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Choosing Advertising Media

Planning Your Advertising

Your choices of advertising media depend on your goals, your target market, and your budget. Weigh the pluses and minuses of various types of ads.

Newspaper Classified Ads:
Good for promoting listings, recruiting.


  • Targeting: Content can be can be written and publications can be chosen to appeal to specific audiences.
  • Exposure: People who are interested in buying actively seek out classified ads.
  • Cost: Classified ads are less expensive than direct mail, telemarketing, full-color brochures, and many other forms of advertising.


  • Space: The shorthand style of classified ads limits how much can be said.
  • Success: Only a small percentage of buyers come to a real estate company in response to classified ads.
  • Efficiency: Classified ads can attract unqualified and uncommitted callers that sales associates must talk to and screen.
  • Effectiveness: Classified ads are better suited to promoting individual properties than to building a companys identity and name recognition


Newspaper Display Ads:
Good for promoting groups of listings, building corporate recognition.


  • Exposure: Larger display ads are more likely to get noticed than small classifieds and are a good way to promote your company at the same time that you are featuring individual listings.
  • Targeting: You can reach a variety of audiences by placing ads in different sections.
  • Convenience: Ads can be easily and frequently changed if you want to add or delete information.


  • Shelf life: Newspapers generally are read once and kept in the house only one day.
  • Quality: Print quality of newspapers is usually low, limiting the use of graphics and photos.
  • Competition: Your ad must compete with other ads on the same page for a readers attention.

Magazine Ads:
Good for building corporate identity by grouping all listings into a block, promoting individual properties.


  • Targeting: Many specialty magazines, such as home magazines, apartment locator guides, city magazines, visitor guides, and relocation guides, are aimed at desirable market segments.
  • Shelf life: People tend to keep magazines at least until the next one comes out.
  • Quality: Ads reproduce well and photos look professional; color quality especially is usually much higher than possible in newspapers.


  • Exposure: Circulation of specialty magazines can be small.
  • Production: Producing a magazine-quality ad usually requires hiring a graphic artist.
  • Cost: Color ads, especially those with photos, can be costly to run.

Direct Mail:
Good for building name recognition and identity, especially in new markets.


  • Personal communication: Direct mailings give you the chance to communicate your message to people one-on-one at their leisure, in the comfort of their home.
  • Reach: You can contact people by mail whom you might not otherwise encounter or who might not welcome other forms of contact.
  • Flexibility: You can mail everything from short announcementssuch as the hiring of a new sales associateto slick brochures about your company or a high-end property.
  • Comprehensive: A direct-mail effort can include several piecessuch as a company brochure and tips that allow you to give prospects a sense of all the services you provide.


  • Cost: Some forms of direct mail can be expensive, so campaigns must be planned carefully around your budget.
  • Effectiveness: Response rates to direct mail can be low if mailings are not followed up by phone calls and other forms of contact.
  • Saturation: Consumers are flooded with direct mail appealsup to 4 million tons each year, according to the Ohio Environmental Protection Agencyand may discard them without reading them.
    Radio Ads: Good for building name recognition and market share, only good for promoting properties if a large group are located together (such as a newly opened development). Pluses:
  • Exposure: At least one radio can be found in 98 percent of all households, and the average adult listens to three and one-half hours of radio a day.
  • Targeting: Radio can reach selected audiences both geographically and demographically with great variety in scheduling and programming.
  • Flexibility: Radio ads can be changed easily at the last minute.
  • Finality: A radio commercial cant be reviewed like a print ad. If people miss it, its gone.
  • Clutter: Listeners may mentally turn off because many commercials are jammed into a short period.
Company Web Site: Good for building name recognition, promoting relocation business, promoting actual listings. Pluses:
  • Positioning: Through content and design, you can build your companys image and showcase the solutions it offers.
  • Competitiveness: The Internet enables small firms to compete on equal footing with large firms.
  • Flexibility: Content can be modified at will without limitations.
  • Low ad cost: Once the site is created, properties can be presented in detail, with multiple photos and a long description.
  • Exposure: The Internet reaches a huge audience of prospects.
  • Production: Unless youre skilled in Web design, youll need to hire someone to create and maintain your site.
  • Passivity: A Web site is a passive marketing toolinstead of pursuing business, you wait for business to come to you.
  • Effectiveness: Online ads may be seen by many people, but they dont necessarily generate productive leads.
  • Technology: Not everyone has access to or is comfortable with Internet technology.
Television: Good for establishing and reinforcing company identity as market leader. Pluses:
  • Immediacy: TV ads give you instant validity and prominence.
  • Targeting: Its easy to reach your target audience by advertising at certain times and during certain programs.
  • Volume: Greater availability of air time enables you to buy larger blocks of time and advertise more often.
  • Cost: Broadcast TV advertising is extremely expensive and may be out of reach for small businesses; cable ads cost only 20 percent of broadcast costs.
  • Production: Professionals must be hired to produce a quality TV spot.
  • Exposure: Unless you buy a number of spots, your ad will be seen only once for a short time.
Yellow Pages(Directories) Good for attracting motivated customers, reinforcing market dominance through ad size. Pluses:
  • Value: One ad works all year long.
  • Budgeting: Because the billing for these ads is spread over 12 months, it can be easier on your budget.
  • Exposure: Clients can easily locate or contact you, even if they didnt initially know your name.
  • Cost: You must commit to an entire year of advertising.
  • Competition: Your ad is placed with those of your competitors, encouraging clients to comparison shop.
  • Location: Clients must look up exactly the right classification to find you.
Outdoor Ads: Good for establishing company identity, setting the company apart from competition. Pluses:
  • Exposure: People cant throw outdoor ads away or change the channel.
  • Frequency: People who drive or walk by the ad site see your message numerous times.
  • Location: Outdoor ads can be placed in strategic locations, such as near your office or a new development.
  • Attention: Readers typically glance at an outdoor ad for only two to three seconds.
Content: Messages must be very brief to communicate effectively from a distance.


Date: 2016-03-03; view: 1752

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