When you’re developing a marketing campaign, it’s imperative to take the message, placement and timing of the ads into consideration. Most people remember the first two variables, but novice marketers often neglect the timing of the ads. Think about the commercials that you see while watching TV: daytime game shows have commercials for denture paste and Depends, sports events have cars and beer, and reality TV has for-profit colleges. This isn’t a coincidence; careful consideration has gone into the timing and placement of each commercial on TV.
And although this example may seem specific to television, the notion translates to other forms of advertising as well. If you have a seasonal product, don’t wait until the season to begin ramping up your efforts. Start a month or so beforehand to build anticipation for the product. By simply considering the question of when to advertise, you’ll be forced to reflect on other crucial aspects of your marketing campaign.
