Advertising Techniques: Classic Strategies That Work in the New Age of Media

In many ways, advertising has changed over the years. Technology, culture shifts and new mediums have all contributed to new advertising methods. However, advertising is still rooted in two principles: media research and media planning. These advertising strategies are the foundation to all other effective advertising techniques.

Advertising Techniques: Research

The first step is deciding whether you want to hire an agency, utilize Online media planning or handle everything manually. An agency can save you time, but will charge you various fees. Online planning will take some work on your part, but less than contacting all the media companies directly for planning and research. Whether you use an agency or not, it is useful to be familiar with advertising strategies. You can give an agency valuable insight to get a better ROI (return on investment), or you can put the strategies to use on your own to maximize the success of your campaign.

To reach your audience, you have to know which media they utilize. What radio stations do they listen to? What are their favorite television shows? Which Internet sites do they visit? Do they use a computer or mobile device? What billboards and other out of home advertising do they drive past? Which magazines and newspapers do they read? Getting the answers to these questions is a must, regardless of your advertising methods.

But the research does not end with media preferences. You also need to know pertinent demographic information about your audience. Are you marketing to men, women, or both? What age range, race and household income are you targeting? How about location? Are you looking to advertise in local markets or nationally?

Advertising Techniques: Planning

Once you have compiled the data on your targeted consumers, it is time to put your advertising campaign together. Budget is a key consideration. Effective advertising techniques are simply those that offer the best ROI. There are a number of metrics that help you determine how to invest your advertising spend. For example, magazines have CPM (cost to reach 1,000 people) and television has audience ratings. Completing the planning process involves using all the data to choose the best mix of media within your budget that targets your audience.

The more things change, the more they stay the same. This is particularly true in the advertising industry. For example, the Internet has become a major player in the world of advertising, offering an exciting new media channel along with a new set of metrics. But for this and other media channels lurking in the future, the classic advertising techniques—research and planning—are still the cornerstones to successful advertising.

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