Sunday, July 19, 2009

Which Medium Works Best for Your Ads?

You’re not sure where to spend your ad dollars. It is hard-earned money and you need to make the most of it. You ask all your buddies in the industry where they get the best results. Unfortunately, twenty questions garner twenty responses, all different. You’re still confused and unsure.

Which medium will work best for your ads?

Three of your colleagues really like TV, but three hate it. Four swear by direct mail, but five call it a waste of money. Radio, newspaper, and yellow pages also receive mixed reviews. Add in the lukewarm repsonses to websites, email, and social media and there is no clear cut answer… until you change the question.

How does each medium work best (and worst)?

Why so many answers to the first question? Most businesses don’t understand how ads work. Every form of advertising has its pros and cons. When used properly any one of them can be made to work. When used wrong, it is just a waste of money. To be successful with your ads you have to know two things:

  1. What are my objectives?
  2. How does each medium work best?

The first question is up to you. I’ll help you with the second question. And when you know these two things it will be easy for you to choose the right medium and tailor your message to work best.

Over the next few weeks I’ll discuss the different media and how they work, including:

  • Newspaper
  • Television
  • Radio
  • Magazines
  • Yellow Pages
  • Direct Mail
  • Email
  • Websites
  • Social Media

(Is there another medium you’re considering that is not on the list? Send me a comment and I’ll add it.)

Stay with me on this. There is some eye-opening information coming.

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