Posts Tagged ‘advertising dollars’
You’ve spent the money, you’ve generated traffic (or sales) and now you want to know what worked and what didn’t in terms of your advertising dollars. So now what?
In general, we advise clients to use traffic reports as a guide — not gospel — when evaluating media plans, as not all media is created equal.
For instance, magazine advertising is generally used for image building and branding. If you didn’t get a large response of people reporting that they saw your ad in one of the various magazine pubs you used, don’t be surprised.
Newspaper advertising is highly ranked, because people tend to report the reason for their visit (or sale) based on the last thing they saw or what they had seen most often. Since newspaper advertising is run frequently, people remember the ads more often.
Also, people may have seen or heard your television ad, radio spot or saw your banner ad, but if it wasn’t the last thing they remember it most likely will not register as the impetus for their action. This also explains why signage is most often sited as a traffic generator. Typically, advertising signage is the last thing a respondent sees before taking action.
Another consideration is that repeat customers may claim the reason for their purchase or visit is because they are already clients. Keep in mind that your radio ad, television ad, web banner, email, signage, school flyer’s, etc. may have prompted their most recent action.
Advertising works best when it is part of a wide media mix, enabling you to reach as many people as possible in as many ways as possible. This is why your entire advertising budget should never be allocated to a single medium. (And yes, that includes the web.)