Which do you prefer digital media or the mainstream media? Give its advantages and disadvantages.
Answers
Media magnifies your marketing message, allowing you to tell people about your amazing products and services.
Traditional media such as television, radio and print ads in newspapers and magazines have long been the primary outlet for advertising campaigns, but added to this now are digital channels like email and social media, that have increased the opportunities for companies, big and small, to connect and spread the word.
With so much choice, what is the best mix for your next campaign? The best type of media for your marketing goals will depend on your ideal target audience, your budget and the products or services you are promoting. We look at the options.
Traditional Media
Television
This can be an expensive option in prime time spots but your ad can still reach broad audiences, particularly if your campaign also includes placement within the network’s on-demand site. With a smaller marketing budget it’s worth looking for advertising opportunities on specialised channels, such as those focused on sport, outdoor activities or cooking. These channels have smaller viewer numbers but allow marketers opportunities to target a niche audience.
Sponsoring popular TV shows can be highly effective option, in combination with an ad campaign. Researchers at Thinkbox found that when the brand personality and show had a good fit it made the brand appear as more successful.
TV advertising also requires a production budget in addition to purchasing the actual media time. These can include:
Creative Fees
Film company costs
Talent fees for actors. Even with old ads, you’ll need to check your talent fees are covered or renegotiate them.
Radio
Radio is portable. You can reach people while they drive, work or walk the dog. Keep your message short and sweet so that your ‘on the go’ audience knows what the offer is and how to get in touch. Production costs may be relatively inexpensive. In fact most radio stations will create the ad for you. As with all advertising, strong creative will always give you better cut through and memorability so while it may be low cost, it still has to be good at getting your message across and building your brand preference. Your campaign proposal is likely to be a bundle of stations with some spots in prime time and others in lower listening times. Negotiate your campaign package for maximum frequency in prime time.
Simple creative for your radio ad can be very effective. Listen to the following ad for UK Cancer Research:
Agency: Abbott Mead Vickers BBDO, Creatives: Diccon Driver, Alan Wilson
Print Ads (newspapers and magazines)
For print advertising, readership is your best guide. Many publications will advertise circulation figures but if they are a free local tabloid, this may not equate to readership. Surveyed readership figures may be quite a bit less. Printed media can give you a short exposure but in this media, you may reaching a more engaged audience – especially if they are sitting down to read with a cup of coffee. Newspapers and magazines are also often seen as credible or trusted sources and there may be publications that perform well in your industry that are best suited to your products and services. If the magazine or newspaper has an online edition your ad will reach a broader audience here.
Billboard Ads
Billboard ads provide broad access to customers in a specific geographical area. The location of the site can be powerful and your performance will depend on your creative. Keep it simple and if possible entertaining or clever. Costs for Billboard advertising include the monthly site rental, creative artwork (which may include talent fees) and production of the billboard ‘skin'.
Flyers / Letterbox drop
This can be a great way to put your brand in the hands of your customer. As with any marketing activity, the key is to make sure your message is compelling and makes them want to act, or you may end up in recycling. You don’t have to offer a huge discount but it’s worth including a short time offer that drives store visits or enquiry. A physical coupon that you collect from customers can be a good idea to help gauge your return on investment too.
Small business social media
Digital Marketing
A small budget is no longer an insurmountable barrier when it comes to marketing. Digital marketing has given small businesses more tools to reach their audience with a much smaller budgets. Social media or email marketing campaigns can be created for little or no cost, if you put in some time. Adding a bit of budget can boost your message to specific target groups.
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