Print Advertising Pros and Cons

targeted-advertising-chennai-indiaIf you’re a small business owner, and especially if you’re just starting out, you’ve most likely given some consideration to the best ways to advertise your business. Odds are good that print advertising is at or near the top of your list of potential advertising mediums.

There are pros and cons to any kind of advertising, and it’s beneficial to understand what these are before dipping into your hard-earned marketing budget. Following are some of the pros and cons of print advertising in newspapers and magazines.

Newspaper Advertising
Newspaper advertising has long been an effective way for small businesses to advertise their goods or services to the community around them. Consider both smaller neighborhood papers as well as larger city (or even national) newspapers. If your business is located in a small town, advertising in the local community paper makes sense; that way you can attract the locals who would most likely frequent your store. If your business or service is specific to a particular section of the newspaper, run your ad in that area of the paper. For example, if you run a sporting goods store, make sure your ad appears in the paper’s sports section.

get a websitePrint Advertising Pros and Cons
Advertising rates depend largely on readership numbers. Thus, a paper with a large circulation will have higher rates than one with fewer subscribers. But even though prices are based on the number of potential readers who will view your ad, this does not mean that rates are necessarily set in stone. You can often strike a better deal if you agree to run your ad for a set number of weeks or months. Moreover, doing so will give you consistent exposure, which is often what is needed in order to influence consumer purchase behavior.

Advantages to newspaper advertising include the following

  • Inexpensive to produce: A little research and know-how are often all that’s needed to create a targeted, successful ad.
  • Easy to switch out. If you have a regular ad in your local paper and want to change it to reflect a seasonal sale, a new coupon, or a new product, you can usually do so rather easily.
  • Different rates and sizes. Look at the various sizes of ads in the newspapers you are considering running ads in. Newspapers normally have several standard sizes. Some standard sizes include quarter-page, half-page and full-page. Ads also run horizontally or vertically. The bigger the ad, the more it will cost. Determine which size might work for your message.

Disadvantages to newspaper advertising include the following:

  • Limited readership. This is especially true nowadays when more and more people are eschewing print publications for online electronic versions.
  • Poor printed image quality. This can be a problem if you sell high-end clothing or your services as a portrait artist. In such instances, try to drive readers to your Web site — where you should have hi-resolution images — or play up discounted pricing.
  • No control over ad placement. Oftentimes newspapers won’t guarantee premium placement on any given page. That can be a problem if your competitor advertises in the same space.

advertisingMagazine Advertising
If you have more to spend on print advertising, consider placing ads in magazines. Whereas the goal of newspaper advertising is to communicate a specific offer, the goal of magazine ads is usually more about enhancing and sustaining brand image.

Magazine ads require you to consider your brand image and how you want to portray that image to your target audience. Advertising agencies specialize in creating such ads, but they aren’t cheap and most don’t accept one-off jobs. If you decide to design and write your ad yourself, pore through the periodicals in which you intend to advertise and scrutinize your competitors’ ads.

Advantages to magazine advertising include the following:

  • Access to a specific customer base. While anyone might subscribe to a local newspaper, only car enthusiasts subscribe to Car and Driver. Magazine ads allow you to better reach your target audience.
  • More bang for your buck. Readers don’t discard magazines as quickly as they do newspapers, so your ad will be relevant for a longer period of time.
  • Help brand your business. Magazine printing methods allow for higher resolution images and better color options, which allow you to build your brand image in a positive way. Just the fact that you are advertising in a magazine gives your company a certain professional cachet.

Disadvantages to magazine advertising include the following:

  • Ads can be expensive. Magazine advertising is usually pricier than newspaper advertising.
  • Tricky to schedule. Many magazines come out just once a month, or even every three months, and to meet their deadlines it’s often necessary to have ads completed six months before they’ll actually appear.


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TV Advertising Pros and Cons

Television Advertising Pros and Cons

According to a recent study by Ball State University on the media consumption habits of average Americans, despite the Internet’s steady rise in popularity over the last few years, television remains the dominant medium in most U.S. households. On average, the general population spends over four and a half hours a day in front of the tube, making TV watching one of the most common modern leisure activities. Is it any wonder then that television advertising is also the most powerful form of advertising?

Advertising on television allows you to show and tell a wide audience your business, product, or service. It allows you to actually demonstrate the benefits of ownership. You can show how your product or service works and how it’s packaged so prospective customers will know what to look for at the point of sale. In advertising, it often takes multiple touch points to effectively influence consumers’ purchasing behavior.

Television advertising has been a popular medium for large retailers ever since the TV first began to appear in living rooms. With the arrival of cable television came lowered production costs and the opportunity to reach smaller, more targeted markets, making it a viable option for small to medium-size businesses as well.

To create an effective television ad, it’s first necessary to have a good script that highlights a strong offer. Ads must also be effectively produced, and it’s for this reason that it’s often better to enlist the services of an advertising agency, which can help you create an entire campaign.

Some of the advantages to advertising your small business on television include the following:

  • TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time.
  • It reaches viewers when they’re the most attentive.
  • It allows you to convey your message with sight, sound, and motion, which can give your business, product, or service instant credibility.
  • It gives you an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers.

Some Disadvantages to TV Advertising

For all its advantages, advertising your business on TV does have some disadvantages. Barring late night spots on your local cable television network, no other advertising medium is as likely to eat up your budget as quickly as TV will. Producing the ad, which can include hiring script writers, actors, film editors, or an advertising agency, is only the first step. You must also pay for air time, and because studies have shown that TV ads are most effective with repetition, you’ll almost certainly want to run your piece a number of times. Because of this, most television stations structure their pricing to make it more attractive for you to purchase advertising in chunks.

Another disadvantage is how difficult it can be to make changes. Whereas with newspaper advertising, updating sale pricing or a special offer is often as simple as swapping out a coupon, with television advertising it means updating your script and reshooting the entire ad, which costs additional money.

It can also be difficult to effectively target your core audience with television advertising, although there are a few best practices that can help. For starters, consider who your audience is before structuring your ad and purchasing airtime. Is a large portion of your clientele Spanish speaking? If so, you’d do well to purchase airtime on a Spanish-language station such as Telemundo. And if you’re in the baby stroller business, you’re probably better off purchasing time slots during the day when stay-at-home moms are most likely to see your ad.


Keep Swine Flu Away..

Keep Swine Flu Away with Basic Precautions

1. Wash your hands frequently

Use the antibacterial soaps to cleanse your hands. Wash them often, at least 15 seconds and rinse with running water.

2. Get enough sleep & Keep hydrated

Try to get 8 hours of good sleep every night to keep your immune system in top flu-fighting shape. Drink 8 to10 glasses of water each day to flush toxins from your system and maintain good moisture and mucous production in your sinuses.

3. Boost your immune system

Keeping your body strong, nourished, and ready to fight infection is important in flu prevention. So stick with whole grains, colorful vegetables, and vitamin-rich fruits.

4. Keep informed

The government is taking necessary steps to prevent the pandemic and periodically release guidelines to keep the pandemic away. Please make sure to keep up to date on the information and act in a calm manner.

5. Avoid alcohol

Apart from being a mood depressant, alcohol is an immune suppressant that can actually decrease your resistance to viral infections like swine flu. So stay away from alcoholic drinks so that your immune system may be strong.

6. Be physically active

Moderate exercise can support the immune system by increasing circulation and oxygenating the body. For example brisk walking for 30-40 minutes 3-4 times a week will significantly perk up your immunity.

7. Keep away from sick people

Flu virus spreads when particles dispersed into the air through a cough or sneeze reach someone else’s nose. So if you have to be around someone who is sick, try to stay a few feet away from them and especially, avoid physical contact.

8. Know when to get help

Consult your doctor if you have a cough and fever and follow their instructions, including taking medicine as prescribed.

9. Avoid crowded areas

Try to avoid unnecessary trips outside. Moreover, avoid touching your eyes, nose or mouth. Germs spread this way.

Courtesy: Google Search, Bing, Yahoo Search…

Content Over Location > Advertisers Should Focus on!

Content Over Location

There’s a debate going on in the online advertising world. It’s getting tougher and tougher to grab the attention of viewers with so-called banner ads. Yet, some sites are charging more than ever for space.

Online Broadcasts vs. Television
James Kewageshig tipped me off to a piece from PC World that states advertisers are paying more for a slot online than on primetime.

“If a company wants to run ads alongside an episode of The Simpsons on Hulu or TV.com, it will cost the advertiser about $60 per thousand viewers, according to Bloomberg. On prime-time TV that same ad will cost somewhere between $20 and $40 per thousand viewers.”

Could it be that they don’t have to worry about fast-forward? Hulu claims their space is “clutter-free” — unlike many sites. So they’re banking on the viewer’s full attention. Plus, the ads are usually a lot shorter than the 30-second-minium television ads. As I viewer myself, the ads can still be annoying. But at least they’re not as frequently annoying as being interrupted every seven minutes during a 30-minute primetime show.

Websites vs. Magazines
So how does this all compare to print? A short FastCompany article that surmises that the reason print is dying is because of online ads being crud. Advertisers are still prepared to pay higher for ad placement in a well curated magazine than your website.

How about simply adding interactivity to your banner? According to spongecell.com, the addition of interactive doodads to banner ads increases click through up to 70%!

Their parting shot:

If Web advertising’s formats were half as clever as all the internet content out there, wouldn’t everyone be better off, and making a lot more money?

It’s All About Relevancy
True. The key is knowing your target and providing them with interesting, informative information. It’s our job to provide the exceptional experience, not the space we buy.

Stephen Murray takes this a step further:
There was a quote this morning in the newspaper that struck me. The author was discussing the Obama administrations recent efforts to overhaul how professionals are paid (Teachers, Doctors, Executives). Essentially, the goal is something that’s closer to a Pay-For-Performance model:

“In executive suites, he says, we rewarded reckless risk-taking and got the worst recession in half a century. In doctors’ offices and hospitals, we pay for more care instead of better care and get a wastefully expensive health-care system. In K-12 classrooms, we pay teachers, good and bad, for showing up instead of successful teaching and perpetuate schools that fail.”

Attempts at progress increase the risk of failure….

“The risks of unintended consequences are large, and there’s a chance we’ll get more of what can be measured — not what we truly want or need.”

These same goals and risks apply to our business as well. We must not fall into the trap of focusing on what can be measured easily. In our role, as Intelligent Marketers, the most important skill we possess is the ability to listen closely and be sure we’re answering the right question. We could all design misleading ads that had tremendously high click rates. But that doesn’t mean we’re doing our job of delivering an exceptional user experience.

How to Cut Marketing Costs without Affecting Business Growth

Cut Marketing Costs

As business owners and/or marketers, we’re all under pressure to cut costs. Unfortunately, many business owners get so intent on reducing costs, they lose sight of what it’s going to do to the business. It’s hard to grow – or even survive – if you don’t have any customers.

Reducing marketing costs without screwing up your ability to grow is easier than you might think.

Here are five ways to do that.

1. Eliminate waste

Over the years I’ve looked at hundreds of marketing programs, and I can tell you honestly that nearly all of them have some kind of hole that either drains money directly or allows leads to be lost.

Before you cut anything, take a good hard look at what you’re doing. Are there programs that aren’t delivering the results you anticipated? Fix them or get rid of them.

Is there anything that can’t be traced to increasing sales opportunities? Unless you have a pile of extra money, now is not the time to be spending money on marketing efforts that don’t generate more leads or develop the ones you have.

2. Make fewer mistakes

Another way to say this is: turn to people who know what they’re doing.

Marketing – which has never been exactly simple – has changed a lot in the past few years. Customers and prospects are in charge now, and they’re looking for you online. If you’re not on the internet, you’re not in the game.

While I admire business owners who try to figure marketing out for themselves, it wastes a lot of time and it leads to mistakes that could be avoided with some experience.

You may not need a proven marketing pro on staff, but if you don’t have one somewhere on your team you’re probably wasting money.

3. Nurture what you’ve got

Successful lead generation programs bring in people in different stages of the buying process. Some are ready to commit more to you than others are. Some are ready to talk to a sales person and some aren’t.

Think of any lead generation activity you’ve ever done: search marketing, email, advertising, telemarketing, networking, trade shows – it doesn’t matter. Were all of the people who responded ready to schedule a two-hour demo of your product? Of course not.

But that doesn’t make those people any less likely to buy from you in the future as long as you maintain a relationship with them.

If you’re one of those businesses that has a bunch of inactive prospects sitting in a database (or on your desk), you may be better off nurturing those people than paying to find new ones. And nurturing leads can be a lot less expensive than generating them in the first place.

4. Increase conversions – not just inbound leads or traffic

This point is similar to the one above it, but it’s important enough to look at from a different angle.

Let’s say you have 2000 visitors a month going to your website and 60% of them leave your homepage without going anywhere else. Which do you think would be cheaper, changing your website so that an additional 20% (400 visitors) stay on your site or doubling traffic to the site? The results are the same.

(Hint: if you picked the first option, you’re right).

Complex purchases – such as technology, high ticket goods, and on-going services – are made up of many different conversion points where the buyer decides whether or not to spend any more time with you. Each of those conversion points can be tweaked to pass more prospects through and provide a better return on your investment.

5. Consider outsourcing

To have a successful marketing program today requires skills in multiple disciplines – some of which didn’t even exist a decade or so ago. For example, you need:

Website strategy and development, search engine optimization, paid search marketing, prospect conversion optimization, lead nurturing and web marketing – just to name a few.

Staffing an in-house team with all of this expertise would cost more than most small to mid-sized businesses are willing or able to invest. Yet you can easily – and cost effectively – get this expertise from an outside firm or group of individuals.

It’s worth looking into.

 

About the Author: Susan Pascal Tatum, She helps software, information technology and BtoB firms achieve greater online marketing results. She is a popular author and speaker, regularly publishes internet marketing strategies and actionable tips. 

 

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“The Village” Promo Poster.

English Drama. Directed by: Amit Singh

English Drama. Directed by: Amit Singh

What is BEA?

Oracle and BEA

Oracle has acquired BEA Systems, Inc., a leading provider of enterprise application infrastructure solutions. The addition of BEA is expected to accelerate innovation by bringing together two companies with a common vision of a modern service-oriented architecture (SOA) infrastructure and to further increase the value that Oracle delivers to its customers and partners. Together, Oracle and BEA provide a complementary best-in-class middleware portfolio that spans Java Application Servers, transaction processing monitors, SOA and business process management, user interaction and Web 2.0, identity management, business intelligence, enterprise content management and vertical-specific technologies.

Support for BEA Products

Effective February 2, 2009, support for BEA products is available through the Oracle Global Customer Support (GCS) systems and infrastructure and no longer through the BEA support mechanisms.

Taken from:  http://www.oracle.com/bea/support.html 

Shiva Shankar
Oracle Certified Professional (OCP)
Oracle Certified OCP Database Administrator
Principal Consultant 

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