MARKETING & ADVERTISING • November 20, 2014
5 minutes Read
When choosing the advertising vehicle or vehicles that will best serve your purposes, there are three factors you need to consider.1) your target market, 2) your product, and 3) your advertising budget. Unfortunately, far too many decision makers find themselves seduced by marketing campaign presentations that are appealing to the business owner, yet they utterly fail to attract the attention of, much less impress, potential customers and drive sales. In some cases, such disappointing results leave the business owner cynical about the value of advertising as a whole; after all, if a campaign developed by seasoned professionals doesn’t work… In truth, however, the failure is not the fault of marketing as a whole, but rather of a lack of insight into the desires of that target market, and the failure to appeal to those desires. In order to develop and implement an effective ad campaign, both the message and the medium must maintain a clear and objective view of those three factors and concentrate their energies upon them. And no matter what advertising vehicle or vehicles you select, you will need to make certain that the cost doesn’t cut so deeply into your budget that your profitability is compromised.
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