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MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL
AD:
1. PERSUASIVE SELLING COPY. The wording is the single most
important element in determining a successful ad. What counts
most is what you say and how you say it.
2. PLACEMENT IN APPROPRIATE PUBLICATION. This might seem
obvious, but it is often neglected. If the right people don't see
your ad, they can't respond.
3. SPACE/PRICE IN PROPORTION. You simply can't sell high priced
merchandise from a small classified or one inch ad space. These
should be considered as a low cost means of building a mailing
list by asking readers to write for more information. If you
expect to sell directly from an ad, the size of the ad will have
to increase in proportion to the selling price. Two or three
inches of space for items selling for 42 to $5... half or full
page for items selling for more than $5 up to $20. When the price
goes above $20 it is usually best to run inquiry ads and follow
up with a printed sales presentation. There are exceptions, but
this is a fairly safe rule to follow.
4. TESTING ALL THE ELEMENTS. Unlike institutional advertising
(toothpaste, cars, soap, etc.) which must rely on extensive
market research, analysis, surveys and a lot of psychology to
achieve success, mail order selling has a built-in "watchdog" to
guard against waste and loss, and to help assure that every
dollar spent will produce a profit...or at least tell you why it
didn't, so you won't make the same mistake twice. This method
(unique to mail order) is called KEYING. By inserting a number or
letter (or combination) into every ad you run, you can tell which
ad works in which publication and in which issues it works best.
More sophisticated forms of this testing technique can be carried
thru by trying a new headline, a different
testimonials,guarantees, etc. The testing technique know no
limits, but there is also danger in becoming test-happy. To use
the testing principle effectively, be certain that the results
will justify the time and expense of making the test. If it
merely means adding to your paperwork without adding profit or
reducing cost,it isn't worth it.
Copyright 2004 by DeAnna Spencer
This article may be reproduced freely on the Internet as long as
the resource box remains intact.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
DeAnna is the publisher of the ezine, Prospecting and
Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
To thank the publishers/webmasters that use my article, I
offer
one free solo ad. Simply fill out the contact form on my
contact
page listing the url it was used on or sending me a copy of
the
ezine it was used in. Once I confirm the location of the
article,
then we can make arrangements for the solo ad.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Note to publisher/webmaster: Feel free to remove the part
about the solo
ad when you get ready to publish the article.
MORE RESOURCES updated Thu. May / 17 / 2012 TIME | Facebook Advertising Shows 'A Lot Of Potential But It's Not A Slam-Dunk' Huffington Post By Nicola Leske and Kate Holton NEW YORK/LONDON (Reuters) - General Motors Inc's decision to stop advertising on Facebook may be a wake-up call for the No. 1 social network, but Top advertising executives say it's far too early to know if the site will ... Facebook's biggest problem is that it's a media company Is Advertising on Facebook Worth the Expense? Why I Lost My Faith In Facebook Advertising |
NPR sees sharp downturn in advertising revenue, leading to talk of cuts Washington Post Halfway through its fiscal year — and six months into Gary Knell's tenure as chief executive — Washington-based NPR has seen a sharp downturn in corporate “underwriting,” or advertising revenue. The falloff has led to projections of an annual ... |
 CTV.ca | Does advertising on Facebook pay? San Mateo Daily Journal But ahead of the IPO, a debate emerged between two of the nation's largest automakers: Does it pay to advertise on the social network? General Motors, the nation's largest automaker, said it would abandon Facebook ads after concluding they were ... Companies ask: Does advertising on Facebook pay? |
 Seattle Post Intelligencer (blog) | Skechers agrees to pay $45 million to settle charges of sketchy advertising of ... Seattle Post Intelligencer (blog) By Rita R. Robison Kim Kardashian, fresh from a sweaty workout and pictured in a variety of steamy, suggestive poses, decides in a TV advertisement to dump her personal trainer. “It's not someone else, it's something else” Kardashian, a reality TV-show ... Sketchy ads? Skechers agrees to pay $50M to settle false-advertising allegations Skechers settles with WA over false advertising Shoe-maker accused of sketchy advertising settles lawsuit |
Viewers Want Choice, Control and Relevance from Online Video Advertising ... San Francisco Chronicle (press release) New York, New York (PRWEB) May 17, 2012 Vibrant Media, the global leader in premium contextual advertising, has released key research findings that determine what viewers want in their video advertising: choice, control and relevance. |
New Mobile iPhone Application for Location-Based Virtual Advertising Sacramento Bee By They Creative Advertising HOUSTON, May 17, 2012 -- /PRNewswire-iReach/ -- They Creative Advertising introduces Knibbler™ iPhone application, a location-based advertising tool for individuals and small business owners. Using the dynamic Knibbler™ ... |
Coca-Cola Dodges Federal False Advertising Claim Courthouse News Service By TIM HULL (CN) -- Pomegranate juice purveyor Pom Wonderful cannot pursue federal false-advertising claims that Coca-Cola's pomegranate blueberry drink contains mostly apple and grape juices, but it may be able to revive its state law challenges, ... |
 Sydney Morning Herald | Apple Moves to Dismiss Siri False Advertising Suit PC Magazine But Apple's main counter-argument appears to be its contention that the plaintiffs' complaints lack the specificity that would be required to back up their claims of false advertising—failing to provide "a single actionable misstatement" on the part ... Apple Responds to Siri Class Action Lawsuits |
 Street Fight | Local Ad Spending Moving More to Mobile and Online; BIA/Kelsey's Media Ad View ... MarketWatch (press release) CHANTILLY, Va., May 17, 2012 /PRNewswire via COMTEX/ -- According to BIA/Kelsey's Media Ad View reports, local advertising spending will experience a compound annual growth rate of 2.6 percent between 2011 and 2016, with revenues climbing from around ... BIA/Kelsey: Local Ad Spending Moving More To Mobile And Online, Radio 'Holds ... Forecast: Locals Ads Hit $150 Mil By 2016, Trad Media Holds Social-Media Ad Spending to Jump to $9.8 Billion in 2016 |
75% of Advertisers Say Rest-of-Web More Important Than Facebook MarketWatch (press release) Methodology This multiple-choice online survey was distributed to 2177 brand marketers and advertising agency representatives. It was conducted in March 2012, and results were analyzed and validated for statistical significance in April 2012. |
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