Channels of communications are the next most important discipline to master after the copy writing and creative portions.  This is where you spend the most money on, so it is important that you master channels of communications.

One common channel of communication is the newspaper.  Most people still read the newspaper daily, although more and more people are reading news on the internet instead.  If you want to advertise in newspapers, the biggest tip is to have frequency.  Do not just air the ad for one daily newspaper, but rather spread it out over at least 3 months.  You need multiple exposures of the ad to your consumers to convince them to buy your products.

When you invest in various channels of communication in advertising, ensure that you use them to support your online activities.  One of the easiest way is to publicize your website offline, or to hold a contest with attractive prizes to motivate people to visit your website.

Internet is one channel of communication that will get more important as time passes.  However, the dynamics of this channel are very different compared to traditional mediums such as TV, print or outdoor ads.  There are various new tools such as online gaming product placement, blogs, email, and search engine optimization.

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