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Maximum Impact Media Advertising

If you sell a product or service, and want to be successful
quickly, you must tell people about it through advertising and

TV, radio and newspaper are still considered the major media for
effective marketing off-line.

However, a lot has changed with these top three marketing
vehicles in the past 15 years.

In this article some critical changes are revealed that have
occurred and how you can get the maximum impact for your
advertising dollar.

Television is primarily an entertainment medium. Research shows
the average person spends more time with television than with
radio and newspaper combined. For many years, TV was considered
the most powerful advertising choice because of the huge audience
it provided. Even today, nearly everyone watches some TV every

There are three things you must consider before spending money on
TV advertising - limited lifespan of your ad, audience
fragmentation, and ad avoidance.

Keep in mind that once your ad has aired, it is gone for good.
There is no way your potential customer can refer back to it.
This fact makes it imperative that you run your ad many times to
embed your message in the mind of the viewer. Frequency is
important with any advertising, but especially broadcast.

Audience fragmentation is one of the major problems local
broadcast television faces today.

At one time, a huge TV audience was split over only a few local
channels. Community businesses could reach a large majority of
their potential customers very quickly. Large national companies,
such as Coke, only had to choose from the three major networks -
ABC, CBS or NBC - to reach over 80% of the population.

Today, with cable and satellite TV, this same audience is now
fragmented over 200 or more channels. The percentage of viewers
on local TV has dropped dramatically. Yes you can run ads on
cable and they will spread them out over ten or more channels.
This shotgun advertising has not worked well for small businesses
because many of these stations have only a half percent or less
of the total viewers. And, what are the odds that they will be
watching during the 15 or 30 seconds that your ad is presented?

Ad avoidance is also a very rapidly growing problem for TV today.

Because the public watches TV primarily for entertainment, they
see advertising as an unwelcome interruption - not unlike the
hated telemarketing. This was true 30 years ago but there was
nothing a person could do about it except channel surf or leave
the room. As you know this was, and still is, often done. Today,
with TIVO, pay-per-view, public broadcast stations, and the
multitude of satellite and cable channels, the public has shown a
willingness to pay for reduced interruption from advertising.

Radio has similar problems. It is also primarily an entertainment
medium. As such, advertising is also considered an interruption.
Satellite radio is one of the fastest growing industries today
primarily because people, again, are willing to pay to avoid
commercials. In fact, most new cars have satellite radio built

Additionally, radio has evolved into an entertainment source for
primarily driving, and background noise at work. If you buy any
radio advertising, it should only be aired during drive time.

At home, radio use drops off. People can play CD's or listen to
satellite radio. This way they can choose exactly the music or
programming they prefer without commercial interruption. The
radio industry understands that folks do not want to be
interrupted with advertising. Many times radio stations promote
themselves by offering "more music, less commercials".

Newspaperes have had their ups and downs, but have steadily
maintained their local readership base and strength for local
marketing. Even when radio, then TV, came on the scene, people
still were loyal in reading their local newspaper.

Unlike TV and radio, advertising in a newspaper is not viewed as
an interruption. In fact, one of the reasons people buy
newspapers is for the advertisement content. Surveys have shown
among 15% and 23% of those buying a newspaper do so primarily for
the advertising.

You see, people do want to see and read advertisements. They do
want to - and need to - buy products and services. They just want
the ads on their terms.

TV's best day of the year is Superbowl Sunday, delivering nearly
40% of U.S. households. In striking contrast, newspapers
consistently deliver well over 50% of your community households.
They do it every day, 365 days a year. Now that is some serious
marketing power.

Another advantage over broadcast that only newspapers can deliver
is engagement of the consumer at the moment they are making a
buying decision. When a person is reading your ad, it is because
they choose to. At that time you have their full and focused
attention. And the working life of your newspaper ad is enormous
because it is physical and static. Your potential customer can
refer back to it anytime they wish, or even cut it out.

You may have heard on TV or radio that newspaper subscriptions
and readership are dropping. This is true. But it is not to the
degree they would like you to believe.

What they do not tell you is newspaper on line versions are
growing much faster than the 7% or so losses in subscriptions. In
fact, you will find newspaper web sites are usually the busiest
web sites in any community. Be sure you take advantage of this.

Now you can see why today's trend among business people who are
in-the-know is away from broadcast and back into the old,
reliable newspaper. Most all the major stores are getting back to
the basics and finding the print advertising to be the best
return on investment. So will you.

Newspapers, of course, should not be your only advertising
medium, but it is the solid foundation on which you build an
effective marketing plan in today's environment.

To Your Success,

Leon Edward


About the Author...

Leon Edward helps people start and grow an online business and writes on marketing, promotion, joint ventures and home internet business residual income. Search ideas, best of web articles, opportunities and an internet business blog at his website http://www.HomeBusinessIT.com

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