Monday, June 4, 2007

Offline Advertising - Part 1 - Picking The Best Publications In Which To Advertise

By Luis Galarza and Anna Phommatham, Offline Marketing And Advertising Strategies

Knowing Which Is The Best Offline Print Publication For Your Advertising Is A Marketing Research Step That You Don't Want To Miss!

The worlds most successful mail order marketers realize there are two distinct groups of offline publications in which to place advertising for maximum sales or leads results.

In the first group includes newspapers and magazines designed to fill the needs, wants and interests of the "general public". Theses "national" publications can be found on newsstands across the nation in almost any country and they are design to target a general audience.

The second group is what are called "trade" publications because these are design to target specific niches or small markets with a simillar interest or need. This consists of hundreds of mail order magazines, newspapers, adsheets, etc. Contrary to what some publishers of these "trades" claim, very few copies get into the hands of the general public. Over 90% of the readers are mail order dealers or those thinking of entering mail order.

While an advertisement placed in one of the general public newspapers or magazines may bring astronomical results, the identical ad may fall flat when inserted in a mail order trade publication... Likewise, and ad that has sensational pulling power in one of the trades, may get little or no response when it appears in national publications... As with any other profession, most mail order dealers are interested in what's happening in their own field, plus they also read national newspapers & magazines. However, the general public reads national publication, but about 99% have very little interest in the "internal" affairs of mail order. They couldn't care less. This is very important to remember when placing ANY

Readers of mail order publications are interested in two basics needs. First, how they can build-up their business and increase their income. Second, ways of saving money. Unless what you have to offer falls into either of these two categories, ads placed in any mail order trade
publications are simply a waste of money.

With so many hundreds and hundreds of mail order trade publications from which to choose, the logical question is, where will an ad get the best results? There is no 100% accurate answer? It is a matter of "testing" and tracking the results of each individual test.

Now let's take a brake, but don't forget to check back tomorrow for Part 2 of this offline marketing and advertising article, where we are going to talk about how to find the right publication for your adveritsement.

All the best,

Luis Galarza & Anna Phommatham, Business And Marketing Consultant
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