advertising

ADVERTISING

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

Media Management

• circulation/audience analysis • CPM reach analysis • editorial fit analysis • environment analysis re ad size and position • planning reach and frequency • negotiating best “investment” • ad development with targeted, results-orientated creative • scheduling, placing, tracking

ADVERTISING

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.