Once a decision has been made to advertise, the next step is deciding where to advertise. To answer that question, you have to dig deeply. You need a clear objective regarding what you want to accomplish through advertising. Your advertising objectives should be specific and realistic. For instance, advertising alone often does not create a sale, but advertising can create a shift in perception and create name and brand awareness.
You need an understanding of your target audience and where and how your message can best reach your target audience.
You need a clear message to place in front of your target audience. The advertising media you choose to use should carry your message effectively.
If you choose to advertise in a printed trade magazine, consider that it may each professionals only every other month.
Advertising through digital media, on the other hand, can reach professionals daily and weekly. Using digital media has other advantages, in that it can measure click-through data.
Keep in mind that this is the era of constant change. One platform will not necessarily dominate others. This is the new reality. The art is to reach the right people on the right platform. This requires a creative vision. Another thing to keep in mind is that no company will be able to master all media platforms.
When choosing where to advertise, do your research on the media. If a medium doesn't reach your target audience then, obviously, an advertisement in that medium wouldn't be very effective. If you think that you are reaching your target audience, are you sure that you are using the right platform to make your advertising effective?
The new creative platforms today are: digital marketing, social media, mobile and e-commerce vehicles.
Proctor & Gamble Co. is a visionary when it comes to advertising campaigns. Since it started advertising, Proctor & Gamble understood that the media were constantly changing and their advertising campaigns evolved with the ever-changing media platforms, from newspaper advertisements, to radio commercials, to television commercials, to online advertising, etc. Although many people are very familiar with their products, Proctor & Gamble spent approximately $9.7 billion on advertising in 2013. Consider that in 2014, P&G has recorded $83.1 billion in sales.
Getting your message in front of your target audience on the right media platform will make your advertising efforts more effective. Consider how P&G advertises their products. They don't advertise on only one venue and leave it at that; instead, they advertise on multiple platforms.
Paperitalo Publications offers multiple media in which a company can reach its target audience in the pulp and paper industry. Our content is position specific, which gives us a unique advantage in being able to reach target individuals in the industry.
Not only do we have the two highest-ranked websites in the industry, NipImpressions.com and GlobalPapermoney.com, we also have the only online radio program in the industry, Pulp and Paper Radio International, with a loyal following of dedicated listeners.
Paperitalo Publications further understands the importance of social media and has the largest presence in the industry on LinkedIn.
Where you advertise is an important factor to consider. It can make the difference between spinning the invoice printer and wasting your money.
Helen Roush is Vice President, Communication Sciences of Paperitalo Publications. She can be reached by email at helen.roush@taii.com.
For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
