Advertising is paid information in the media eg. newspapers, radio and television. The advantage is that you control what is said because you pay for the space or time.
As advertising costs money, it is wise to choose the most appropriate advertising method for your target market while taking into consideration the event or activity being advertised.
Here are some suggestions:
| Local papers | The more popular place to advertise. Before you place the ad do some research. Find out who the typical reader is and whether they fit into your target market. Check with other clubs and organisations who have placed ads in the same paper about their response rates. You may find that while the club had a successful open day, not many saw the advertisement. |
| Newsletters | A less expensive option to the local paper. Check whether your target school, university or institution publishes a newsletter with advertising space. Find out from the local library if there are any specialist newsletters distributed in the local area that would suit your target market. |
| Local radio | Generally more expensive than the local paper – requires a written script, an actor and production facilities. Check the local radio station for their demographics and rates before you decide on this method. |
| Local billboards and signage | Depending on where your target market is located, this could be an effective method of advertising, particularly in highly visible locations outdoors, on bridges or in shopping centres. Important to check rates and value of producing the sign. |
If you decide to advertise, check the content of your advertisement very carefully before you send.
Remember to evaluate and report on all advertising. Find out whether the ad worked by asking people who come to the event how they heard about it.