Advertising San Diego is your one stop source for advertising on TV, Radio, Mobile Billboards and for Video production.
Turn up the volume on your ad campaign by adding radio and television spots to the mix.
Many local businessesbelieve that TV Advertising and radio advertising is beyond their means. While national TV advertising is out of the local businesses price range, advertising on local television and radio stations can be surprisingly affordable. Armed with the right information, the small business owner may find that TV and Radio advertising can, in fact, deliver more customers than any other type of ad campaign. The key is to have a clear understanding of the market so the money spent on broadcast advertising isn't wasted.
Planning is especially essential for the Local Businesses approaching broadcast advertising for the first time. take the following steps before diving into broadcast advertising:
-Establish your target market by asking yourself who your customers are and , therefore, who you want to reach with your advertising. This may seem obvious, but many advertisers don't have any idea who they're selling to.
-Set a rough budget for broadcast advertising. Come up with an amount that won't strain your business, but will allow you to give broadcast advertising a good try. Running ads for at least three months is a good rule of thumb to kick off your advertising campaign.
ADVERTISING IN A DOWN ECONOMY
Smart move or fiscally irresponsible?The danger posed by a market slowdown is
more in how companies react to the situation
rather than actual changes in customer
behavior. Manufacturers run the risk of
creating the very attitudes that accelerate the
slowdown process. When a company stops
advertising, they stop stimulating the demand
for their products.
Studies have shown that during a downturn the level of total customer spending
will ordinarily only drop a few percentage
points. The apparent loss of spending
is more realistically explained by
shifts and changes in customer
demand, rather than as an end to
consumption. The smart advertiser
will adjust to these changes, or be left
behind.
The key to surviving is to keep
advertising.A company's most important asset is the "customer
franchise", or share of mind. All
Advertising in a down economy. Advertising is aimed at creating a strong
presence for the brand by cultivating a positive
and consistent image. Advertising efforts of
past and present will culminate in the
purchase of the brand. If this share of mind is
not maintained during a slowdown, current
and future sales will jeopardized. A study by
McGraw-Hill found companies that cut their
advertising during the early 70's recession, lost
momentum and reported slower sales growth
after the recession.
Opportunities are always there. During a market expansion, some
businesses have difficulty meeting growing
demand, which allows new competitors easy
entry into the market. Thus the
average business tends to lose
some market share even
when unit sales may be
satisfactory.
Why do enlightened marketers, during a
market pull-back, actually increase
their advertising? They have found that competitors are less willing or
able to defend against aggressive firms and they can also win enough
national or local market to actually push out marginal players. They have also learned that if the other guys cut back, there is less Clutter in the market so their advertising actually has greater impact on customers. While
customers may
not be able to buy the product right away, the
share of mind
has been
established.
Tune-in or be Tuned-out To create the most effective advertising,
the manufacturer should be aware of customer
concerns during a downturn. Customers will
be readjusting their buying patterns to fit
what they perceive to be their new
circumstances. They will review
their buying policies and
traditional brand loyalties. As
buyers begin to explore and
consider other alternatives, they
become increasingly responsive to advertising
and promotion. Advertising at this time will
not only hold onto current customers but also
attract new ones, if the right message is
presented. And therein lies a primary reason
that manufactures must stay tuned-in to their
market.
TOP 10 REASONS TO ADVERTISE
1. Advertising establishes contact: Consumers prefer to learn more about products and services through advertising. Advertising is a preferred method for introducing people to products and services and in converting wants into needs. Advertising cultivates new prospects. Advertising builds awareness: Before exposure to advertising only one in five buyers are aware of a company and/or its products. Six out of ten suppliers claim that maintaining or increasing awareness is a marketing objective. Buyers are always more aware of the most aggressively marketed products. A significant cant number of sales are lost because the consumer simply did not have enough knowledge of the product. As awareness increases, buyers are more likely to consider purchasing that specific product.
2. Advertising builds preference: Consumers believe that buying a familiar brand usually guarantees approval (81% according to Simmons Research) while buying unfamiliar brands is risky (82% according to Simmons research). Brand
preference is directly impacted by the advertising investment. Advertising is a proven means of raising a brand’s reputation and preference level.
3. Advertising educates and develops prospects. Consumers prefer to learn more about products through advertising. Advertising becomes the knowledgeable salesperson missing from many stores today. Advertising turns wants into needs.
Advertising helps educate and helps differentiate benefits from features.
4. Advertising reduces cost of sales. In a world with less knowledgeable salespersons, advertising reduces direct selling costs. Knowledgeable customers often know exactly what they want to buy reducing the time needed to sell them. It costs about one-fifth as much to retain and sell an existing customer as it does to sell a new one. Advertising is a tool for selling existing customers more and reducing costs of sales.
5. Advertising helps sell existing customers more products and services. One study found that nine out of ten buyers continue to look at the vendor’s ads after making the purchase. 88% of buyers cite top reasons for reading ads from vendors they have purchased from is to learn about new models and upgrades. Advertising reassures buyers that they have made a good decision. After purchase assessment is important to 43% of all buyers surveyed 92% of buyers continue to read ads for a product after a purchase is made increasing the odds that they will be happy with their purchase and buy from you again.
6.Advertising helps close the sale. Advertising builds traffic, provides incentives for acting now and links to web sites, coupons and toll free numbers which all directly can close the sale. Point of sale ads, and as seen in ad signage are
used as sales tools by advertisers to speed the closing process. Advertising keeps them sold. Advertising reinforces good decisions, creates the best prospects for future sales. It costs less to keep a customer than to find a new one and
increases the usage or products you have already bought.
7. Advertising is an effective sales tool. Seven out of ten salespeople surveyed said that they use ad reprints as a
selling tool.
8. Advertising saves time for both you and your customers. Customers believe advertising saves them time and money in comparison shopping and therefore the customer who has been exposed to advertising is closer to making an informed decision saving you time and money as well.
9. Advertising keeps you top of mind. For most product categories, fewer than 4% buy a particular general merchandise product in a given week. About half of this 4% buy an item within a week of deciding to make the purchase. The purchase is typically unplanned. Once the decision to buy is made, the consumer relies heavily on advertising to help them decide where to buy.
10.Advertising works! Millions of manufacturers, retailers, service businesses, and individuals advertise every day. Over and over again. Because it works.
