Keying the Advertising

It is a fashion to advertise. Every advertiser wants to assess the effectiveness of advertising. The problem of assessment becomes more complicated when advertiser advertises through various media. Selection of media is not an easy job. Which media responded to the satisfaction of the advertiser? Is not an easy question to be answered? In other words there arises the problem of choosing how to advertise? and through which media’ Naturally one would select a media – mix that would serve one purpose the most. This can be easily done by keying the advertising. Keying means to adopt such methods at the time of adverting so that results may be very easily assured and to do so either of the following may be adopted.

1. Different address may be given to difference media, so that enquiries received may be scrutinized to find out which media, responds the best. The best media may be selected and continued for advertisements and the rest may be stopped to avoid unnecessary waste of time and money.

2. Different papers may be selected for the advertisement of different departments. so as to know which paper suits the requirements and of which department.

3. A coupon, blank order or space may be provided with the advertisement paper with a request that all requires should be media along with the coupon, or blank order or space duly filled in.

4. A request can be made to the enquirer or the prospective buyer, along with the advertisement that he should mention the name of the particular media which is the source of his information while making any enquiry. A scrutiny of all those inquiries may give an idea which paper or media is the best suited.