Budget Advertising Washington DC

Advertising doesn't have to be expensive. The money you pour into costly print or broadcast ads can be better spent on other (read: cheaper) advertising endeavors.

By Patrick Yurek
8/1/2002

I've read dozens of articles about advertising and how to target and attract customers. Most of the ideas make sense. Things like sponsoring a little league team, a bowling team or a racecar at the local track are great ideas, as is running an ad in the church newsletter, a local "super-saver" paper or other specialty publication. Billboards, buses and other marketing techniques that target traffic can also be effective if used long enough and/or in conjunction with other media.

On the other hand, buying ad space in a major newspaper is often quite costly, and for many, even radio spots have the same cost restrictions. I'm not saying these forms of advertising don't work. I'm simply saying they can be expensive and, in my opinion, don't work as well as other forms. I've never been much of a fan of newspaper advertising. Why? Well, unless the consumer is in need of repairs right then and there - as he's reading the paper - your shop name could easily be forgotten by the time he needs you (unless he happens to be reading your ad while driving into a tree).

Print media, especially newspapers, are something consumers likely throw away by the time the next issue arrives, so it's sort of a one-shot deal in most instances, unless you place an ad in each edition. Offering a coupon may be...