In the hyper-media world of today the advertising choices are without limit. Small businesses face many options with little budget. Therefore, advertising decisions must be very efficient and get the best return for the advertising investment. Learn the basic process that should be used in your advertising decision process. By choosing the right audience, objectives and message first, the advertising channel that you choose will have a much higher chance for success.

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Choosing the Right Advertising
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Choosing the Right Advertising
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Seven Steps – for Choosing the Right Advertising
Describe Audience(s) • Segment the market
Audience
• Audience priorities and needs
• Buying behavior
Objectives Promotion Objectives • Desired audience action – now and future
• Frequency of response
• Response volume
Message
Message • Audience priorities and needs
• VALUE proposition
• General and specific messages
Budget
Budget • Investment
• Expected return v. cost
Methods • Risk
Methods • Channels
• Mix
Results
• Frequency
Measure the Results • Set goals for response and measure results
Follow‐up
Follow‐up on Response • Plan for follow‐up – start the sales process
Adapted from Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch20.
Choosing the Right Advertising
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Defining the Audience
Segment the Market • Geographic ‐ physical location of buyer
• Demographic ‐ Age, family characteristics, gender,
occupation
• Psychographics ‐ Lifestyle and personality
• Behavioral ‐ Occasions, benefits, user status, usage
rate, loyalty, buyer readiness, attitude
Audience Priorities and • Do they know/understand the need and solution
Needs • What do they value most from the solution
• Where does it rank against other needs and desires
Buying Behavior • Where are they in the buying process
• Impulse buy or extended buying process
• Understand Influencers and Decision Makers
• Where do they get their information
– Proactively and Passively
Choosing the Right Advertising
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Copyright 2010 Sigma College of Small Business, Inc.

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Coca‐Cola Super Bowl ‐ 1980 E*Trade Baby ‐ 2009
vs.
What were the objectives of each?
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Copyright 2010 Sigma College of Small Business, Inc.

7. Sponsored by:
Objectives
• Awareness
– Change the level of awareness to the product or brand
– New concepts or brands, new audience, portfolio expansion
• Attitude
– Affect how potential customers perceive the product
– Create demand for the product in general and your product specifically
• Behavior
– Generates specific action on the part of the potential customer
– Research, trial and ultimately buy and use
The Buying Process
Attention Interest Desire Action AIDA Model
Choosing the Right Advertising
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Copyright 2010 Sigma College of Small Business, Inc.

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Messaging
Trust, Customer Service
• Content – What to Say
• Structure – How to Logically Say It
• Format – How to Symbolically Say It
• Source – Who Should Say IT
Inexpensive, Best Value
• Split or Combined
Ease of Transition
Choosing the Right Advertising
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Copyright 2010 Sigma College of Small Business, Inc.

9. Sponsored by:
Budget
How do you decide how much to spend?
• Non‐Investment Methods
– Affordability Method
– Percent of Sales
– Competitive Budgeting
• Return on Investment Method
– Match promotion cost to the potential profitable
revenue (return)
– Best approach to realize desired outcome
Choosing the Right Advertising
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Copyright 2010 Sigma College of Small Business, Inc.

10. Sigma Free
Presents…
Choosing the Right Advertising
Sponsored by:
AdzZoo
• Target Your market
• Launch Your Campaign
• Make Your Business Go Bananas!
Provided by Sigma College of Small Business, Inc.

11. Radio Television Online
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Print Sponsorships Trade
Shows Outdoor Direct Mail
Methods Newspaper Magazines
Banner Ads AdWords SEO
Product Placement Press
• Types Release Public Relations
– Advertising Social Networking
– Direct Marketing Partnerships Give‐Aways
– Public Relations and Publicity Networking Groups
– Sales Promotion Events Radio
– Sales Promotion Television Online Print
Sponsorships Trade Shows
• Terminology Outdoor Direct Mail
– Reach – the number of unique potential buyers Newspaper Magazines
exposed to the message at least once during specified Banner Ads AdWords SEO
time
Product Placement Press
– Frequency – the average number of times that a Release Public Relations
potential buyer is exposed over the time period
Social Networking
– Impact – Qualitative value of an exposure through a Partnerships Give‐Aways
given medium (relative to your situation)
Networking Groups
– Total Exposures – Reach x Frequency Promotion Events Radio
– Quality Exposures – Reach x Frequency x Imact Television Online Print
Sponsorships Trade Shows
Outdoor Direct Mail
Newspaper Magazines
Choosing the Right Advertising Banner Ads AdWords SEO11
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12. Sponsored by:
Measure the Results
• Measurement ‐ Part of the Design
• Indirect Measurement
– “Call” volume trends
– Web Traffic
– Revenue generation
– Third party sources
• Direct Measurement
– Surveys
• Awareness and Attitude
– Measure Actual Response
• Online, direct marketing, trials,
sales promotion (coupons, codes),
Choosing the Right Advertising
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Copyright 2010 Sigma College of Small Business, Inc.

13. Sponsored by:
Follow‐up on Response
• Critical to Promotions
– Coordinating promotions
• Multiple touch points
– Follow‐up to inquiries
– Pre‐sale support
– Post‐sale support
• Use to Build Trust
Building the Relationship
Choosing the Right Advertising
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Copyright 2010 Sigma College of Small Business, Inc.

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• Upcoming Sigma College Course
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Leadership and
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– “Flex” schedule – attend either class Technology and
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