A Guide To Advertising In The Media



A Guide To Advertising In The Media

A Guide To Advertising In the​ Media
The media is​ a​ powerful thing -- the​ average person spends an​ enormous amount of​ their life consuming it​ in​ one form or​ another, and​ will spend a​ significant percentage of​ that time looking at, listening to​ or​ watching advertisements .​
If you want to​ use the​ power of​ the​ media, though, you need to​ know what you're doing.
Advertising in​ Newspapers and​ Magazines.
There are two kinds of​ advertising you can get in​ newspapers and​ magazines: classified and​ display .​
Classifieds are the​ small ads towards the​ back of​ the​ publication, while display ads can be almost any size, from a​ small corner of​ a​ page to​ a​ massive double-page spread.
If there's a​ publication you're interested in​ advertising in, either go to​ its website (the rate card section) or​ call its advertising department to​ find out the​ rates it​ charges .​
Now pick your jaw up off the​ floor .​
Yes, advertising in​ the​ print media really is​ that expensive, and​ for​ most home businesses it​ probably just won't be that economical.
There is, however, an​ exception: niche and​ trade magazines .​
If you've ever looked around in​ a​ newsagent, you will have seen just how many magazines there are out there, filling every conceivable gap in​ the​ market .​
You need to​ find the​ magazine that people who are interested in​ your services might read .​
For example, if​ you're a​ wedding photographer, look for​ a​ magazine called 'Your Wedding', 'Bride', or​ something similar .​
Advertising in​ these magazines will be far cheaper than placing an​ ad in​ a​ general-audience publication, and​ far more likely to​ actually get some responses.
Advertising on the​ Radio.
Wherever you are, the​ chances are that there's a​ local radio station .​
Once your home business grows to​ a​ decent size, you might consider buying some time on it.
Really, though, the​ only kind of​ home business that can benefit enough from radio ads to​ justify the​ cost is​ one that does anything to​ do with cars .​
Since radio is​ almost entirely limited to​ use as​ in-car entertainment now, you know that almost everyone your ad reaches will be a​ car-owner, and​ so might be interested in​ what you're offering .​
If you offer something that people need cheaply or​ even for​ free, you can get a​ big response.
Unfortunately, that response could be a​ little too big -- thanks to​ the​ time-sensitivity of​ radio, you'll get mobbed the​ next day, and​ then everyone will forget you again .​
Radio advertising offers the​ listener no opportunity to​ keep your ad and​ refer to​ it​ later, or​ to​ find it​ again in​ the​ future .​
You will find that any ads involving a​ phone number are spectacularly useless.
Advertising on the​ Television.
Unless your business is​ getting pretty big, this would be quite a​ bad idea .​
You'd have trouble producing and​ airing an​ ad even on local cable channels for​ less than $10,000 .​
Of course, if​ there's a​ market for​ your product and​ you've got the​ budget for​ this, you could take a​ gamble and​ make a​ mint .​
The home businesses that tend to​ do best out of​ TV ads are ones that have a​ 'unique and​ useful invention' product with easy-to-demonstrate benefits -- think infomercial .​
Research shows that you can sell almost anything given a​ 60-second ad, a​ free phone number and​ a​ price point of​ $19.95.
Advertising on Billboards.
Here's one that gets overlooked pretty often, but can be very effective if​ you do it​ right .​
Billboard ads are relatively expensive, but they do generally stay up for​ a​ long time, and​ they can be very specifically targeted to​ an​ area -- the​ one where they're physically located .​
You'll have the​ best results with this if​ you can put one near enough to​ your business that it​ could say 'turn left at​ the​ next junction', or​ something like that .​
Phone numbers are, again, pretty useless, although you could have some luck putting a​ website address up there.
Advertising at​ the​ Movies.
Finally, here's one that often gets overlooked .​
If you turn up to​ the​ cinema early, you might have seen that before the​ big-budget ads, ads for​ local businesses are run .​
This can be a​ great place to​ advertise relatively inexpensively in​ quite a​ high-profile way, and​ it​ works especially well for​ takeaway food businesses.

A Guide To Advertising In The Media





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