Print Advertising And Analysis
People involved with advertising often wonder if print advertising going to become obsolete. Have you ever wondered why print advertising in print media can deliver good- poor results? The answer to more predictable response is doing a little homework on demographics. For example, when your company decides to do a targeted mailing advertisement, make sure it is exactly that “Targeted”. Go to your local post office or look it up online. Find out who lives in your targeted area.
- Where are the highest income groups living?
- What ethnic culture are they?
- What are you trying to sell them?
- Do you have a follow up plan?
Prepare yourself as best as you can! Try to get to know your target groups much the same as you get to know your peers. When you find a formula that works, exposure and repetition! Once upon a time Yellow Page Advertising was the most effective form of advertising. This was because logically, when someone picked up the yellow pages they were ready to make a purchase. Today, more and most folks are turning to the internet to find reliable suppliers and get educated. In today’s business climate one must think multi dimensional and explore the possibilities of integrating print and web to profit. There are 2 basic differences between the 2 forms of advertising.
- Print Advertising- Once printed is etched in stone and cannot be changed. It remains the most portable, highest quality method to transport and communicate to others. Typical examples of print advertisements include flyers, newspaper ads, brochures, reports, business cards, stationery, instructions, etc. In print media, space is limited by the budgetary cost of production and circulation.
- Web Advertising- Advertising can be placed immediately via PPC websites like Google Adwords, permission email campaigns, listings, directories, and guides. Unlike print advertising nothing is etched in stone. Today you can be offering marbles for 25 cents and tomorrow you can be offering marbles for 79 cents. Depending on how you advertise your reach potential is virtually unlimited, especially if you really have a truly amazing offer.
Tracking Offline Advertising
We will not get into the finer points but keep this general. When advertising with print media you can print a web address that points to a location to a landing page (vanity domain or unique address). This is a great way to integrate the 2 very important elements to business success; advertising and measurement. This is a great way to gauge your response. I wrote about it on the risetothetop blog a while ago- the fundamentals to tracking online and offline advertising using Google Analytics are described in this post.
Make sure you have a special tailor made for those that are responding to your print ad. Now that we have lightly touched upon online websites using print ads, and why you would want to do it, why not start today? Whether it’s radio, TV or direct mail your website can be factored into the mix and will provide more easily measured campaign data (Analytics).
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I like FF or Chrome
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