Choose advertising based on your target audience. Print ads work for older customers, while online methods appeal to younger ones. Broadcast ads can reach a wide range of customers, but are expensive. Online marketing is cost-effective, and mobile advertising can be targeted to interested customers.
Your choice between different types of advertising depends on the audience you want to reach. If your ideal customer is a baboom or a retiree, print ads might be your best option. If you want to appeal to a younger type of consumer, there are many online advertising methods you can use to reach them. Broadcast advertising can be divided between radio and television commercials and can reach a wide spectrum of customers, depending on the station chosen and the time the ads run. Your marketing budget can also affect the types of advertising available to you.
The most expensive types of advertising are usually within the broadcast domain. TV and radio stations charge the highest price for the best times, with the highest number of viewers and listeners, respectively. Based on your research into the types of customers you want to reach, you can often target broadcast commercials to connect with as many of these people as possible. For example, the demographics are very different between the types of customers who watch soap operas on TV compared to the types who watch news or reality shows. Likewise, radio listeners are often categorized differently based on whether they like radio talk versus top 40 or another genre of music.
Print offers a diverse range of different types of advertising. These options are often less expensive than broadcast commercials and tend to reach an older audience with more disposable income. You may want to use direct mail advertising, where you send coupons or sales notices in newspaper inserts. A billboard ad in a newspaper is another option. Many businesses choose to place an ad in the local yellow pages because virtually every consumer receives a phone book in the mail.
Online marketing can often be one of the most cost-effective types of advertising. It is usually relatively inexpensive to buy banners on blogs or other websites that attract a lot of targeted readers. Pay per click ads often reach customers who use search engines to look for products, services. or other information. Producing video commercials and putting them online on social media channels and sites like YouTube can also be done inexpensively in most cases. Another option to advertise your business is mobile advertising or sending announcements about sales or special discounts directly to the customer’s phone or smartphone. The advantage of this is that customers often have to opt out of the ads and therefore already have a nominal interest in your business.
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