What Is Advertising Exposure?
Did you watch television today, listen to the radio, watch a movie or go out to run some errands? If so, you were definitely exposed to advertising. Our day-to-day lives expose us to advertising constantly; the simple fact that you are reading this article on the Internet means you did not escape advertising exposure today. This is our reality.
Advertising exposure is a presentation of an advertising to the consumer. Advertisers–ranging from agencies to small-business owners–attempt to estimate the number of exposures necessary to achieve their objective. The ultimate advertising objective is to motivate consumers to buy or use your product or service, change their thinking about your brand, or build excitement. Examples of different types of advertisements include print ads, radio and television commercials, infomercials, advertorials, and billboards and kiosks.
Pros of Advertising Exposure
The goal of advertising is exposure. Your choice of advertising mediums and venues should target your desired audience. Small-business marketing teams should focus on venues frequented by your target audience. A small dry cleaner chain may have a local commercial, an ad in the local newspaper (on and/or offline), and a deal with another local business to trade advertising; for example, they may work out a deal with a pizza chain where the dry cleaner supplements the cost of pizza boxes in exchange for using its logo on the box or providing coupons on the menu. People involved in network marketing should target their offers to people open to looking at opportunity.
In a 2007 New York Times article “Anywhere the Eye Can See, It’s Likely to See an Ad,” it’s asserted that advertisements are so widely available that blank space should essentially be added to the endangered species list. One thing to keep in mind when it comes to advertising is that there is such a thing as over-exposure. If you are a small business, this may be less of a concern since your budget will likely keep you from over saturating your market.
Choose your venues and mediums wisely and always aim for the most targeted but diverse exposure. Your market research and budget should dictate where and how you set your focus. To determine your target audience, Norm Brodsky, columnist and senior contributing editor for “Inc.” magazine, suggests small-business owners make a list of 10 categories of people who will want your services and how to reach them. Then, be patient. Rather than bombard your target audience with an advertising blitz, target your advertising to their needs and wants, as well as the venue, and take time to build your brand and relationship with your target audience.
Advertising on sites like this is a great idea if your target market consists of people looking to build additional income streams, people thinking about starting a home based business, and people looking for ways to grow their existing home based business.
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