MARKETING TIPS

by Ken Mitchell

The key questions affecting most businesses is “when and where do I advertise my business?”.

My answer is that now is a good time to invest in advertising in the ACT.   Although the ACT has fared reasonably well in economic terms we nevertheless are coming out of an economic downturn.   Advertising is process about establishing (AIDA) Awareness to generate Interest leading to Desire and ultimately Action in the form of a purchase.

Now is a good time to spend (invest) in advertising to take advantage of the upturn by putting your business in front of the target market(s).   In times of upturn it is often the businesses who gear-up their advertising (increase their advertising budget) that gain an increase in market share.   Advertising must be well targeted and thus viewed as an investment and not an expense as the dollars invested must yield long term profits.

In terms of where to advertise – it should be the appropriate medium such as TV for mass awareness where visual and sound is important, newspaper where mass appeal for people to look at and contemplate the information provided, radio where sound is important.   However the most important issue is the relevance of the specific media to your target market.   Remember money spent on the target market is an investment whereas money spent o the wrong audience is wasted.

Ken Mitchell is the CEO of Australian Marketing & Research Services and can be contacted on 62576677w, or kenmitch@dynamite.com.au