Recognize that your consumers of today are very different from those in the 70s. They are more educated, extremely well-informed, and shrewd to say the least. They know their options and can afford to choose the best products suited to their needs.
One can say that the marketers of today are a very privileged lot with so many more marketing channels to sell their wares. However, the onslaught of overwhelming number of new channels probably served to confuse rather than to help the marketers of today.
We are at the point of Channel Explosion! Every other day, you will read in the news of some innovative internet strategies taking off like wild fire. And the inventors are young web or IT enthusiasts.
We are entering into the next media evolution, with an explosive number of new consumer touch points and media avenues. Channels range from traditional mediums like TV commercials, radio, press advertisements, trade and magazine advertisements and varying forms of direct marketing collaterals. New age mediums include a wide spectrum such as the internet, instant messaging, instant chat, skype technology, just to name a few.
The Old mediums are Dead! Or, Are They?Traditional channel mediums will never die. They form your foundation and allow you to understand the basic functions of each medium, be it TV or radio advertisements, press ads or any other forms.
And some Old habits die hard. If it is your habit to read the morning papers in the subway on your way to work, you are more likely to continue doing that than peering through a tiny screen to read its online version. Also, of course, your morning papers are cheaper with many other usages to boot!
Ever heard of Satellite TV or for that matter, Internet TV? The google box or rather, the Television as a mass medium has been slowly and quietly evolving, in the advent of technology, with online broadband television. Operators commonly use a subscription-based video-on-demand (VOD) business model, a service which provides viewer immediate access to their favorite shows via digital streaming or downloading.
The Radio, a technology-centric medium has also evolved over time. From its analogue days, it has proudly evolved into its current digital form, leveraging on the massive opportunities in mobile over satellite, and tapping on the free and extensive coverage of the internet.
To be fair, the so-called Old mediums are evolving, as they enhance their mass coverage leveraging upon fast growing technology. So ? Hold that the death knell just yet!!
Advertising is a very important component of any commercial activity. A large number of people would know about you and your product or services provided by you by means of your advertising campaign. Advertising could be carried out using different media types. They include print media, TV or direct mail. Another very important medium for advertising is outdoor advertising. One of the advantages of outdoor advertising like is that the advertisement cannot be switched off like a TV advertisement or thrown away in case of direct mail. A bus passenger would be viewing the advertising as long as he or she is sitting in the bus to make the journey. Everyday a large number of people are travelling by bus. Therefore, bus advertising is a great means to reach a large part of the population at a very economic cost. For a successful bus advertisement, a few points need to be kept in mind: 1The advertisement should be brief. Bus along with its passengers would be always in motion. So, there will be only a limited type to display the advertisement. Therefore, the slogans and messages used in bus advertising should be pointed and brief. 2As explained, bus advertisements are brief. Therefore, to catch the attention of a passenger, these advertisements should be very eye catching and attractive using bright and bold colors. 3While advertising in bus, one should remember that all kinds of people travel in a bus. Therefore, the advertisement should not contain anything which could appear objectionable to any person. Another great medium for advertising could be taxi advertising. In a survey it has been found that 71% of adult people would notice an advertisement in a taxi. The total number of taxi trips made in a month comes to about 38.4 million on the average, and you can imagine the enormous reach of such kind of advertising on general public. Another advantage of taxi advertisement is that most of the taxi passengers are young people. It has been found that 61% of taxi passengers are people who are between 15 and 44 in age and 63% passengers belong to ABC1 category. A few other plus points of taxi advertisement are: 1Taxis travel on the average 126 miles per day in the city centre in populous cities like London. 2People in the age group of 15 to 34 remember an advertisement in a taxi 24 times more than other people. Bus advertising and Taxi advertising are indeed two methods which could be utilized to carry out a very economic advertisement campaign which would be very effective too.
Both Yoshiko Choy & Jessica Thomson are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Yoshiko Choy has sinced written about articles on various topics from Advertising Guide, Internet Marketing and Direct Marketing. Yoshiko Choy is an entrepreneur and a management consultant in business & marketing with 17 years of experience in Locals & MNCs as well as an avid online marketer. She holds an Executive MBA from the California State University. Read about busines. Yoshiko Choy's top article generates over 2900 views. to your Favourites.