Formerly known as CONCH. 'wave' is dedicated to our clients, the projects we’ve worked on together and the benefits that smart marketing, branding and advertising deliver.
If you were to place an advertisement in your local newspaper would you choose to pay a premium price for the front page, business page, preferred placement, or would you settle for the more economical, run of paper?
Clearly the owners of the newspaper know their own business well enough to place premium pricing on sections and positions that they know provide the best results for certain customers. Early pages in many media are sold at a premium, inside front and back covers of magazines and outside back are prime examples. The first commercial in a break for radio and television is usually the same, especially in the case of radio, and where it is not so, wise advertisers specify it.
If you have a great product or service, have invested in quality creative advertising why wouldn’t you take every opportunity to place that advertising with the most effective media available, but also as efficiently as possible in that media?
One of the most extreme examples of premium pricing has to be the US$3million average price companies paid for a 30 second spot during American Football’s Super Bowl. Whilst not many of us have that kind of money for a single commercial, for certain products it represents value. For some people the Super Bowl advertising spots have become even more popular than the game itself. Over 90 million viewers paid more attention to these advertisements than they would any other TV advertising.
The key to placing advertising, what ever your budget, is understanding your target audience.
In fact the smaller your budget the more targeted you need to be. We can predict what type of media is most likely to be viewed or read by certain groups of people by using geographic and demographic criteria, however one size does not fit all, and that goes for the message too! It is the combination of well thought out strategy and well planned placement that gets the best results.
Newspapers and magazines often claim readership statistics based on the fact that their publication has a “pass-on” value giving some readership figures double or even triple the number of copies printed.
Because very few people read publications like newspapers and magazines cover to cover these figures can give false reassurance as to how many people will read your advertising. Regular readers may not even open the classified pages, others go straight for the lifestyle section, whilst some would never look at the sports pages, the lesson is to target the pages most likely to be read by people interested in your product or service, otherwise you may be wasting your money.
In order to maintain the very best of service to our clients WAVE have a media purchasing programme that offers the most thorough research based media buying available. We know the readership, or viewership, or listenership of all New Zealand’s newspapers, magazines, radio stations and TV channels, and we see it as part of our professional services that we apply it to all our clients advertising needs.
Call Glenn Dougal to talk about cost effective media buying. Tel: +64 7 927 44 43. gd@wavedesign.co.nz
