Developing Today’s Advertising Plan

Newspaper, probably one of the oldest medium in existence, while lower in circulation, has become more targeted and has also adapted well to new media, offering a bandwidth of products and services.

Yellow pages, essentially around since the invention of the telephone, is still used by many who have been accustomed to using it, and it also has become a media that has adapted well to online technology.

Add in radio, television, cable, web, mobile, social media and traditional print marketing, such as direct mail, outdoor and signage, and you have the widest selection in history for the consumer to choose where to spend their time, and for the advertiser to spend their advertising budget. As the consumer becomes more careful about where they spend their time for entertainment and information, so too must you, as an advertiser, be more careful about where you place your message. More than ever it needs to be ultra-targeted and measurable. There is hardly anything that is ‘broadcast’ any longer. It is much more of a ‘narrowcast’ world we live in today.

The biggest advice I can give is for you to take your time in developing your plan. Don’t jump into agreements off the cuff. Make sure what you decide to do will give you the exposure you are looking for, and then give it time to work, a minimum of three months, and then do your analysis. Make small changes when needed and never stop analyzing.

What are your challenges when it comes to developing an advertising plan? I look forward to hearing your comments. Until next time…