Which type of advertising is best for your company?

By: Selena McIntyre

The first and most important thing you must remember is that there are several different types of advertising.  No two types of media are the same; therefore, not all types of advertising are recommended for all businesses.  This article will tell you what kind of advertising is best for you and your business.

Billboards

Billboard advertising is a great way to remind consumers about your product right before they arrive at a shopping center. This is usually the last chance you have to get them to buy your product.

Billboard advertising is also a great way to direct people to your business.  Please do not underestimate the importance of including directional information in your advertisements.  Have you ever seen a sign that caught your attention, but after twenty minutes of driving, you forgot where to turn?  Billboards can help you stop losing customers this way.

Billboards are a great type of advertising for any national or local company.  They have the lowest exposure cost and the highest reach.  Billboards are highly recommended for restaurants, hotels, car rental companies, shopping centers, adventure parks, and any type of business that deals with traveling customers.

Direct Mail

Direct mail advertising includes postcards, catalogs, brochures, e-mail, and single letters.  This technique works great when introducing new products.  It allows you can give as much or as little information as you feel necessary.  Direct mail advertising is also a great idea for sales and or special discounts.

Direct mail advertising is recommended for all companies with a wide selection of products like office products, furniture, music, clothes, shoes, etc.  It is a great way to keep your current customers aware of new products, services, or sales.  It can also be used as a buying tool for new customers.

Unfortunately, direct mail costs more than any other type of advertising.  However, advertisers have had very good results with direct mail advertising and they do not mind paying these high prices.

Internet

The internet is constantly growing. More and more companies are building their own web sites every day.  The internet is a great way to reach people all over the world 24 hours a day, 7 days a week.  You can put information about your products and services on-line, and your customers will come to you when they are ready.

Internet advertising includes banner advertising, pay per click search engines, classified internet ads, and standard internet ads.  This type of advertising is recommended for companies on-line that are able to ship products to a wide variety of people.

On line advertising works best when you choose sites that are related to yours.  Advertise on web sites you think your potential client will visit.   Don’t forget to advertise on local web sites.

Magazines

Magazines are a great way to target your audience.  For example, if you sell baby products, you could put an ad in “Parenting.”  If you sell flowers, put an advertisements is “Better Homes and Gardens.”

Due to the large reach of magazines, this type of advertising is recommended for large national companies.  Don’t forget about local magazine. You can get cheaper rates than national magazines.

Newspapers

The main goal of all newspapers is to inform the public.  This is why you see so many articles, weather forecasts, sporting event scores, calendars of important local events, crime reports, and even wedding announcements.

Newspaper advertisements are great ways to announce things to local customers.  You can tell them all about your upcoming sales, your brand new product, mergers of several companies, the opening dates of your new restaurant, and so on.

Newspapers are also good for seasonal products or services.  For example if you own a lawn care service, you will probably want to advertise more during the summer.

Radio

Radio advertising can be fun.  You can make up special songs, slogans, or jingles to get your message out.  If you do a real good job with your radio ad, maybe people will walk down the street humming your song.

Radio ads are recommended for local businesses.  Just like billboards, radio commercials can be the final chance you have to get people to buy your product or service, so choose your words carefully.  The possibilities of your radio ad are almost endless.

Television

The music, graphics, and motions of television commercials have helped television advertising become the most popular type of advertising. These commercials also build brand image, and create emotions.

Television advertising reaches a very large audience.  It is also great because you have the choice of running a national or local campaign. Television advertising is highly recommended when your business has a sale or special deal.  It is also a great way to get your company’s name and brief information out to the public.

Television commercials usually last for 15, 30, or 60 seconds.  Since time is limited with this type of advertising, we recommend using television ads for products that are widely known. This type of advertising works best for products that are understood easily like automobiles, food, clothing, furniture, jewelry, and office products.

Yellow Pages (print & online)

This is a very important type of advertising because when you use the yellow pages book or online, you already know exactly what you are looking for.  A majority of the times you use the yellow pages, you are ready to buy a product or service.

How many times have you searched the yellow pages to find a tires for your car, a lawyer, day care centers, or a television repairman?  Which company did you call first?  Was it the one with the big colorful ad or the plain typed name listed directly under Tires?  My point is that most people are going to look at the yellow page advertisements first.  Don’t give a potential customer a chance to miss out on your product or service.

Rates to Advertise:

Type of Media Average Cost Per
Thousand (CPM)
Billboards $2.19
Direct Mail: in-house customer list $761.00
Internet $30.19
Magazines: colored page $9.35
Newspaper: $22.95
Radio: 60 second drive-time $8.61
Television: 30 second prime-time $17.78
Yellow Pages $30.30

Sources:  OAAA, Forrester Research,
AdRelevance, Better Business Websz,

Powerful Advertising Combinations

Advertising is definitely a great way to increase your sales, but it can be more effective when it is used properly.

A new advertising trend is to put up a billboard that says “For more information tune in to XYZ radio station.”  You can leave a more detailed description of your product on this station.  This also enable you to tell your potential customers about similar products your company offers.

Studies have shown that television advertisements are remembered more than any other type of media.  The only problem is that most people do not go out and buy a product right after they watch a television commercial.  So your job is to leave constant reminders of your product around so potential customers will remember your product or service when they are ready to buy.  This can be done by placing billboards next to major shopping centers, and by placing radio advertisements
during major commuting times.

Test

No matter what type of advertising your company invests in, you must test the results. You can use surveys, web site tracking devices, or just ask your customers. You can also put a different phone number, or web page link on each ad.

I’m sure you’ve heard the old saying “Get your moneys worth,” but this is not a good idea with advertising.  For each ad, focus on only one benefit or product. Don’t put too much information in one ad, because most consumers will only look at an ad for 7 seconds!

The more ways you choose to advertise, the better off your business will be. I know this can be very expensive.  The choice of how to effectively advertise is your, choose wisely.

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