Ways to Promote Your Product or Service

Your marketing budget deserves careful consideration, because it not only serves to create market impressions; it is expected to generate revenues. Understanding the kinds of impacts that can be expected from various print and electronic media will help to manage this element of business expense.

It is important to understand that each market segment may react differently to the way a promotional message is presented. An exciting, aggressive or even humorous message may be perceived as offensive or insensitive even though it may be grammatically and politically correct.

The Print and Graphic Arts Media

Business cards and stationery are effective, inexpensive and professional promotional tools but use of these items should be restricted to personal contacts. Rubber stamps or staples are for impersonal, routine tasks and should not be used in any way with this media. Advertising specialties such as pens, key rings and calendars acknowledge goodwill in the form of a small gift, but these convey more image than information.

Choosing Advertising Mediums

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.

So unless you have truckloads of money to spend, you should try one medium at a time. What works for one product or service may not work for the next. There are so many different variables that can affect the results of an advertising campaign—from ad copy to the weather. You will simply have to test the effectiveness of your message in each medium to find the best vehicle for promoting your product. Advertising is an art, not a science!

Relative impact of different advertising media

• Direct mail has the highest impact of any medium. Your message reaches each recipient in a personalized way and at a moment they have chosen to consider your message. The cost of reaching an individual through direct mail can be even greater than television, making it the most expensive advertising medium per person reached.