To help you get better results from your ad agency, it would be helpful to you to learn about a Media Mix. What is media?
In the advertising world, media could also be called the distributors of a communications message. Media could be network or cable television, newspapers, magazines, websites, billboards, direct mail, catalogs, brochures, or your blog, or any other type of material that contains your message.
Could a pro-golfer wearing your brand be a type of media? I say Yes!
Generally, a successful ad campaign will employ a variety of media to reach the audience. This is your media mix.
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Ginger,
ReplyDeleteI find that my clients are either dropping or minimizing the Yellow Pages. How does that match up with your recommended media mix?
Newt
Hi Newt: I think yellow pages is definitely a media to be considered as part of an advertiser's Media Mix, but it depends on the advertiser. As mentioned in Post #1, you need to define your audience/customer base and then decide if the yellow pages is the best place to put your ad dollars.
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