FORUM WORKSHOP
Forum Workshop
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How about television?
the prices, the demographics (who listens, what
It reaches everyone.
they earn, where they shop), and try each staAre you selling to everytion that targets your market, one at a time.
one? Mr Mac clothing
store does. They have
Check The Competition
one of the largest inventories of menʼs suits in
Pay attention to what the competition is doing
the state, and stores
with their advertising. Just as jewelry and shoe
statewide. They want to
stores tend to flock together in shopping malls,
reach the “mass marso do their ads in newspapers and magazines.
ket.” Mac uses television and newspaper al- Then there is Tiffanyʼs and its image equivalent
most exclusively. They work for his business.
in Salt Lake, O.C. Tanner. Those ads are on the
backs of Playbills. Plan your advertising the
Radio is similar to print. These days at least one same way you plan the location of your busiradio station exists for every taste. In most ness. Are you catering to people who will shop
cities where thousands of people are captive around, or is your product so special that theyʼll
audiences on freeways and highways every seek you out? Who are “they”? Put your advermorning and evening, radio allows you to target tising dollars in the medium that “they” read,
your market. Treat it just like publications. Get watch, or listen to.
continued..
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