Forthcoming...
Publication reps know us and respect us as tough negotiators. Our goal is to maximize your advertising budget. Toward that end, we will get you more marketing support for your media dollar than the "best deals" you might ever secure yourself. It's a matter of having the clout and knowing how publishers work.
B2B media management embraces trade magazines, buyer's guides and annual directories, show publications, newsletters and the Web. Ad and publication performance is monitored. Inquiry analysis reports are generated and reviewed. The process becomes one of measurement, adjustment and development — a quality approach to media management that goes beyond mere placement.
Effective ad campaigns span the gamut from full to fractional page, from four-color to B&W. Each approach is based on the unique circumstances dictated by the marketplace, the media and the message.
Tabulations to come...
We are masters in the art of “advertising” and the combination of disciplines that must come together to achieve optimum results.
It starts with media analysis. This includes editorial, advertising, audience, circulation, publishing history, and more. Only when this homework is completed can the creative strategies begin.
With communication objectives clearly defined, the creative team now has all the direction needed to develop targeted ad concepts. No blue skies. No left fields. Just results-oriented advertising designed by objectives.
The objectives behind most ad campaigns will vary. Thus, the means of measurement will, too. For example, benchmark brand awareness and preference studies can be a good indicator of advertising success — but not exclusively, since these same readers may have been influenced by your recent trade show presence. Inquiry analysis is also a good measurement, but few clients have the ability to monitor the quality of the leads, especially if the selling cycle has long lead times. Readership studies offer comparative ratings between your ads and others in “like” categories. If every ad size and category were perfectly comparable, this would be a foolproof measurement.
The fact is, there is no perfect means of measuring advertising ROI. As your marketing partner, however, you can count on us to develop highly effective ads, and to provide you with continual insight into how your advertising investment is performing.
