CHOOSING WHERE TO ADVERTISE

Deciding where to advertise

Choosing the right media to carry your message is probably the most important advertising decision you make. There are so many advertising media out there that it can be daunting to figure out where to advertise. A good rule is to not accept the first ‘good deal’ that comes your way. Before investing in any ad space, get to know each media type and what is best for your product or business. Every media has different strengths. Finding the right fit to achieve the best return on your ad spend is worth it. This section summarises the advantages and effectiveness of the different traditional media types.

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Television


Advantages

  • Impactful, with high attention and intrusion value

  • Enables targeting (audience segmentation) through selection of channels and slots between specific programmes

  • High frequency and exposure

  • High reach with massive coverage

  • High credibility

Best Used For

  • Generating interest, awareness and excitement for:

    • New products/services

    • New product line/product relaunch

    • Events and promotions

  • Building brand equity


Radio


Advantages

  • High geographic and demographic reach

  • Enables targeting (audience segmentation) through selection of channels and programmes

  • High frequency with repetitive messages

  • Inexpensive compared to other traditional broadcast media

  • Flexible deadlines

  • Mobile

Best Used For

  • Generating interest, awareness, excitement for:

    • New products/services

    • New product line/product relaunch

    • Events and promotions

  • Brand recall

  • Participatory content to:

    • Eliciting immediate responses

    • Encourage brand engagement


Cinema


Advantages

  • Captive audience

  • Mass reach

  • Frequent exposure

  • High impact through large screen

  • High repetitive value to different viewers

Best Used For

  • Generating interest, awareness and excitement for:

    • New products/services

    • New product line/product relaunch

    • Events and promotions

  • Building brand equity


Newspaper


Advantages

  • Large circulation

  • Short lead time enables high degree of flexibility

  • The 'coffee table' effect – ad can be referred back to several times

  • High reach

  • Enables targeting (audience segmentation) through profiling readership

  • Valuable and trusted source of information and advertising

Best Used For

  • Generating interest and awareness for:

    • New products/services

    • New product line/product relaunch

    • Events and promotions

    • Special announcements

  • Series of ad campaigns for brand building

  • Eliciting direct response through coupons, sales promotion inserts and special response features


Magazine


Advantages

  • Large circulation

  • High pass-on readership

  • The 'coffee table' effect – ad can be referred back to several times

  • Enables targeting (audience segmentation) through profiling readership

  • High quality reproduction of colour images depicts ads nicely and gives lasting impression

Best Used For

  • Generating interest and awareness for:

    • New products/services

    • New product line/product relaunch

    • Events and promotions

  • Eliciting direct response through coupons, sales promotion inserts and special response features

  • Building brand equity


Out-of-Home


Advantages

  • High impact and visibility due to large size

  • Relatively cheap

  • Long ad cycle

  • High coverage of selected key geographic area(s) enables targeting (audience segmentation)

  • High repeated exposure

  • Broad reach

Best Used For

  • Generating interest and awareness for:

    • New products/services

    • New product line/product relaunch

    • Events

  • Brand recall


Remember: Ultimately, no one advertising channel will do it all. It is the effective use of a mix of channels that will best achieve your advertising objectives and bring your business to the next level.

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