Advertising is an expensive tool which is of absolutely no use if it lacks a specific reason and product. So the primary question you have to ask yourself is: ‘WHY and WHAT do I want to advertise?’
If you have the answers to the “what” questions and reasons for some of the “why” questions, you can fully dedicate yourself to the next stage, i.e. the actual ‘spreading of the word’.
Today, the media primarily means the mass media. Research has shown that it is one of the most efficient ways of ‘spreading the word’ and thus the most expensive means of advertising. However, even if you have enough money to afford the largest or the glossiest advertisement or a prime-time commercial, it doesn’t necessarily mean it will be the most efficient way of advertising for you.
First, do your market and media analysis and investigate the efficiency and profitability of such advertising. Research your target customers and their preferences, and specify the results you want to achieve. This will help you establish a number of guidelines you should stick to.
Carefully defining your target customers will help you decide which media to use. Aural media include brochures or flyers, magazines, newspapers, and professional press Internet (newsletters, direct mail, online ads). Visual media include television, radio, cinema, billboards, transport, and direct mail.
If however, you have a more direct and personalized approach to your clients and customers, be sure not to disregard the various promotional activities so aptly used for advertising, such as updated information about your company which will raise customer awareness and make you a stable and well-known competitor on the market, include your yearly activities, accomplishments, future challenges and financial status, and press release of your company’s product(s).
Special events and offers – you may want to consider these to attract customer attention.
