As a strategy, advertising is useful when you
don’t know your target audience by name or
company, yet, are part of a business niche with
related publications and supporting web sites.
Today, web, print and e-news advertising
opportunities abound. Many are quite
expensive. Jumping on a media promotion
offering cost savings, however, is not as cost-
effective as investing in an orchestrated media
plan embracing all viable channels.
Effective advertising offers a big promise that is
enduring and uniquely yours. This is why the
message must come first. Creative’s job is to
attract readership and deliver the message.
Disciplines of Advertising and
CPM reach analysis
editorial fit analysis
environment analysis re ad size
planning reach and frequency
negotiating best “investment”
ad development with targeted,
scheduling, placing, tracking