Sales & Marketing Management

Determining the type of Ad to use

The type of Ad that you place depends on the audience you are trying to reach,
the message you are trying to convey, and the size of your advertising budget.
Each of these factors is equally important to the success of your Ad campaign.

If your company is strong financially, you might be able to afford to present
new products, improvements in products or changes in marketing strategy by
first establishing an image-building advertising campaign.

A smaller company needs to be particularly creative in its advertising. It needs
to get the most bangs for the buck and takes a more targeted approach to
advertising.

For example:

A new or improved product may be advertised heavily in newspapers and

other media without emphasis on price.

Rather, the Ads might focus on things like quality, performance,

durability, style, or convenience.

The point is to establish firmly the image of value in the mind of the

customer.

Then weeks or months later when the offering is advertised at a special

price customer will perceive that they will be getting a bargain.

Large, well-financed companies do this all of the time and it is a very

effective strategy.

However, an advertising campaign such as this can be very expensive and

certainly not practical for many small companies.

The type of Ad campaign may depend on whether it:

Is a new offering being introduced to the market?

Has a significant improvement been made to an existing offering?

Is there some singular competitive advantage that your company must

convey quickly to the market?

Do both the customers and competitors look forward to the Ad

campaign as a seasonal event?

Is your company embarking on a new pricing strategy?

Are the Ads only a series of weekly 'price and item' Ads?