Media Selection Should be Your Last Consideration

By Wizard Partner Walter Koschnitzke

You'd be surprised how often the first thing prospective clients ask about is media. 

Media selection should be one of the last considerations.  But since media reps have trained most businesspeople that selection is the all-important Holy Grail of success, that's what businesspeople usually ask about first.  It should be the last.

Have you ever met with a media rep and the meeting went something like this?
1. Discuss the merits of the salesperson's advertising medium
2. Discuss why his/her medium is better than the competition
3. Discuss your budget (optional)
4. Discuss rates
5. Negotiate rates
6. Put together a schedule based on their rates and your budget (or their best guess)
7. Jot down a few notes for the ad writer

Been there, done that, got the T-Shirt?

Now you know why most advertisers are disappointed with the results of their advertising.

Advertising campaigns are like buildings, they should be built on a strong foundation.

These are the questions you should be asking:
1. What do I want to accomplish?
2. What resources (time, money, training) will I commit to achieving the goal?
3. What do I need to say to create powerful and persuasive messages?
4. Which media will give the best reach and frequency for my investment?

Always look at your media options last.

PS. Do you know what you want to accomplish with your advertising? Do you know how to create a powerful and persuasive message? Let Wizard of Ads help you. 

Subscribe to The Wizard Chronicle