Choosing The Right Medium

Choosing the right advertising media is an important part of building a successful advertising campaign. There are several platforms, or types of media, to convey your message. Each has its own unique strengths and weaknesses. The types of media you select will determine your budget, the kinds of prospects you'll reach, and the awareness you'll generate about your business.

Television Television has a high prestige factor and is great for brand awareness or direct response. It is a long term platform, but users can see an exponential growth in responses the longer they run an ad.   Radio Radio allows you to reach large numbers of listeners at one time, but with limited targeting abilities.   Direct Mail Targeted right down to the individual, but can be expensive to do well. Typical response rates are only around 3%.   Newspapers Easily reach prospects with offers and promotions, but don't count on greatly increasing awareness of your brand.

Online Online advertising is cost-effective to run year-round, and can drive an immediate response through clicks and phone calls. Advertising online allows you to immediately target prospects, who are searching to buy your products or services. Magazines Expensive, but high-impact with tight targeting. Your ad can be seen in the same magazine for months, though tracking an exact number of impressions is difficult.   Outdoor Advertising Reach a captive audience in one section of town over and over again, but you're limited to one image and basic messaging.   Yellow Pages Rapidly losing effectiveness. Search engines like Google, Yahoo, and AOL, have replaced the Yellow Pages as the search method of choice for most Americans.

RainMaker helps you discover the right advertising mix to reach your goals. A good rule of thumb is to use three types of media (e.g.: TV, Radio, and Online). Creating an effective media mix ensures that you reach your customers in multiple ways.  These multiple “touch points” keep your product or service in your customers’ minds.

Learn more about maximizing the effectiveness of multiple “touch points” via spiral branding.

Contact RainMaker today for a free consultation, and let’s discuss all your options.

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