What exactly is PDS? We know it sounds like a term you might find in a biology book, but in all actuality it’s the acronym for a successful advertising plan - Proven Demographic Strategies. There aren’t any bells or whistles, just basic concepts that lead to a results oriented campaign.
Too often in today’s advertising world, advertisers spend their available dollars trying to reach “everyone.” In the process of trying to reach everyone, the campaign effectively reaches no one. The focus of your advertising schedule is spread out to the point that many people are “reached” by the commercial but without enough exposures for the campaign to make an “impression.”
This simple concept is where the PDS system holds its true value… No matter what budget you’re working with or product you are trying to promote, a specific demographic focus is absolutely necessary for the campaign to be effective. Once the target demographic is determined, then the PDS formula calls for precise advertising mediums where you can reach that demographic with very fine tuned specificity, i.e. the first commercial break in Heroes, on NBC – TV.
At this point we have a target demographic and we’ve decided upon one or more mediums to reach that target. But how do we cut through the clutter they are already exposed to every day? Creative scripts and creative media placement… Depending upon your target demo and advertising medium, the creative concept of your commercial is what will carry or undermine your campaign. The concept has to be clever enough to engage the consumer, but it also has to convey what you have to offer for your prospective customer. Too much untamed creative or bland information will condemn your campaign before it started.
Throughout your campaign there are various buying strategies that can be employed. In order to make sure your consumers have been affected by your commercial, you need to be consistent. There needs to be a consistency in message, in placement, and in frequency of your exposures. At CorMark, we believe creative advertising concepts and media buying strategies can take a business to the next level, it is just a matter of using the PDS system for success. Would you like to find out how effective PDS can be for you?