Page 158 - Duct Tape Marketing

142 Part III: Creating and Placing Ads

If you know that your prospects are teenagers, you can ask publications
or stations to describe what percentage of their circulation or audience
reaches that age group. If your prospects have a particular interest —
maybe they snowboard, own pets, or drive SUVs — ask for a demonstra-
tion of how the medium under consideration reaches that target group,
and which sections or programs capture the highest percentage of
people with that affinity.
ߜ What are you trying to say, and when do you need to say it?

If you need to show your product in action, use television or perhaps
print ads that allow for clear reproduction of a series of photos. If you
have a tremendous amount of explaining to do, you’ll probably rule out
radio or television, where you’re timed by the second. If you have a very
immediate message, such as a one-week special event, steer away from
monthly magazines that are in circulation long after your offer is history.
ߜ How much money is in your media budget?

Set your budget before planning your media buy. Doing so forces you to
be realistic with your media choices. By following this advice, you also
save an enormous amount of time because you don’t have to listen to
media sales pitches for approaches that are outside your budget range.

The media menu

Mass media reach many people simultaneously. Advertisers divide mass
media into four traditional categories and one new category:

ߜ Print media: Includes newspapers, magazines, and directories
ߜ Broadcast media: Includes television and radio
ߜ Outdoor media: Includes billboards, transit signs, murals, and signage
ߜ Specialty media: Includes items imprinted with an advertiser’s name

and message
ߜ New media: Includes Internet advertising, Webcasts, Web pages, and

interactive media

The opposite of mass media is one-to-one communications, such as personal
presentations, telemarketing contacts, direct mailings, and other means of
contacting your prospects individually.

Mass media pros and cons

Each form of mass media has advantages and drawbacks. For a quick
overview, see Table 10-1 later in this chapter.