AIMARKET

a few recently published releases

Learn when you must buy space advertising and where to spend your money.
 
 

Advertising

A.I.M. Associates is primarily (but not exclusively) a public relations agency. As we have previously stated in the description of our practice we will nearly always "lead off" with an editorial publicity approach. We are not PR "purists" however! One of the major differences between A.I.M. and the typical advertising agency - we will definitely obtain as much free publicity for our clients as possible. We are good at it - our record and client references support that claim - beyond dispute. We will seek low cost editorial promotional avenues first and we will never let up. Your average advertising agency will not likely do that. It is not in their best interest to do so - they earn a large part of their gross income by selling you media placement! Typically an advertising agency account executive will tell you, "we are going to get you some freebies". You may be sure of two things--1.) They won't work very hard at it. 2.) They are not nearly as good as A.I.M. Associates at that facet of the promotional game!

Why buy advertising?

In any publicity based promotion program there are a number of reasons why a client may want to buy advertising space, chief among them the need to put a specific message into a specific publication at a specific time. We also firmly believe companies, when well established and profitable, have an obligation to contribute to the support of the trade and professional journals that provide news and technical reporting for their trade or professional discipline. As most of these magazines are free (to a controlled and audited circulation) advertisers are their only source of support.

Sometimes there are message requirements which fall outside the news format demanded by publicity.

But typically, ads are necessary after publicity has milked the bulk of the potential industrial trade press coverage and the marketing need continues as it usually does. Smart marketing programs are ongoing - without interruption.

This case also exists when the client does not have a broad family line of products to provide subjects for a string of releases to generate inquiries from the heart of the market. When the string exists, a client responding to a publicity-generated inquiry for a specific product "A" with literature on the entire family line gets information on products "B" and "C" into the hands of the potential buying market. And again and again, when inquiries are generated by publicity on products "B" and "C". Publicity and ads have the equal task of generating interest (inquiries). Literature indicates to the prospect that problem solving is possible. Sales solves the problem and picks up the check.

Advertising may also be necessary when a specific publication seems disinclined to accept opportunities to print news of the client's products. In this imperfect world, a few editors, something approaching 20% of the trade magazine universe, equate advertising dollar expenditures with friendship and friendship with news value. If such an editor is sitting in the catbird seat central to a client's market, an infrequent circumstance, the ad may be necessary.

Such a situation should be extremely infrequent, particularly when the corporate policy is to buy ads in publications which are read by high percentages of readers who are interested in the client's products.

That interest is demonstrated by the number and quality of inquiries recorded as received from each magazine printing client product news. If the editor rejects client product news because he feels his readers have no interest in the product, or the editor prints the news and the readers do not respond with inquiries, why should the publication be considered for ad dollars? Better experts than ad agency media buyers have already voted no! What better media buying survey or market research could there be than product editorial publicity (news releases)?

When needed A.I.M. Associates buys art and photographic services from the same talented people that work on some of the countries finest " paid space" programs. We have the capability and talent to create and place any size advertising program. As a matter of fact - primarily editorial placement specialists are inherently the best media analysts and buyers.

Placing the responsibility for advertising with an agency whose primary interest is in generating the lower cost publicity makes good sense - doesn't it?

Home     |     Email     |     Request Information

Copyright © 1996 aimarket (american industrial marketing associates)
Please email webmaster if you experience difficulty navigating this site.