Advertising and a Word About Public Relations

While the Internet offers numerous benefits to small-business owners on a budget, some find that combining cyber-advertising/marketing with more traditional outlets, such as television, radio and print media, provide a greater return on investment. This is largely a matter of individual preference. Even so, marketing experts suggest some rules apply across the board, regardless of chosen venues.

  • Match advertising campaigns to target markets. Publicity for Bob's Birdhouses, for example, would reach a more appropriate audience when placed in gardening magazines or on nature Web sites, as opposed to a display in a cat-lovers' publication.
  • Be truthful. Resist the urge to "oversell" products and services with hyperbole. Let hard data and customer testimonials do the work.
  • Be easy to reach. E-mail campaigns, print and electronic ads, brochures and all correspondence should include contact numbers, names, addresses, e-mail addresses and Web sites.


The following sections offer the pros and cons of each media genre:

  • Television
Pros - Reaches more people in less time than other media; makes use of multimedia presentations; effectively brands and personalizes small businesses
Cons - High production costs (e.g. writers, actors, ad agencies, etc.); difficult to make changes once production wraps up; no guarantee that ads are reaching target markets
  • Radio
Pros - Targets mobile audiences, with an estimated 80% of drivers nationwide tuned into their radios; some stations stream into the Internet, offering more bang for the buck; relatively cheap to produce; great venue for comic, entertaining ads.
Cons - Usually less than a minute in duration, so listeners may have trouble retaining information; shortage of available spots during prime drive times; no guarantee that target audiences are listening.
  • Print: Newspapers
Pros - Reaches target audiences easily through appropriate placement (e.g. specialty food products in the weekly recipe section); cheap to produce; flexible sizes and rates; easy for readers to clip and save ads.
Cons - Many former readers are turning to the Internet for news; inferior print quality; competitor ads may appear on the same page.
  • Print: Magazines
Pros - Pinpoints target market; permanence (i.e. readers typically save magazines, as opposed to newspapers); superior print quality and color choices; ads carry a certain level of prestige.
Cons - Expensive to produce; limited repetition, particularly in monthly and quarterly publications.


A Word about Public Relations

Experts suggest that many small business owners have neither the time nor the skills to effectively market their goods or services. Furthermore, they add, a public relations campaign should be ongoing and consistent - a proposition that requires a huge time commitment. For these reasons, SCORE (Senior Corps of Retired Executives) advises investing in a professional agency to do the job properly. SCORE offers these pointers on prospecting for a PR firm:


  • Define expected services. These should include ample media exposure, special events staging and promotion of a positive community image.
  • Don't expect the impossible. A PR firm cannot cover up shady business practices or illegal activities.
  • Screen a range of candidates to find the best match.
  • Hire local firms for local publicity. For national coverage, expand the search.
  • Upon contracting a firm, treat the account executive as part of the strategic/sales team.



Small Business article content provided by AT&T's Small Business InSite www.att.com/SmallBusinessInSite

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