Direct mail:
Best way to target specific customers. Must know your customers. Advantages are target specific customer groups, target geographical areas, target business categories, and personal residential. Post cards are very inexpensive to print and to mail. You can create very large post cards to get more attention. Be sure to get the requirements from the Post Office Mailing department on where the address and other information goes. Mailers using letters and envelops can be very effective, especially if hand addressed. They are much more expensive.
Magazine Advantages:
-Best for image building, fashion products or businesses.
-High quality of photos, much better than newspaper, or TV.
-Not good to generate immediate traffic, image publications don’t generate traffic.
-Usually expensive, most magazine advertising is expensive, plus you have the cost of creating the ad.
Check the readership vs. circulation. When a advertising sales person quotes advertising rates, make sure they are basing the price on readership, not circulation. Knowing how to use various media can save you tens of thousands of dollars in wasted advertising. Henry Ford said,� I waste half of all the money I spend on advertising. The problem is I don’t know which half.�
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