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The pros and cons of different small business advertising mediums

charttwo30340387.JPGKnowing how and where to advertise is what marketing is all about.Getting the word out about your product or service is key to obtaining new customers and keeping your current customers coming back.As a small business owner, it can be very easy to deplete a significant amount of resources in advertisements that do not yield sales.Such expenditures are to be avoided at all costs.Understanding your customer and what advertising mediums they are most likely to respond to can not only make you money but it can save you money as well.Here is a list of the pros and cons of different small business advertising mediums so that you can evaluate for yourself which options may be best for your budget and your target market.

Newspaper pros and cons

  • Putting an ad in a newspaper is a fast way to get your advertisement seen.Newspapers are printed everyday giving you an opportunity to fine tune your advertising efforts with relatively little cost.
  • Newspapers can reach a large group of people on a local, regional, or even national level.
  • Newspaper ads are flat and generally unexciting; some newspaper readers may not even notice that your ad is there.
  • It can be hard to reach certain target markets with the newspaper.Generally only adults of a certain age are committed to reading the newspaper in a regular basis.
Radio pros and cons
  • Different radio stations can be used to advertise to specific target groups at specific times of the day.
  • Radio makes your customer listen to what you have to say, maybe even right before the customer has a chance to make a purchase.The only other option is to change the channel or turn off the radio.
  • Many people listening to the radio are preoccupied doing something else.They may hear your ad but not remember what was said a few seconds late, especially if your listener does not have a pen and paper handy.
  • With radio there is no visual component, something that some people need to commit a message or product to memory.

Television pros and cons

  • Advertising on TV allows the small business owner to use color, movement, sound and imagery to promote a product and also evoke an emotion.
  • More people watch TV than read the paper or listen to the radio.
  • Advertising on TV is perhaps the most expensive of advertising mediums and the supply of TV spots is limited.
  • More people watching their TV shows online or via digital video recorder can simply skip over your ad.

Magazine pros and cons

  • Magazines offer a wide variety of subject matter allowing you to find the magazine that is most likely to resonate best with your target audience.
  • Magazines are printed in high quality on glossy pages making the potential for your ad to look really impressive.Magazines are also generally kept and re-read or read by a number of different people when the magazine is one that is typically found in a waiting room or similar setup.
  • Magazines take a long time to produce so you will have to wait to have your ad seen.The cost can also be high making it even harder to wait to see a return on your investment.
  • With a magazine add you only get exposure to one potential customer at a time.In many cases your customer will only look at your ad once.Another month or two could go by before they take out and look at their magazine again.
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