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XYZ Conferences 1 Introduction What truly makes an ad campaign exceptional is dynamic creative advertising that not only looks good -- but also carries the message that your marketing plan has established and captures the attention of your target market. Equally important is the proper media placement of your advertising to make sure it hits the right sets of ears and/or eyes. CONSIDERATION LIST OF MEDIA/MARKETING VEHICLES For the advertising campaign of XYZ IT event to be held in Washington DC in the fall of 2005 the following marketing vehicles may be considered: Newspaper Advertising Newspapers deliver reach and influence. In one recent study in Japan, consumers evaluated various media and said newspapers were more accurate, had broader, more credible content, more useful information for daily life, were more intellectual and possessed more memorable and lasting content. General information and Appropriateness of Newspaper Advertising Reading the newspaper is a habit for most professionals and business persons. People expect advertising in the newspaper. A newspaper ad can contain details, such as prices and telephone numbers or schedule.There are many advantages to advertising in the newspaper.
From the advertiser's point-of-view, newspaper advertising can be convenient because production changes can be made quickly, if necessary, and you can often insert a new advertisement on short notice. Another advantage is the large variety of ad sizes newspaper advertising offers.. Contrary to market myths, newspapers continue to grow circulation and readership on a global basis, thanks to innovations and proactive marketing. Always make sure XYZ Conferences 2 you are satisfied with what your advertising says and how it looks before it goes to print. Magazine Advertising Many of the same "print" type principles which apply to newspaper advertising also apply to magazine advertising. The biggest differences are: Magazines are usually weekly or monthly publications instead of daily.
Advertising messages are more image-oriented and less price-oriented. The quality of the pictures and paper are superior to newsprint. Advertisements involve color more often. General information and Appropriateness of Magazine Advertising The general rule that you can run the same ad 3-5 times within a campaign period before its appeal lessens applies to magazine advertising as well, even with a monthly publication. So it makes sense to spend extra time and money to prepare a worthwhile ad that can be successfully repeated. Because ads in magazines are not immediate, they take more planning. Since the quality of the magazines are superior, the advertising that you generate must be superior as well..
Consider getting assistance from a graphic artist or an advertising agency. There are two categories of magazines: trade magazines and consumer magazines. Trade magazines are publications that go to certain types of businesses, services and industries which will the most appropriate for this campaign. Expensive, but high-impact with tight targeting. Little waste. Weakness is infrequency of repetition. When it comes to advertising, bigger is usually better.
Large, four-color XYZ Conferences 3 magazine ads generally produce better results than small, black-and-white ads. Radio Advertising Since its inception, radio has become an integral part of our culture. In some way, it touches the lives of almost everyone, every day. Radio, as a medium, offers a form of entertainment that attracts listeners while they are working, traveling, relaxing or doing almost anything. A farmer, for example, may listen to the radio while he is having breakfast or plowing his field. People driving to work often listen to the radio.
Radio as a broadcasting medium, can effectively sell an image...or one or two ideas at the most. It is not, however, a detailed medium...and is a poor place for prices and telephone numbers. Radio listeners increase in the spring and summer, contrary to television audiences which increase in the fall and winter and decrease in the summer. This is an important aspect to consider when you are choosing advertising media. General information and Appropriateness of Magazine Advertising Radio is a relatively inexpensive way of reaching people. It has often been called the "theater of the mind" because voices or sounds can be used to create moods or images that if crested by visual effects would be impossible to afford. Since there are a lot of radio stations, the total listening audience for any one station is just a piece of a much larger whole. That's why it's important to know what stations your customers and prospects probably listen to.
Therefore, most of the time, you'll have to buy time on several radio stations to reach the market you are after. People don't listen to the radio all the time...only during certain times of day. So, it's important to know when your prospects are listening. Radio: Reaches the second most people for XYZ Conferences 4 a dollar, but cannot be targeted geographically and can only be loosely demographically targeted. Television Advertising Television is often called "king" of the advertising media, since a majority of people spend more hours watching. TV has proven its persuasive power in influencing human behavior time and time again. But it's also the "king" of advertising costs.
Producing a commercial is also an important variable to consider. On the whole, television audiences have become more sophisticated and have come to expect quality commercials. A poorly produced commercial could severely limit the effectiveness of your message, and may even create a bad image in your customer's mind. General information and Appropriateness of Television Advertising Television reaches very large audiences-audiences that are usually larger than the audience your city's newspaper reaches. The area that a television station's broadcast signal covers is called A.D.I., which stands for "Area of Dominant Influence." You can easily reach the audiences you have targeted by advertising on TV. Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience. Remember, like radio, the message comes and goes...and that's it.
The viewer doesn't see your commercial again unless you buy more placements. Broadcast television: Big prestige. Big bucks. But able to target psychographic profiles. Cable Advertising Cable advertising is a lower cost alternative to advertising on broadcast television. It has many of the same qualities as broadcast television. XYZ Conferences 5 General information and Appropriateness of Cable Advertising Cable television: Offers the impact of moving images as well as spoken words.
Can easily be geographically targeted. But your ad will likely look homemade. Since it offers more programming, it's even easier to reach a designated audience.The trouble with cable is it doesn't reach everyone in the market area, since the signal has to be wired instead of broadcast, and also because not everyone subscribes to cable.If cable does reach a large part of your market, have an advertising agency investigate its cost or call the cable company's advertising sales department. Chances are the commercial time will be 10 to 20 percent of the costs of regular broadcast time. Outdoor Advertising When people think of Outdoor Advertising, they usually think of the colorful billboards along our streets and highways. Included in the "outdoor" classification, however, are benches, posters, signs and transit advertising (the advertising on buses, subways, taxicabs and trains).
They all share similar advertising rules and methods. General information and Appropriateness of Outdoor Advertising Outdoor advertising reaches its audience as an element of the environment. Unlike newspaper, radio or TV, it doesn't have to be invited into the home. And it doesn't provide entertainment to sustain its audience. Since it is in the public domain, Outdoor Advertising assuredly reaches its audience. People can't "switch it off" or "throw it out." People are exposed to it whether they like it or not. In this sense, outdoor advertising truly has a "captured audience." Outdoor advertising is an excellent adjunct to other types of advertising you are doing.
In fact, it is most effective when coupled with other media.When you buy outdoor advertising, remember that location is everything. High traffic areas are ideal. A billboard in an undesirable area will do you little good. XYZ Conferences 6 Keep your message concise (use only five to seven words) and make it creatively appealing to attract readership. Few words, large illustrations (or photos), bold colors and simple backgrounds will create the most effective outdoor advertising messages. Whether you are driving past in a car, standing in a bus shelter, waiting for a train at a station or boarding an aeroplane.
Outdoor is there to entertain, inform and stimulate your senses. The location, type and number of plant that the advertising message is displayed on enables you to specifically target a market or broadcast your message. Internet Advertising The internet has grown explosively in the ten or so years that it has been in widespread use,and internet marketing has grown along with it. General information and Appropriateness of Internet Advertising Most of us live where we do because of our work. We were recruited to a specific area due to a job, or moved there for the availability of jobs, or can't afford to relocate, because of the expense and potential interruption of income. When you are running a marketing campaign online, however, you are not geographically restricted. Unlike a traditional business, which most likely is restricted to a limited geographic area, an online business can have customers located around the world.
The numbers of people who sign on to the internet on a daily basis, and the numbers of new users, boggle the mind. All of these people are potential customers for your internet business, and their numbers are constantly expanding exponentially. Even as recently as five or six years ago, it could cost one hundred dollars or more to register a domain name, and a similar monthly fee to host a web site. These days, both of those costs are down to around $10 US. An XYZ Conferences 7 HTML editor can be had for around $50 US, or one can subscribe to a service that provides hostingand an online web site editor for as little as $20 or $30 per month, and includes many other features and services in a "one-stop" package. Unlike a traditional "bricks and mortar" business, an online business requires no expensive leases, no employees, no commuting time or expense, little or no stocking of inventory, and little or no shipping expense. Direct Mail Advertising Direct mail may be used more than you think.
Studies indicate that it is the third largest media expenditure behind television and newspaper. Define your audience. Figure out who you want to reach before developing your direct mail program. This allows you to specifically target your message to fit common needs. It is the best advertising medium for "tailoring" your appeal. The blessing (or curse) of direct mail is that there are no set rules for form or content. The task of deciding what your mailing should have as content, its design and its message(s) is up to you. However, remember to attract the reader's attention with color and creativity. Use clear, comfortable writing and make your appeal easy to respond.
Direct mail is Highly targeted, all the way down to the level of the individual. But shockingly expensive to do right. RECOMMENDATION LIST OF MEDIA/MARKETING VEHICLE After taking a glance at all the above media/ marketing vehicles, the marketing vehicles that are most suitable for the media/marketing campaign for an XYZ IT event are listed below: Newspaper Advertising: Newspaper advertising is the most appropriate media/marketing vehicle for the XYZ IT event as it reaches almost all the business professionals on a daily basis. You can reach certain types of XYZ Conferences 8 people by placing your ad in different sections of the paper. And, there is something for everybody: sports, comics, crosswords, news, classifieds, etc. Even though you may not have a lot of money in your budget, you can still place a series of small ads, without making a sacrifice.
So its the most cost-effective way to reach our target of advertising. Newspapers generate response for their advertisers. Newspapers offer flexibility in terms of budgets and formats. They offer real outlets for creativity and delivering advertising effectiveness. Newspapers offer constant innovation in their quest to attract new readers and offer enhanced advertising platforms. Buying Newspaper Advertising Space Advertising is sold by column and inch. You can determine the size ad you want just by looking in the newspaper in which you want to advertise.
If you can't locate an ad that's the size you want, just measure the columns across and the inches down. For example, an ad that measures 3 columns across and 7 inches down would be a 21 inch ad. If the inch rate is $45.67, your ad would cost $959.07. In case your newspaper is still on the line rate system, remember there are 14 lines to an inch. So, if the line rate is $3.75, multiply it by 14 and you will have the cost of an inch rate. (the rate would be $45.50 an inch.).
So we can say that it offers the lowest CPM I-e; Cost Per Thousand, while reaching a higher number of people. If a newspaper is delivered twice daily (morning/evening), it often offers "combination" rates or discounts for advertising in both papers, You usually can reach more readers, so this kind of advertising may be something to consider. Outdoor Advertising The second action in our effort for the marketing campaign of the XYZ IT event may be outdoor XYZ Conferences 9 advertising because it is yet another way to reach our target of advertising. People spend more time in their vehicle than they do to read the paper and watch the news. Outdoor advertising has a lower cost per thousand I-e; CPM than any other type of advertising. Outdoor ads cost 80% less than television commercials, 60% less than newspaper ads, and 50% less than radio ads. Ads on billboards are free to prospects, they do not have to buy a magazine, cable television, or a newspaper to see your advertisement.
A billboard with a good location (on an Interstate or major highway) can have more viewers than the super bowl! Outdoor advertising is the only type of media that has constant exposure. No other type of advertising allows your message to be displayed 24 hours a day, seven days a week. OAAA did a study in 1999 that says people glance at 70% of the billboards they pass. Of these billboards, 63% are actually read. And the industry is successful; the Outdoor Advertising Association of America reports estimated 1998 billboard revenues at over $2.33 billion, the sixth consecutive year of revenue growth. Billboards have been rated higher than any other type of advertising for their ability to communicate ideas at the lowest possible prices.
Outdoor advertising's ability to sustain awareness over a period time is greater than that of television. The research found that at the end of the Outdoor campaign being studied awareness was about 36%. Six weeks later this had fallen only 1%. By comparison TV advertising showed significant decay in awareness 2 weeks after the end of the campaign. awareness of Outdoor Advertising is increasing (33% 1978 -1991, up to 39% in 1992 - 1996). This has been attributed to the industries efforts to improve site locations, upgrade structures and educate agencies and advertisers about the most effective types of creative.
awareness levels are not significantly different between men and women but outdoor is seen and remembered by a greater proportion of 16 - 44 year olds, than the 55+ demographic. XYZ Conferences 10 Buying an outdoor advertising An outdoor advertising can cost as less as 40% of the total newspaper ad cost. So, it the most inexpensive medium for such a media/marketing campaign after newspaper ad having the lesser Cost per Thousand I-e; CPM. Therfore, both of these efforts should be launched approximately fifteen days before the XYZ IT event that is to take place in Fall 2005, so that it can reach maximum number of the people and also be cost effective.and it should last until the event takes place to keep people reminded about the event and also be cost effective. BUDGET SHEET As we have discussed that an average newspaper ad can cost $45.67 per inch and $959.07 for total ad daily, approximately with an average fifteen day cost of $14386.05 while an average outdoor billboard advertising for fifteen days can cost $5613.95. Keeping in view the above cost estimation of the most appropriate media/marketing vehicle, the following budget sheet may be prepared: Approximate Cost of newspaper ad for 15 days ($959.07 * 15)$14386.05 Approximate Cost of an outdoor advertising $5613.95 Total cost for the effort $20,000 Works Cited Advertising.
Retrieved 23 July 2005. From: Advertising. Retrieved 23 July 2005. From: Advertising. Retrieved 23 July 2005. From: Advertising.
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