What Would You Do With An Unlimited Advertising Budget?
Really, what would you do? Take 12 minutes right now and write down
everything you'd advertise in.
• Don't worry about prices.
• Think of the media you see around you everyday.
• Think of the media that best gets in front of your target group
To help get you rolling, here's a few starters....
(you might want to print this page to keep your thoughts together)
Oh Man, if we had an unlimited budget, we'd:....
..be in Television ..we'd use regular TV nationally and in some small markets and then we'd
buy specialtychannels to really reach our male audience. Stuff like the networks devoted to just
sports, or just golf or soccer, oh and we'd run something on TV all year round so nobody forgets
us and (you jump in here) we'd also.....____________________________________________
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..be in Daily Newspapers ..we'd use 1/4 page ads in black & white and always appear in the
sports section (or beside the crossword puzzle) during Monday-Friday and run a 1/2 page ad
in 4 colour on Sunday where the best readership is, and then we'd also.....____________________________________________________________________
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..use the Power of Radio , and we'd try to deliver 100 GRP (Gross Rating Points) per week
per market. We'd probably use four or maybe 5 stations in each market. Would look to do a mix
of 30 second spots and probably a 10 second Traffic Tag or feature report sponsorship on at
least one station and then we'd also....._____________________________________________
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..then we'd go OnLine , and we'd buy impressions using Leaderboards and Big Boxes on sites
dedicated to our male sports audience. On some sites, we'd add Vokens- you know, those ads that
kinda float above the page, then dissolve into a Big Box and then the Big Box would have a Link to
our website. Very cool, then we'd dedicate 25% of the budget to specific anchor positions on key
sites so that we have an ownership of that position. Then we'd take our TV spot and run it as
a 15 second pre-roll before the sports highlights
and then we'd also.....__________________________________________________________
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..then we'd add Outdoor ads , and we'd blow the doors off with a Huge Outdoor Poster Campaign
using 10' X 20' Horizontal Posters, and we'd support that with those 4' X 6' Backlit Transit Shelters
that you see on every bus route. Speaking of buses, we'd add some Exterior Bus cards on the back
of the bus so drivers behind the bus see the message when they're in traffic ( Oh man- I bet we
could link a radio campaign in with that- like a Traffic Sponsorship) and I bet we could also use
those Transit Shelter size ads in Malls so we get the shoppers too, and then we'd also.....______________________________________________________________________
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..then we'd add ......
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• You can make this list as long as you want- heck it's Your Wish list.
• Then, think about where your customers will best see you and remember you.
• It could be you need radio and newspaper, or magazines and TV and On-Line,
or Outdoor Posters and Grocery Cart ads and Shopping Malls
• Try to prioritize what you think will be most effective at reaching your customers.
• Put your choices in order starting from 1st choice and so on.
• It may not be the final mix of media, but it will dramatically help you focus on
which media have the best chance of reaching your target.
* This is a good time to call in your media professional to help you get as close
as possible to helping you achieve that prefererred list - or providing alternate solutions
that work for you.
