In many cases it is necessary to advertise your products or services to the general public, in order to create awareness and knowledge about your offerings. Designing an ad that perfectly describes your product or services, and appropriately represents your brand are only the first steps of this process.

The second step is choosing which media or type of advertising to use. What is your marketing problem or reason for advertising?

• Where does your business come from? Where is the greatest potential? Do you know which markets offer the greatest opportunity? Do you need to reach everybody or only a select group of consumers?
• It is also important to understand the fact that a print ad must usually run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs.
• And then there is the question of reach. Do you want to reach lots of people in a wide area (to get the most out of your advertising dollar)? Then mass media, like newspaper and radio, might work for you. If your target market is a select group in a defined geographic area, then direct mail might be more effective.

Translating the marketing requirements into attainable media objectives is another part of what Kompani Group can help you with.