Star Tech Journal
Issue: 1984-June - Vol 6 Issue 4 - Page 26
s ......... - ..... 'fI/M11!.~ . J C H . l l l l l l l l l l l . ~ • f - - - - - - - - - -......... -
. . . . . . . 2 . .
holding it back. If you haven't con-
sidered the possibility of some
cataclysm; or minor, sales-retarding
mishap that may occur before they
get it, you may as well have mailed
your message in the neartlstwaste-
basket. Be sure you consult your
calendar before you schedule your
mailings, and concentrate on when
prospects will receive it, not just on
when you're sending it 6ut.
Also, don't defeat selectivity of
this medium by not keeping your
lists up-to-the-minute. People who
have departed for greener pastures,
or who aren't interested in your
product, will run up the cost of this
expensive, but effective tool.
Whatever the size of your ad
budget, it will bring you bigger
profits if you make sure that each
dollar sent out will do the best
possible job of reaching just the
people who are your logical
customers, atthetimethey're most
likely to buy. Allocate your funds to
a concerted campaign, keep a tab
of results to determine if you should
use this method in the future.
Outdoor and Car Cards: Generally
inexpensive in terms of continuity
for long periods of time, they, too,
can be tailored to reach the right
audience at the right time. Location
will determine who sees them.
Generally, they should be spotted
in your sales area, or along heavily-
traveled routes that lead to your
establishment. Use them for
seasonal offers and similar specials
that have a life of a few months, or
for relatively timeless, image-building
messages.
Trade Magazines: They deliver
people in your line of business, and
they present your ad to them when
they are in a business frame of
mind, and likely to buy what you're
trying to sell. Cost may. seem high
on a per-reader basis, but is usually
actually low when considered in
the light of the highly select audi-
ence. Tobesurethatyou reach just
those you want, check circulation
analyses to be sure that readers of
the magazine are just the ones you
want. Time your ad with an eye to
business cycles. Watch for special
issues which coincide with trade
shows.
.... -
................ -
Television: Most of the rules for
radio hold true for this medium,
except that air time is very, very
expensive. Thus, timing is of the
utmost importance. Prime time, the
most popular viewing hours in the
evening, is ideal for reaching the
greatest possible audiences - try
to get your firm mentioned in "tag"
commercials. If you want to present
your sales message to a given age
group, or to persons in a special
field of interest, non-prime hours
may be less expensive and more
rewarding.
In general, choose a specific
time of year for scheduling your
advertising in all media, and once
your schedule is properly estab-
lished, stick to it. Don't let yourself
get stampeded at the last moment,
so that you end up with a hit-or miss
program whose timing is off.
A word of caution - though
you'll want your ads to build up to a
crescendo during the big buying
seasons, don't go whole hog just in
these busy periods and neglect the
"fifth", or slack season. Though
................
Ju .. N .. E ....
10 .. a ..
4 ....
regular advertising in slow periods
won't necessarily pay off in imme-
diate returns, it can make a solid
contribution to your over-all
advertising goals.
These repeated impressions
will give you continuity in the minds
of potential customers, and they'll
reinforce you later. By advertising
when people are just contemplating
making purchases, you'll help to
build up business in periods when
slowness and softness of sales is
apparent.
Whatever the size of your ad
budget, it will bring you bigger
profits if you make sure that each
dollar sent out will do the best
possible job of reaching just the
people who are your logical cus-
tomers, at the time they're most
likely to buy. Allocate your funds to
a combination of media that will
achieve this at least cost, and back
upyourcampaign with a year-round
reference, such as the Yellow Pages
and/or local directories. Pay the
proper attention to the time of
placing your ads and each dollar
you spend in spreading your sales
story will come back many fold.
EJTHER
WORDS
The terms from the MOS/LSI Glossary
comprise this issue"s word puzzle. Find
and encircle these words as they appear
below. They run vertically, horizontally,
diagonally and sometimes backwards.
FET
DRAIN
COMPLEXITY
MOS
SOURCE
MICROPROCESSOR
RAM
BIPOLAR
GATE
JUNCTION
Here is the answer key
to May's puzzle:
MOS/LSI CILDBBAAV
KSUAFLFWEB
ZLUWUIATXQ
IAAZRNJKEO
RQQSNXETBM
AKOCFMAJSI
LMLOKGUMBC
OHAM I BAGJ R
PXWPGDNSGO
ITKLWXVNGP
BMLEIDRFJR
VKSXNEMJUO
IZGIXSSPNC
IQATXMNGCE
CONVERSION KITS
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CHUJAUMMOO
ABURGFAONR
KIRKCRELCI
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DHRJZIQAAG
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. . . . . . . 2 . .
holding it back. If you haven't con-
sidered the possibility of some
cataclysm; or minor, sales-retarding
mishap that may occur before they
get it, you may as well have mailed
your message in the neartlstwaste-
basket. Be sure you consult your
calendar before you schedule your
mailings, and concentrate on when
prospects will receive it, not just on
when you're sending it 6ut.
Also, don't defeat selectivity of
this medium by not keeping your
lists up-to-the-minute. People who
have departed for greener pastures,
or who aren't interested in your
product, will run up the cost of this
expensive, but effective tool.
Whatever the size of your ad
budget, it will bring you bigger
profits if you make sure that each
dollar sent out will do the best
possible job of reaching just the
people who are your logical
customers, atthetimethey're most
likely to buy. Allocate your funds to
a concerted campaign, keep a tab
of results to determine if you should
use this method in the future.
Outdoor and Car Cards: Generally
inexpensive in terms of continuity
for long periods of time, they, too,
can be tailored to reach the right
audience at the right time. Location
will determine who sees them.
Generally, they should be spotted
in your sales area, or along heavily-
traveled routes that lead to your
establishment. Use them for
seasonal offers and similar specials
that have a life of a few months, or
for relatively timeless, image-building
messages.
Trade Magazines: They deliver
people in your line of business, and
they present your ad to them when
they are in a business frame of
mind, and likely to buy what you're
trying to sell. Cost may. seem high
on a per-reader basis, but is usually
actually low when considered in
the light of the highly select audi-
ence. Tobesurethatyou reach just
those you want, check circulation
analyses to be sure that readers of
the magazine are just the ones you
want. Time your ad with an eye to
business cycles. Watch for special
issues which coincide with trade
shows.
.... -
................ -
Television: Most of the rules for
radio hold true for this medium,
except that air time is very, very
expensive. Thus, timing is of the
utmost importance. Prime time, the
most popular viewing hours in the
evening, is ideal for reaching the
greatest possible audiences - try
to get your firm mentioned in "tag"
commercials. If you want to present
your sales message to a given age
group, or to persons in a special
field of interest, non-prime hours
may be less expensive and more
rewarding.
In general, choose a specific
time of year for scheduling your
advertising in all media, and once
your schedule is properly estab-
lished, stick to it. Don't let yourself
get stampeded at the last moment,
so that you end up with a hit-or miss
program whose timing is off.
A word of caution - though
you'll want your ads to build up to a
crescendo during the big buying
seasons, don't go whole hog just in
these busy periods and neglect the
"fifth", or slack season. Though
................
Ju .. N .. E ....
10 .. a ..
4 ....
regular advertising in slow periods
won't necessarily pay off in imme-
diate returns, it can make a solid
contribution to your over-all
advertising goals.
These repeated impressions
will give you continuity in the minds
of potential customers, and they'll
reinforce you later. By advertising
when people are just contemplating
making purchases, you'll help to
build up business in periods when
slowness and softness of sales is
apparent.
Whatever the size of your ad
budget, it will bring you bigger
profits if you make sure that each
dollar sent out will do the best
possible job of reaching just the
people who are your logical cus-
tomers, at the time they're most
likely to buy. Allocate your funds to
a combination of media that will
achieve this at least cost, and back
upyourcampaign with a year-round
reference, such as the Yellow Pages
and/or local directories. Pay the
proper attention to the time of
placing your ads and each dollar
you spend in spreading your sales
story will come back many fold.
EJTHER
WORDS
The terms from the MOS/LSI Glossary
comprise this issue"s word puzzle. Find
and encircle these words as they appear
below. They run vertically, horizontally,
diagonally and sometimes backwards.
FET
DRAIN
COMPLEXITY
MOS
SOURCE
MICROPROCESSOR
RAM
BIPOLAR
GATE
JUNCTION
Here is the answer key
to May's puzzle:
MOS/LSI CILDBBAAV
KSUAFLFWEB
ZLUWUIATXQ
IAAZRNJKEO
RQQSNXETBM
AKOCFMAJSI
LMLOKGUMBC
OHAM I BAGJ R
PXWPGDNSGO
ITKLWXVNGP
BMLEIDRFJR
VKSXNEMJUO
IZGIXSSPNC
IQATXMNGCE
CONVERSION KITS
ER
R .
X E
J
p
E
C
E
A .•
p
E. E
K.
DG
A . 0.
0
I
0
N
M
A
R
I
0
SRTYJTHUTS
DOGYACPLIS
CHUJAUMMOO
ABURGFAONR
KIRKCRELCI
OYJJMEGTVJ
DHRJZIQAAG
M.
R
z.o
o. z
N
K
E
y
K
0
N
E
. E
CE. R
N.AL .0
GET. T
CS.A
.AA . VE
s
PC
.
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L
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L.
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p
Future scanning projects are planned by the International Arcade Museum Library (IAML).