Who can deny that part of the appeal of watching the big game is to catch the funny, clever, and no doubt, expensive commercials that air? As we gear up for being glued to our big screens on Sunday, February 7, 2010, we take a look back at the winners of 2009.
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By Megan Meinerding, VP Client Services
In part one of this three-part series on social networking you read “why” social networking is an important tool…now here’s the “how.”
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Google’s content network now offers retail jewelers the opportunity to purchase geographically targeted online banner advertising in their market areas on local and national Web sites to promote store events.
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In our experience, outdoor advertising has been one of the most commonly used forms of advertising by independent fine jewelers. Outdoor advertising provides jewelers with the opportunity to visually showcase their products in high traffic areas, and often times recoup advertising dollars from co-op vendor programs. Historically, larger sized poster panels and smaller sized bulletin boards were most commonly purchased, but with the advance in technology, many are shifting to digital boards.
Cable advertising provides fine jewelers the ability to visually showcase their products at a lower cost and in a more targeted format than network television. As mentioned last week, when advertising on network television, advertisers are showing their message to the entire designated market area (DMA).
ABC, CBS, NBC and FOX are the top four network television stations in the United States. Some markets also distribute the CW and MyNetwork TV for free. Additionally, PBS would be considered a network television station, but due to various advertising restrictions, the evaluation that follows does not apply to PBS. Unlike cable and satellite television, 100% of the viewing audience situated in your DMA (Designated Market Area) as determined by Nielsen Media, receives the signal broadcast by these stations. These signals can be acquired without a fee.
As mentioned in last weeks column covering newspapers, print media faces a unique challenge heading into the ‘new world’, and magazines are no exception. Earlier this month, Gourmet, Elegant Bride, Modern Bride and Cookie announced that they were going out of business. For those of you involved in co-op tagging programs, you might want to reach out to your vendors and ask them how they plan to combat the loss of publications they’ve been recommending to you for so many years.
If there’s any advertising medium feeling the most amount of heat from the advancement of new technology, the internet and a down economy, it’s the newspaper industry. Surprisingly, even with all of the cards in the deck stacked up against newspapers, they might be the right fit for some in the fine jewelry industry. Below you’ll find the pros, cons and overall analysis in a quick snapshot of the media of ‘yesterday’… newspapers.
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