Avionics News February 2014 - 51

editorial coverage - after all, you're spending big bucks in
their publications, so the least you should get is an article or
two during the year. Why isn't an editor calling you?

buys, but you stick with your plan for the year to give it the
best chance to work. Most importantly, you understand that
brand awareness is difficult to measure and advertising is one
path toward creating this awareness.
As a bonus, you maintain a small advertising-contingency
fund to use for opportunities that arise during the year without
negatively impacting your current media plan.

You're a B student if: You have a strategic plan for
your media placement. You routinely do market research and
readership studies. The results are interesting, but this doesn't
mean you must be guided by the research. In terms of tracking your ads, if the phone is ringing, that's enough proof your
REMEDIAL WORK: IMPROVING YOUR GRADE
advertising is working. You know where your competition is
If you're an A student, congratulations. If you're not, here
advertising, but this doesn't necessarily mean anything to you.
are some ways to get better at planning and spending your
In terms of the advertising and editorial situation, you realprecious advertising dollars.
ize it's two separate departments at a publication, but that
Make friends with your media representatives. Just as the
doesn't mean you don't take advantage of being an advertiser
salespeople in your own company have a wealth of knowlto get your company covered editorially. You have a good
edge about the products they sell, so do the media reps at
integration of advertising into
their respective publications.
your other marketing efforts and
A good media rep can be your
have an effective mix of print
best source of information
and electronic ads. You know
about market trends, marketing
Remember, it's not just
there's more to electronic adverideas and a host of other vital
about spending more
tising than a standard banner ad.
information. Rather than let the
money - your goal is to
When it comes to buying, you
media reps' messages pile up
make the most of the
have learned how to negotiate
on your voice mail, make some
advertising dollars you
and don't mind twisting an arm
time to hear their sales stories.
have budgeted. Of course,
or two to get something extra in
Communicate by phone, in perit's a difficult task.
your annual buy.
son and at a trade show. It's part
of your job to know the trade
You're an A student if:
press. Media reps can be a fanYou actually work diligently on
tastic resource for you.
creating a media plan that will be in effect for 12 months. You
And when it comes to telling a rep "no," rest assured
have a strategic, integrated advertising portfolio that uses both
they've heard the word before. Once given a fair hearing,
print and electronic media. You take into consideration new
a media rep would rather hear "no" than be strung along
product launches, trade shows, slow periods and other market
indefinitely as he or she continues to leave you perky, upbeat
forces when planning your media buy. You not only track the
voice mails. Maintaining a healthy working relationship with
efficiency of your own ads, but you track your competitors'
a media rep will help you when ideas are formed and opporads and have a system to measure both.
tunities arise. You want you and your company to be front of
When it comes to advertising and editorial, you understand
mind when it comes to a particular publication.
that at a quality publication, the two functions are separate.
Familiarize yourself with the media. You should be able
You talk to your sales rep about advertising, and you talk
to name the first- and second-tier aviation media and know
to the editorial staff about editorial coverage. You maintain
the basics about each one - its circulation, market coverrespectful and cordial relationships with both. You understand
age and editorial calendar. You should know who your rep
the language of advertising and the mechanics of advertising materials. Once in place, you closely monitor your media
Continued on following page
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2014

Avionics News February 2014

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