New Publicity Strategies
This report concerns the
research I have carried
out during the past two
weeks into methods which
we could use to attract
new customers. I have
attempted to list all the
methods we considered and
to summarise their
benefits and
disadvantages.
Newspapers
Newspaper advertising is
quite cheap but is seen by
very many people who won't
have internet access. I
don't think that we should reject it but we need to
consider carefully how we choose the newspaper; I have
found that some of the papers are prepared to say how
many of their readers have internet access and I think we
should only use those papers who can give us this
information. We might also consider advertising in the
music review sections.
Direct Mail
Direct mail can be targeted quite closely; I have found
that some internet service providers will allow us to
include a leaflet with their malings to customers for a
very reasonable charge and I definitely think that we
should use this. All of the people who get the letter
will definitely be able to reach our web site.
Leaflet Drops
Handing out leaflets is a very cheap form of advertising.
If we could make sure that the leaflets were handed out
either near computer shops or music shops then we should
get the leaflets to some people who could benefit from
them but we run the risk of upsetting the music store
owners. If people are given leaflets which they don't
want then this could reflect badly on us, especially if
the leaflets are dropped because then we seem to be
causing litter
TV and Radio
TV advertising is very expensive but if we can make sure
that the adverts are shown during programmes which would
appeal to music lovers or computer users then they might
Harshal Karia 04-Mar-26
be useful. Ideally we need to get our name mentioned
during a programme but it's quite hard to persuade
presenters to do this; they get sent press releases by a
lot of other companies and we have got to do something
which will make us stand out. If we had a special
promotion then that might get a mention. Radio
advertising is much cheaper and we could advertise on a
music station. We could also sponsor a competition
(giving CDs as prizes) and this could get our name and
web site address mentioned frequently.
Web Adverts
Advertising on a web search engine probably gives the
most immediate response; anyone who sees our advert can
immediately click on it and be taken to our web site. We
can also pay to have our advert appear if someone
searches for "music CD" or something similar. It's also
possible to have our banner on a whole range of other
sites and we will then only pay the site owner if someone
clicks on our advert. In this way we can have a lot of
advertising which only has to be paid for if it has an
effect and this is probably the best way of doing it.
I also considered some other ways of publicizing our
company; we could try and get posters displayed at clubs,
for example, because people going there are obviously
interested in music. Another possibility might be to have
adverts at sports grounds because many people who go
there will be young and interested in music as well as
sport and are more likely to have access to the internet.
I think that neither of these is likely to bring good
returns; the people have got other things in their minds
at these events and would probably not remember seeing
our adverts.
In conclusion, I would recommend the following:
We should try to get internet advertising
first
There should be a limited newspaper campaign,
preferably in closely targeted papers
There should be some radio advertising or
sponsorship
Adverts tried
2
Harshal Karia 04-Mar-26
Description Percentage Percentage
of readers of those
who noticed who
it saw it who
responded
to it
A Full page, 75 20
full color
B Half page, 45 30
black and
white
C Small, 30 35
classified
3
Harshal Karia 04-Mar-26
Males who remembered the half page advertisement
Age Firstname Surname TotalCDSpend
19 Michael Taguri 355
20 Jack Thomas
161
23 James Leake
226
27 Vishwas Stow 119
28 Rishi Krishna 238
28 David Mukherjee 117
31 Samuel Jaggs 251
35 Oliver Sancha
129
36 Toby Williams 44
39 Jo Mianoor 233
41 Karim Mutter 70
43 Edmund Baker 232
with a test group
Harshal Karia
30-Jan-12