Advertising: tube vs newspapers or TV?

[joinuniverse]

Good day,

Can anyone with relevant experience in the field advise which of the following mass media advertising channels would work best?:

- Tube
- Newspapers
- TV

Budget: £20k+

Objective: reach a large audience at the less possible money. Conversion is web traffic and brand awareness (hard to measure).

Targets:

- website landing page
- broad audience: no preferences of gender, income or demographics - just people between 18 and 45.


In my opinion:

TUBE

Pros: large audiences possibly within £15k mark + affordable setup

Cons: lack of attention on ads by the audience + no internet (hence no straight conversion on site) + users need to remember the ad or take notes

TV

Pros: Large/targeted audience + higher online conversion rates + brand prestige + rich media ads

Cons: Expensive + expensive setup (create the ad)

NEWSPAPERS

Pros: higher attention + fold and keep the ad for future reference + affordable

Cons: less outreach than TV/Tube


Many thanks!

 

[Billmccallum]

- Tube
- Newspapers
- TV

Budget: £20k+

Objective: reach a large audience at the less possible money. Conversion is web traffic and brand awareness (hard to measure).

£20K won't come near to funding a decent TV advertising campaign.

In terms of a national programme, it won't fund more than a couple of one-off ad's in a national broadsheet or tabloid.

I'm sure the specialists will come along and tell you that £20K on internet marketing may well get better coverage with targeted campaigns on the WWW.

 

[ethical PR]

Interesting...why are you considering only considering these mediums?

Not sure about your analysis in terms of pros and cons.... if you can tell us more about the product/service and the sort of audience you are trying to reach within your demographic, we can try and help.

 

[joinuniverse]

Thanks for your feedback!

We'll run online marketing campaigns too, but I am just asking for these mass media offline channels. In addition, £20k of Google ads or other display advertising will have tons of impressions and clicks, but little brand awareness and limited scalability as compared with TV or Tube at least.

I agree £20k it's not enough for a TV ad, but just wondering how much could be the difference + which are the best strategies (i.e day vs expensive night times, which programmes, duration, expected outreach, etc).

As said demographics are broad. You can take the example of the classifieds site www.hirejungle.co.uk - a peer to peer rental marketplace where users can hire and hire out goods and services commission-free. It's an Ebay like website but for hiring stuff instead of buying and selling, hence anyone could be interested (both genders, from any age 18 to 45, UK-wide, any income, etc).