| |
| |
|
Advertising Information |
|
|
|
How To Make Your Advertising Work!
Many believe that when it comes to advertising, it's a necessary evil. At least that's how some businesses approach it. Some view it as simply a tool to showcase price and product while others see it as a way to counter their competitor's ads. Know what? They're all wrong. Here's what you should be thinking about when putting together an advertising campaign: 1) Who am I trying to reach? Hard to believe: Some of my client's advertising approach prior to working with them was basically, "I have this amount of money to spend so how much can I buy with it?" This was usually followed by a call to their favorite radio station, or to a television station carrying their favorite program and asking for rates. Granted there are many, many choices when contemplating where to place your ad dollars and it can be very confusing given all the choices that are out there. Especially for example, when you call radio stations and every account executive tells you that their station is number one. That's why it helps to have experienced people on your side who can help you choose the best media mix for your ad dollars. Of course it make sense at this point to put in a plug for my agency, but if you want to get a better understanding of what is involved, refer to the four questions above. For example, "Who am I trying to reach?" means who is your target customer? Every retail or service oriented business has a target customer base and once you've established yours it will help in narrowing the list of possible media choices. Many businesses put off advertising until they feel they need it. The truth is, if you have a business that sells products or services you need to advertise all the time, not just when you have excess inventory or sales are down. I'm sure you've seen and heard many auto dealers advertising "red tag" or "tent sales". This approach is a quick hit type of campaign designed to move inventory but the end result is usually just a waste of ad dollars. Instead piling on these price driven ads and doing battle with every other dealer advertising in a similar way, these auto dealers would be smarter to concentrate on building their brand through consistent advertising and separating themselves from their competition with solid points that answer questions on consumer's minds like, "What will you do for me that the others won't?" "Why should I shop at your dealership?" "What makes your dealership different?" along with coming up with a clever branding image that makes them easy to remember when the consumer is in the market for a car if not now, down the road. Yes, money talks. But if everyone is shouting the same thing like, "We'll save you money!" the consumer has no incentive to visit one dealer over the other. Last but certainly not least is the importance of the message itself. Time and time again I'll hear or see a campaign where it's obvious the media buy was well executed but the message is muddled or confusing or worse, boring. If you're going to go through all the trouble and expense of putting together an ad campaign, make sure the message cuts through the clutter in a clever, creative way because that is what branding (getting people to remember your business) is all about. So how do you make advertising work? Remember that establishing a budget, determining who your target customers are, careful planning, consistency, and a clever message will put you on the road to success. Like what you've read? Want to read more? Visit The Eisenberg Agency web site at: http://www.eisenbergagency.com E-mail: halacious@eisenbergagency.com. Hal Eisenberg is an award winning copywriter, creative director, and owner of The Eisenberg Agency, an ad agency specializing in cut-through-the-clutter ads that get results.
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content, you can empower them and ignite a tornado of sales at your website.Read, understand and use them and burst open the floodgate of sales. Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two In part one of this article we discussed the importance of the look or appearance of your brochure.The look or image that your brochure conveys is vastly important. Reach vs. Frequency: Touch 100 Once or 25 Four Times? Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking. 10 Reasons Why Your Company Needs Custom Invitations I am always amazed when I hear about companies who spend tens of thousands of dollars organizing a make-it-or-break-it company event designed to celebrate a company milestone and/or impress prospective customers. Sometimes these events have big contracts or sales at stake! Yet, often planners will fall short on the most critical aspect of planning the event-the invitations! After all, before a client steps foot into your venue, or even confirms attendance, the invitation sets the tone and leaves the first and most important (and lasting!) impression!Have a look at this compelling list of "10 Reasons Why Your Company Needs Custom Invitations". The Not-So-Hidden Persuaders: The Power of The Media Upon Us All In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness. Understanding Internet Banner Advertising Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix. The Forgotten Advertising Tip I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is rarely mentioned: Running more than one ad at a time isn't the greatest idea.While it seems like a good idea to spend your monthly advertising budget all at once at the first of the month, is it really gaining you the best exposure? Even if you are running ads on various websites and networks, there is a pretty good chance many of those that see your ad on one site are going to see them on another. Marketing Tips - Advertising Typical methods of advertising-newspapers, radio and television are effective if used properly, but there are other, less expensive ways to get your company's name out. Local or cable television is an inexpensive alternative to the traditional forms of advertising. Moving Message Display Moving message display are designed to be installed into environments where vast amounts of information need to be conveyed to large audiences both quickly and efficiently, also in the world of indoor and outdoor displays. This gives you enormous flexibility for creating interesting text message on Moving message display. Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one. If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret A few years ago, I analysed the statistics of where one of my clients, M & M Pest Control in Sydney, generated all their leads from. As a result of this, Ray Milton, the director of the company said:"Scott measured the results we were getting from our advertising, and as a result, this confirmed my decision to eliminate over $42,000. Create Your Dynamic Elevator Speech So, what's an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness. How To Create Instantly Compelling Ads Every Time Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears. Advertise Where Its Forbidden To The most common way to drive people to your business site is advertising. You cannot succeed without advertising, this is a fact. The Motivational Triggers That Make People Buy In order to sell more products and service, you need master customers' mind. Put youself into customers' shoes and think what customers want. Nine Power Words To Punch Up Your Ads As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth. Which is Better Digital or Offset Printing? As technology continues to improve, the quality of digital prints also improves. Technology advancements have also made it easier for more and more businesses to enter the printing industry. 10 Tips For Writing A Profit Producing Ad 1. You can get ad copy ideas by studying similar product's advertising material. Mobile Detailers; Customer Window Displays Mobile detailers have all types of customers, many of whom are self-employed. We know that these customers love their automobiles as most Americans and therefore love the services we provide. Secrets of Getting Free Advertising The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your own objectives without cost that it literally boggles the mind just to think of listing them.
|
| home | site map |
| © 2006 |
