For all businesses advertising can represent a potentially huge investment and a potentially huge minefield. The costs for most advertising media – press, radio, TV, outdoor or on-line can be considerable with even local newspapers charging significant rates for their prime advertising space. However, advertising does have a major role to play in the marketing communication plans for many organisations where it is the most cost-effective way to reach their customers. In particular, for small businesses direct response advertising and advertising in Directories such as the Yellow Pages can generate significant business development opportunities
In developing your marketing communication plans, we believe there are 2 elements that you have to get right if your advertising is to deliver an effective return on investment:
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Within your budget, you must use the most effective media vehicle to target your organisation’s potential customers – you must then ‘buy’ this media efficiently.
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You have to get your message right and deliver it in a creative way to ensure your ad cuts through the advertising ‘noise’ that will face your customers.
Although we are not an advertising agency we have considerable experience of managing creative and media agencies to deliver successful advertising campaigns. We can provide the expertise to project manage your advertising activity – making sure that you get value for money and offering you a complete and integrated solution.
We provide a similar service concerning PR and Events. Our experience is that the potential value of PR is frequently under-estimated and that PR is underused as a result. Delivering good results from PR is not simple but with the right approach it can deliver a significant boost to your business – see our resources section on how to make PR work more effectively for you.
