When Shall We Advertise?

When Shall We Advertise?

When Shall We Advertise?

To answer our next question, when shall we advertise, we must examine our findings to the previous questions of 'what' and 'to whom' we are selling. The in-depth understanding we have obtained under these headings will be our guide to when to do the selling. If we refer once again to the example of the breakfast cereal it does not demand a great deal of imagination to realize that the best time to advertise such a product is when we can reach the greatest number of children and mothers. In radio and television terms, this will be after school hours and up to, perhaps, eight or nine o'clock in the evening.

On the other hand, if we look at our shoe polish example, we may decide that it is men rather than women who use this item. Increasingly, however, many young men wear shoes made from synthetic materials. Perhaps it is to the older man that we should direct our advertising? In terms of commercial television, one might decide to run several 'spots', choosing a peak viewing period when a regular sports programme was being broadcast. But how sure are we that men do, in fact, influence the choice of shoe polish? Even if they do use it more than women, are they likely to insist upon one brand in favour of another? Or do they leave it to their wives, who will purchase it along with all the other items of shopping at the supermarket?

According to how you answer that question-backed, one hopes by some elementary market research-will depend the time at which you choose to advertise.

What next? - The Social Acceptability of Advertising

Please Note

The Trade is, of course, a major source of product ideas. All manufacturers examine, with avid interest, the new products of their competitors.

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