How to Choose the Right Media for Your Advertising

The media are the means by which a message is communicated - in this case your advertisement. It covers the news media (newspapers, magazines, TV, radio), but also includes non-news media such as poster sites and mailing lists.

Radio and television advertising require special techniques and equipment, and are not included in this survey of media available to the small business or local organization. Contact your local commercial radio or TV station for advice if you want to use them.

Apart from these, there are seven other main categories of advertising media. They are:

• national newspapers

• local newspapers

• specialist and trade publications

• outdoor advertising

• transport advertising

• local directories

• direct mail.

Take your time. Choosing the right media - and mix of media, because a combination of more than one is very often desirable - is vital if you are to get the most out of your advertising. Take your time over deciding which to use. Don't rush the decision, and don't allow yourself to be rushed by advertising sales people. It is their job to sell as much space as possible. It is yours to ensure that you take the right space in the right media, so in your own interests consider all the alternatives carefully.

Businesses often ask, should they use more than one medium or more than one ad? You could find that a combination of media, or of different types of ad, is what you need. It has been shown, for example, that if you want to get your name remembered, you need a whole series of ads to do it. One or two ads might make an immediate impact, but they will soon be forgotten. If you can't afford a lot of space on a regular basis but have quite a lot to say, therefore, you might consider taking two or three large ads a year. You can then explain your product in detail, and supplement them with smaller 'reminder' ads, either in the press or in the form of posters, to maintain public awareness.

Another way of avoiding the expense of a lot of large, costly, colourful ads is to place a series of small ads in the press inviting people to write in for more information; you can then send a brochure to those who respond. In that way, you will be spending most of your money on those who are genuinely interested.

There are specialist media buyers, but you may have to go some way to find one, as they are not very common - most media buyers are employed by advertising agencies. Unless you have very complex requirements, or are planning to spend thousands of pounds on advertising, it is probably not worth employing a media buyer. Although they can sometimes get you preferential rates, it is only feasible if you are putting a lot of business their way. For most small business people, it is one function they can very easily perform themselves.