newspaper enjoys a high degree of familiarity, acceptance, credibility and respect among its readers
» The combination of text and graphics, when used effectively, can create visual appeal that reinforces the messages of its advertising.
» Newspaper ads have the ability to communicate lengthy, complex or detailed information and descriptions.
» Newspapers reach a relatively large mass audience throughout the market with a single exposure. A single ad in the newspaper typically can create more impressions than a single commercial on television, a single Radio commercial, a single outdoor billboard, or single insertion in any other medium.
» The medium offers a variety of ad sizes measured in column inches (column width x height in inches). This flexibility allows advertisers to vary size to meet their budgetary constraints. Usually it is best to balance frequency against size.
» Combining the two in a media mix capitalizes on the advantages of both media.
» Excellent Reach: Radio reaches 74% of every American aged 12 and older every day. Radio reaches 93% every week. Using Radio together with newspaper increases the reach of your advertisement among light readers and younger consumers.
» Time: Radio reaches 63% of shoppers age 25-54 within one hour of purchase time – providing the greatest "purchase proximity" of all major media. Combining Radio with newspaper allows you to influence more customers and closer to the point of purchase when they are most receptive to critical marketing information.(Arbitron, 2005)
» Targetable: Radio programs come in many different formats, each attracting a particular demographic or lifestyle listener.
» Message Frequency: Radio adds impact through message frequency. That means bigger and faster results because repetition sells.
Know your audience. Know where they travel.
Outdoor is effective at brand maintenance. Due to the minute amount of time consumers have to read them, though, billboard messages must be brief. We recommend no more than eight words.
» The combination of size, color and illumination attracts attention.
» Billboards can be placed in high-traffic areas or other strategic locations, while transit signs can be affixed to the backs and sides of buses, in bus stops, and in rail stations.
» Based on research by the Outdoor Advertising Association of America, outdoor’s cost-per-thousand is significantly lower than any other advertising medium.
» Billboards can help generate Word-of-Mouth.
» Outdoor's message can appear year-round. Some locations offer evening lighting – or in some cases, even 24-hour illumination.
» Power of Sound: Use Radio to enhance and expand on the message displayed on your billboards.
» Recall: By combining Radio with outdoor, you can build your message’s range and frequency – and reach more of your customers more often, building recall.
» Personal Connection: The Radio Ad Lab (RAL) shows that Radio listeners enjoy listening to their station and believe the advertiser's message is directed toward them. (Radio Ad Lab (RAL), )
» Flexible: Radio gives you the option to easily make copy changes. Use Outdoor for image, and Radio for timely information.
Talk to the cable company covering your market area. Make sure you understand who watches the stations you’re purchasing time on – and make sure those viewers match up with your target audience.
» Cable TV now reaches some 87% of U.S. television households. (Cabletelevision Advertising Bureau, 2008)
» Cable networks are targeted to specific demographics and clusters of people.
» Data from a variety of sources indicate that pay cable homes are considerably younger and more affluent than non-cable households. (Cabletelevision Advertising Bureau, 2008)
» Cable channels are willing to take chances on the types of trendy programs that broadcast networks typically will not consider.
» Exponential Reach: Radio reaches 94% of all Americans 12 years and older every week. According to Arbitron/Edison, Cable TV reaches only 61% of Americans in an average week. And branding requires reach. Can you think of a single advertiser who has used cable only to create a brand?
» Quality Production: Quality Radio production costs a fraction of what quality TV production costs. Stretch your production dollars by keeping Radio in the mix.
» Power of Persuasion: Adding Radio to a TV campaign increases a consumer’s brand preference in relation to purchase intent.( Radio Ad Lab (RAL), )
If you are looking for a very cost-efficient way to market your business online, look no further. Check out BusinessCardContacts.com, an online resource for our local Orange County business community. List your business, post your radio spots, upload coupons, print ads, products and services, and more.
Have more questions? Need help with putting together a print ad or cable spot? Not quite sure how to buy outdoor?
Visit BBG&G Advertising at www.bbggadv.com. They’ll help you take a bite out of the Big Orange, too.
