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e-Newsletter September, 2008
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Dear Friend:
Much has been written about the "New Media Channels" that are being driven by rapidly advancing technology. It's always easy to jump on these technologies with the hope of capturing more clients who are likely to buy your products or services.
Our advice for September is to not rush in even if the offer to get involved is ridiculously low.
According to a new consumer segmentation analysis from Mediamark Research & Intelligence (MRI) as summarized in an August 22, 2008 Research Brief from the Center for Media Research, "Nine percent of U.S. adults belong to the ‘Ads on emerging vehicles' segment." This is the group of consumers who say they are most interested in advertising delivered by such non-traditional media as mobile devices and product placements in video games, movies and TV shows. This is a younger demographic with the median age of this segment at 35.5. They tend to be pro-innovation, pro-celebrity and pro-fashion. If your brand is targeting these younger, hip consumers, mobile media might be a tactic to include in your media plan.
The research went further to analyze the responsiveness to ads across other media segments and broadly looked at:
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- Ads on the Road: 12% - billboards, taxis, buses, trains
- Ads in Mass Media: 17% - magazines, TV, radio and the Internet
- Ads on Paper: 17% - advertising delivered through print; magazines and newspapers
- Ads at Events: 13% - sports entertainment events and product placements
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| There is one other group that we cannot ignore and they are the 32% who are ad ADVERSE. They are not responsive to or interested in advertising regardless of the media. They tune out of TV and radio commercials, are oblivious to product placement and don't even see banner ads on the Internet and are annoyed when they accidentally click on them.
As you analyze the research, consider two things that will continually affect your results.
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- Magazines are one of the most cost effective media to buy and deliver the greatest impact for every dollar spent. This is especially true if you take advantage of our thorough sourcing for significant savings. Unlike the airlines that raise their prices every time another seat is sold, we are able to negotiate deep discounts when you buy later rather than sooner – but not too late because sometimes inventory is exhausted.
- Your creative is critical to your success. The message must address both the intangibles of your brand that helps the readers decide what they like, as well as the tangibles that influence what to buy. A product's intangible attributes are abstract - like quality, prestige, and sentiment - and can't be experienced directly. For example, a new wine's ads can speak of romance; its label can evoke a feeling of adventure. Its tangible attributes are concrete - those that can be seen, tasted, touched, and smelled. The wine's taste and color fall into this category - and so does its price
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| Use the right demographics, the right creative and the right media and you will experience an improved response, a positive ROI and brand success.
We can help you develop a rock-solid media campaign for your next direct response ad that will put your message in front of readers most likely to buy your brand. And we will counsel you on creating the right message and the right offers that will even capture the attention of those ad adverse readers that try to ignore you.
Please take a minute to check out the latest avails on our website www.printadbuys.com and then contact us so we can begin a dialog about optimizing your next direct response campaign.
The Integral Print Media Team
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Click here to view our new "OPEN AVAILS" page for your most up-to-date source of print media available buys.
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