Nov 4, 2009

Choosing An Advertising Medium For Your Business

When it comes to advertising, there are a number of ways to promote your business. Make the most of your advertising budget by creating ads that specifically target your potential customers.

There is no universal advertising solution that works for all businesses, because every business has a unique audience. Once you define your market, you can start thinking creatively to target more customers with your advertisements. For example, a local daycare center may find that advertising on the back of a school play program is more effective than advertising on the radio, because the school program specifically targets parents in nearby schools.

This article will go over many types of advertising media that you can use to promote your business.

Out-of-Home Advertising

Out-of-Home advertisements, or outdoor advertisements, are any type of ads that are in public places. These ads work best in urban areas, where each advertisement is seen by a large number of residents and commuters. Some are designed to reach a mass audience, such as a billboard in a popular intersection, but you can also use out-of-home advertising to target specific types of people. For example, a stadium ad would be seen by sports fans who are predominantly male.

More examples of out-of-home advertising:

  • Billboards (Traditional, Digital, and Mobile)
  • Bus Shelters
  • Benches
  • Bus Wraps
  • Car Wraps
  • Taxi Tops
  • Stadium Ads
  • Gas pumps
  • Aerial Advertising (Airplane Banners, Blimps, and Skywriting)
  • Mall Advertisements
  • Movie Theatre Screens
  • Window Clings
  • Floor Graphics

online advertising

Online Advertising

Online advertising includes any type of promotion that uses the internet. Many companies today already have websites, but there are countless other ways to market your business online. One of the benefits of advertising online is that it’s much easier to track how many people are viewing your ads, and how many people click on them.

Pay per click (PPC) advertising allows you to target a specific audience with keyword phrases that are related to your products or services, such as ‘Women’s Clothing’ or ‘Texas RV Dealer’. You can also advertise on other websites or list your business in online directories that are related to your field.

More ways to promote your business online:

  • Banner Ads
  • Online Directory Listings
  • Search Engine Optimization
  • Pay-Per-Click Advertising
  • eNewsletters
  • Email Marketing
  • Social Networking Websites (LinkedIn, Facebook, Twitter)
  • Creating a Company Blog
  • Posting Videos on YouTube or other video websites
  • Posting expert articles on community websites related to your product or service
  • Distributing online coupons
  • Submitted a product feed to Google Base
  • eBay and other Online Classified Sites

Broadcast Advertising

Broadcast advertising uses audio or video communication to create ads. These advertising spots are purchased from a television or radio station. Radio advertising tends to be more affordable and faster to produce than a television advertisement, but pricing for both varies based on production costs and pricing for the time slot. With either medium, your ad can broadcast on stations or channels that target your demographic.

Types of broadcast advertisements:

  • Television Ads (Cable, Local, and National)
  • Radio Ads
  • Sallellite Radio Ads

Print Advertising

Print Advertising

Print advertising includes any promotional material printed on paper. Advertisements in newspapers can target a broad range of local readers, while magazines are able to target subcribers based on interests. Direct mail advertising sends print materials directly to targeted recipients. These lists can be purchased, or developed by the business. Print media can also be handed out at events or given to customers who are interested in your business.

One benefit of print advertising is that the potential customer receives a physical copy of your message that they can keep and refer back to for contact information, rather than hearing or seeing your ad for a fleeting moment.

Types of print advertisements:

  • Newspaper Ads
  • Magazine Ads
  • Program Ads for Events
  • Yellow Pages Ads
  • Brochures
  • Flyers
  • Postcards
  • Newsletters
  • Booklets
  • Business Cards
  • Posters
  • Coupons
  • Local Directories

Discovering your target audience will help you promote your business more effectively, because your efforts are concentrated on people who would be interested or could benefit from your solutions. With some creative thinking, you can target these customers with your advertisements and discover which medium yields the best results for your company.

3 thoughts on “Choosing An Advertising Medium For Your Business”

  1. I think that advertising in a stadium can be an effective area to advertise. Think about it, thousands and thousands of people gather for hours. To surround them with advertisements for those hours has got to be more effective than catching them for a brief moment as they drive past on the freeway. It would also be easier to target the audience there.

  2. I find marketing to be such an interesting industry. These are some great tips to help businesses see the different ways they can promote their company. I hadn’t thought about how much more effective out-of-home marketing, such as mobile billboards, would be in urban areas. Thanks for sharing!

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