Your publicity in the media are the means of communication that you use to send your marketing messages. Therefore, in addition to those who choose to reach your target you, you want to make sure that it the best possible results for the least time and money. In this article I will jump to the most commonly used commercial vehicles and answer types for small and medium enterprises, such as: Direct Mail Magazines and newspapers displaying ads to television and Internet-Radio Outdoor Media – billboards, transit signs press releases and public relations Yellow pages and more. . . Obviously, the trick is to get your message to match your market with a suitable vehicle. For example, it makes no sense to announce your retirement home, with a rapid pace, stronghold radio station on a Hip-Hop. . . no matter what the seller says! So before you buy, make sure that your target group created correctly identified prospects; messages that motivate them and chose the promotion. Here are some tips for choosing your advertising medium. 1st If your target audience is broad, it is best to choose to 2-3 primary advertising medium. . . those who can afford to dominate. Never, never rely solely on one form of communication with the public – it’s just too risky. Instead, choose the media that complement each other and make sure you listen to your prospects in many forms. 2nd Select methods, based on cost, position and reaction. . . Each campaign can be broken in cost per thousand, and if you direct mail (which you should) reference to your success in sales with a cost per use. Your cost is the cost of the design (also known as the Creation), production (printing or production of your display), and placement (radio, advertising, purchase list and shipping). In general, more focused environment, the greater the cost. In return you should expect a higher response rate, so the cost per response can be less than less expensive methods. Choose the advertising and promotional methods that are tailored to your audience. , companies that sell advertising, provide much useful information about their audience. In addition, look it’s a good idea to include other types of companies that continue to use different media. Next goal to ensure that the same audience as you. Bottom line: Avoid fumbled through tests before they are on major purchases. 3rd Make sure you know that your marketing budget total less what has already been spent or “promise”. This assumes you have already developed and that it is involved: the profit margins necessary industry standard cash opportunity costs of risk tolerance League Average Lifetime Value (CLV) – the value of a client on their time with the business with a company. In other words, CLV = income to obtain – costs and Keep4. Find out what your competitors are spending on media in the same markets. For example, if you choose an ad on the radio in the Chicago market, held twice daily at two stations for two weeks and a competitor, a similar ad is running on the same market, but in the course of one day 15 times in 15 runs stations for 15 weeks, then you would try to fool your money to compete waste. . . no one pays attention to you. This is another reason it is so important, the advertising agency for the purchase of this type of advertising is (also known for the television). 5th Even if your budget can dictate significantly in the medium of your choice, you must also be aware of and sensitive to your own sales cycle. For example, if you own a company of air conditioning that you understand that consumers do not buy a unit per year. Therefore, you have your communication be consistently and continuously, so you “on top” when they are ready to buy. You also need to develop other means of communication, have especially in the heat of summer, for people who intend a burning sensation “(no pun) desire to buy. Also, if you are a jeweler you might want to jump on your advertising Mother’s Day, Christmas and Valentine’s Day and do little or nothing in August. beef sixth monitor and measure your results … advertising is a complex science. Therefore, the best way to be sure that something is or is not working to to measure using predetermined indicators. Review of the effectiveness of your advertising from the beginning by detailed records of what you were doing when, for whom, for how long and what happened. Certainly, the results of some ads difficult to judge. However, if you not measure and save your results you can waste money and miss an opportunity to make your decisions much easier next time. The key to assessing the cost per thousand, cost per response and reaction points. N ‘Remember also that the advertising is a part of your business plan in order to be profitable is the goal. If your advertising does not produce an additional gross profits (more than the costs directly associated with the average) you need to know why. 7th understand and respect the law … Before Your promotional methods, make sure to choose, you are familiar with all local, county, state and federal laws on data protection, consumer protection, privacy and customer opt-out schemes. This is particularly important if you are in the maintenance and use of Mailing Lists (e-mail and other), personal data of customers, telemarketing, direct mail, are involved in fax-marketing and e-mailing. Hopefully, these tips will be useful. Sunflower Marketing!