The worth of any advertising medium as a vehicle for the advertising message is judged by two main considerations: (a) the extent of its circulation (volume), and (b) its character and influence (quality). Mere volume is not an assurance that the medium will prove profitable for display of the advertiser’s goods, any more than a shop window before which 50,000 people pass every twenty-four hours can be said to be more valuable than one before which 25,000 people pass.
Therefore, in considering an advertising medium, there is another and more important angle than that of the number of people who buy it. It has been said by advertising men that “the public buys nothing,” which means that advertising is a mass appeal directed at the public generally, but hitting only those who are interested and who are in the market to buy. We often hear the statement that the advertiser should address his message to the typical purchaser.
For the purpose of the advertiser, the typical purchaser is the one who induces the purchase of a commodity, no matter whether he or someone else actually furnishes the money to buy it. An express train that whizzes by local stops will give the passenger a good ride for his money, but it will be of no practical use if his destination is a local station. If it is local, we shall probably select newspapers, direct mail, and the various kinds of signs. Not only must the advertiser know how many readers a medium has, and where they are located, but he must know how intelligent they are, and how much purchasing power they have. The worth of any advertising medium depends upon how much it will cost an advertiser to reach possible purchasers through that medium, and what its standing is in the minds of purchasers. To begin with, it should be noted that cost per reader and cost per possible purchaser are two very different propositions.
Some years ago, advertisers and advertising agents opened their copies of The Saturday Evening Post with a gasp of surprise at seeing large space used to advertise a leather belting. Strictly speaking duplication of circulation simply means overlapping of a medium’s circulation by that of another medium. Few things in advertising are so often misrepresented or so often misunderstood as the subject of duplication.
Whether or not the advertiser accepts the theory, he does want to know, when he orders space in a medium, how much of its circulation is duplicated by other media.
Some newspapers have as many as three rates, charging one to national advertisers (known in the newspaper field as “foreign or national advertisers”), another to local or retail advertisers, and another to department stores. There are various types of contracts offered advertisers for obtaining discounts from the regular or “one time” rates of the newspapers. It is not generally necessary for the advertiser to use his full space every time he inserts an advertisement, in order to gain these discounts. Magazine space is based upon the rate per thou sand readers, much the same as newspaper space, but it is naturally much more costly, as the magazine sells a different type of circulation. Nearly all newspapers sell specified positions at an advance of from 5% to 250% over the regular run-of-paper rates.
A one-position advertisement is next to reading matter, a two-position advertisement is next to and following reading. The popular page positions in newspapers are pages two and three, the page opposite the editorial page, or the sporting, woman’s, society, financial, and last pages.
There is no formula by which one may measure prestige in so far as it concerns direct mail or signs. Signs are enjoying greater prestige today than when they were pasted or painted anywhere and everywhere. In considering the prestige of newspapers and periodicals, an advertiser must assume a coldly impartial attitude.
Then the manager explained: “I have an appropriation that permits me to do just so much advertising. We cannot help liking the veteran manager who never forgot his debt of gratitude, but we must recognize him as an exceptional case.
Unfortunately, many advertisers are, for no particular reason, guilty of bias in favor of, or in op position to, certain newspapers and magazines, guided largely by their personal likes and dislikes. Of late years, the censoring of advertisements has come to be practiced with ever-increasing rigidity.
In judging the prestige enjoyed by a publication, an advertiser should consider its editorial, advertising, and circulation policies. The final consideration of the advertiser, when measuring the prestige of a publication, is the manner in which its circulation is obtained.
The publishers of morning and evening papers set up competing claims for their publications. Many advertising men who contend that only propositions appealing to men rightfully belong in the morning paper, because the man reads it on his way to business, will reverse their decision when called upon to select media for making an appeal to the leisure class of women. As in the case of morning and evening newspapers, there are arguments both for and against the weekly magazine as compared with the monthly.
Both the weekly and the monthly have distinctive features to offer the national advertiser, and as stated of newspapers, neither one nor the other is a good or bad advertising medium, merely because of the time interval at which it is issued. The advertiser must study the fitness of both the weekly and the monthly, to obtain the results he de sires from his advertising, and employ either or both judiciously, as far as his advertising appropriation will permit.
Advertising is communicating via mass media such as TV, radio, outdoor, and web where it hits a broad audience and is generally short lived. Sometimes larger companies will use advertising just to keep their name out there positioning them as a “household name” people easily recognize.
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It is hard to ignore the good reasons why a business should run an online marketing campaign, and one of the most powerful ways to do that is via social media marketing. It simply makes no sense to implement a social marketing strategy without including the most popular social networking website. The targeting options in Facebook is probably the single most important reason why you need to advertise your business in this powerful medium.
Whether your business serves worldwide or local market, Facebook advertising is still good for you thanks to its country targeting option. With Facebook, creating a page where you can easily interact with your fans is not all there is to it.
If you create a Facebook page for your business, it’s not the only thing that you can to it. One of the best things about Facebook, as far as advertising is concerned, is that it presents a level playing field. Conclusion: As business owners or marketers, our main goal in marketing is to reach the most targeted prospects and convert them into high-paying customers or clients.
Remember, depending on the medium, it can take up to 12 impressions for your prospects to even notice your marketing.
We have already talked about online advertising on this website a lot and in future we will talk more about it. This is especially true of newspapers and magazines, and to only a lesser degree of other forms of advertising media. The 50,000 crowd may contain 40,000 factory hands or mill workers who would be neither interested in, nor have the wherewithal to purchase, the goods displayed.
This is not always possible, since the purchaser of a product may have been influenced by someone else.
Before selecting the media that we are to use as a part of our campaign, we must first consider the nature of the market in which we expect to sell our goods. On the other hand, if it is national, and the size of our appropriation permits it, we shall probably add magazines to the list. Thanks to the perfection of packing methods, fresh fish and other sea foods are sent by parcel post to far distant points, within a few hours after leaving the water. Where an occupational analysis of circulation is available, it will come very close to serving as a guide both as to intelligence and purchasing power of the readers.
It is a very simple matter to arrive at the cost per reader, by dividing the advertising rate for the unit of space by the circulation. In other words, if an advertiser buys space in “A,” a monthly magazine, and in “B,” another monthly magazine, he may feel reasonably sure that a proportion of the readers of “A” also see “B,” and vice versa.
One should never be misled by “duplication” figures into the belief that duplication is waste effort, for duplication (or call it by its right name, repetition) is the lifeblood of advertising. For, while a man or woman will buy, as a rule, one morning paper, a large number buy two or more evening papers. In rare cases, the national rate is lower than the local rate; in most cases, it is appreciably higher. These are generally divided into two classes: (a) contracts for space, and (b) contracts for time.
Most papers accept the insertion of what are known as “rate holders”—one-inch advertisements on the scheduled dates of the contract. The life of a magazine advertisement is longer than that of a newspaper advertisement, the reader interest is higher for a longer period in magazines than in newspapers, and it is generally conceded that only the buyer of a newspaper may be counted upon to see the advertisements, while many people can be counted upon to read every issue of a magazine sold.
Many small-town newspapers sell advertising on the first page, but advertising is rarely seen on the first page of a big city newspaper, excepting the small “readers” at the bottom of the column, printed in the same type as the rest of the reading page, or smaller.
Vogue and Harper’s Bazaar, for instance, may have a vast influence on women interested in correct fashions, and have greater influence on ladies’ tailors and modistes. True, a letter sent by first-class mail may carry greater prestige than one sent by third-class mail, and a dignified letterhead reflects more prestige than a glaring one, but an advertiser can decide upon which of the many variables to adopt only after he has learned about the experiences of others and used his own best judgment.
With the standardization of billboards came improvement in character and an increase in their value as advertising media. An advertising representative of a New York paper of unquestioned leadership in the quality of circulation desirable for high-class hotels had an interesting experience.


On the other hand, many an advertiser is open- minded enough to recognize that a newspaper which he might consider too “yellow” or sensational to read himself, or to take into his home, offers an excellent advertising medium for his business.
Today, however, not all the advertisements submitted for publication are accepted by the publishers.
It is too much to expect the reader of a publication to put much faith in its advertisement unless its editorial policy is such that he can believe what he sees in the reading columns.
Editorial policies give the advertiser an index to the character of the people who read the medium, and the amount of influence the medium is likely to have with them. An advertiser is entitled to know the quality and quantity of circulation he is paying for when he buys space in a publication.
The fact remains, how ever, that less advertising is carried in the morning papers, as a group, than in the evening papers. They will then recommend a morning paper on the assumption that milady reads it as she breakfasts in bed, and that her evenings are so filled with social obligations that she has no time to peruse the evening editions. The publisher of the weekly advances the argument of rapidity, contending that the monthly cannot carry the advertiser’s message so quickly, to so many people, as can the weekly. Advertising’s strength is in the sheer mass of people that see it and its frequency – we can all think of an ad we’ve seen too many times. If you are a new company or need to hiring those workers quickly, advertising can get your message out quickly and then be turned off when you don’t need it. A shotgun shoots a wide spread of pellets hoping they’ll hit something as opposed to a rifle that shoots a single pellet aimed at a very specific target. And when social media is being talked about, you definitely cannot avoid to discuss about Facebook, because it is without a doubt the biggest social networking site on the Internet today. With Facebook you can target a specific age group, gender, work, education, interests and more.
You can either target 1 country or multiple countries at the same time, you can input them easily on the targeting options when creating a new ad campaign. In fact, you can start promoting your product or service on Facebook without spending a dime.
The site also allows you to run special promotions that can get you more leads for your business. It does not matter whether you are one of the richest companies listed in Forbes or if you are just a start-up. However, I like the site to cover offline advertising too because there are so many business that online advertising doesn’t work for. The group alone can be considered, and, before directing selling messages to that group; it is necessary for the advertiser to have in mind the typical member of the group. Life insurance companies, in their advertising, have reached the men through messages directed to the wives. As was pointed out earlier in this volume, there was a time when innumerable products were sold within a restricted area, and demand for them was stimulated by local advertising. Publications of national circulation are profitably used to acquaint the people living at points far distant from the Atlantic seaboard that these food products are available, fresh, and palatable. If the product is one that makes its appeal to creature comforts, such as a food product, clothing, medicine, etc., then the advertiser need not be concerned so much with the degree of intelligence of the readers as with whether the occupational analysis indicates that they have the wherewithal to buy. A page rate of $500, divided by a proved circulation of 100,000, would give a cost of half a cent a page for each reader of the periodical. You “duplicate” a magazine’s circulation to the maximum when you advertise your business in every issue of that magazine. For instance, a foreign language newspaper in a large city might have a circulation of 175,000, and yet offer a lower rate than a newspaper printed in English in the same city, with a circulation of but 75,000. Most papers differentiate between local and foreign advertising solely upon the basis of the address appearing in the advertising. In the former, the advertiser agrees to use a specified number of agate lines or amount of space in the newspaper within a given period, usually a year.
In other words, if an advertiser has contracted to run his advertisement three times a week for a year, he may run two large advertisements and one “rate holder” every week to hold the rate. Practically all magazine space is sold at the same price per line regardless of the total amount of space used within a year. Covers are usually printed in colors and cost anywhere from 50% to 100% more than black and white. He presented his appeal for advertising to the manager of a leading re sort hotel, a presentation made easy by the impressive and unquestioned circulation of his paper. The dollar of the proletariat is just as good as the dollar of the “upper crust,” and one will often find advertising of the most exclusive retail houses and manufacturers in the columns of the most sensational metropolitan dailies. One is the exclusion of advertisements that might offend portions of the readers, as, for example, medical and tobacco advertising.
As a matter of fact, some publishers go so far as to guarantee the truth of every advertisement appearing in their columns. Readers will not have confidence in a publication, nor in the advertising it carries, if it is given to constant exaggeration. He need not take the publisher’s word for these things; other sources of information are available through the machinery of the Audit Bureau of Circulations. Furthermore, the weekly permits the advertiser to send his messages four times as frequently, during a month, as the monthly, which speaks for him but once during that period. Since we generally discuss branding, let’s talk about advertising and marketing (we’ll focus next week on traditional marketing). Companies do this because they know their buyers prefer to buy from a company they have heard of and feel good about hiring.
Proud to launch their new site - Mobile, Responsive, and focused on Brand and Differentiation!
I get emails almost daily asking if I know of any recommended wedding designers in there area that do draping and more. Thousands of business owners and marketers are profiting from maximizing the power of Facebook Advertising on their respective businesses and you should too. With these options, you have the most powerful tool that a marketer or a business owner can have. If you are a business owner which targets a specific city or state, you can also input them on the state and city option. It would be greater though if those people would avail of your services over and over again. With Facebook, you can create a page for your business for free and start attracting fans or followers. You can install Static html app for custom html tabs, Full website app if you want to show or create your full website inside your Facebook page. All of you need to comply with a single set of rules and you got the same opportunity to reach millions of people worldwide.
If you are doing Internet Marketing for your business then adding Facebook marketing would surely spice-up your campaign. Also please note that even if online advertising works for your business, you should not fully ignore the offline advertising opportunities.
On the other hand, the 25,000 passing by the second window might include 20,000 women shoppers and business men whose interest is backed by the ability to buy the goods displayed. Certain questions are to be asked in establishing the characteristics of the typical purchaser, and in the answers to those questions the advertiser often finds that certain media are naturally eliminated from the campaign, while others naturally present themselves as worthy of consideration. The manufacturers of washing machines and vacuum cleaners, whose products are bought by women, have subtly played upon the sensibilities of the husband by picturing the drudgery of housework. Then, step by step, distribution was increased until national media were employed profitably. But should his product or service be of such a nature as to appeal to a more highly cultured class, such as books, music, etc., then lie must sift the circulation and eliminate those who are not likely to be interested. It seems that he had been advertising for many years in the trade journals that reached the factory executives who purchased belting. No doubt there will always be controversy as to whether the wide market will produce more sales than the narrow market, when the latter is more intensively cultivated. For instance, a New York manufacturer of men’s clothing advertising in a Hartford newspaper over his New York address, or with no address appearing, would be charged the “foreign rate.” But should the advertisement conclude by saying, “For sale at—,” and give a local address, the advertiser would be al lowed the local rate. In the latter, the advertiser agrees to run his advertising so many times— once, twice, or three times a week—for a specified period, or a specific number of insertions within the year. The size of “rate holders” varies with the different papers, and the one-inch advertisement is generally the minimum.
This is known as a “flat rate.” Nearly all agricultural publications sell space on the flat-rate basis. Some positions, however, are sold only on a twelve-time basis, and this is considered as a premium as, for example first right-hand page, or page facing editorial page. The manager indicated throughout the presentation that he did not intend to advertise your business.
The other is the tendency to protect readers against loss by barring dishonest advertisements. One women’s publication has laboratory tests made of a product before it will permit the product to be advertised in its columns. Since an advertiser cannot run the risk of having his advertising discounted, it behooves him to select those media that enjoy an excellent reputation because of their editorial policy of prohibiting exaggerated statements. This is a cooperative organization supported, in part by membership dues of advertisers and advertising agents, but largely by publishers who pay on the basis of the amount of circulation they have. In actual work, media are not selected as a group—morning or evening papers, for example—but are chosen individually. A weekly magazine, it is quite evident, paves the way for a quicker response to advertising than a monthly.


Unless you have a product or service for the masses, advertising should not be your primary vehicle to reach prospective buyers. If you are a business owner or a marketer who are still doubtful about the impact of Facebook for your business, then you should read the reasons below on why you need to advertise your business on Facebook. Can you just imagine having at your fingertips the potential to reach even just a fraction of that number? By doing this, your most targeted audience (locally) will be the ones who can see your ads and your business.
You can also join groups and collaborate with other pages that have the same market you are targeting.
If you are launching a new product or service then you can create anticipation and excitement by providing teasers on your Facebook status messages. Youtube app for streaming of your videos directly in your Facebook page (good for artists and singers), E-commerce app for showing all the products in your site and importing them directly at your Facebook page allowing your fans to shop directly at your page. But if you are still considering to do Internet marketing, then doing Facebook marketing first would be a good start. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business. On the other hand, many persons buy a magazine regularly from news stands, and it is an obvious conclusion that they buy it be cause they want it, week after week, or month after month.
In the final analysis, it is probable that the woman’s wishes dominate in the choice of the new radio receiver, player piano, or piano. Not every reader of the 100,000 will see the advertisement, nor will every reader who does see the advertisement he necessarily a possible purchaser for the goods advertised. While rates in the trade papers were very low in comparison with Post rates, and while these trade papers reached the men this manufacturer was after, he decided upon what was then considered a radical departure in advertising practice.
It is excellent advertising practice to reach likely purchasers as often as possible with an advertising message.
Some papers give an additional discount for receiving as much space within the month as any other paper in the same field in the same city. Trade and technical publications and some “class” publications are still inclined to use the sliding scale described for newspapers, and in this field the rates vary more than in any other. A magazine will have all its advertising pages grouped in a section following the reading pages, or both preceding and following the reading pages. In the campaign against dishonesty in advertising, one of the first things publishers did was to exclude patent medicine advertising that made exaggerated claims. Such publications will have built up a body of readers who believe in them and in what they say. The Bureau sends out, twice a year, trained men who audit the books of each publisher member, following which it issues a report showing the exact circulation, how and where distributed, by what methods secured, and other valuable data. An advertiser would be extremely short-sighted who would decide upon using only morning or evening papers, before he had considered the readers of the two types and their preferences. If you think it is time for you to take your Facebook marketing to the higher level then that’s the time you can try paid advertising.
Coupons app for showing exclusive coupons to your fans, this also good for e-commerce or service-based business. Of course, visibility would still depend on the budget that you are willing to spend on advertising. How the readers buy a magazine is not so important as who and how many they are, and why they buy it. These articles are advertised extensively, therefore, in women’s publications, as well as in publications of general appeal to both men and women. Each advertiser must decide how much it will cost him, and how much he can afford to pay, to reach every possible purchaser to whom a medium may appeal. He put his advertising in the medium that reached these same executives in their homes and clubs, at a time when they were relieved of business cares, and were consequently in a more receptive frame of mind. On the other hand, instances might be cited of concerns advertising nationally, with headquarters in New York City, that are obliged to pay foreign rates when advertising in New York City newspapers. Most of the space, however, is sold on the basis of so many insertions per year, with a standard-size space for the life of the contract.
Many of the weekly and monthly magazines are now made up so that advertising, other than page advertisements, appears on a reading page. That paper took my advertising and they were as kind and helpful as they could he to a struggling young hotel manager.
Many publications now exclude all advertising of patent medicines, regardless of their wording. The advertiser uses these reports to provide him with an intimate picture of the circulation policies of the publications under consideration.
The weekly gives the advertiser more opportunity to make his advertising a timely tie-up with holidays or special occasions.
However, if you are an engineer that works on university theaters or a construction company that builds football stadiums, advertising to the masses is just a waste of money since only one out of a million people that see your ad are in the position to buy your service. You are probably on Facebook already and have acquired a good number of friends, followers, and fans even without exerting any real effort. As a business owner or marketer, I’m sure you will agree that those prospects who are already interested in your business are more profitable than those who are not.
This is because with Facebook you can communicate and interact with your customers directly thus allowing you to form a bond with them and develop mutual trust. It would still be affordable and cost-effective because with Facebook you can set your own advertising budget as well as an advertising scheme that you think would be most suitable for your business.
Most magazines can show an analysis of their circulations, the kinds of people who buy them, where they live, their sex, and their business or professional pursuits. Just as he would figure his distribution costs per unit, so must he figure the extent to which he can spend money to influence sales by advertising.
Usually there is a column of reading matter and two columns of advertising on one of two facing pages. They gave my house publicity that I had no reason to expect, and because of that publicity my first season as a manager was a good one.
Advertisements can be made timely in monthlies, to some extent, by knowing the date on which the publication is to be offered for sale. Now just think of how many fans or followers you can get for your business with a solid social media marketing plan. And focusing on these prospects using Facebook Advertising platform will surely reap great benefits for your business which is our #1 aim in promoting your business.
Studies have shown that people are more likely to support businesses that they trust, and you have the ability to do that using Facebook. If a small business owner has made up her mind about something not working, it’s far more prudent to explore other options rather than trying to sway her opinion.Finding the right marketing mix requires testing different vehicles to determine which ones work and which ones don’t, so you know where you should be investing time and money. Within six months the Post was carrying the advertising of four other manufacturers of leather belting.
Sometimes there are two columns of reading matter and one column of advertising to a page, and, if it be a four-column page, there may be two columns of reading matter with one column of advertising on either side. In that case, you want to hit the masses to get the most qualified applicants and instead of one in a million being your audience, it is probably one in 1,000-10,000.
You may have a poor experience with more than one medium, but that shouldn’t sour you on the overall marketing process.And it is a process!
Without that paper’s help, my first season might have been a fizzle—and I don’t know what I might be doing now. If you are inconsistently dabbling with various messages sprinkled through various media, the chances of your efforts being successful are pretty slim.
However, if you are sending a strong, consistent message to a clearly defined audience using a strategic mix of marketing vehicles, your efforts WILL yield results.Lest you find yourself wondering what options are available, I have compiled a list that will get you started in the right direction. The objective is to pick and choose the ones that feel feasible and relevant to your business, and try them out.Seeing all the available options can be overwhelming, but you’re not trying to use all of them. In addition to the first group of “Essentials” below, I suggest testing between 3 – 6 on the low side, 8 – 10 on the high side, and 12 or more if you’ve got the resources.
SponsorshipsAs you can see, there are far more marketing options available than you could possibly utilize for your small business. After several months of consistent advertising, you will have a good idea of which vehicles are most effective for your business. Once you have determined that, continue to use what works and drop the rest.Which marketing vehicles would you add to this list?
The fun part is picking and choosing which resources are most appropriate for your business, because not all of them will be.
The time-consuming process of marketing can be off-putting to biz owners who are immersed in plenty of responsibilities, but it’s necessary to maximize success.
Sounds like you are using proven methods to market your business, and I hope they continue to work well for you!
Many times small businesses fail to realize the the power of hold messages.Phone systems have the capability to promote your products and services, communicate useful customer information, and improve their overall caller experience… all while they are waiting on hold! Message On Hold is a a multifunctional audio marketing solution that targets your captive audience.



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