Bay Area business people can maximize their marketing dollars by applying certain marketing fundamentals and by properly “interviewing” the media company with which they are considering to advertise. These guidelines apply to any medium: newspapers, magazines, radio, TV, or online.
Questions to ask the advertising/account representative:
•Who is their audience? Demographic info re: age, income, home ownership, etc.
•Do they work with advertisers to measure ad response? How do they measure?
•Can they provide customer references?
•For print media, what is their circulation and how do they distribute? Is the distribution targeted to their core audience or is it blanketed across areas? What areas and points are targeted? How do they monitor their distribution?
•Do they offer marketing services in addition to advertising? Can they offer an integrated program?
•What is their marketing expertise? Can they offer you a strategic solution specifically for your business?
•How long have they been in business?
•Who is the ownership? What is the background of the account/sales people?
•What connections do they have with the community? How are they active in the community or with their audience?
•Their editorial or program content – to whom is it targeted?
•Who are their advertisers? Local? National? Industry?
•How do their ad rates compare to similar media with similar size audiences?
•Does the media outlet reach your customer target segment(s)?
•Are you dealing with a marketing person or a salesperson? Do they have the marketing expertise and track record to help your business?
•Are you dealing with a company that is focused on results and has long-term, satisfied customers?
For expert marketing advice in Hispanic or general markets, contact:
Elena Miramar at 510-865-6274 or
or Darren Ballegeer at 510-250-2539 or
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Vision Hispana Newspaper | Tel: 510-863-4982 P.O. Box 1411. Alameda, CA 94501