Message Trumps Choice of Medium
Media offerings currently available to advertisers include:
movie and television show placements,
mobile signs, text messages,
calls to your cell phone at all hours,
outdoor with changing electronic displays,
changing electronic displays on taxis that change messages for different parts of town by GPS,
local magazines of all sorts,
email solicitations,
bathroom advertising,
bar room hustling to create buzz,
gas pump advertising,
buses, blimps, balloons!
Are these media legitimate?
Yes. If advertising is simply putting product names in front of eyeballs, all of these work to one degree or another.
Effective? Maybe. Tell me your message and I’ll tell you whether your advertising will be effective at selling your product or service.
If your message is bland, you can tell it to everyone in the world and no-one will pay any attention.
If your message is compelling, you won’t have trouble finding customers with it.
Don’t believe me?
Buy an ad in the smallest publication you know. Put your ad under a headline legitimately promising “Free Beer” and see what happens. You’ll need a cop to control the traffic. People respond to ads that interest them. And they call to tell their friends about such ads.
You need to develop the proper message to share. Then and only then should you talk about what medium to use to convey it to the public.
It’s not that the medium isn’t important.
It’s just that the message is vastly more important.
J.David Knepper
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