Advertising is different from other forms of marketing because placement on pages, Web sites or radio/television stations are paid for – not an easy task for Clubs on a shoestring budget. However, paying for ad space gives you control over your message, and is an effective and memorable way to get the word out about what your Club does and who you serve.

Advertising strengthens marketing efforts by providing name recognition and added exposure for your Club. It’s also a means for spreading the word about your Club, an event or a program.

To cut advertising costs, consider asking media to place a Public Service Announcement for your Club.

Public Service Announcements (PSAs) can be placed on TV, radio, outdoor billboards, online and in newspapers, magazines and mass transit.

These messages are aired, printed or displayed for free by the station, publisher or advertising firm. While tv and radio broadcasters are no longer required by the federal government to donate time for public service advertising, most continue to do so. Now is an especially good time to take advantage of the economic climate by asking stations to broadcast PSAs while there is an increased shortage of paid advertising.