Know-How Exchange : Research/Metrics

Both advertising and direct marketing can be measured. Many companies don't produce advertising that's measureable and go for the "memorability" factor assuming it will generate results...which it will, but at what cost? (How much does Nike spend on JDI?)

If you want to send me some of your advertising I can show you how to build in a call-to-action that's measureable.

Michael

No one here can answer this question for you, it depends on the media you will want to use and the propensity to buy that media provides.

For example, I recently suggested a particular niche magazine for a client because 100% of the readers would be interested in their products.
We could have got the same % for DM, if we had a good list to use!.


If you are talking about a scatter-gun, "suck it and see approach" for your mass marketing, don't do it.
Draw up a matrix or listeners, reader, viewers etc, the propensity to buy ratio, cost of ad and they work out the 'cost per thousand'. If you want me to send you a matrix, just click on my name and email me.

Good Luck

It will depend on what your objectives are and who is in your primary target audience. If you know those, it should be relatively straightforward to figure out how to most effectively reach them.

Of course, the creative expression of your positioning and immediate offer will be even more important than the medium/approach you use. Great creative is far more critical to motivating potential customers than the way they receive the message.

If you have advertising that's working, keep using it. If you're starting from scratch, then it's OK to consider which medium you want to use. Just don't forget that it's the creative that sells stuff, not the medium.

This could start a debate, but I would tend to disagree with mgoodman unless you are talking about generalist media then I agree with you.

I think the trick here is to move way from generlist media to media who's consumers are more likely to buy your particular product/service. The difference in cost per thousand, can be truly astounding!