Media mix – Part Asset, Part Liability

Many advertisers wander aimlessly through the world of media options, doing some of this, some of that and a little of a couple of other things. This has the effect of diluting your message delivery system to the point where there may be no one receiving that message.

Consider consolidating your media allocations into two… or even one core media, if your budget is small. Once you have decided which media(s) is the right one for you, strategically, you will be far better served by going deeper as opposed to wider. Wider creates a thinning of penetration which provides the chance that your message is “hop-scotching” around in thin air with few (or none) seeing or hearing it.

So consider doing some research. Make a sound media choice or two and let the work… work. You can experiment with interesting media choices, as well, but let the increased sales, not dilution, help you finance that experimentation. Before you know it, your second and third and even fourth media selections will finance themselves.

Tags: Advertising, Media Buying

This entry was posted on Tuesday, July 21st, 2009 at 11:07 am and is filed under Commentary. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.