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Using an Effective Media Mix

Your customers aren't sitting still, and neither should you. With an effective media mix, you can reach them morning, noon and night.

This story appears in the January 2007 issue of Entrepreneur. Subscribe »

Can you describe how media impacts your typical prospect during the course of a single day? Imagine that your prospect wakes up, reads the newspaper while having a cup of coffee, and listens to the radio in his car on the way to work. At the office, he checks e-mail and visits a variety of websites from his computer. He sees billboards and bus shelter as he walks to a neighborhood lunch spot, and he reads a magazine while waiting for his food. He also listens to the radio on the drive home from work. Once home, he turns on the TV, flips to the news and goes through the day's mail. Later that evening, while watching his favorite sports team on TV, he goes online to search for a gift for a family member whose birthday is coming up.

Although it's a simplification of the typical consumer media experience, this example highlights many of the ways customers may be exposed to your message throughout the day. How can you ensure that your will be a memorable part of their media experience? Create an integrated marketing campaign for 2007 using the media that affect your customers' decisions to buy what you market. Just look at some of the dramatic ways integrated marketing can ben-efit your business.

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