What to Consider Before Advertising

There are a variety of factors to consider before initiating an advertising campaign.  The most pertinent issues are discussed here.

Reputation

• What is the publication/Web site’s reputation and track record?
• How long has it been in existence?
• What percentage of participants renew each year?
• Ask for references. Ask your colleagues about their experience with this publication.
• How does the publication offer a distinctive service to fill a market niche?
• Does it employ knowledgeable professionals?
• Who will be working with you? How long have they been employed with this service?

Print Circulation

• Your best indication of coverage is your own experience - do you see the publication in your travels?
• Does the service target advisors, teachers and agencies, or is it directed to students and their parents, or both?
• Is it intended as reference or a take-home handbook?
• How is the magazine distributed? What is the circulation?
• How does the publisher obtain, develop and maintain the mailing list? How often do they confirm distribution locations and update contact information? Do they utilize representatives in major capitals?
• If the publication appears in different languages, do they provide translation and proofreading?

Web site Traffic

• How long has the site been in operation?
• How does the site build traffic?
• How do I track results?
• What reports do I receive?
• Am I getting unique inquiries?
  
• Does the site allow students to send inquiries to more than one school at a time?
• How user-friendly for international students is the site?
• How many unique visitors does the site get (not just “hits”)?
  
• What are the top 20 countries in terms of traffic?
• Is the site multilingual?
  
• Can I have my content translated into other languages?
  
• Can I post these translations on my own Web site?