A new strategy for using media Most radio or television ads are ineffective. They get lost in the shuffle and require massive repetition to generate a response. That's good for your media sales rep… but bad for your marketing budget. Media should be used to get vital information from your company to the public. It's done in two steps. First, create an information platform. Second, promote that platform. Create a platform Part of your media will make up your "platform"… the means of providing detailed information helpful to a consumer in making a buying decision. That platform will be used as a research tool by your prospects. The internet web site can be a powerful platform when it's used as an information resource. Other tools like seminars, newsletters, videos or radio talk shows can also provide excellent vehicles to deliver detailed information. Promote the platform Here's where mass media really shines. Use radio, television or newspaper ads to drive consumers to your platform. Mass media can generate traffic on a web site or attendance at a seminar or subscribers to a newsletter. While 30 seconds may not be enough to differentiate a company from its competition, it is very effective in driving prospects to your information platform. Essentials of effective advertising Effective advertising uses the right platform to deliver the right message to the right audience. The experts at Education Marketing, Inc. will help your company find the right mix and deliver a powerful multimedia message that generates new business!