Navigating Advertising Avenues
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Advertising & Public Relations
Navigating Advertising Avenues
By Ryan M. Hoback, Motivated Entrepreneur Incubation & Consulting
So we are sitting at a large round table with a mess of
scribbled notes, thoughts, ideas, and we are not sure where to
go next. We are ready to develop a plan or at least a rough
scheme and move forward. So what is the message we are trying to
get across to our target customer base? What is our advertising
attraction?
We need to first sit down and discuss what our budget for this
particular project or department will be. Once we develop a
budget for the plan, we can start to develop a message around
the mediums that will be using to deliver it through. There are
numerous forms of advertising media we can use, such as;
(Direct Mail, Public Relations Promotions, Display Advertising,
Directories, Brochures/Flyers, Door to Door Leaflets, Transit
Ads, Internet, T.V. Radio, Cinema, Exhibitions, Trade Shows)
Once we have decided the types of advertising we will use, we
need to look at what type of customer would we like our ad to
solicit. There are two modes that our customers shopping habits
can be classified as, transactional and relational.
Transactional customers focus on today