Question

Topic: Advertising/PR

When Is The Right Time To Advertise?

Posted by Anonymous on 3/25/2008 at 10:18 PM ET 250 Points
Hi all,6

Im working in a shipping company (NVOCC). I am to decide on what days of the week we should advertise our services on our local newspaper to gain optimum benefit/attention. I have decided to advertise on two english newspapers and two chinese newspaper due to the fact that most shippers look out for these papers for shipping schedules that are being published in them. So, how do i go abt in deciding which days of the week we should advertise and how often to gain optimum benefit ? Please advise back. Thank you
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RESPONSES

  • Posted by Peter (henna gaijin) on 3/26/2008 at 12:16 AM Accepted
    I am not sure a local general newspaper would be the best media to advertise a shipping company. More appropriate may be business newspapers, many of which are weekly (rather than daily). In this case, you can just advertise in the once a week of the business newspaper (solving your choice on what days to advertise).

    If you do go for a daily, try to determine if there are days where the newspaper carries content that is more appropriate for business (special business sections, etc.), in which case you would want to advertise as part of those sections.

    Better yet may be to get involved with specialty media, like trade magazines. Find things that are targeted to the people who make the decision of what shipping company to use.
  • Posted by Jay Hamilton-Roth on 3/26/2008 at 9:01 AM Accepted
    Take a look at a week's worth of the papers and see who's advertising on which days to find your local pattern.

    Also, consider placing the shipping information on your website, so people can find the information quickly online, and immediately think of your business. Advertise this online shipping information in the newspaper as well (esp. on days when the shipping info isn't printed: "Looking for shipping info? Go to: shipping.mycompany.com)
  • Posted on 4/2/2008 at 4:16 PM Accepted
    Or... contact the advertising dept and ask the sales rep what days the shipping schedules are posted in the most volume.

    Also... I would like the names of these papers... could use this info myself.
    thanks! see my profile to answer
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