Advertising - Do Not Just Do It, Make it Work!

By Kaye Marks

Advertising they say is a necessary evil. They say that it is just a waste of dollars so some view it as something that is not important at all. Know what? They are mistaken.

Here is what you should be thinking about when putting together an advertising campaign:

1. Who is my target?

2. By what medium would I be able to reach most of them?

3. How much would it set me back?

4. How should I develop my message?

Most businesses would approach most advertisements like this one: I have this X amount of money so how much advertising can I buy with it? This is usually followed by a call to their radio station or television to ask about the cost of airtime, or a call to a color printing company to ask about costs of producing full color marketing collaterals.

Problem is there are a lot of factors to consider before you investyour dollars in advertisements. For instance, when you decide to buy time from a radio station, you have to consider the following:

1. Which radio station?

2. If you have decided on the station, the next decision point is which program in the station.

3. If you have decided on the program, the next decision point would be which times of the day.

That is why it helps to have experienced people on your side who can help you make those decisions. These experts can help you identify which is the best media mix for your dollars.

For instance, most color printing companies can help you choose the most appropriate paper for example for your printing job. Or better yet, they can give you options on what to print flyers, postcards, greeting cards, or posters perhaps. And to even help you to opt to do it yourself if that is what you want.

A PR man on the other hand, can help you choose the most suitable marketing campaign to help you boost your visibility and increase your sales. It takes expertise to know what would be appropriate for your business.

However, most businesses delay advertising until they feel the need for it. In most cases, it is a bit too late. The truth is, if you have a business that sells products or services, you need to advertise all the time, not just when you feel that you are not doing well or you have excess inventory.

Kaye Z. Marks is an avid writer and follower of developments in color printing industry and how these improvements can benefit small to medium-scale business.