Top Tips for selecting advertising

When you’re buying media, it is not just about negotiating the price.  First you need to select the appropriate media for your needs.  A bargain isn’t a bargain unless it brings in results.

So, what steps should you follow?

Firstly, you need to decide what you want to achieve:

  • What is your marketing strategy?
  • What are your objectives?
  • Who is your target audience?
  • What will prompt them to contact you/buy

Then you need to research the available media.  Try not to make assumptions or to be constrained by what you have done in the past.  Look for new alternatives, or different ways of using the same media.  While you are doing the research, you need to evaluate the possible media outlets and make comparisons, looking at:

  • Target audience
  • Circulation
  • Frequency
  • Audience profile
  • Other advertisers
  • Past experience
  • Other stats

When you are looking at the alternatives,  then you should consider what types of advertising are available:

  • Printed media
    • Display
    • Classified
    • Supplements
    • Inserts
    • Wraps
  • Broadcast
    • TV
      • Satellite/cable
      • National
      • Regional
    • Radio
      • National
      • Regional

Once you have decided on the type of media, you will need to consider what options there are:

  • Printed media
    • Position
    • Size
    • Orientation
  • Broadcast
    • Time of day 
    • Type of programme
    • Frequency
    • Length of ad

Now, you are finally ready to call the media outlet to negotiate the price, which will be covered in a later article.  Then you need to design the advert (remember less is more) and finally, as with anything, monitor & evaluate.