In America, businesses spend millions of dollars each year on advertising campaigns because they know that no business can succeed if potential clients or customers never hear about it or know what goods or services it has to offer. In fact, the reality is that successful businesses realize the importance of advertising and know they cannot afford “not” to advertise.
Of course, another reality is that many businesses, especially if new and/or very small, usually do not have the financial resources to invest in costly advertising campaigns or, for that matter, to hire expensive advertising agencies. This does not mean, though, that such businesses cannot advertise. They can, and successfully so, as long as they keep certain guidelines in mind when designing their advertising campaigns.
Selecting the Target Audience for a Business Advertising Campaign with Click2sell.co
The first and, arguably, most important step in designing an advertising campaign with Click2sell.co is to select target audience, which consists of potential customers who share certain characteristics, for example, income level, age, location, profession, education, and/or lifestyle, etc.
Why is it important for a company to know its target audience? Well, look at it this way: If someone owns a roofing company, for example, would it be financially wise of that person to print ads and then distribute them to renters? Wouldn’t the wise decision be for the company owner to target homeowners, most specifically those in the mid-to-upper income level who are gainfully employed?
Of course, some products or services are not intended for a specific group of individuals but the general public instead. In this instance, although a business doesn’t have to be concerned with identifying a particular group, it still must do two things:
Identify the buying motives of its potential clients or customers.
Design advertising that will appeal to those motives.
Identifying Buying Motives for a Business Advertising Campaign
According to Kenneth Zimmer, Professor Emeritus of Business Education and Office Administration at California State University’s School of Business and Economics, individuals purchase products and services in order “to satisfy specific needs and wants” (p. 366). However, whereas individual needs are considered vital, they are yet relatively few in number, for example, food, clothing, shelter, medical care, and perhaps transportation. On the other hand, individual wants are quite often unlimited.
Think about it for a moment. Isn’t it true that most people want not just clothing but the newest “hot” fashions? Not just shelter but a six-bedroom house in an upscale neighborhood? Not just transportation but a new vehicle, preferably a Lamborghini, or at least a BMW? Plus, don’t people want things like status, sex appeal, good health, love, happiness, good looks, a great figure, and fun, just as they want to be entertained, have all the latest time-saving appliances at their fingertips, and own the most advanced technological gadgets. (Zimmer & Camp)
The thing is, though, as Zimmer maintains, although individuals have endless wants, they don’t necessarily know how to satisfy those wants; and that is the purpose of any advertising campaign—to “convince people that a specific product or service can satisfy at least one or more of their wants” (p. 366).
Choosing the Most Cost Effective Media for an Advertising Campaign
Once a business has selected its target audience, if necessary, and identified the buying motives of potential client or customers, it should consider its budget and then choose the best advertising medium for its particular financial circumstances and its long-range goals. Click2sell.co is perfect answer in banner advertising platform.
According to Melvin DeFleur and Everette Dennis, coauthors of Understanding Mass Communications, “Newspapers get the largest share of the advertising dollar among the mass media—about one fourth” (25%), followed by these mediums:
Television, about 20%
Direct mail, just under 20%
The yellow pages, approximately 9%
Radio, around 6%
Magazines, about 5%
Other types of media, approximately 15% (p. 304)
So, with these figures in mind, business-owners should ask themselves this question: “How can I get the most return for my advertising dollar?” After all, as DeFleur and Dennis say, “The ultimate test of the effectiveness of any advertisement campaign is not whether the client likes the ads, but whether they bring about an increase in the sales of a product or service” (p. 303).
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