Advertising Campaign - Strategy Development
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Advertising Campaign - Strategy Developmentby:RobertNelson
Of course, it is fantastic if you can have a sustained TV and radio campaign; slap your advertising message up on dozens of buses and billboards; buy flashy full-page print ads; and simultaneously execute a major-league mailing campaign to all postal codes within a couple of mile of your shop. But that type of advertising campaign - one that encompasses all the bases - is very expensive. Assuming you do not have inexhaustible advertising funds, you have to be a bit more inventive with your advertising message and your expenses. And that process starts with two common questions: * What can you afford at this moment? * What media best aims your major market segment? Regardless of how much money you spend, you have to make sure your advertisements cut through the clutter of messages that bombard prospective buyers every day. Emphasize your advertising message in a creative and clear way so that your advertisements attract the attention of and effectively motivate the greatest possible number of, your primary segment in the market. For example, if your company is a boutique selling women's apparels, jewelry, or cosmetics, and you are targeting females between the ages of 20 and 55, you need to design and write your ads using words, graphics, and phrases that appeal mostly to this segment - for example: * Use words like savings, free, and sale. * Include specific phrases like "New fall styles and colors," "Free gift and discount with every purchase," and "Buy two, get one free * Add eye catching graphics to mailers and print ads to illustrate in a clear, uncluttered fashion what you are selling. You also want to put your ads with marketing media that offer you the best opportunity at reaching these segments in sufficient quantity. For example, if you are buying radio time, select stations that can show you that its audience is heavy on your primary market segment (females between the ages of 20 and 55). Clearly, running your spots on a hip hop station that plays only for teenage boys is not a wise decision (regardless of what the advertising time salesperson assures you about their audience composition). For print, put your ads in the newspaper's relevant sections. You may not want to put your print ads for this market segment in the sports section of the newspaper. (Yes, some women read the sports pages, but not in the sufficient numbers that men do.) Most importantly, no matter what your market segment is, you want to give your ads enough content and creativity so your ads are not only seen and heard, but also remembered and understood. And where you put your ads is every bit as critical as what you say in them.
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