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Paperitalo Publications
Talo Analytic International, Inc.
5 Sept 2014
IN THIS ISSUE
Where do you advertise?
Older Issues
More marketing resources
This objective of this newsletter is to clarify and debunk the world of electronic advertising.  If this does not interest you or is not in your line of work, please kindly unsubscribe below.  We certainly don't want to clutter your inbox with irrelevant material.
 

Where do you advertise? 

 

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
 


Older issues....



More Paperitalo Resources on Marketing...          

Thoughts on Marketing, Episode 1
  The need for marketing, no matter your business.

Thoughts on Marketing, Episode 2
  One of the most effective marketing tools--if you have the patience.

Thoughts on Marketing, Episode 3
  The power of the QR Code and other techniques.


 
ABOUT PAPERITALO PUBLICATIONS

 "Paperitalo" (pop-er-ree-towel-o) is Finnish for "Paper House."  We produce and distribute, electronically only, many publications dealing with all matters in the pulp and paper industry worldwide.  You can see a list of these here.  Additionally, we broadcast live, and in podcast form, from  Pulp and Paper Radio International.

Our print publications are the highest ranked publications in the pulp and paper industry worldwide according to alexa.com.  We publish our and our major competitors' Alexa rankings each Monday here.

We currently experience around 20,000-plus clicks, or as we like to call them "touches", every day from around the world.  This means on average, every minute of every day, slightly more than 14 people choose to click on to one of our publications or podcasts.
Paperitalo Publications, a subsidiary of
Talo Analytic International, Inc.
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010

Vice President, Content Channels--Steve Roush

Sales Manager--Curt Gifford

Regional Sales--Art Burgess

Vice President, Communication Sciences--Helen Roush

CEO & Executive Editor--Jim Thompson

Vice President, Operations--Allison Gifford
Talo Analytic International, Inc.
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010