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This Community Newspaper is a weekly publication of Escambia Santa/Rosa Bar Association Page 1 Vol. 15, No. 17 VISIT THE SUMMATION WEEKLY ONLINE: www.esrba.com April 28, 2015
4 Pages
The Art of Advertisement
Photo Credit: Rick Schamberger, East Hill Photo
By: Michele Kelley, Escambia Santa Rosa Bar Association
In a society, where almost anything is possible, determining one’s advisement route can be quit complex at times. From setting a budget, picking an advertising platform, and narrowing down one’s audience, the art of advertising can become stressful if an individual does not know what is available to them. But fear not, there are multiple avenues one may take to ease the overwhelming load of narrowing down these factors. First of all, one’s budget is normally a huge factor in determining what type of advertisement route he or she may take. In a world of uncertainties, we all have to live within budgets. It is recommended to start with a budget for the calendar year and try to stretch those dollars out as long as you can. During this period of time, you may want to try to include tracking results to see what advertisement avenue is best for you and your firm. The more you know about what works best for your business the better you can adjust your media mix. This is one reason digital advertising is growing a larger popularity than the traditional advertising. So, where do you do you start? Virtually any medium can be used for advertising. Commercial advertising media can include (but are not limited to) wall paintings, billboards, street furniture components, printed flyers, rack cards, radio, cinema and television commercials. Plus, with the internet came many new advertising opportunities. Popup, Flash, banner, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Like they say, “There is more than one way to skin a cat.” For those with a large budget, why not use mass media. It’s not overly strategic or easily tracked, but mass media still remains a favorite for the big brands to build awareness and pound away messaging. Television does remain a wonderful medium, when it is done right. However, you must not forget that there are productions costs that coincide with the media costs. Remember, if you are going to do it, make sure you do it right. More brands damage themselves by letting local networks or cable providers produce spots poorly. One of the most popular routes of advisement is print. Now, this avenue is not the most effective; however, print advertisement remains popular since it is easy to execute. Regrettably, this too is not trackable, and the majority of ads are ineffective. Over the history of advertisement, newspapers and magazines have been working at great lengths to develop and incorporate tracking as well as creative ad units. This is one reason QR codes have been created. (continued page 3)