Brand Aid
From the basics to the big time, expert advice on building brand awareness
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Sean Norris
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Medium-sized companies are generally also highly budget conscious, but have more opportunities to test new advertising campaigns and different channels to see what works best. A large organization may have the resources to run a campaign with a much broader reach, such as a Super Bowl commercial, although choosing where to spend is still important in maximizing ROI. Regardless of size, all companies or organizations need to understand how their customers and prospects are spending their time, since it never makes sense to run brand awareness campaigns that do not reach your target audience and yield no results.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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