Myth #3: Advertising can manipulate people to buy.

If this myth were true, then some ad executive somewhere would have the secret to success. If a secret to success exists, why do 80 percent of new products fail? Why do established products drop from sight?

People have needs for products and services, but they have choices on how to fill those needs. Their decision to buy your product will be based upon their belief that what you offer satisfies their need. It will also be based upon their readiness to buy.

Developing an Effective Media Campaign

Steps in planning and creating an effective media campaign include the following:

Step 1. Decide what you want to achieve. Examples include:

· gaining positive coverage or exposure of your product or service

· enhancing your company's image and reputation

· attracting and communicating with prospective clients

· creating a closer community or professional ties

Step 2: Clearly define an angle for increasing the impression of newsworthiness to the media

· Tie your story in with a news event of the day or week

· Develop a community program around your story

· Conduct a poll or survey

· Issue a special report

· Celebrate an anniversary

· Present an award or scholarship

· Gain an endorsement from a celebrity

· Sponsor a committee program or athletic team

· Tie your story in with a holiday

· Announce an appointment or promotion

· Conduct or attend workshops and conferences

· Adapt a national news report to a local level

· React to decisions by other companies

Step 3: Compile a media list database

n Utilize media source directories such as:

· Beacon’s Newspaper Directory

· Beacon's Publicity Checker

· Broadcast/Cable casting Yearbook

· Editor and Publisher Yearbook

· Hudson's News Media Contacts Directory

· United Way Media Factbook

· Gale Directory of Publications and Broadcast Media

n Analyze and target media outlets by considering such things as:

· customer demographies - Does it reach your target market?

· the types of stories the media outlet covers-Does your story fit?

· distribution levels- How large is their market?

n Create databases or charts of:

· contact names, numbers and addresses

· deadlines and frequency of publications and program schedules

n Step 4: Develop a Press Kit or media packet

n Step 5: Prepare a pitch letter

· A pitch letter is a short, one-page piece of correspondence that accompanies a press release or a press kit.

· The letter should immediately explain why the media's audience would be interested in your company's news story.

· You may want to include a few catchy details and suggest possible approaches to the story as well.

· Step 6: Mail the materials and follow up.

Contact the reporter, media representative or public service director and make sure they have received the materials. Maintain contact with them by sending updated information, such as additional individual press releases, recent articles or new charts, on a regular basis.

Some helpful hints to placing follow up calls are:

· Be organized before you place the call.

· Try to call during the morning or early evening hours. This is usually "down time" for reporters.

· Open the call by asking if they are "on deadline." If they are, ask for a good time to call back. If they aren't, be ready to “pitch” your story in 1-2 minutes.

· Assume that the contact is overloaded with written materials advising them of upcoming events and reports.

· Be prepared to re-send your news by fax or e-mail Ask for their fax number or e-mail address.

Choosing the Right Medium for Your Advertising

Your choice of media depends on why you are advertising. Simple logic will guide you in many cases, but read through the following information to expand your knowledge on the strengths and weaknesses of the various media. Media selection and placement is the full-time occupation of many people in large companies and advertising agencies. If you're embarking on an extensive advertising campaign, you might consider consulting a media placement expert.

Дата добавления: 2015-11-14