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Posts tagged Media Planning

12
Apr
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Here’s a challenge, describe your brand in seven words or less.  Can you do it?  How about this, if you could choose one image to describe your brand what would it be?  In seven seconds could you describe your brand in such a way that we not only understand, but remember it?  These are pretty tough challenges, but it’s what outdoor advertising creatives and copywriters are tasked with every day.  The conventional industry wisdom and generally regarded best practice for effective billboards and wallscapes is that it should contain no more than seven words.  It gets even more daunting when …

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18
Jan
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What Your Campaign May Be Missing

posted on January 18, 2017 / IN Media Buying / Media Planning / Media Strategy / 0 Comments

You’ve identified your target audience.  Your message has been worked, reworked, and worked again.  The creative is perfect.  You know exactly what media channels are effectively communicating your brand and which ones are intercepting your consumer at the point of decision.  The campaign has been launched.  Now what?  Did it work?  Are you positive?  Many campaigns are not properly tracked thus underestimating, or worse overestimating, your campaign’s effectiveness.   If a football team manages to defeat every team on their schedule, but no one is watching does it really matter? Measurement is important in determining what plays worked best under what …

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21
Dec
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Impact of Impulse: Point-of-Purchase Strategy Tips

posted on December 21, 2016 / IN Uncategorized / 0 Comments

When was the last time you went to a store for one or two things and left with a cart of completely unplanned purchases?  You are not lacking self-control and you are certainly not alone.  A lot of planning by store owners and advertisers happens to elicit that reaction.  Additionally, research has found that nearly 40% of consumer spending is impulse buying and that an overwhelming 90% of us make an occasional impulse buy.  This is great for advertisers, particularly if your product is brand new, not well-known, a luxury item or not a necessity item.  Implement some point-of-purchase, or …

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07
Dec
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Social Media Is Like A Holiday Party

posted on December 7, 2016 / IN Uncategorized / 0 Comments

Social media and holiday parties have quite a few things in common.  Both provide opportunities to connect with prospects or company outside the traditional setting.  Both are great ways to build relationships.  And both can make for some memorable (and embarrassing) situations if not handled with care (or with a little too much spiked egg nog).  Use these party tips as a guide for your next social media ad campaign. Facebook is like the holiday party with friends. These are people you know and that “like” you. Feel free to be more loose and informal here.  Show customers another side …

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26
Oct
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Beware of Scary SEO Killers Hiding In Your Website

posted on October 26, 2016 / IN Uncategorized / 0 Comments

Be afraid.  Be very afraid.  Sure things may look normal, but lurking inside your website may be SEO killers destroying your search ranking and SEO efforts.  One of the difficult things about battling the Google monster is that it is huge and constantly changing its algorithm.  Google makes 500-600 minor changes to their algorithm throughout the year, but only about 1 or 2 major ones per year.  The issues that negatively impact website search engine results tend to fall into one of five categories: content (ie: text from your website or blogs, choice of images, social media frequency), deception (hiding …

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14
Sep
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Outdoor Advertising and Social Media, the two seem an unlikely pair; but together they can make for a powerful advertising force.  A study by CBS Outdoor International of six European countries found consumers are more likely to buy something online, “Like” a brand on Facebook or download an app after seeing an outdoor ad vs. TV, radio, or print.  This is certainly a result of mobile device penetration and popularity.  Outdoor has always been the medium to catch people on the go, and now so is mobile.  Social media use primarily occurs on mobile devices so campaigns that can integrate …

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24
Aug
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Media Buying Lessons from the 2012 Election Campaign

posted on August 24, 2016 / IN Uncategorized / 0 Comments

As the 2012 presidential election came roaring to an end, we closed the door on a record-breaking year of ad spends. Experts say more than $3 billion were spent, more than ever before in history.  So where did the money go?  Was it effective?  Either way, elections bring us a good case study in political media buying best practices.  Here are some lessons from the campaign trail: Cross-promote - Both candidates utilized campaigns incorporating multiple traditional and digital channels. This way you catch those not on Facebook on TV, or those not watching TV via radio.           …

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17
Aug
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Mall Advertising: Buy Early and Secure your Spot

posted on August 17, 2016 / IN Uncategorized / 0 Comments

Your local mall is a one-stop shopping, dining and hot pretzel extravaganza.  It is also a fantastic opportunity for lots of affordable, effective advertising opportunities in a place where consumers are already looking to buy.  Out-of-home is traditionally the least expensive traditional media option and offers the benefit of uninterrupted advertising.  Malls of every size exist in most markets, more than 49,000 across the US.  If you are considering mall advertising during the holidays, buy early because they tend to sell out due to high demand.  Here are some mall advertising options to consider: Food Court: Tabletops are more than …

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27
Jul
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Good News about Bad Ad Placements

posted on July 27, 2016 / IN Media Buying / Media Planning / Media Strategy / 0 Comments

The unthinkable has happened.  Your ad for a children’s toy somehow ended up on an adult website.  Or they ran last year’s ad with the wrong dates and prices.  Maybe your print ad is pixilated so bad it’s barely readable.  Unfortunately, in the world of advertising, this happens occasionally. The good news is there is recourse.  Networks, publications, and websites rarely give advertisers refunds.  Instead they offer a make-good.  Make-goods are free adjustments or credits given for ad errors, ratings or impression shortfalls.  These replacements are at least equal to the original ad buy and usually issued by re-running the …

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20
Jul
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We’ve finally reached the end of the campaign.  The rates have been negotiated with stations and sales reps.  Ad inventory has been purchased.  The spots have aired or been published.  It seems like the end, but your media buyer has one last very important task to complete before closing out this campaign: the post-buy analysis. At the end of the campaign it is the job of your media buyer to ensure that not only all of your advertising ran as requested, but to ensure that you got the coverage that you paid for.  We do this in the post-buy analysis report. …

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