to fit your needs

A crucial part of the marketing mix is advertising. According to AdAge, a projected $109 billion will be spent on advertising in the United States in 2002. Based on that figure, we can safely assume that advertising works. However, you don't have to spend millions to make advertising work for you. At Marketing Options we are really opinionated on this subject.

Falling into two main categories (i.e. business-to-business and business-to-consumer). Advertising takes form in several different mediums from television, radio, newspapers, magazines and outdoor billboards, etc., and of course, the world-wide web. An advertisement offers you somewhat instant gratification, but not always instant profits. If you are going to advertise, our credo is "do it right".

Marketing Options wants you to spend your advertising dollars wisely. When you advertise, whether it's a trade or consumer campaign, let us use our expertise to sort out all your options; help you understand circulation versus readership, and other confusing demographic data. We know the publications, understand the demographics and what is the best vehicle for you. No doubt, you are overwhelmed with advertising opportunities that sound great, but the reality may be quite different. How much should be spent on trade and how much on consumer and when?

We see companies advertising in publications whose readers can barely afford to pay their rent, yet alone buy jewelry. You don't need people who just love your product, you need people who can and will buy it (because you don't make any money unless they do - right?) A person simply knowing about your product isnХt enough. Let us think outside the box for you. The value of a medium is measured by its potential effectiveness, not by its dollar cost. Using the wrong medium may be worse than using no medium at all. Why not let us independently review your options and help you select those mediums with the most value to you without the sales pitch.

You may get hundreds, even thousands of responses to a consumer ad but how many are bona fide purchasers of your product? What are the variables? The reputation of their local retail store; the effectiveness of the sales staff in that store; does the retailer actually carry your product or a competitor's? So beware, are you ready? If not, you must get there because the consumer is your target. We love consumer advertising, but we understand the nuances of the industry. We know all about regional splits, tagging, holiday books, co-op dollars and the like and will work with you and your retailers to find a way that works for everyone.

Marketing Options' writers and designers focus on your goals to create ads that work. Remember, Marketing Options understands your product, and speaks your language... no training required. We're already part of your industry, which gives you an advantage when your hire us to create your ads and plan your media. We understand the passion and pain that has gone into your design - it's more than a piece of jewelry, it's art to you; but it's our job is to make sure people want to buy it.

Our goal is not to have you spend as much as possible on advertising, but to spend the right amount proportionate to your business and in line with your other marketing activities to get your message across. We want you to inform, persuade and remind buyers to buy your product; help you build your brand and create or reinforce your image. Advertising is a part of the communication mix, it should not be the only part.

Since we are familiar with your markets, and your industry trade magazines, Marketing Options will help you select trade media and develop trade media plans at no extra charge. Why should you pay us media commissions when you already have a good idea where your ads should be placed? You shouldn't. That's why with Marketing Options trade media placement is 100% free.

Another benefit in working with us is that we won't try to sell you more ads than your need. We won't advise you to run six different ads for a six-time program, or select six different publications, charging you thousands of dollars for each ad. We'll create a cost-effective, focused, advertising program that gives you the results you want.