From the beginning of my career, I’ve been giving – and getting – advice on what kinds of ad campaigns work and why. What’s the point? Why spend the money?
Keeping your eye on your ad campaign’s goal (whether it’s ticket sales, awareness, branding, or all three) is vital. Only through this awareness can one effectively create an advertising campaign worthy of the dollars it commands.
This being said, there is another way to gauge success: after all is spent and done, will you have made a palpable difference? Will you “feel” your campaign? Will your target consumer “feel” it?
In other words, does it make an impact?
This is where I can make a case for mass media on a massive scale, in the sense that blasting a market or an entire metropolitan area with a message will get the job done. But that’s not the point.
Ad dollars are too precious to waste on carpet bombing a DMA. But the media you choose can create a sense of really “feeling” a campaign without an indiscriminate amount of cash.
Does digital, broadcast, print, or outdoor media get you to this point? Will your marketplace be touched enough times on their mobile devices to pull the trigger on your product? Will your call to action in that newspaper ad or 15 second radio spot make the difference?
After all, at the end of the day, if a tree falls in a forest, and no one is there to see or hear it, does it hit the ground?
I would love to continue the conversation with you. Shoot me an email or give me a call anytime 🙂
CEO | PMD Media