These terms are used to evaluate the effectiveness of different advertising mediums:
Reach – The number of Target Market members who are exposed at least once to your message.
Frequency – The number of times the average receiver is exposed to your message within a specific period of time
CPM – Cost per thousand of your audience members reached.
Waste – People who see your advertisement but are not in your target market.
Shelf Time - How long your advertisement remains visible. (A newspaper is gone tomorrow, but a magazine can get passed around for weeks).
Medium – What channel you use to send your message. Broadcast media: TV, radio / Print media: magazines, newspapers / Outdoor or Ambient: transit ad’s, in public washrooms, product placement, roadside billboards.
When creating an ad:
- Take advantage of your chosen medium’s strengths
- Have a hierarchy of message importance. Use size, style and position to emphasize this.
- Use tried and true layouts
- Have a call to action! “Try one today” , “Click here for more information”.
- Communicate your brand – your ad should always be on the same page with your branding
- Look professional
- Be directly tied to your campaign goals
- Be consistent with other campaign creatives
When advertising, you should choose the medium that lends best to your message. For example, a burger ad on the radio can put the company jingle in your head, but a picture can put the image in your head, and a television ad can show it in agonizingly delicious detail.
