What media is your brand?

I have no experience in buying ads, but as a copywriter I've written hundreds of them. I've seen clients succeed and fail in their advertising adventures. I don't promise to know everything, but I can offer a little advice to those who are interested in buying ad media and advertising their brand.

First, have an ad concept. Secondly, have an advertising budget. Finally, buy the right media for your brand. You want to reach the right people at the right times so that your message actually converts to a sale. The Zipcar ad does this well, because it reaches bus riders who probably do not have a car. Targeted media lets you tailor the message to your audience. You'd be amazed at how nicely you can target the media to your customers, especially if you have a very specific product or good market segmentation. So don't just go with the old "print, radio, TV" plan that ad agencies want to sell you. Targeted media buys can do amazing things.