Does your brand make an impression?

The most important reason for advertising your brand is to make a positive and lasting impression on you current and prospective customers. But the advertising dilemma is always about how much to spend and what forms of advertising to use. Given the current economic climate successfully dealing with this issue has never been more important.
When considering your advertising mix there are so many choices - television, radio, print, outdoor, promotional products. How do you decide where to make your advertising investments?

 For many marketers facing tight advertising budgets the most important measure of where to invest is the cost per impression. Simply put, the cost per impression is the measure of how much it costs for every impression your brand makes in the market. For example if you spend $100 on advertising and your brand makes a single impression on 100 people then the cost per impression is $1.

 A recent study conducted in the USA by the Advertising Specialties Institute has yielded some very interesting results that just might make you rethink your advertising mix to take advantage of more cost effective forms of advertising.
According to the research the following costs per impression were assessed across various forms of advertising;
    •    Prime time TV - $0.019
    •    Syndicated TV - $0.006
    •    Cable TV          - $0.007
    •    National Magazines - $0.033
    •    Sports Radio - $0.005
    •    Newspaper Ads - $0.019
    •    Billboards - $0.003
    •    Promotional Products - $0.004 (average)

 Breaking promotional products down further the following results were found;
    •    Caps - $0.002
    •    Bags - $0.002
    •    Pens - $0.002
    •    Calendars - $0.003
    •    Desk & Office - $0.007

Do the above results surprise you? For many they do because many believe that TV or radio are the best ways to get brand impressions out to the masses. These results may cause you to rethink. The other thing to consider in advertising is just who is receiving the brand impression you're your advertising? Is it your target market? For TV & radio often the answer is no, as you have little control over who sees or hears your ad. Promotional products give you more control over who is receiving your message, ensuring a much high percentage of impressions with your target market. So promotional products not only give you great value for money, they also give you a way to target your advertising spend that TV & radio advertising do not.

Many companies are now employing promotional products more prominently in their advertising mix, claiming it is the secret ingredient that is taking their advertising results to a higher level of success.

for more information:    www.actionaustralia.com.au