Chapter 6 of Guerrilla Marketing goes over selecting the most lethal marketing methods. Even if you have the right advertising, it can fail because it is delivered by the wrong media. Knowing the audience of your advertising and their preferred media consumption is important to successfully reaching your audience.
Internet, radio, telephone, newspaper, magazines, TV, direct mail, canvassing, and outdoor signs/billboards are all examples of different ways to reach your intended audience. Radio and telephone are more intimate and give one-on-one time with listeners. Newspapers deliver news and thus would work best with a newsy, interruptive, and to the point ad. Magazines offer an opportunity to reach an audience with a set interest and matching the editorial mood of the magazine can best capitalize on their tendency to take their time reading. TV has to hit in both visual and auditory ways as most viewers will either mute or not pay attention to the screen during commercial breaks. Direct mail/email is usually the targeted approach and securing a sale via a coupon or something similar should be the goal. Signs/billboards are seen be a huge number of people and should be used more as a reminder that your company exists and should be used in conjunction with other marketing methods.
With set advertising budgets, it is important to allocate your budget accordingly to effectively reach your intended audience. Lower budgets can focus on brochures, direct mail/email, and classified ads. Higher budgets can focus on websites, frequent newspaper or magazine ads, and radio spots. The higher the budget, typically the more advertising avenues are available to you.
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