See Spot Run: Making the Most of Broadcast Advertising

Jewelers advertise through various media, including print, broadcast, billboards, and bench signs, but many aren't aware that there's a scientific, strategic approach to media buying that can help generate the maximum return on advertising expenditure. The specific steps for evaluating your "reach"—i.e., the percentage of people you are reaching in your target market—vary depending on the method of advertising. In this article, we'll address the steps required to analyze your reach in broadcast advertising; future articles will address other forms. Know your target audience. To choose the most efficient medium to reach your target audience, you must know as much about them as possible. How old are they? Where do they live? What type of music do they listen to? Beware of evaluating the effectiveness of your media plan based on your personal preferences. People who buy their own me

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