Vendor advertising

There I am this morning, sitting in the kitchen with my coffee and my laptop, checking on the news after an (almost) all-nighter, and the Klassikradio station broadcasts a little radio ad that makes me almost spill my coffee. Now, I'd agree that the target audience for classical music (or what they consider "classical" as they play a lot of movie soundtracks, too) does not consist of school kids, but rather white-collar people 30, 40 and up. So I can only assume that this is what SAP had in mind when they launched the radio campaign where a guy announces in the jingle that working with the same data would be a benefit to companies. Duh. Anyway, I can't help it but think "who wants to go and buy enterprise software after listening to a 15 second radio commercial"? Well, the ad was about Business One, so maybe I shouldn't consider it enterprise software to begin with, but it appears to me to be a huge waste of money, as filtering by age group is not particularly effective for business applications. If I was to target German buyers of software such as ERP or CRM packages, I'd always recommend finding business people that are confined as a group (e.g. in specialized events, or in an airplane) rather than some shotgun approach. My favorite media for that kind of advertising was always the Handelsblatt am Abend, a free 8-page news update, distributed to Lufthansa business class fliers, every afternoon and evening. There you have mostly business people that try to kill an hour going home or to their next destination and everybody reads those few pages cover to cover. That's where I would place ads. In my next life, I'll go into marketing ... no wait, I wanted to become a rock guitarist.