Choosing Advertising Mediums, cost vs effectiveness (Television and the web)
If money were no object, it would be easy to decide which advertising medium to go with. All of them! Unfortunately, the reality is that even with a hefty advertising budget, it is a challenge to create memorable advertising. If we just looked at just the numbers we would find that newspapers are generally the cheapest way to reach a mass audience. However, newspapers often carry too many ads that the consumers can easily get lost in their visual clutter. Direct mail has also been known to have the highest impact of any medium to consumers because there message can reach each recipient in a personalized way and at a moment they have chosen to consider your message but the cost of reaching out to an individual through direct mail can be even greater than television, making it the most expensive advertising medium per person reached.
But on the other hand “over the last five years all media effectiveness has dropped by 10.3% for online media on average, and 22.5% for offline media ( excluding television ), because television has only slipped 1.5%”.
“Kim T. Gordon, author, marketing coach and media spokesperson offers three general rules to follow when trying to select a media vehicle for advertising in an article entitled “Selecting the Best Media for Your Ad.”
Rule number 1: eliminate waste. The key to selecting the right media source is to choose the source “that reaches the largest percentage of your particular target audience with the least amount of waste.” Paying to reach a larger number of people may not serve well if the audience reached has only a small percentage of likely customers of your product. It may be preferable to advertise in a paper or magazine with a smaller distribution if the readers of that paper or magazine are more likely to be in the market for your product or service.
Rule number 2: follow your customer. Here again, the objective is to go to the sources used most by your target market, especially a source that that audience looks to for information about your type of product or service. Gordon explains that advertising “in search corridors–such as the Yellow Pages and other directories–is often a cost-efficient solutions. They’re the media customers turn to when they’ve made a decision to buy something.”
Rule number 3: buy enough frequency. We are constantly bombarded with advertisements and images and in order to penetrate the consciousness it is important to be seen with some frequency. Gordon emphasizes that it is “essential to advertise consistently over a protracted period of time to achieve enough frequency to drive your message home.”
In order to keep up with Kim T. Gordon theory of marketing as in eliminating waste, following the customer, and having enough frequency, a company must look towards the future for answers, and at present time technology seems to have those answers because technology is transforming the way we do advertizing by having the ability to transform all forms of marketing and social media, in so that the brands of the past that we all have known and come love like “Nike” are continually trying to change their personal image on both television as well as on the web in order to get us as the consumers to self identify with their products in order for the companies to have a better possible return on their ad spend vs marketing investment.
I dont think that either television or the web can be effective enough by themselves without the other’s identity, kind of like a symbiotic relationship, that without one the other would just fade away, its just in the numbers.
In the biblical since Adam may have came before Eve as did the television before the internet but just like Adam and Eve you still can not just have one and be able to populate the world with the information that the advertising agency’s would like to, I believe that in this case it would take more than just one outlet to get a clear picture sent out to the masses.