Advertising that appears in a more expensive vehicle that actually targets your best prospects will be more cost effective, dollar for dollar, than a cheaper vehicle that might miss your audience completely. Don’t focus on the cost of the ad alone. Focus on the cost per potential prospect reached.
It’s not a formula, but a strategy: 1) Define your target audience; 2) Analyze and understand their media habits; 3) Develop a message that speaks to their needs (not yours); and 4) Budget accordingly.
You have to put yourself in front of your best prospects if you want to Be Visible and Get Found.
Use what will work. Always. … Lori Martinek, Branding Expert & Author, www.edcgrow.com