How to Pick the Best Media
When you are in Nigeria, there is always a tendency to be confused as to what advertising media to use for your advertising campaign, because of the cost involved in the various medium. So the question everyone always asks is ‘’what is the best and cost effective advertising media to use to promote my business?’’It’s Simple. Use the one that is most influential and believable, and that comprehensively reaches the highest percentage of your target audience for the lowest cost.
Is that easy? No.
There are many advertising media options for reaching your target audience. My past articles covers the relative strengths and weaknesses of different types of advertising media, and in the next couple of weeks I will specifically explains how to choose the most effective printed advertising media.
The information will help you to plan your advertising and to get better results, even if you are only choosing what local paper to run your ad in. That’s what Professional Advertising is all about. I will always advice you to pick a professional agency to work with, because they understand the market you are competing and they are in a better position to guide your advertising campaign. If you are still looking for an agency to work with in Nigeria, you can contact us at PoiseMedia, our address is at the contact us page of this blog.
The first thing to do is to pick An Advertising Media Category: The first decision to make is what category or combination of categories of advertising media to use [newspaper, magazine, radio, direct mail, television, telemarketing, direct sales, yellow pages, outdoor, etc.]
Note that I did not say that the first decision was what the company could afford. It is a fundamental mistake to buy any advertising media that you can’t afford to use effectively, or that will not generate the volume of sales you need to stay in business.
Many companies decide what advertising media to use too fast, and they base the decision on too little information. Don’t make assumptions about what you should do until you get some information. And you absolutely do not want to make media decisions based on what media sales decides to do.
A clearly defined set of goals for your advertising campaign will help you to choose the best advertising media available. Know what you want your advertising to do, so that you can measure the results and make decisions accordingly.
A realistic budget should indicate which advertising media could be effectively used for your campaign. And understanding the relative strengths and weaknesses between the different advertising media will help you to deliver the right message to the right person at the right time.
Please try to read the follow-up articles on this, to know the various advertising ways to exploit.