Newsletter ArchiveSUBJECT:Media Planning Welcome to The Internet 800 Directory Newsletter. Because most small and mid size companies don't have the luxury of a full time ad agency, this week I'm going to provide a couple of ideas on media planning. Covering all the aspects of this process would fill volumes of books, so I'm only going to provide some basics to get you started. First you need to establish the purpose and goal you want your advertising to achieve. On the surface, this might seem like an easy question. However, you should delve deeper than just saying, "I want to increase my business". Is your goal to generate leads or do you want your advertising to sell your product or service? Maybe you want to build name recognition for your company, product or service. Each of these objectives is different and will require a plan to match. That's not to say you can't run multiple campaigns, but start with the most vital objective for your present situation. Be realistic when setting these goals. Your goals need to coincide with your resources. You can't build national name recognition on a budget of a few thousand dollars. Next, you need to decide where to target your advertising. This is very important when working with limited resources; you must know your best opportunity for success. Ask yourself, is my target group mostly men or women? Do they live or work in a particular geographical area? What is the age group of your target audience? Does your group have common hobbies or interests? Are they business professionals or blue-collar workers? If you need help in defining your target group, look to your current customer base. These people have already done business with you and will provide you great insight to your best potential target group. Now that you have considered why you are advertising and to whom, it is time to determine what you are willing to spend, and over what time frame you wish to stretch your budget. Starting with these simple steps, should help create a more effective and cost efficient ad campaign. Here is an update concerning last week's newsletter: An "anti-spam" bill submitted by Reps. Heather Wilson, R-N.M., and Gene Green, D-Texas, has cleared the House Energy and Commerce Committee. The Judiciary Committee still must approve it before the bill faces a House floor vote. All Contents Copyright ©1995-2001 The Internet 800 Directory Subscribe To The Newsletter: |