Advertising 101: Reaching Your Audience Through Paid Tactics

Advertising is a way to get in front of your ideal audience. The opportunities have expanded with the existence and continuing innovation of the Internet. Whether your company provides a product or service, there is a chance to drawn in new customers. Like most marketing efforts, you’ll need to dig down and decide what could work best for your company. The main areas of advertising are TV, print, digital, social, billboard and radio. Let’s explore these areas more. (This post won’t feature advertising with bloggers.)

A few notes about advertising:

  • Your company will be in charge of creating the ad or an advertiser may provide the option of creating it for an extra fee.
  • Sponsored ads for digital and social will be clearly marked as an ad.
  • Digital and social ads have the ability to target specific criteria about your demographic, such as location, age, and interests. These ads are considered the best on return because you can get clear analytics about how many people clicked on your ad, who looked at your ad, etc.
  • What are you advertising? Is it a limited-time offer or a brand awareness campaign?


This is one you probably have the most experience with, though it may be with big brands. The ad cost will depend on when it will run and for how long (length of the commercial and showing for how many months).


These will be ads in magazines, newspapers, event programs, and any other printed item. The ad cost depends on the size and how many issues it’s in.


You’ve seen them! You’ll be able to choose the exact boards to place them on.


You’ve heard them! This could include handing over a recording you produce or having an on-air talent pre-record the script you want.


These are ads you see on the Internet. They are banners, pop-ups, advertorials and sponsored content. These ads vary by pricing. A website could bundle the ad sizes into a package.

The term ‘PPC’ means pay per click. The term ‘CPM’ stands for cost per thousand. With a paid search campaign, you would pick keywords related to your business. Every time someone searches for one of those keywords, your ad will pop up. In most cases, you will pay per click, meaning you will only pay if your ad is clicked on. If your campaign is CPM, you will pay when your ad appears and your ad campaign would have decided on a rate, like 100,000 impressions at $5 CPM. I recommend PPC for clearer results!

If you visit an e-commerce website, they may have cookies attached so that their products will follow you in an ad around the Internet. This type of digital advertising is called re-marketing.

If you’re on a news website reading an article and see SPONSORED in the headline or top section of the article, it means the article is an advertorial. A company has paid the website to write interesting and valuable content featuring information about their company.

Display ads include all the box ads you see on a webpage.


Social ads are ones you see on a social media platform. “Sponsored posts” in your news feed will be marked. You can easily set these up through the social media website you want to advertise on. You’re able to set budgets per day, week, or month, and the ad will run until the budget has been exhausted. These ads are also monitored by PPC.


Should Your Company Advertise?

  • If you want to reach your audience quickly and you have the budget to do so, digital and social ads are the way to go.
  • If you have time, try building your company through public relations, marketing and social media.
  • What are your competitors doing?
  • Think about where your ideal audience is. What magazines are they reading? What websites do they visit? Which social platforms do they visit most often?

Out of all of these advertising methods, I’ve found that social and digital gave the best results, especially when it involved a special offer. I love analytics, so the statistics you receive are interesting also! Deciding on advertising requires looking at your marketing efforts as a whole and the nature of your company. I hope this gave you a better understanding about your options. As always, leave or send a message if you have more questions!

Branding 101: Why Build Your Company Foundation?

Branding 101 anitakc

As described in the 101 post, branding is how the public feels about your brand and involves all the design and messages attached to your company and products/services. It’s commonly described as the promise you’re giving to customers. Branding also helps your employees and potential employees align themselves with the company.

Let’s think about the Nike brand. Can you see the swoop logo in your head? Their “Just Do It” tagline invokes confidence, hard work, ambition, and collaboration. Their persona is the strong and motivated athlete you want to become. Their brand ambassadors, the athletes making appearances in commercials or wearing their gear because of sponsorships, are examples that using the Nike product can make you a better athlete. Through their branding, you envision a company that will help you become the best athlete.

In the end, branding helps the consumer embody what the company is all about at its core. Continue Reading…

What are Marketing, Branding, Public Relations, Social Media and Advertising?

I can understand why people have questions about the difference in marketing, public relations, branding, social media and advertising. They all are aiming to do the same thing but in different ways or through different platforms. I hope this will help you understand it!


Marketing is how your company increases awareness and creates behavior change to your desired audience. It’s how you promote and sell your products or services. The traditional marketing mix involves the 4 Ps: product, place, price, and promotion.

  • Product: what you are selling. For “product” to be successful, you’ll need to think about packaging, design and messaging. This is where branding comes into play and it’s described more below.
  • Place: where you are selling it. For “place” to be successful, you’ll need to think about your markets, distribution channels and target audience. Who are you trying to reach and where can you reach them?
  • Price: at what price are you selling it. For “price” to be successful, you’ll need to think about the value of the product – the value to you and the value to your customer.
  • Promotion: how you are getting people to buy it. This can involve strategies like email marketing, SEO, inbound marketing, event marketing, public relations, social media and advertising. A few of these are explained more below.

Continue Reading…

Recap of Brit + Co’s Re:Make 2015 Conference

I walked away with some important insights from last weekend’s Re:Make 2015 conference put on by Brit + Co. Here are the highlights from the speakers.

Lindsay Ell

Brit Morin

Everyone is creative. Creative projects keep you from aging and cures anxiety. Creativity releases dopamine, making you happier! For employers and employees: being healthier and happier means you’re more productive and effective at work.

Tina Seelig

Pay more attention to things! Think about the processes in your daily life and how to make them better.

Scott Belsky

Most ideas never happen. Why? Because the energy and excitement of the idea decreases and plateaus as time passes. We keep coming up with new ideas/projects instead of completing one. So, pick an idea and manage your action steps.

Don’t fight competition. Competition makes you act! Use it to spur you on.

Find one or two things that are most important and compromise on everything else because you can’t please everyone. Embrace flexibility.

Nothing extraordinary comes from ordinary means. Continue Reading…

How to Engage with Bloggers to Grow Your Business

The blogosphere is HUGE. There are 227 million blogs on Tumblr and 75.8 million on WordPress (these are free blogging websites) and even more on Blogger and those using unique URLS. You can find a blog on every subject, from specific hobbies to general topics such as food or parenting. This huge blog world also means opportunities to help you grow your business! Let’s talk about why and how.

Why should you engage with bloggers?

  • From the aforementioned numbers, it’s a big network. You’re bound to find a subject that fits with your business.
  • Your potential audience is more likely to believe the recommendation coming from someone other than you. This is word-of-mouth marketing. Instead of sharing tips at the water cooler, it’s online.
  • Bloggers have influence through a loyal readership. Depending on the blog’s focus, a blog can have hundreds to millions of followers that engage with it.
  • Bloggers have social media influence. To increase readership and connect with their readers in on other platforms, bloggers also grow their social media presence.
  • Great bloggers are serious about their work. They work with honesty and integrity and they’re willing to work with brands that fit their blog.

Continue Reading…

Introducing: Tough Love

In a discussion with my boss and co-worker, I educated them on the quarterlife crisis. They, being in generations older than me, were baffled that millennials – so lazy and entitled as we are – created a “crisis” to deal with not being able to find a job, being directionless, and taking our sweet time “figuring it out.” I talked about my struggles along the way of arriving where I am and that is how the idea of this blog feature came along.

I have had no professional training for giving you life and career advice. I’m starting this series because I’ve been there and am living life the best I can. My education on the subject comes from personal experience (days, weeks and months of living a crisis) and observation and reading many articles and books on how to make my life better. Figuring this stuff out isn’t a one-time fix. “Figuring it out” requires constant reminders to yourself about what you want to accomplish and what you want in life. There are days when what you want to be and do is as clear as crystal and other days, a few disappointments can lead you into an unsettling spiral of self-doubt. I know how it is!

Continue Reading…

SXSW Recap: Millennials

One of my favorite sessions (speakers were dynamic and subject is always interesting) was Solving the Millennial Content Challenge with Jason Dorsey, Chief Strategy Officer of The Center For Generational Kinetics LLC, and Joseph Gagnon, SVP/GM/Cloud Solutions of Aspect Software. Both are experts in millennials research and strategies. Their presentation was specifically focused on U.S. millennials.
First, there were so many facts given about millennials. Here are some:

  • Millennials are those born in years 1977 through 1995. They are categorized in these years because they can process the 9/11 event.
  • By 2017, millennials will outspend baby boomers.
  • Millennials are the generation with the least established loyalty because for most big purchases, they haven’t had the opportunity to make a decision again. You can’t lose loyalty if you’ve never had it.
  • Millennials have the most diverse generation. They don’t see diversity until it’s absent.
  • Millennials are accomplishing societal “norms” (such as marriage) 3-5 years later than expected. By certain ages, they have different accumulated life experiences than previous generations.

Continue Reading…

SXSW Recap: Top Event Branding

SXSW Mophie Rescue
Today I’m over on my lifestyle blog, Fearless Captivations, recapping the top event branding features I saw at SXSW. I went into SXSWi with my marketing mindset and was enthused by the ways companies presented their brand to stand-out and create buzz.

Head over to to find out what I saw.

Want to read my other SXSW Recap posts?

SXSW SouthBites Recap: Food Criticism Today

The second SXSW SouthBites session I went to was Food Criticism in the Digital Age with Alison Cook, restaurant critic at The Houston Chronicle; Helen Rosner, features editor at Eater; Jonathan Gold, food writer at the Los Angeles Times; and Moderator Evan Kleiman of Kcrw Good Food.The panel started out with the question: “In this age of Yelp, is everyone a critic or are we all just sharing our opinions?”

Gold mentions the phrase “glorious noise of specialists” to describe the online reviewers and bloggers that write about restaurants and food. The “noise” is just an amplified version of what was already there. It’s a new avenue to express opinions. Instead of snail mail, platforms were created to give consumers a different kind of voice and snail mail has become email.Another big subject was food bloggers vs. food critics. The panel stated that their wealth of knowledge and context is different. Backed by the legacy of their publication, critics have a way of doing things that includes visiting the restaurant at least 2-3 times and going under a fake name. Critics put chefs, restaurants, and food movements into context. They know the know the cultural, socioeconomic, geopolitical, agricultural backgrounds behind the dishes they’re eating. As Gold described, he knows how the current weather conditions would have on a croissant and how it would look differently. The big difference is that critics pay for all their meals. Cook argued that when you’re given free food, you’ll post something nice with no critical content and there isn’t a value framework there.

Take a look at these statistics about online reviews from a recent study.

Continue Reading…

SXSW Recap: Importance of Team

One common subject I heard in multiple SXSWi sessions was about how important the team was to the success of a company. Here are some of the quotes from different sessions:

We (social media) don’t stand apart from the newsroom. We’re part of it.
Michael Roston, Sr Staff Editor Social Media, The New York Times; Social Media: Breaking News or Fixing News?

Find people who want to be a part of the magic and see your vision.
Chris Wink, Co-Founder & Chief Creative Officer, Blue Man Group; Using Brands to Create Cultural Identity

I have a bigger goal than the food. It’s providing creative challenge and financial success for employees.
David Chang, Owner/Founder, Momofuku; The Future Role of Tech in Dining and Food

When you’re a medium start-up, it’s no longer all about you. You also have to think about users, employees, investors, media and competition. You deeply care about the interests of these people and try to align the interests.
Culture is more important than the product. The product is the product. Culture is the next hundred products.
Phil Libin, CEO, Evernote; Be Epic: The Art of Bold Decision Making Continue Reading…