...It didn’t work

I tried an ad once...

“Advertising is dead”

“Newspapers are closing”

“Viewers deserting TV in droves”

“FM Radio is crap”“The Sky Is Falling” “ Run for the hills”

Or is it?

AIDA

AwarenessInterest

DesireAction

Share

AwarenessInterest

Desire

Action

Reach

Frequency

• 7 to 9 times

Call to action

Right message

Newspapers (Interest, Action) - Big reach

- Targeted placement– Convey lots of info– Timely (supermarkets)– Large format – good for branding & awareness– Flick past

Tips:* Don’t buy full page* Don’t run ad & edit together

* Readership Vs Circulation * Purchased Vs Free

* Newsprint stock

Radio (Awareness.....Action)– Highly visual– Convey stuff you can’t afford to shoot for TV– Companion medium – goes with you

(work,shops,car)– Relatively cheap– Big reach– Cost effective creative scheduling– Live reads– Very retail– Buy last minute– Easy to produce

Tips: * Sponsorship credits usually rubbish * Cross promotions rarely targeted to your position

* Less than 30 to 40 ads in week won’t be heard

Magazines (Interest, Desire)– Long life– Targeted to special interest– They engage– Very little clutter– Little wastage– Quality reproduction

Tips: * Long deadlines

* Think placement or broken sizes

Television (Awareness)– Huge reach– Credibility– Drives awareness– Drives word of mouth– Nearly all senses– Special Event/Occasion association

Outdoor (Awareness)

• Location, location, location• Awareness• Frequency• Campaign support - Reminder

• Tips: Few words

Web (Awareness, Interest, Desire, Action & Sharing)

• Mass Media – Small individual numbers• Targeted• Cluttered• Pay for what you get• Still interruption• At Point of Sale• Shareable

• What to ask the sales rep– Audience– Distressed space– Bonuses– Positioning– Production– ABC or CAB– Their own research

• Ratings– 600 households have a black box– 200 households have a diary