Managing Your Communications Assets
It is unfortunate for people who work 1949 Leaf baseball cards no win no fee accident advertising business, as I do, that we routinely meet people who regard the money they spend on advertising as an expense. It is also unfortunate for those people. For those who regard advertising as an expense, nothing is ever right. The ads aren't just what they should be. Ad placement costs too much. Results never quite meet expectations. And the people who work as professional communicators are often viewed as frauds. On the other hand, those who realize that advertising is an investment that can pay huge dividends among the favorites of the advertising community. Why? Because in a world Tragg Josie and the Pussycats the Sky Gods little is certain we work along with the client tweaking elements of a communications campaign until we see the level of results we want to attain. And there are a number of elements that need to be carefully managed.
The communication starts with the message. Are we clearly and concisely presenting the product or service in a manner that is clever and will make the reader or listener or viewer want to care? What about the environment into which we place that message? Did we just place an ad for Western boots on a radio station that plays classical music? Did our television ad for the local florist just get placed in the break between rounds of a boxing match? We need to be certain our ads are being placed in an environment where they have a chance to help. If we have a limited budget and we always have a limited budget, how many radio stations should we use? Should we place five ads per month on twelve different stations or 25 ads per month on three stations? Should we advertise every week during our season or only two weeks per month? Should we advertise at the beginning of the month or in the middle? Is the day of the week important? Will our ads placed on Friday be more effective than ones placed on Monday? I've seen ads run during programming after the sale being advertised has ended and I'm certain you've seen the same.
If someone isn't carefully monitoring the media invoices, the client will end up paying for this completely useless placement.The season in which we place our advertising is also very important. I've witnessed hardware stores advertising snow shovels in August because that is when the shovels begin arriving. Clearly the shop owner didn't consider that the consumer mind was more attuned to ice cream in the ninety-degree heat than to snow shovels.There are a number of considerations involved in advertising placement. As is true of other endeavors, those who handle placement constantly usually do a better job than those who do not. If you have a large portfolio of investments, you probably have retained the services of a professional investment counselor. You can manage the investments yourself, but it is wiser to seek the help of a professional who works in the field daily and better understands the marketplace. The same can be said of your advertising investments. If you wish them to yield the highest possible dividend, seek the assistance of an advertising professional.
Jim Gallant has worked on both the client and agency sides of the communications for Captain Midnight 30 years. He has written and produced television and radio commercials, brochures, billboards, and campaign speeches. Jim has worked for some of the biggest companies and brand names in the world, including General Electric, Corning, Fairchild, DuPont, and BMW. Jim is the founder of Gallant Communications, specializing in radio commercial production and placement. Visit href="30secondspot.net">30secondspot.net for an overview of Jim's radio advertising services
