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Reaching a Larger Consumer Base with Cross-Media Advertising


Reaching a Larger Consumer Base with Cross-Media Advertising

If you own your own business, you know what an investment of time and money it is to market your products and services. And, while it’s true that some companies will use one type of marketing over and over to communicate their message, these days, it’s not uncommon for savvy business owners to use cross-media advertising.

Why? Simply stated, to reach the broadest audience possible.

After all, when you consider just how many avenues are available to business owners who are looking to capture consumer attention, the strategic use of cross-media advertising can go a long way to doing just that.

Cross-Media Advertising in a Nutshell

Just as the name implies, cross-media advertising is a strategy business owners employ using a variety of media in order to reach their customers. Depending on budget, goals and objectives, and the marketplace they’re operating within, business owners may elect to advertise using all media types available to them individually or combine several to create a unified marketing campaign. These mediums include, among others:
• Traditional media, including radio, television, newspapers
• Print media, such as billboards, print ads, POP displays, and others
• New-media advertising, including video, banner, and display ads

Cross-Media Advertising Campaigns That Work

What do all effective cross-media ad campaigns have in common?

It probably goes without saying, but the most powerful will have across-the-board message cohesion, will be memorable, relevant to its intended audience, and, of course, will include a consistent call to action.

Putting It All Together

If you’re not taking advantage of cross-media advertising strategies to reach your intended audience, a deliberate, well-planned, and wide-reaching cross-media campaign may be just what you need to raise awareness around your brand and drive more sales. Try using the tips and strategies outlined in this article and see what a difference cross-media advertising can have on your bottom line.

This article excerpted from: What Is Cross-Media Advertising? published on smallbusiness.chron.com

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