Advertising: Don't Put All Your Eggs in One Basket!

You don't have to be a CEO or top company executive to understand that in order for your message to be effective, it must be heard and understood. The concept of "noise" in marketing is any distraction that interferes with communications or in the customer hearing and receiving the message. For instance, A manufacturer's television commercial might be interrupted by a crying child, a ringing telephone or technical difficulties. This interrupted the viewer from receiving the message and is considered marketing "noise." When advertising a product, a company must take care that it does not get lost in all that noise.

To insure a company's advertising message is heard, they should be accessing many different messaging channels and not "putting all their eggs in one basket." The more avenues a person hears a message from, the more likely they are to remember it. You have heard that seeing is believing. Well, seeing and hearing the message multiple times might mean remembering your company's message.

Your company's "basket" can include advertising by radio, television, billboard, yellow pages, magazines, direct mail, internet ads, and the newest trend in advertising for business, social media. Several avenues are available to pursue advertising with social media networking sites including Facebook, LinkedIn and Twitter.

Do not count out social media networking as a "fad" that will soon pass. Social media is helping people make business connections all over the world that they would never have heard of without the avenue of social media.

Keeping your advertising distribution methods invested through several different avenues gives your message the best chance of being heard multiple times. The "law of 3" often applies in advertising. Once a customer repetitively hears about or sees your product at least three times, he will begin to remember it and develop a mental picture of the product. The more the customer sees your product, the sooner it will find its way onto the customer's shopping list.

Reference:

Perreault, W. D., Jr, Cannon, J. P., & McCarthy, E. J. (2009). Basic marketing: a marketing strategy planning approach. New York, NY: McGraw-Hill Irwin.

Navigating Advertising Avenues: http://www.motivatedentrepreneur.com