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Determine the right medium for advertising

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Television, magazines, newsletters, newspapers, bill boards, radio, fax machines, websites, emails, direct mailer, text messages, Facebook, Instagram…. As an advertiser, your media options are endless and all these options can make the advertising process overwhelming, confusing and expensive if you don’t know what you are doing.

There are three main factors that determine the right medium for advertising. However, before we go there, there are two things to note: (a) emotions always win over logic. Dale Carnegie, in his book The Power of Persuasion said “When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotions….Emotions create movement and action. (b) You must advertise with the intention to yield a greater return on what you invest in the advertisement.

John Hall CEO of Influence & Co, a company that helps brands build their influence, describes the three factors that determine the right medium for advertising as Audience, Budget and Message.

Before deciding on an advertising medium, you must know who you want to reach. If you are selling farming equipment, don’t spend money on advertisements that will only reach urban folks if you know your customers are in the rural areas. Consider the geographic, demographic and psychographic of your audience.

Some advertisers are of the notion that they should advertise big or not at all. However, a small marketing budget can be quite effective, if you know where your customers are and meet them there with continuity placements in niche media.

Lastly, your message should be carefully articulated, unique, urgent, ultra-specific and useful to your brand. Remember, emotional appeals make people buy.

Contact us today at marketing@searchlight.vc or (784) 456-1558 or (784) 494-0031. We’ll help you get noticed.

Contact us today at marketing@searchlight.vc or (784) 456-1558 or (784) 494-0031. We’ll help you get noticed.

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