And the great thing about magazines too is they have

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And the great thing about magazines too is they have a longer shelf life. People keep'em around longer. And the average readership for most magazines, I believe, is 2.5people per household. So that means if you see it, usually your husband or yourneighbor or somebody else is going to see it, especially if there's an article or editorialthat reaches your customer. If you find a magazine that targets your demographic, thatcould be money very well spent for you.Now the downsides of magazine is kind of the counter of the upside. Obviously it's outthere longer, so if something changes from the ad that you ran-- you know, the phonenumber, the address, something current about your product-- that's going to still be outthere even after your products change. So you want to run multiple issues, and ofcourse that can cost some money.Also you do want to usually run multiple issues to get the better rate. You can't just runone ad in one magazine and expect that to do the trick. Also, you can't change your adquickly. Obviously you've got to wait until the next issue. But magazines are still viable,and they're even going online with their ads, and they can do some value-added foryou.Outdoor-- let's talk about outdoor and billboards. Billboards-- as long as we have carsthat we're driving outside, we're going to have billboards, because they do reach a lot ofpeople in a short amount of time. And billboards are great for really branding yourcompany or your business or your event very quickly, very visibly. They're all over town,and there's some that are really high-traffic spots. If you're considering buying abillboard, make sure that your spot that you're targeting is reaching the type ofdemographic that you want to reach for your product or service.Obviously you can't do the big ones all the time. Those are the hardest to get. But if youcan get a good spot, that's great. One way you can do that nowadays-- they have digitalbillboards. And digital billboards basically split two or three or four slots betweenbusinesses. So you may not be the only ad shown, but you're only one of, say, four orfive shown, and it's very visible and usually in a high-traffic area.If you don't have quite as much money to spend or you want to get a message acrossseveral parts of your area, you can do posters. They're smaller. They're usually on sidestreets and roads, in neighborhoods and things like that. Make sure you know thoughwhere all your poster boards are when you buy a board, a campaign. Because if youhave to get out and drive 'em, do that.Nowadays they send us e-mails with pictures of our billboards and the addresses.That's great. But really drive it. Look at how it is in the day time and the night time,because unfortunately if that billboard doesn't have lights on it, people drive by and it'skind of an off street, it may not be seen at nighttime. Obviously the other part is, eventhough it's a great message place to show of your business, if you have to change

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Term
Spring
Professor
EBERLE,PETERMILL

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