comfortable in such an environment; that creates an easy and valuable
If you want to advertise a time critical promotion, such as a special
event, then your medium must be able to reach your target market
quickly and efficiently.
If you only want to advertise to specific geographic locations, your
choice should be directed to those media channels that allow
concentrated penetration within your chosen area.
Clearly identifying your advertising objectives and only selecting those
media channels that meet your objective will quickly narrow down the
best media choices for you.
5. Can my chosen medium allow me to effectively
measure the return on my marketing investment?
Return on investment (ROI) is the key defining factor when planning
your advertising and marketing budget. If you are unable to track the
ROI how are you to know if this has been a successful media selection?
Never choose a medium or develop an advertisement that doesn’t
allow you to precisely track and calculate your results.
You are responsible for the ultimate tracking of results so ensure your
chosen medium provides you with an avenue to effectively capture this
information then ensure you have the discipline to follow through and
collect the information. Often the best intentions fail due to lack of
discipline in collecting the information and all that good work is lost.
These five questions will help you to effectively determine the best
choices for your business. However, the ultimate and only way to be
absolutely sure is to test. Do not throw your entire budget behind one
media channel without effectively testing its viability. This allows you to
control your results and also maintain budget controls. You are able to
accurately determine the effectiveness of your choices, and then move
forward with greater confidence in your campaign’s success.
To test different media channels, create trackable advertisements and
offers, and develop a system for quantifying the results. Once you’ve
found a medium that you know for a fact is profitable for your business,
it’s time to increase your investment in that medium and maximise your
• Screen Wire, Supplies, and Tools
• Storm Door and Window Supplies
• Commercial Door Hardware
• Insulating Glass Supplies and Tools
• Patio Door Hardware
• Home Security Hardware
• Residential Window Hardware
• Shower Enclosure Hardware
OVER 700 PAGES OF DOOR AND
WINDOW REPLACEMENT HARDWARE
Get our new 83R DWH DOOR and WINDOW
REPLACEMENT HARDWARE Catalog.
Order, View or Download at crlaurence.com.au
For more informaiton, contact Stephanie Dale on 02 9912 4400, email sdale@
dmcadvertisinggroup.com.au or visit www.dmcadvertisinggroup.com.au
C.R. LAURENCE OF AUSTRALIA
PHONE: 1 800 424 275
FAX: 1 800 813 013
Stephanie launched DMC Advertising Group in 1996. It is a full service
advertising agency and production house including graphic design, web
design, campaign development, corporate branding, strategic development,
copywriting, database management, relationship marketing, direct marketing,
mail production, print management and sales promotion development,
software, and management.
Autumn 2016 Windows Magazine 21