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Anyone who has worked in advertising will tell you that one of the key principles of advertising is making use of all the strategies available to you to extend your reach. In this age of digital technology and the internet, there are many people who believe that online advertising as a sole advertising strategy is sufficient for a business. While it is true that the reach of online advertising has grown to immense proportions in the last few decades, the fact remains that people are visual as well as tactile, meaning that they respond to what they see and also what they feel. Banner printing and booklet printing put actual paper or vinyl in peoples’ hands or before their eyes, and the effect that they achieve is something that online advertising cannot. Evaluating Advertising Mediums Of course, your advertising direction is dependent on your particular business. Some advertising mediums are more effective than others for each specific business, and this is very much governed by the characteristics of an individual business. You will need to evaluate the strengths and weaknesses of each advertising medium available to you before you make a decision as to how far you should make use of a particular medium. Some things to consider are where the core of your business lies, reach, targeting and cost. Business Core The suitability of a particular type of advertising is influenced to a large extent by the core of your business. If, for example, your business revolves mainly around a retail store in a particular area, then online advertising might not be the most effective advertising strategy. Since most of your customers are concentrated in a particular area, then print media is an excellent advertising choice because it can be more easily distributed within a localized area. Reach & Targeting Reach describes the number of people your advertising efforts are able to influence. That is, after all, exactly what advertising seeks to do – influence people. Taking the above example, the advertising medium with the greatest potential to influence people for a local retail store would be print media. For a business that has a purely online presence, however, then online advertising might offer the greatest reach. This is related to the concept of targeting. Even if a particular advertising medium has the potential to reach a large number of people, are these the right people? There is really no point reaching out to people who would not even consider patronizing your business. This is where careful study of your target audience is crucial. Cost Cost concerns are better described as cost-efficiency concerns. Cost itself is something that you have to determine when you set your advertising budget, but whether a particular advertising strategy is cost-effective is an entirely different consideration. You need to take many factors into account. For example, weighing an advertising medium that reaches a great many people but has a low rate of converting them into customers versus one that reaches a smaller number of people but has a high rate of converting them into customers. Print Media Is Here To Stay No matter what sort of business you are engaged in, you will most probably want to make use of print media in one way or another. Banners printing and booklets printing are among the best ways to make use of print media advertising, and can do wonders for the level of exposure of your business. When it comes to print media like banners printing and booklets printing , there is no company that does it better or more efficiently than Influence Graphics!
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