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Which Advertising Channel is Right For
Your Event?
By Orson Dixon
Advertising Page |
Advertising course colleges
TV or Internet? Newspaper
or Magazine? With thousands of channels available to advertise your event,
choosing the right one has become increasingly difficult. This is a major
concern as selecting the wrong channel means that your message will not reach
your target audience and will hamper your event success.
Here are a few questions you need to ask before selecting a channel for your
event:
1. What is your event size?
2. Where is your event located?
3. Do you have a fixed or diverse audience?
4. What is your promotion budget size?
As you answer these questions, you slowly but steadily eliminate channels that
will not work for you. For example, if you are organizing a doctor's conference
for doctors practicing in Mumbai, buying a TVC spot on popular channel is both
pointless and expensive. You will deplete your budget without seeing an
impressive rise in conversion rates. A better and more cost effective channel
for a medical event would be a medical magazine.
To simplify your decision-making process further, here is an at-a-glance look at
some popular advertising mediums and their pros and cons:
TV - Strengths
1. Versatile medium that uses both sight and sound to communicate
2. Promote events on a national, regional or local level
3. Reach out to selective and diverse markets based on channel choice
TV - Weakness
1. Prime time spots receive maximum viewing audience but are expensive
2. TV ads are short in duration and so, are easy to miss or ignore
3. There are limited spots available
4. Not suitable for event with a set audience e.g. Pilots
Radio - Strengths
1. Promote on a local or regional level
2. Target specific markets or reach large, diverse markets
3. Excellent way to reach commuting audiences
Radio - Weakness
1. Radio ads are short and can be missed easily
2. Each channel has a specific audience and you may have to purchase spots with
multiple channels to deliver your message effectively
Newspapers - Strengths
1. Promote on a national, regional or local level to both select and diverse
markets
2. Newspapers are published daily and are a great way to generate instant
response / action
3. Publish detailed messages
4. Long lasting impact (people keep the
entire paper or clip )
Newspapers - Weakness
1. Readers are selective, they might not read the page your ad is on
2. National newspapers are expensive and are not feasible for small or local
events
Magazines - Strengths
1. Reach selected markets easily and effectively
2. Large audience (multiple readers read a single magazine)
3. Permanent as readers keep acquired magazines to re-read
Magazines - Weakness
1. Only approximate readership figures available
2. Strict deadlines to place ads
3. Difficult to make changes once ad is placed
4. Reader may forget about ad as magazines are published on a weekly or monthly
basis
Internet - Strengths
1. Promote on a global level for a cost effective rate
2. Communicate to selective and diverse audiences easily
3. Interactive Youth friendly medium
4. Instant changes possible at any time
Internet - Weakness
1. Language Barriers
2. Time Differences
3. No very effective to reach a 60+ audience
4. Requires some at least a basic level of computer skills
To summarize, all channels have their pros and cons; ultimately, you need to
decide which channel will best promote your event. By choosing the right a
channel, you will spend less money and will retain a bigger budget for other
essential activities.
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management solution offers a variety of online, in-built event management tools
and wide range of payment options.
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http://EzineArticles.com/?Which-Advertising-Channel-is-Right-For-Your-Event?&id=3324605)
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