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A GUIDING PRINCIPAL
A GREAT MAGAZINE IS ALWAYS IN THE PROCESS OF BECOMING PERFECT!
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AUDITED MEDIA IS SAFE UNAUDITED MEDIA ISN'T |
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Audited media means the publisher’s circulation is verified by a third-party organization, using objective audit procedures approved by media buyers. Audits can only be objective if the auditor has nothing to gain, or lose, by the results of the circulation audit.
An audited circulation statement provides verified data about:
circulation activity and quality (where the names came from, how old the names are, whether they are paid or non-paid subscriptions, whether they fit the intended audience for the media)
circulation breakdowns by job titles, industry type, geographic location
When a media supplier supplies its own data as evidence of its circulation, it’s hard to know if it’s either objective or accurate. A media owner has everything to gain, or lose, by the contents of their own circulation figures or sworn statements. Circulation reports, event attendance reports and any kind of ‘sworn statement’ can have no basis in fact, be out of date, inaccurate or missing the detail you should expect in order to make informed media buying decisions.
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To Increase Your Advertising Effectiveness Stop Selling ! |
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by Karon Thackston
How many times have you heard the old adage, "The customer doesn't want a drill, he wants a hole in his wall"? While I may disagree with parts of that phrase, one thing is for sure. If you want to increase your advertising effectiveness, you have to stop selling what YOU want the customer to buy and start solving his problems.
What exactly does that mean? For starters, it means finding out who your customers are and what challenges they face. It also means that your ad copy, your tag line, your Web site design, your brochure, your customer service plan and your support need to all work in concert to provide the solutions to those challenges.
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Forty Years Strong and Still Independent |
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Founded on May 21 1964 Kerrwil Publications Limited is one of Canada’s oldest privately held publishing companies. Since then we have been involved in numerous industries and disciplines. Whether it was plastics or an emerging electrical technology, Veterinarian medicine, or automation our team developed a solid in person, in print and on line strategy.
Developing ancillary brands
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Top Ten Reasons To Advertise |
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1.) Advertising establishes contact.
Consumers prefer to learn more about products and services through advertising. Advertising is a preferred method for introducing people to products and services and for converting wants into needs. Advertising cultivates new prospects. Advertising builds awareness. Before exposure to advertising only one in five buyers is aware of a company and/or its products. As awareness increases buyers are more likely to consider purchasing that specific product.
2.) Advertising builds preference.
Consumers believe that buying a familiar brand usually guarantees approval (81 percent according to Simmons Research) while buying unfamiliar brands is risky (82 percent according to Simmons). Brand preference is directly impacted by the advertising investment. Advertising is a proven means of raising a brand's reputation and preference level.
3.) Advertising educates and develops prospects.
Consumers prefer to learn more about products through advertising. Advertising becomes the knowledgeable salesperson missing from nay stores today. Advertising turns wants into needs. Advertising helps educate and differentiate benefits from features.
4.) Advertising reduces costs of sales.
In a world with less knowledgeable salespersons, advertising reduces direct selling costs. Knowledgeable customers often know exactly what they want to buy, reducing the time needed to sell them. It costs about one-fifth as much to retain and sell an existing customer as it does to sell a new one. Advertising is a tool for selling existing customers more and reducing costs of sales.
5.) Advertising helps selling existing customers more products and services.
Nine out of 10 buyers continue to look at the vendor's ads after making the purchase. Advertising reassures buyers that they have made a good decision.
6.) Advertising helps close the sale.
Advertising helps build traffic, provides incentives for acting now, provides links to websites, coupons and toll free numbers, which all directly can close the sale. Advertising keeps them sold. Advertising reinforces good decisions, creates the best prospects for future sales. It costs less to keep a customer than to find a new one.
7.) Advertising is an effective sales tool.
Seven out of 10 salespeople surveyed said they use ad reprints as a selling tool.
8.) Advertising saves time for both you and your customers.
Customers believe advertising saves them time and money in comparison shopping. Therefore the customer who has been exposed to advertising is closer to making an informed decision-saving you time and money.
9.) Advertising keeps you top of mind.
For most product categories, fewer than four percent buy a particular general merchandise product in a given week. About half of this four percent buy an item within a week of deciding to make the purchase. Seventeen percent tend to make impulse purchases, while twice that many (35 percent) like to shop around before making a decision. Once the decision to buy is made, the consumer relies heavily on advertising to help them decide where to buy.
10.) Advertising works!
Millions of manufacturers, retailers, service businesses, and individuals advertise every day. Over and over again. Because it works.
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ARE YOU AT RISK |
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If your company buys unaudited media, you’ll never really know…
if you’ve made a good media buy, or if you’ve just rolled the dice
how many qualified people have been reached with the campaign
why the campaign succeeded….or why it fell flat
if your company can be accountable for its marketing expenditures, just like other departments are accountable for their purchases
Is this a risk you can afford to take? These days, fiscal accountability and sound purchasing policies must apply to all facets of a business. Media buying should not be an exception.
In the 2007 Chief Marketing Officers Council survey CMOs ranked "quantify and measure the value of marketing programs and investments" as their top challenge.
See www.cmocouncil.org for their Marketing Outlook 2007
If you can’t be sure who the unaudited media reached, you can’t properly analyze or report on the financial results of the program.
Effective
media campaigns
depend on:
The right creative
The right product or service
The right call to action
The right target market
The right media
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