We don't cover advertising much in this blog and many PR people shy
away from it. But it is one channel that should always be considered
and never overlooked in your advertising planning.
True advertising in the mainstream media can be expensive, but it
remains a partcularly powerful way to quickly raise awareness while
keeping total control over how your information is presented.
Three ways to contain what can otherwise be an expensive undertaking
• Consider working with smaller start up advertising agencies to
develop your creative copy. "Newbie" companies can often be leaner and
hungrier than their larger counterparts and more eager to make a name.
They are more likely to go the extra mile for your limited budget.
Alternatively work with advertising students who may need to bulk out
their post graduation resumes. These "juniors" can often surprise and
delight with the freshness and energy with which they approach your
• Most of us want our ads on the front page or at least in the
earlier section of a print publication. But specialist sections - such
as a motoring supplement or the school pages - often attract "rusted on" and loyal
readers. Although they may not be as obvious as the early general
news (ENG) option, at the end of the day they might be prove more
effective in reaching the people you need to engage.
• The advertising world is replete with all kinds of special deals
such as distress space, last minute offers and discounts for multiple
placements. So before handing over your cheque ensure you inquire
about the current deals on offer.
Advertising is among the more costly communication options available to you but it can also be one of the most effective to create instant impact.