The famous quip "I know half of my advertising is wasted, I just don't know which half" is a massive understatement.

Far more than half is wasted, and an understanding of how your different segments use and respond to media will improve your return dramatically.

So think this through for your market using some of the questions, below:

Ask yourself...

.

1. What media does your audience trust?

   

    

2. What are the brand's known touchpoints with this target audience?
   
   
3. Consider how your target audience uses, responds and interacts with different media (media strengths and weaknesses).
   
   
4. What have you learnt from previous campaigns about this audience’s response to different media mixes?
   
   
   • Which media mix has proved cost effective?
   • How recently has our target audience be communicated to by the brand?

     What was the response?
     
     

5. What has their buying behaviour told you? (either consumer or B2B)
   
   
6. What media do they use and respond to when buying your product/service?