Quote:
Originally posted by TheJimmy
that does sound pretty high, HOWEVER....
as for blowing a load on print, I'd consider the impact of people that keep magazines around for a few months, years, etc....it's nice to have eyeballs looking at it over time versus the one time bang of a radio/schedule or billboard...not many people that I know record radio shows and play them back over and over, or keep old billboards in their 'billboard rack' in the dentists office....
however...I think you're primarily going for more of a large immediate SPLASH of promo, then yes...shooting for billboards and radio are higher in priority...
Power 106 and KROQ still biggies in LA these days? I'd hit them up for sure if they still controll the number of ears that they used to...
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Repitition is equally as important as reach in most instances, and with radio - they will not be buying one spot but a series over a few weeks... and with billboards many will be driving by the same route on their way to work...everyday and see it many times. You get repitition more in radio and outdoor ad than you do in print no matter how long it hangs around on the coffee table.