When Using Several Media – Compare Your Results.
When your ads appear simultaneously in different media – such as the Internet, newspapers, on radio and television, in direct mail pieces, and as handbills – you should try to evaluate the relative effectiveness of each. You can check one printed medium against the other by using companion ( the same or almost identical) ads in the newspapers, direct mail, on the internet, and handbills.
You can make the job of analyzing and comparing results from the media easier by varying your copy – the message. Your ad copy, thus, becomes the means of identifying your ad response.
You can check broadcast media – radio and TV – by slanting your message. Suppose, for example, that you advertise an item at 20 percent reduction. Your radio or TV ad might say something like this; “Come in and tell us you want this product at 20 percent off.”
You can compare these responses with results from your “20 percent off” newspaper ad. Require the customer to bring in the newspaper ad – or a coupon from it.
Some of the ways to vary the copy are; a combination of the brand name with a word or some words indicating the product type; tone of voice; speed of delivery; picture variation; size variations; and color variations. Check your printed ads against each other as well as against your radio and TV ads.
Be careful that the copy variation is not so great that a different impression is received from each medium. Here you would, in effect, have two different ads.
Short-Term and Long-Term Effects of Advertising
Even one ad or commercial or highway poster can result in sales for one product and attention for your business. You should remember, however, that a series of ads that are related will result in sales over a longer period of time than the campaign lasts. Your business name will become very much better know. Your expenditures for advertising therefore, should be scheduled over a period of three, six, and twelve months. Avoid deciding to advertise this week and putting off the decision about when you will next advertise.
Deciding on the Right Advertising Media
The person who saves money by not advertising is like the man who stops the clock to save time. In today’s fast-paced, high-tech age, businesses have to use some form of advertising to make prospects aware of their products and services.
Advertising is an investment in your business’s future. And like any investment, it’s important to find out as much as you can before you make a decision.