What you are currently selling helps you decide what media ads you should be getting. Are you selling car tires? Then make printed ads your primary media, since you have to list all those different prices, sizes, and brands, in those tall columns. You can also call public attention to your printed ads with good radio spots. And, if you need to show how tidy and exquisite your shop is, buy some TV commercials. Use direct mail, if it’s a stand-alone and unique piece for you alone, can be reasonably effective as well.
On the other hand, if you are selling professional and expert serviced such as financial management, accounting, or consulting, then you should look at talk, news, or a specific radio format favored to by business society. If print is included in your ad planning, then buying ads in the local business section or the business journal or main news spots of your local newspapers are good investment.
If you are currently selling beauty and cosmetics products or run a nail or hair salon, you have to reach out your target market by purchasing on radio station that can prove accurately to you their audience segment includes mostly women. They also read the business and economy pages in great numbers, also the style, home, entertainment, society, and politic news sections. And numerous of television shows and even the whole cable stations, are aimed toward women – for example, the Women’s Entertainment (WE), Lifetime network, Oxygen, and many more.
What I am getting at right now is that you need to narrow your marketing focus to get a good estimation on the effective amount you need to spend in advertising, by figuring out the primary market segment. There is no sense in seeking the shotgun approach when accurate sniper rifle shots can get more of who you are looking for and you can get that for less time and money. If you are selling female-oriented products, you do not want to waste too much money advertising to male consumers, and vice versa. Of course, you will get some spillovers, and you cannot do anything about it. But targeting your media purchases as narrowly as possible, you may save some money in a big way.
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