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Posts in Print Advertising

15
Mar
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When several big city newspapers announced they would cease daily publication in favor of a three-day a week model it seemed the nail had finally been put in the print advertising coffin. Newspapers and magazines, formerly highly profitable advertising mediums, were losing share as an avenue worth investing marketing dollars. However the reports of print advertising’s death are slightly exaggerated.  Digital’s lower cost and wider reach may seem to have affected print advertising, but there are still segments where it remains viable and influential. This is primarily true in the local markets.  A Pew report found that 72% of Americans …

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06
Apr
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Few of us would actually throw money in the trashcan or down the toilet, but as marketers we do it all the time without realizing it when we have mistakes in our ads.   Marketing requires trial and error, lots of testing. But there are a few simple things we can do to make those failures less common and, in many cases, less costly. This week we’re focusing on print advertising, but many of these can apply to other mediums. Here are a some of the more common ad mistakes advertisers make in their print ad campaigns: Not proofing before printing – This seems …

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23
Mar
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In an industry as competitive as marketing and advertising, agencies must continue to find way to get the job done for our clients. That job is not easy particularly when most Americans are exposed to 5,000 marketing messages on average each day and your job as a marketer is to figure out how to get noticed among those 5,000.  It seems even more daunting if you are marketing online where adults say they ignore 82% of the ads they see on their computers, tablets, and smartphone screens. What is a marketer to do? That is one reason marketers must continue to be …

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13
Jan
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Added value is that awesome, many times free, media that you have the opportunity to receive with your media buy.  Media vendors don’t always reveal these opportunities, but many of them are available if you are willing to ask and sometimes haggle a little. A good media buyer will enhance your media budget by providing added value to your campaign. But if you’re doing placing on your own, here are some inexpensive added value options to ask for: 1. Sponsorships You’ll see this in radio and TV buys. These are the 5 to 10 second mentions right before or after the weather …

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16
Dec
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Most of us know Black Friday is the biggest shopping day of the year, but can you guess what the second busiest shopping day is? If you guessed Super Saturday, the Saturday before Christmas, you are correct. Super Saturday has become a win-win for shoppers and retailers alike. Reportedly one-third of all holiday shopping occurs during the week before Christmas. And why not? Shoppers often get deep discounts and retailers get heavy foot traffic, the opportunity to get rid of holiday merchandise, and lots of sales. Work this frenzy to your advantage! The natural thought would be malls and shopping …

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09
Jul
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From digital video to social media to programmatic buying, advertising and media buys have clearly come to rely on digital. Over the years digital has proven to be a less expensive way to reach audiences. It provides us with considerably more accurate analytics and metrics, and turnaround time is faster. In many areas, digital has or is expected to eventually surpass traditional media, particularly print. There is, however, one area of print advertising that digital has not been able to eliminate: the preprint or newspaper circular. A recent Wall Street Journal article found that fewer than 1% of people who read …

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11
Jun
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As the keeper of the marketing budget, it can pay (and save) to consider creative, out-of-the-box strategies to stretch your ad dollars. A media barter is a solution media buying and planning agencies leverage to help their clients maximize their promotions. What Is a Media Barter? The barter system exchanges goods and services instead of money. Many of the top global businesses in the world utilize bartering in their dealings, including 65% of corporations listed on the New York Stock Exchange and nearly one-third of small businesses. Businesses typically refer to bartering as corporate trade. Firms like Active International and Icon International offer …

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07
May
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Do higher income consumers make purchase decisions differently than the average consumer? How do they find out about new products? How much research is involved in making the decision to make a purchase or hire a service provider? As marketers attempting to reach this audience with advertising these are among the important factors to consider when developing and implementing a media strategy.  Let’s take a look at some trends that can help a luxury marketer craft a more strategic media buy for their audience. TREND #1: Modern Luxury: The Experience vs. The Object When media buying for luxury brands a major factor …

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09
Apr
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One of the best parts about being the corporate blogger for Capitol Media Solutions is that it gives me a valid excuse for indulging in my love for reading blogs.  Reading blogs provides us the opportunity to stay current in this always changing media landscape and it allows us to experience some of the amazingly brilliant and creative work that other professionals in the industry are putting out there.  There are some great go-to industry blogs and magazines Ad Age, Ad Week, Mashable, NY Times, but we’d like to feature some lesser known marketing blog sites. Many of these are …

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22
Oct
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Have you begun your media planning yet for next year? If not, delaying could cost you premium advertising and more money. SRDS released a study earlier this year that found that advertisers are buying media more sporadically instead of in advance of the new year. While the “sporadic” approach can be effective in certain circumstances, media outlets prefer to have their slots filled so that they can secure the revenue that they need. It’s no secret that these companies are heavily reliant on advertiser dollars. Last year, for example, nearly two-thirds of U.S. news revenue came from advertising. As a result, media …

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