The most effective means of advertising will often depend on your company's industry, your business objectives and your financial situation. Online companies, for example, may benefit more from Internet advertising, as people can go directly to their websites. Contrarily, a television ad campaign will not be very effective if you do not have the necessary advertising dollars. There are advantages to using all types of advertising. Learn to recognize what advertising works best for you.
Classified can be your most effective means of advertising as far as reach. For example, you may have $10,000 per month to spend on print advertising. You can either spend $10,000 on two large display ads in different magazines, or place classified ads in 100 different magazines. Advertising in 100 magazines will better help you reach more people, even on a national or international basis. Classified ads are also highly cost effective. You can potentially receive lots of leads from a smaller ad that costs much less than a larger display ad, for example. The key with classified advertising is to select the publications that best reaches the consumers in which you are targeting.
Direct mail is a highly targeted type of advertising, according to the United States Postal Service. Companies that use direct mail purchase mailing lists of consumers who typically buy their types of products. For example, you may own a mail order book publishing business. Consequently, you may purchase a mailing list of book buyers from a mailing list vendor. The mailing list may include consumers who have purchased books in the past 90 days. Therefore, you may likely receive orders from people on the list because it targets active book buyers.
Yellow pages can be highly effective if you are marketing to a local audience. For example, movie theaters, beauty salons, jewelers, hardware stores and florists advertise in the local yellow pages. Yellow page ads are available 24 hours per day, seven days per week. You can easily get noticed in the yellow pages by using a larger display advertisement than your competitors. Adding color and pictures can also help draw more attention to your ad. Place your yellow pages ad in as many categories as possible. For example, advertise your beauty salon under both "Beauty Salons" and "Hair Care," if both categories exist. Also, place ads in the online yellow pages, too, because some people will use the Internet to look you up.
Email marketing can be very cost effective. It does not cost any money to send out emails. You will only be paying for the email lists themselves. For example, you may buy a list of people interested in owning their own businesses. You will need email software so you can send all of your emails out at once. Sending tens or hundreds of thousands of emails out simultaneously can be a highly effective way of marketing your products. You only need a small fraction of those people in order to earn a significant profit.