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Factors Affecting Advertising Campaign Planning
Marketing is an important part of almost every business. To pique your customers’ interests, your products or services, as well as the quality of service your provide them, must meet your customers’ needs and expectations. The process of marketing aims to identify, select, and develop a product; determine its value; select the right distribution channel to reach the customer; and develop and execute a promotional strategy. When it comes to posting an advertisement in newspapers or magazines, here are some of the factors that could affect your strategy.
Every ad campaign has a primary goal or objective, and every decision you make should revolve around it. While some believe that the objective of every marketing campaign is to increase sales of a product or service—and it partially is—the objective is much more than that. Each element of your strategy must have its own specific goals, which should guide your processes and methods in that area and work as a standard to measure your performance. An ad campaign should be evaluated based on the goals you’ve assigned to it, and not in terms of increasing sales alone.
Projected Annual Sales
When you prepare an advertising budget for your business you should consider the annual gross sales. This helps you know your actual allowance for advertising, so you don’t spend too little or too much. You can calculate your projected annual sales by multiplying the number of units sold last year by the price. This figure will vary year to year based on your performance and product markups, but it should give you an idea of how much you can expect to sell in the current fiscal year.
It’s true that competition can be a great motivator to perform your best, but it can also have a negative impact on your advertising if it is too high for you. Even if your ads are professional and have an effective message, they won’t have the desired effect if your competitor’s ads are running in the same space on the same day. Consider placement and timing when posting your advertisements in magazines and newspapers.
Reputation management is not an easy task, and if your business has had some bad reviews, it may take more than a quick improvement to boost your reputation. The fact is that until you repair your reputation, your ads won’t be as effective as you’d like. Having a credible reputation is key to ensuring your ad campaign is successful. Find ways to address customer complaints quickly and effectively and do your best to ensure you understand their expectations and, if possible, exceed them.
Long and Short-Term Goals
The goals you set for your ad campaign will affect the size of your budget. One of your goals might be to improve your brand image and it may take a long-term approach in adjusting your advertising. A short-term goal may be an immediate sales task, which would be treated differently.
Frequency of Purchase
It is widely believed that if a product has a high frequency of purchase, you need to spend more on your ad campaign. Although this is true in most cases, there are exceptions when the advertising goal of certain (infrequently bought) brands requires more spending due to something other than frequency of purchase.
New Product Introductions
Most people understand that launching and introducing a new product takes a lot of additional money to break into the market. The factors that affect this cost include the market size, competition degree, and desirable quality of the new brand image. Keep in mind that a new brand costs at least 150% as much as an established brand.
Spreading your ads out too wide will not be a wise use of your investment. Your customer base may change dramatically based on location, which is why you should take this into consideration before posting your ad. If you are selling toys for kids, it may not make sense to advertise in an area where there are mostly seniors. You may have better success appealing to communities with new families and newly married couples. There is not a “one size fits all” approach to geographic targeting, so consider the population density around your location.
Every calendar year is an opportunity to make the most of holidays and special events. Understanding how these seasons affect your advertising will help you gain a better return on investment (ROI). Christmas holidays are the best time of year to make the most of retail sales, and can be used as an opportunity to promote items that have been sitting in your warehouse. You should consider the season and tweak your ads to suit it.
Acts of God
It may seem strange but extreme weather and natural disasters can impact your ads that run on the same day. Floods, earthquakes, thunderstorms, tornado warnings, and anything that disrupts the daily flow of things can hurt your advertising results. Be sure to take these into consideration when creating your campaign.
How Macromark Can Help with Your Ad Campaign
There’s a lot of factors to consider when preparing to post your ad in magazines and newspapers. Print media offers a variety of options to suit your budget and goals, but if you need guidance to plan your campaign, our advertising agency for newspapers can help you.
At Macromark, we specialize in helping our clients create robust, effective, successful newspaper and print ad campaigns. Our variety of services can be customized to suit your business goals and we have packages that can work with a range of budgets. No matter the size of your organization, we can help you target your audience, retain customers, and build your reputation among your audience as a company they can trust. If you need help catching the eyes of your readers and establishing an effective advertising campaign, consider working with our print advertising agency.
Our services include direct mail marketing, list brokerage, data solutions, list fulfillment, list management, and media buying through newspapers. For more information about advertisement costs in newspapers and how we can help grow your business, contact us at 1-(845)-230-6300.