The Genuine ScLoHo aka Scott Howard

Two Ways To Target Your Advertising

March 25, 2016 Marketing and Advertising Insights The Not-So-Secret Writings of ScLoHo WOWO Fort Wayne Radio Advertising with Scott Howard 0

Wrapping up a three-parter on mass media and advertising with a smarter way to spend your marketing budget.

First we looked at the changes in mass media and then we explored the idea of mass media marketing today.

Today, I’ll show you how to pick the advertising mediums that make sense for you.

It’s all about targeting. z

If I am selling funeral insurance, I don’t want to spend my advertising money delivering my message to teenagers.

If I am selling orthodontics, I don’t want to spend my advertising money delivering my message to people with dentures.

Mass media has specific information about their individual audiences.  I can tell you the age range of all of the Fort Wayne radio station audiences and the number of listeners to each station according to the latest data that I get twice a year.  Mix that information with the other sources and I can give you recommendations for what stations to consider based on who you want to reach with your message.

There is one other way to target that is possible due to the advances in technology.  I’m talking about online digital ads.  Imagine if you could pinpoint your advertising to only be seen by people who are interested in what you have to sell? Would that be of value? 

I see you’re nodding your head in agreement.

There are multiple ways I can do this that is independent of what I do with my radio stations, however, it may make sense to do both and have me handle the coordination of everything.

After all, you have a business to run.  You have your area of expertise that people are paying you money to provide.  I have mine too. My area of expertise is to help you target your advertising messages to invite people to spend their money with you.  Contact me for help.

Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.


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