Advertising provides a focused approach to marketing that delivers a message directly to the consumer. One advantage is that the advertiser precisely controls the message versus editorial coverage where the writer/editor determines the angle and length of the message. A second advantage is that an advertiser can control where the message appears, when it appears and who sees it.

In the “old days,” a comprehensive print and broadcast advertising buy was often one part of the overall communications strategy.  Today, we buy a fraction of the traditional media compared to just 5 years ago; instead we carve up the pie differently to include traditional media opportunities that are still relevant along with a larger slice of digital media.  This strategy harnesses digital media’s greater targeting capabilities, cost-efficiencies, extremely fast reaction times (either ramping campaigns up or down) and an ability to immediately assess trackable results and measure return-on-investment.

These new digital media options include website banners, interactive Rising Star-type digital advertising (sanctioned by the Internet Advertising Bureau), Pay-Per-Click advertising through Google and Bing, plus Social Media sites such as Facebook. Make no mistake, we still work with our clients to develop traditional print and broadcast campaigns that are strategic, effective, targeted and eye-catching to reflect the unique aspects of their businesses and allow their companies to stand out within their respective marketplaces. But, digital advertising now plays a significant role — one no business should ignore. We believe that strategic advertising across all platforms, print and digital, working in conjunction with other public relations and marketing efforts, represents a crucial piece of any overall brand strategy.