National & Local Media Placement and Strategy
Fouts & Son Advertising investigates and buys the best media - Print/Broadcast - for each of our clients to reach their desired consumer both locally or around the world. Using a combination of medium's is the best.

Take a look at each of the medium's effectiveness & strategy.

Newspaper:
It's the now buyer format. This is the place where shoppers compare prices & information after they've already been motivated to buy by television and radio. Newspaper is great for an older (35+), well educated audience. Full page ads are not really necessary. Smaller ads placed with more frequency is the best. Remember these people are already sold on needing a product/service so it's a matter of finding the place and price. Even a small ad will work because remember they are looking! We suggest 5 to 6 smaller ads per month. This is better than 1 or 2 big ads. The offer is key for newspaper. The better the offer the better the results. Usually the best result come on the day or a couple days after the ad has run.

Television (Cable & Networks):
This is the motivating medium. Using both sight and sound it is by far the most influential medium ever invented. People watch shows/programs not channels, so we look for the programs that fit your demographic (i.e.. Who is your target audience like women 25-54). Television takes time to be effective and must be done with consistency in order to be effective, and it has to be offer driven if at all possible. The better the offer the better the results. We suggest two weeks a month for a minimum of 3 months with a combination of both cable and network programs. Television was the first medium that tobacco was not allowed to advertise on, because it is that effective.

Radio:
In most cases radio is a great inexpensive medium to motivate customers. You can target demographics and even buy specific shows. Radio is typically listened to in the car which is good because it's a captive audience, however people, in most cases, surf around a lot. So buying just one station usually is not the best strategy. Depending on the budget, we pick the best three to five stations in your demographics and buy frequency - 15 to 20 commercials a week for two weeks per month. Also you want a minimum of three months on all the stations. The offer is key for radio. The better the offer the better the results. Radio is television of the mind.

Question & Answers:

Q: What's the right media or medium for my company?
A: Who are you trying to reach? Be very specific. Women 18 to 34? Men? The more specific the better. Then look at your product. Is it a visual product? Do you think it would be better for people to see it in action or to see the beauty of it? Once this is decided then look at your budget. What can you afford that will give you both frequency (number of times people see or hear your ad) and reach (number of people you reach each time the ad runs). This will determine where and when advertisement is placed.

Give is a call and let's talk about what you need to get done.