Media and The Message

by Nicholas G. Licata, M.A.

Do it Yourself? [Back to Columns]

One of my biggest faults is that I'm a do-it-yourselfer. I'd rather save money then call someone in to do a job. After all, I've got the tools, I can get a book. Piece of cake, right?

Due to my lack of training and experience, I usually end up under a showering valve in the basement, dirty, wet and screaming to my wife to call a plumber, while I try to figure out how to shut off the water. That's called experience, and it makes me a better person, at least that's what I tell myself.

In advertising, the do-it-yourself pitfalls are not as apparent. Poorly conceived or implemented ad campaigns don't often stink like a backed up sewer, nor do they cry out for professional help akin to a leaky pipe, but they certainly can be costly.

Let's face it, advertising can be an expensive. Saving a few dollars by doing it yourself is very attractive. But as technology has given us the tools to create professional looking ads in-house, the art of marketing communication has also become more sophisticated.

There are demographics to consider. Who does your advertising target? Which media outlets have you chosen and why? Is your advertising appropriate for all the outlets or should you tailor it to more closely fit readership? There are many questions like these that need to be answered in order to make sure you get the best possible return on your investment. I can't tell you the number of business people to whom I have asked the question "So, why are you advertising on that radio station, or in that newspaper?" and gotten the response, "Because everyone else is."

I promise you that advertising for the sake of advertising is not the answer. Marketing communication involves strategies and tactics that must be in line with your business goals and objectives. Every picture you choose, every word you use and every outlet in which you place your ads must be selected for a reason.

Discussions on the paradigms of human, behavioral and mass communication are beyond the scope of this column. But if you are serious about doing your advertising in-house, you should at least do your homework.

Textbooks on Advertising, Communication Theory, and the Media can be found at almost any college bookstore. They will help you devise a plan that will include, researching, setting objectives, creating a program, and evaluating its results. Advertising seminars put on by private companies or chambers of commerce can also help give you insight into the complexities of marketing communication.

My plumbing mishaps usually end up costing me more in the long run, but I still try to do it myself before calling a professional. So, I encourage you to give it a try. If it works, your business will grow and prosper. If not, at least you will grow from the experience. There are plenty of agencies out there that will be glad to come in and help you clean up your mess.