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WHITE PAPER: Realize the power of multiple media: 7 steps to an effective and measurable multi-channel advertising campaign
1854 NDSU Research Circle North Fargo, ND 58102 701.499.3620 www.avenueright.com 15
about your target market and the various advertising opportunities available in your next campaign. Use past
media plans and calendars as templates for upcoming campaigns so you dont have to continually reinvent
the wheel.
The benefts of multi-channel advertising are manyextended reach and greater frequency, better
measurability, and the opportunity to leverage multiple media types to strengthen the impact of your
campaign. Through careful pre-campaign analysis and planning, multi-channel advertising increases the ROI
of your campaign, allowing you to reach more of your target audience more effciently.
Research and advanced planning saves time and money otherwise lost to rush charges, poorly conceived or
designed ads, and a weakened campaign due to selection of the wrong media.
Realize the power of using multiple media to deliver your message to an increasingly divided audience. Keep
in mind the 7 steps to planning, executing, and measuring a multi-channel advertising campaign:
Defne campaign goals
Identify and understand target market
Research media options
Understand reach, frequency, and relevancy
Measure CPM
Plan campaign
Select media types
Select media outlets
Create media plan
Radio Radio
Video Video
Social
Net works
Social
Net works
Television
Television
Internet
Internet
Newspaper Newspaper
Mobile
Mobile
Execute
Request ad space
Create campaign calendar
Measure
Test creative
Indentify key metrics
Reconcile
Repeat
WHITE PAPER: Realize the power of multiple media: 7 steps to an effective and measurable multi-channel advertising campaign
1854 NDSU Research Circle North Fargo, ND 58102 701.499.3620 www.avenueright.com 16
i Americas Growth Capital. (September 2008). Social Media/Networking. Boston: MA.
ii Pew Internet & American Life Project. (2008). Survey conducted November 2007-February 2008; released
October 2008.
iii VanBoskirk, Shar. (January 4, 2008). US Interactive Marketing Forecast, 2007-2012. Forrester Research.
Source: eMarketer.com.
iv US Interactive Marketing Forecast, 2007-2012.
v Rashtchy, S., Kessler, A.M., Bieber, P.J., Schindler, N.H., & Tzeng, J.C. (2007). The User Revolution: The
New Advertising Ecosystem and the Rise of the Internet as a Mass Medium. Minneapolis, MN: Piper Jaffray.
pp. 75
vi Jennings, R., Van Boskirk, S., & Bresciani, A. (2008, May 30). The Interactive Marketing Metrics You Need:
How to Measure the Results of Your Interactive Campaigns. Cambridge, MA: Forrester Research, Inc.
vii Maloney, J.C. (1994) The First 90 Years of Advertising Research. Attention, Attitude, and Affect in
Response to Advertising. Clark, E.M.; Brock, T.C.; Stewart, D.W., eds. Philadelphia: Lawrence Erlbaum
Associates. pp. 36.
viii Sally Struthers in ICS television commercial. Retrieved December 21, 2008, from http://www.youtube.
com/watch?v=7RKQRVn4NAs.
ix Clark, Martire & Bartolomeo, Inc. (Survey October 2007). Newspaper Drives Online Traffc. Google-
commissioned research shows media synergy. Scarborough Research USA, Release 2, 2005. pp. 1.
x Google AdWords: Broadcast your ads on the radio. http://google.com/adwords/audioads. Accessed
December 21, 2008.
xi Dolader, B. (2008) The Internet boosts the effectiveness of advertising campaigns. e-business Center,
PriceWaterhouseCoopers & IESE Business School. Retrieved December 2008 from http://www.iese.edu/en/
fles/the%20internet%20boosts%20the%20effectiveness%20of%20advertising%20campaigns_tcm4-5758.
pdf
xii Rashtchy, S. et al. (2007). The User Revolution: The New Advertising Ecosystem and the Rise of the
Internet as a Mass Medium. Minneapolis, MN: Piper Jaffray. pp 104.
xiii Rashtchy, S. et al. (2007). Consumers Spending Less Time with Traditional Media. The User Revolution:
The New Advertising Ecosystem and the Rise of the Internet as a Mass Medium. Minneapolis, MN: Piper
Jaffray. pp 70.
xiv Radio Ad Effectiveness Lab. Radio and the Internet: Powerful Complements for Advertisers. February
2007. Cited in Google AdWords Tech B2C Industry Newsletter, May 2008. http://www.google.com/adwords/
newsletters/q208/techb2c/page5.html.
About Avenue Right
Avenue Rights web-based media buying software and services streamline the process of planning and placing local advertising, across
media channels. Automation technology saves time otherwise spent in manual, repetitive tasks so you can focus on the activities that
bring the most value to your business.
Find out how Avenue Right can help you plan and buy local advertising effectively, increase ROI on advertising spend, and get the expo-
sure needed to boost sales for your business. Visit http://AvenueRight.com or call 701-499-3620 today!
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