Other Mass Media Outlets
Why does this course focus only on TV, Radio, and Newsprint? Why are Direct Mail, Internet and Directory advertising not included in the topics covered? Is it because they are not effective?
Good question, Susan.
The main focus of this course is core traditional media best practices.
TV and print advertising remain the strongest traditional outlets to see proven results in terms of cost-per-lead across the industry.
Directory advertising tends to be hit and miss.
Returns from this type of advertising can vary.
Based on our results, we recommend placing advertising in directories to stay competitive and keep your brand among the competition, but don't strive to be the biggest ad on the page. A bold listing or smaller ad can get the job done.
Direct Mail is a strong supplement to a well-placed core media schedule. Direct Mail can be effective dur to the fact you can purchase lists targeted to specific demographics and certain interest groups. Additionally, you can develop an in-house list of old leads that were not turned into starts and send Direct Mail pieces to them. We've seen success with recirculation efforts of that nature.
Internet advertising should be absolutely an essential part of any school's advertising efforts. You can find very lost cost leads and low cost starts from these efforts. While we don't address Internet advertising in depth in this MaxKnowledge course, other courses devoted to Internet advertising are offered and recommended to learn more about the very extensive topic of Internet advertising.
You know, I think that you are correct. These outlets can be effective for marketing if used correctly. This topic area should be added to the course overview. I have used these areas myself and got good responses
