reports

Advertising

How to Ensure Your Print Media Buys Are on the Money — This report presents 25 strategies to improve outdoor recreation magazine advertising buys. You will find discussion of quantitative and qualitative analysis, how message factors impact media decisions, media buying strategies, and post-buy topics.

Ready. Set. Shoot. Tips For a Successful Outdoor Photo Shoot. — How do you achieve the right look for your company and products on time and at the right price? This report provides guidance based on Swanson Russell's experience coordinating and directing hundreds of photo shoots for outdoor recreation industry clients. Topics include selecting the right photographer, scouting locations, model selection, achieving the right look, meeting legal and other requirements, having correct equipment and safety precautions.

Developing Effective Messages For Outdoor Recreation Markets — You may have determined how to reach your target audience, but what will you say to them. This report describes how factors such as the stage in the communications cycle, media used and brand positioning impact message determination. Also, the report reviews the key types of benefits that are important in outdoor recreation marketing communications.

An Evaluation of Magazine Advertising Effectiveness to Reach Hikers and Backpackers — This report examines the challenges in reaching significant percentages of hikers and backpackers through magazine advertising in the specialty consumer magazines that focus on these audiences. The difficulties are reviewed and some possible alternatives are discussed.

Point-Of-Purchase Advertising, an Outdoor Recreation Marketer’s Dream...And Nightmare— This report discusses the various types of POP advertising, the situations in which each type is likely to be most effective and how retailers respond to POP materials. The report combines Swanson Russell's many years of experience creating POP materials for outdoor recreation clients with information from several POP advertising studies.

“He Wouldn’t Know a Good Print Ad If It Jumped Off The Page and Bit Him on the Nose.” — This report combines research data, the thoughts of advertising industry leaders and Swanson Russell's years of experience creating outdoor recreation magazine ads. It provides a variety of suggestions and guidelines for creating print advertisements that will appeal to outdoor recreation enthusiasts.

An Analysis of Outdoor Sports and Recreation Magazine Advertisements — A 123-page report based upon a review of 538 outdoor recreation advertisements appearing in 14 consumer magazines. It shows you the styles, approaches and elements used most often by outdoor recreation advertisers. It is a valuable resource if you want to know what percentage of outdoor recreation advertisers feature toll free telephone numbers or fax numbers in their advertisements, or offer catalogs, brochures, dealer names or other information to consumers. Also, it is a great reference if you are curious about how many advertisers are using benefit versus curiosity versus other types of headlines, long versus short headlines, photographs versus illustrations, serif versus sans serif typefaces and other features. Results are summarized for the entire collection of 538 advertisements. Also, results are broken out and reported for each of the following product categories:

• Archery/Bowhunting
• Camping/Hiking/Backpacking
• Canoeing/Kayaking/Personal Watercraft
• Clothing/Footwear
• Fishing
• Hunting/Target Shooting
• Motorboating
• Sailing/Yachting

How to Use Direct Mail Advertising to Reach Outdoor Sports and Recreation Audiences — This report provides a comprehensive look at the basics of direct mail advertising, but it is tailored to the needs of outdoor recreation marketers. It discusses the strengths and weaknesses of direct mail as an advertising medium. There is a thorough analysis of the three key elements that determine the success of outdoor recreation mailings: (a) the list, (b) the offer, and (c) the creative. In addition, the report contains hundreds of suggestions regarding how outdoor recreation marketers can make their direct mail advertising more effective.

How to Evaluate Magazines in the Outdoor Recreation Market — This report shows how to use a variety of quantitative and qualitative tools and techniques in analyzing outdoor recreation magazines as potential advertising vehicles. It discusses how to use syndicated readership data and circulation audit statements. The report contains guidelines for examining a magazine's cover, table of contents, editorial content, advertising content and other qualitative factors.

The Use of Television Advertising to Reach Outdoor Recreation Participants — Television is becoming an important advertising medium for many outdoor recreation companies. This report provides outdoor recreation marketers with guidance on evaluating television advertising opportunities, including syndicated and cable programs. It answers these questions:

• When should you include television in your media mix?
• When should you buy time through local stations, a syndicator or a cable network?
• How does syndication work and what role does it play?
• How do you accurately evaluate television audience viewing data?