Advertising Strategy

2. In the Mix

Consider whether advertising is the most cost-effective way of achieving your objective, or whether other forms of promotion would be more effective.

2.1 Who are you trying to reach?

• What common characteristics define your target market?For example, consumers in the same geographical area or individuals from the same socio-economic background. (See Research for your marketing.)
• Decide if you want to reach end-users or intermediaries.
• Be clear who makes the buying decision.

2.2 What media best reach your target market (see 4)?

Advertising is only cost-effective if it reaches a readership or audience which significantly overlaps with your target audience.

2.3 Could advertising carry the right message?

• In general, advertisements work best when they carry a concise message.
• The form of the advertisement may physically limit what you can say. For example, banner advertisements on websites work best if your message can be boiled down to three or four words.

2.4 Would advertising work within your timescales?

• Preparing an advertisement for publishing or broadcasting can take time, depending on the media.

2.5 Are there cost-effective alternatives?

Depending on your target audience and advertising objectives, other forms of promotion may be a more effective use of your budget.

For example:

• Direct mail with a mailing list that more closely matches your target market (see Direct mail and Writing a mailshot).
• Personal selling to build relationships with high-value customers.
• Merchandising, packaging and point-of-sale materials for consumer purchases.
• PR for building your reputation over the longer term (see Effective PR).
• Trade exhibitions and conferences (see Exhibitions).
• A website promoting your company (see Your website strategy and Marketing on the Internet).