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Absorbing all this information you may be asking yourself if it makes sense to advertise. The answer is a resounding “Yes”; you just need to be strategic about your message and placement. Advertising provides the opportunity to completely control the message and is very effective in developing brand awareness with a mass audience or product-specific information to a targeted few.
Newspapers and magazine advertising can be an effective way to reach a large audience. Because of this mass exposure, you reach many people who may not be interested in your message at all, so often, awareness ads are developed for magazines. Special interest, or trade publications, will deliver a smaller readership, yet will target
a more specific reader profile. This provides the opportunity to prepare more specifics in your ads, using a unique message. Reputable magazines have substantial information, compiled by a third-party research firm, which profiles their readership. This information allows you to make an educated decision to purchase space, knowing that your market and their readers are complementary.
Newspapers have a shorter shelf life and tend to be scanned rather than read completely. As a result, ads need to be run more frequently and good positioning is critical for success. The ad only has impact when the message is read a number of times by a consistent audience. Running an ad
only once, unless it falls in a special interest section, is generally considered a waste of effort and money. As the majority of the newspaper is in black and white, colour should always be considered to increase the impact.
Outdoor advertising consists of large banners, bill
boards, bus shelters and subway ads. It is generally posted near major roadways or high traffic areas. It is especially effective where there is substantial consistent traffic flow and the same captive audience is exposed to your message every day. It should be considered as a component of an integrated marketing program.
Direct marketing in print media can include letters, flyers, brochures, coupon books, or other offers. It is one of the best ways to draw attention to your program or specific offer.
We have the ability to predefine your audience and develop your strategy and creative in a sophisticated and targeted manner.
Direct Response Television (DRTV) is a cost effective option to increase awareness, and generate leads. It offers the opportunity to reach virtually any segment of the population with a very specific targeted segment message. These ads have great flexibility and can include a
half hour infomercial running at midnight or a 60-second ad in prime time and can be purchased during syndicated shows. In order to be considered a DRTV vehicle, your commercial must contain a call to action and a dedicated phone number. Many include a Web site address as well. Generally, DRTV is half the cost of traditional television, since they tend to run during “off-hours” when traditional television is difficult to sell. As this is a fairly new medium for mainstream organizations, and is very different than developing “image”
ads, it is highly recommended that you work with an agency that has experience in DRTV in terms of developing the commercials and purchasing the air time.
Kaleidoscope has the experience to deliver your
message to your audience successfully. Click here
for more DRTV tips.
There are many different types of advertising and it is important to understand the unique differences so that you can choose the best combination of vehicles to strategically place and communicate your message.
Let Kaleidoscope help you determine the
right advertising mix for your organization.
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