On the other hand, trade advertising employs a push strategy to persuade retailers and distributors to help promote your brand or products to consumers. Typical objectives for trade advertising include acquiring new retailers or distributors, encouraging stock orders and improving relationships with product resellers.
Deciding what method to use to deliver the message is an art all its own. The number and scope of consumer advertising outlets is nearly overwhelming and includes print, broadcast, Internet and mobile applications the newest darling. Social media in particular, whether accessed from a desktop computer, a laptop, a smartphone or a tablet, have created a new dimension in marketing.
Part of the advertising process revolves around deciding which outlets to use. The key factor is to determine which media the target audience is using for research and which is primarily entertainment. A hardcore product needs to be marketed differently than a broad-based item that is an impulse buy. And the approach will vary by market niche. For instance, young sport-compact owners are much more apt to favor electronic and social media than older street rodders will.
Martin said that the sheer magnitude of social media influence has changed advertising, marketing and public relations over the past few years. In addition, most of my clients who have broadened into television advertising have seen the greatest return on investment over other forms of advertising, since they can track spikes in website traffic and sales after airings. And while the Internet and television provide big audience numbers and broad appeal, targeted traditional enthusiast publications still offer a strong following of consumers who are proven and qualified buyers.
As evidence, Hot Rod magazine is still selling more than , copies per month. Businesses need to support one type of advertising or marketing medium with the others. Wirth said that delivering multiple impressions through a variety of outlets provides consumers with product and brand familiarity.
Consumer magazines allow you to deliver your message to a large, targeted audience. On the other hand, television allows you to demonstrate the product, which can be far more persuasive and engaging for the consumer. However, these two outlets can be cost prohibitive for smaller companies and those wanting to minimize risk. Save my name, email, and website in this browser for the next time I comment.
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The Author. Just about every industry or profession has an industry publication that is created and available for that industry. Of course P R In Canada is another example of an industry destination or publication that specifically covers the Canadian communications and public relations industry.
Similar to many consumer media outlets trade media often have a website as well. Since they are focused on a specific industry or trade, the content will be hyper focused, and often only available by subscription. Public Relations Tips.
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