Use all the advertising media available! However, the reality is that even with a relatively comfortable budget, creating impressive and memorable advertisements is still a big challenge for businesses.
So, choose one medium at a time. Sometimes, an advertising medium that works well for one product or service may not produce the same results when used with another.
There are countless factors that can influence your advertising campaign from the content of a newspaper ad to the weather. So simply test the effectiveness of your message across each medium to choose the optimal one. Advertising is not a science, it is an art!
The impact of commonly used advertising media
Direct mail: Has the highest impact compared to other media. Because it is sent as a personal letter, the recipient will open and read your message immediately. However, this method can be a bit expensive because the cost is calculated on a separate letter for each person you want to send the message to. Television is also a way to promote to the audience who "reluctantly" receive your message. The truth is that viewers often change the channel as soon as they see the advertisement.
However, the cost of a TV commercial can be much higher than a radio commercial. Radio can make an impression and impact on the audience more easily than a print ad. The listener has to accept your message if they don’t want to switch to another station or turn off the radio. The cost may be similar to a print ad, but it is more meaningful.
Outdoor advertising: Outdoor and street advertising is very easy to catch people’s eyes. However, although it is easy to see, few people spend much time reading it. If you choose this form, your message must be very short and concise.
Magazines: Magazines are a bit more effective at grabbing the reader’s attention. Readers tend to read magazines more carefully than newspapers. Also, since there are fewer ads in magazines, the chances of readers coming across your ad are higher. However, advertising in magazines is more expensive than advertising in newspapers.
Newspapers: Newspaper advertising is probably the cheapest way to reach a wide audience. However, the sheer number of advertisements can be confusing to readers. Readers usually skim through a newspaper. If they do glance at an advertisement, they will only glance at the headline and ignore the text below.
Price promotion
This advertising method is used when you want to emphasize the special price of a product or service that your company offers, such as a special sale or discount.
Newspaper: In this case, newspaper advertising is the best medium. Newspaper readers often have the habit of skimming through newspapers to find the highlights. Some newspapers will publish periodic and rotating advertisements for each type of goods according to each issue or each certain day of the week.
For example, Wednesday is for food news, Saturday is for car news, and Sunday is for furniture. This type of posting will attract a certain number of readers, although you may have to compete with other companies or suppliers operating in the same industry. All you need to prepare is a "popular" headline and make sure that the price you want to offer is really special and preferential.
Radio: Is the second best choice for this type of advertising. The effectiveness will increase significantly if your business has already created some reputation in the market. Although the cost of advertising on radio is more expensive than in newspapers, providing information about the price of goods and services in audio form is more difficult if your company does not have a large number of customers before.
Television: This is a costly option. Don't use television unless you can combine a verbal message with an illustrative visual advertisement.
Direct mail: Not very effective either. If you don’t want to spend too much money on this form of advertising, you need to limit the number of customers who receive the letter. In case you have a short list of customers who are likely to respond enthusiastically to the company’s offer, sending direct mail is a reliable choice.
Magazines: For this type of advertising, magazines do not have an immediate impact on readers, especially when the discount or special price is only valid for a short time. Customers do not look for discount information in magazines and they are less responsive than similar ads published in newspapers.
Outdoor Advertising: Outdoor and street advertising should not be used as it will not be very effective for price advertising.
Promote corporate image
Corporate image promotion is applied in building a brand or promoting a product to a certain group of customers to persuade them to give priority attention to the company when they are looking to buy that type of product or service in the market.
Television: It is a great medium for this type of advertising. Its visual and audio impact will attract the attention of the audience. Of course, it is quite expensive.
Magazines: Although not as effective as television, magazine ads are a great way to get your company's image across to the public. Using colorful images is especially effective in magazine ads.
Outdoor and street advertising requires really powerful images to get the message across. This type of advertising is most effective with relatively simple images and messages.
It is also especially useful when you coordinate with advertising campaigns on other media to strengthen your business name and image in front of the public.
Radio: Not an effective way to spread the image because it does not have this ability.
Newspapers: Newspaper advertising is not always effective in spreading the image of the company. This medium is more suitable for price advertising. However, if you still want to choose this method, make sure that your advertisement must occupy as much space as possible in the newspaper.
Direct mail: Quite effective but also quite risky, because there is a high chance that it will be thrown into the useless junk mail pile. Some companies choose to send a lot of catalogs by direct mail to their customers and this method has proven to be quite successful. If your budget is limited, be creative. Design your ad to look like a party invitation, for example.
Business-to-business advertising
B2B is a form of business between businesses. Unlike B2C (business to Customers), B2B customers are companies.
Direct mail: The advantage of direct mail is that it helps us limit the advertising audience to the most potential customers. Know how to select to save money and be effective. You also need to pay attention to the geographical factors and business scale of the customers.
Check and track customer feedback each time you email them so you can eliminate potential leads.
Magazines: You can choose specialized magazines to place your ads. Choose magazines that are as specialized as possible to narrow down your target audience and save money. A large ad in a general-purpose magazine will not be as effective as a smaller ad in the “right” place.
Radio is a relatively good solution for customers who live far away. It is best to choose a radio station that specializes in business news or at least has the ability to attract a majority of business readers.
Yellow Pages can be a great option for service businesses, but for manufacturing businesses, the effectiveness of this medium is not highly appreciated.
Newspapers: B2B advertising in newspapers is considered to be ineffective unless it is a newspaper or at least on pages dedicated to business people.
TV: B2B TV advertising is only suitable for large businesses such as airlines. For small businesses, this medium is not recommended.
Outdoor and street advertising proved to be the least effective of the above media.
Direct response advertising
This type of advertising requires the recipient to respond in some way (such as filling out a response form). This form of advertising is used when a business needs feedback from potential customers. On the other hand, a business wants to introduce its products or services to new customers directly, without going through a distributor or retailer.
Direct mail: This is the medium you should prioritize. Although this method is a bit more expensive than other methods, it helps you limit the audience to those who are most likely to order. This is still much better than other methods that can attract the interest of many people but do not create their desire to buy.
TV: Of course it will have a big impact but it is quite expensive. Therefore, businesses often choose not so "hot" times in TV programs to broadcast their ads to save costs.
Magazines: If you are using magazines, choose magazines that are relevant to the industry you are in. For example, if you are selling furniture, advertising in “Nha Dep” magazine will be much more effective than “Nguoi Lao Dong” or “Nhan Dan”.
Radio: It's best to choose other mediums instead of radio. Very few people will bother to hand-copy a response card from an ad they heard on the radio and send it back to you.
Vietnambranding/ BusinessTown
