There is a range of different types of advertising from publications to outdoor posters, radio to on-line. So think carefully about the different channels as you will need a different approach for each, and assess the cost as some options may have good reach but come at a high price.
Don’t settle for the first advertising quote you get – always try and get the best rate. Ask “I have this budget can you match it?”
Publication Advertising
- Newspapers; Magazines; Publication
- Newspapers are low quality print, so avoid complicated designs and using lots of colour. People tend not to keep newspapers so keep information snappy and easy to remember.
- Magazines and publications offer higher quality of print, so good photography can really work. They often are kept at home for a while, so you can afford for your information to be a little more detailed.
- Think about the position of your advert. Will it be on a well-read page or tucked at the back? Will it be next to competitors or part of an editorial feature? Did you know that more people read the right hand side of a publication than the left? Think about who else advertises and what their ads look like – you want to take attention away from that.
- Think about doing an advertorial – your advert will be designed to look like the articles that appear in the publication. This means they are more likely to be read and enables you to include more information.
Outdoor Advertising
- Just because you have more space on posters or billboards does not mean you can fill them with information.
- People will often be walking or driving past, so you have not got long to engage them.
- Check the location of your outdoor advertising – will people see it? How many people walk by?
Radio
- You will probably only have 20-30 seconds to make an impression so stick to one clear message.
- Repeat key things – your product, your name and your contact details.
- Consider a professional voice over artist.
- If you cannot afford to play your advertisement regularly, you may find that radio advertising does not generate strong results.
Television
- Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy from you. They are particularly useful if you need to demonstrate how your product or service works.
- Producing a television advertisement and then buying an advertising slot is generally expensive.
- Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs vary according to the time slot in which your advertisement appears.
On-line
- Advertising on the internet can be a cost-effective way to attract new customers. You can reach a global audience at a low cost. Many customers research businesses online before deciding whom to buy from. You could promote your products or services on social media sites, blogs and search engines, and other websites that your target audience visits.
- Don’t just take a print advert and upload it online as this will not work. Reading on screen is not as easy as in print, so make sure the message is clean and uncluttered.
- The cost for this is usually based on cost per impression, i.e. the number of times the advert is seen, or cost per clicks - the number of times someone clicks on the link.
