Advertising by print media

There are many techniques for promoting products and services which are not as intrusive as outbound telemarketing or door-to-door sales. Everyone of us is exposed to thousands of promotional messages each and every day. We pass posters, read newspapers and magazines, see TV, hear the radio, see designer labels or tee shirt messages on the people we pass, see buses, get email, log on. Messages, messages everywhere we look. Some we remember, some we do not.

The crucial thing is do we remember them for the right reason? If we remember an advertisement because of the idea but do not recall the product then the ad has failed. If we remember the product but it has no relevance to us then the ad has failed. No matter how creative, no matter how different, if it isn't involving your customers in the brand experience then it is not cost effective.

The best advertising is based on a creative market insight. It takes a single minded idea and consistently delivers to the target audience. Good advertising can take a 'me-too' product and transform it into a unique and vibrant market leader. Sometimes that means producing simple, factual, well written ads. Sometimes that means producing an outrageous idea that imparts little or no product information.

There's a time and place for both. Knowing that time and place is what makes Gazal/is different.

Direct mail, Direct marketing:

lots of detailed information delivered with personal customization to the consumers the company most wants to woo.

Letter box drop:

lots of detailed information delivered en-masse to whole suburbs. Cheaper than direct mail if the target is the general community and no personalized forms etc. are needed.

Magazine advertising:

Can carry lots of information, and enhance brand and product awareness. Like the two techniques above, material can be kept for future reference and to compare with competitors claims.

Billboard advertising:

Can't be cut out or contain much information, but they reach virtually all consumers. Every one of these can stimulate customer interest and provide a toll-free number for the interested consumer to take things further when they want to buy or learn more.

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