There are many different advertising media to use in most local markets.  Radio, TV, Newspapers, Direct Mail, Internet and Out of Home Media just to name some of them.  Cost is always a factor when placing advertising and should be considered along with the effectiveness.  How much will it cost to give your business Dominance in your local market?  Outdoor advertising is the most effective media and has a low cost per 1000 impressions.  One of the important reasons outdoor advertising can be more effective is  no wasted circulation.  Reach and frequency in a Program 100 gives the advertiser name recognition with “Top of the Mind Awareness”.

 

 

Wasted circulation occurs when the media you are purchasing has coverage in a market  or area that is not located within your customer demographics.  A radio ad that is heard 50 miles away or a newspaper advertisement that is seen out of your market area will not produce any new business.  Therefore, that circulation you paid for is wasted advertising dollars.  Each business type has a limit on how far the potential customer is willing to travel to your business to make a purchase.  Advertisers pay for total circulation even if part of the circulation is not within their target area.  With outdoor advertising we can control where within the market you message is displayed and eliminate wasted circulation from your media budget.