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Which media channels are most effective for advertising?

When selecting media channels, it is important to create a balanced portfolio of paid, earned, shared and owned media.

Paid media includes traditional forms of advertising such as TV commercials, print ads, but also digital forms of advertising such as search engine marketing (SEM) or display ads.Earned media is media attention that you cannot control directly, such as word of mouth, press reports or customer reviews. Shared media includes the interactions that take place on social networks and other platforms where content is shared. This includes posts, comments, likes and shares on platforms such as Facebook, Twitter and Instagram. Owned media are channels that you control yourself, such as your company website, newsletters or social media accounts.

Reach and frequency as well as the definition of other key performance indicators (KPIs) are central aspects for measuring success. Reach refers to the total number of unique individuals or households reached by a specific medium or campaign. Frequency, on the other hand, indicates the average number of times a person comes into contact with the advertising message during the campaign period. The definition of media targets and the determination of key performance indicators (KPIs) create the foundation for the measurement and target structure of your comprehensive media strategy.

Even more advertising know-how

Would you like to learn more about the world of marketing? Order the Goldbach booklet now

This compact reference book offers a comprehensive introduction for anyone who wants to find their way in the world of advertising.

What you can expect:

  • Clear process steps and instructions for your own advertising concept, especially for SMEs
  • Practical case studies
  • Clear checklists, templates and planning aids

Get the Goldbach Manual now and expand your knowledge of advertising and media.

Pre-order your free copy now

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More about Goldbach Regional

If you are a small or medium-sized Swiss company and have decided to promote your brand with an advertising campaign , Goldbach Regional will help you to spend as little of your valuable time as possible and use your advertising budget as effectively as possible. From CHF 500 , you will receive an advertising campaign tailored to your target region via various media channels such as digital, DOOH, print and social media.

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Contact us

Are you interested in an advertising campaign in your region? Don't hesitate to get in touch with us. Our advertising professionals know your region inside out and are always ready to work with you to develop an advertising campaign tailored to your needs. We look forward to hearing from you!

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Advertising messages in your region

To make the best use of your advertising budget, we place your advertising where it will have the greatest impact. Our regional advertising experts will help you determine the best channels and timing for your campaign.