Billboards and Magazines: Put Your Ad Where Your Market Is
In your marketing plan, you need to consider technical criteria such as the audience, the budget and the power of continuity before selecting any marketing tool. Design your advertisements based on a specific plan and schedule, and find the media with the most feedback. Your advertising media audience should be your target market.
Companies with big budgets can usually use billboards. In addition to the billboard's design and content, its location and installation are highly important. For example, to advertise cultural products or stationery, the best place to install a billboard is in the vicinity of universities and schools. The target market audience travels such places a great deal, so it will give a good return. You may install the same billboard in a place like an industrial park without any positive results, because your target market does not pass through such an area.
Printing media refers to newspapers and magazines, which include weekly, monthly and quarterly journals and similar sources. In the first step, examine the range of the audience and the extent to which that media will influence the audience.
Suppose you are going to advertise in a magazine that is accessible to managers. There are ten magazines that are sent to managers, and all of these publications claim to have a large market share and to be seen by all managers. You need to come to a definite conclusion about the size of the audience these publications may have and whether they impact their audience or not, and know whether this impact will be realized in the marketing plan, based on your prediction. After that, you can decide whether to work with that publication or not.