To Get More From Your Advertising Dollar, Take a Lesson From the Big Players

You probably don't have a billion dollar advertising budget like Johnson and Johnson.  But, if you advertise you business, look at these statistics. 

A coordinated advertising strategy is key to any business, which means that J&J's internet advertising is more effective because of their network TV budget, which is more effective because of their Magazine budget, and so on. If your business is targeting a specific group, take the 'Pick Three' strategy.  Whatever your budget, pick three of these media, and apply you ad spend in a way that makes sense for you.  It may take some experimenting over time, but as the chart below exemplifies, one ad strategy to through one channel won't work.  If you have a billion dollars per year, by all means, target all of these channels.  If not, pick three channels, experiment on proportions, and win with your advertising.