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Tag Archives: online media buying
Each media has a purpose.
Choose the media based on the marketing strategy.
Broadcast TV – To reach the masses with a single :30 spot. Reach is the goal.
Radio – To reach narrowed, targeted, niche groups of people with frequency being the goal.
Trade Publications – One business talking to another.
Cable TV – “Radio with pictures.” Same goal – same objective.
Consumer Magazines – To reach upscale people in their leisure time with high ticketed items.
Outdoor – A “reminder” medium. Similar to a :10 spot in broadcast. Good to reach the masses with reach and frequency the goal.
By Monte Brackett
If you are implementing your own PPC campaigns, here are some common pitfalls to avoid that could potentially be costing you money and time.
- Improperly setting up your PPC campaign initially - set up can be very time costly for a business. Setting up your account and your campaigns will be the first thing required to begin your PPC campaign and if it is not set up right it will be problematic throughout the campaign. You need to test, track and modify your ads during the set up and properly create your ads that convey the proper messaging within very limited spacing.
by Monte Brackett
Online ad spending will continue to increase as more and more avenues are developed for specific target marketing. The illustration below shows how much is being spent online and what is projected in the next 4 years. 2010 is now showing signs of widespread online shopping from mobile phones. This mobile or smart phone could begin to act as your purse or wallet in coming years.
In broadcast media, one of the two ways media buyers and sellers measure cost-efficiencies is by CPP or cost-per-point. Cost-per-points are what keep buyers within their budgets. Buyers rely on Sqad or Media Market Guide to tell them what a CPP should be in an upcoming quarter, by market, by day part. Both services are very reliable in their reporting. CPP are based on the rating for a TV program relative to the cost. Ex. if the program cost $100 and the rating is a 5 then divide it and you come up with a $20 cost per rating point.
The buzz lately is on-line marketing and with good reason. It’s relatively easy to set up, manage and inexpensive. But remember when we thought the tried and true network TV kings would be sunk with the splintering of the cable networks or satellite radio would take over traditional radio? The fact is we are very individualistic and we vary in the way we like to receive information. There will always be differences in the way people receive, process and react to information. These different modes include; auditory, visual or kinesthetic modes of communication. If you are like me, you process well utilizing all three modes of communication. (This is why TV influences me more than other media) Other people are more comfortable using two of these modes, auditory and kinesthetic, making radio an excellent avenue in which to reach them with.