How to Write a Concept Paper
MARKETING COMMUNICATIONS TOOLS
Crucial to the development of a lengthy, profitable business is brand building. And key to brand building is regular, ongoing communication between a firm and its customers and prospects. For your consideration, we have outlined the following menu of activities which we feel could add value to your overall marketing effort.
TV Advertising
Direct response TV advertising is the purest form of direct marketing and it is a ‘number’s game’ – the more people impacted upon by a message, the greater the response. TV not only builds audience coverage quickly, but also lends credibility to your overall proposition, allowing viewers to see your offer in the company of its peers. Clever airtime planning can optimise response levels and effectiveness whilst minimising media costs.
Press Advertising
Press advertising also reaches substantial numbers of people and a combination of national, regional and ethnic publications should be considered. For instance, combining cost-effective exposure in a regional edition of a national or specialist media that is read by your customers.
Radio Advertising
Intrusive and impactful, radio reaches audiences at times and in circumstances that other media cannot achieve (in their workplaces or in their cars for example). It is also ideal for building up frequency of impact, reinforcing key aspects of a campaign, such as a freefone number, and acting as a call to action to potential customers who may not recognise that they are actually ‘in the market’.
Cinema Advertising
Either moving or stills advertising in cinemas is an extremely cost-effective medium that can be targeted to specific venues or regional locations. Used to reinforce campaign messages within a relaxed and influential environment, cinema advertising is not likely to generate an immediate response but it is likely to be effective as a low-cost, long-term ‘reminder’ medium.
Sponsorship
Sponsorship is fast
Crucial to the development of a lengthy, profitable business is brand building. And key to brand building is regular, ongoing communication between a firm and its customers and prospects. For your consideration, we have outlined the following menu of activities which we feel could add value to your overall marketing effort.
TV Advertising
Direct response TV advertising is the purest form of direct marketing and it is a ‘number’s game’ – the more people impacted upon by a message, the greater the response. TV not only builds audience coverage quickly, but also lends credibility to your overall proposition, allowing viewers to see your offer in the company of its peers. Clever airtime planning can optimise response levels and effectiveness whilst minimising media costs.
Press Advertising
Press advertising also reaches substantial numbers of people and a combination of national, regional and ethnic publications should be considered. For instance, combining cost-effective exposure in a regional edition of a national or specialist media that is read by your customers.
Radio Advertising
Intrusive and impactful, radio reaches audiences at times and in circumstances that other media cannot achieve (in their workplaces or in their cars for example). It is also ideal for building up frequency of impact, reinforcing key aspects of a campaign, such as a freefone number, and acting as a call to action to potential customers who may not recognise that they are actually ‘in the market’.
Cinema Advertising
Either moving or stills advertising in cinemas is an extremely cost-effective medium that can be targeted to specific venues or regional locations. Used to reinforce campaign messages within a relaxed and influential environment, cinema advertising is not likely to generate an immediate response but it is likely to be effective as a low-cost, long-term ‘reminder’ medium.
Sponsorship
Sponsorship is fast