Websites and Facebook get all the marketing attention these days, but there are many other advertising options available that may work better to drive sales or get your company or products known. Learn more about the characteristics that give each option natural advantages and limitations.

What are your media options?

Websites and Facebook get all the marketing attention these days, but there are many other advertising options available that may work better to drive sales or get your company or products known. Each media option has characteristics that give it natural advantages and also limitations on it’s effectiveness.

Newspaper Advertising

Newspaper advertising can be convenient because production changes can be made quickly, if necessary, and you can often insert a new advertisement on short notice. Newspaper advertising is sold by column x centimeters. The disadvantages of newspapers is they are short-lived (usually daily), the quality of paper is poor, and adverts can look very tiny and are easily missed.

Magazine Advertising

Magazine Advertising falls into two main categories: trade magazines and consumer magazines. Trade magazines are “business to business” publications usually related to a certain industry or business sector.. Consumer magazines are generally the kind you find at CNA.

Magazine advertisements are usually A4, Half page (vertical or horizontal, 1/4 page and 1/3 page in size). In South Africa, magazines are usually monthly. Advertising messages are more image-oriented and less price-oriented. The quality of the pictures and paper are superior to newsprint and colour advertisements are more common.

Radio Advertising

Radio Advertising is a relatively inexpensive way of reaching people, particularly if your business is regional. Voices or sound effects can be used to create moods or images that are impossible to create visually.

Stations are often looking for prizes they can give away to listeners. Radio is a personal advertising medium – the listener experiences a one-on-one communication. Radio is also a way to support your printed advertising, drawing attention to new products or competitions.

Unfortunately radio is a “synchronous” medium – if a person is not listening at the exact time of your advertisement, he cannot “replay” it later! Therefore it is critical to assess when your customers or prospects might be listening.

InterComm writes concise radio scripts that fits the right marketing information into your 30 second allocation.

Television Advertising

Television Advertising can be surprisingly inexpensive on certain local channels. Television reaches very large audiences. TV offers the greatest possibility for creative advertising. Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience. However, the popularity of DSTV in South Africa has meant that fast-forwarding over advertisement is possible for A/B income groups. A cost-effective method of television coverage is “product placement” or endorsement within a TV show

Let me assist you to identify suitable local printed publication, research magazine and newspaper demographics, and liaise with publishing houses for rates and editorial.

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