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The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?
Like most marketing communications questions there are no simple answers. After all, communication is a high level activity. There are lots of variables involved.
If your ad results are disappointing, here are the key things to look at:
1) Message Is what your ad promises compelling? Is it meaningful to your audience? If you're not offering something prospective customers want, they won't respond. If you're not sure what prospects want, ASK!!
2) Audience Are you reaching the people who make the buying decision for your product or service? Many big ticket sales involve buying teams or multiple layers within an organization. Are you reaching everyone you need to?
3) Vehicles Are you in the best publications (or radio time slots, TV programs, whatever)to reach your audience with your message? Look at quantitative AND qualitative data to get a true evaluation of media and vehicles.
4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they're interested, and b) People retain about 10% of the messages they're exposed to each day. So for a communication program to succeed, it must repeat, repeat, repeat. (Current estimates are that it can take 7-9 repetitions of a message for it to sink in.)
5) Attention Does your ad have stopping power? Will the intended audience take the time to look? This usually requires the synergy of an arresting visual and a powerful headline.
6) Objectives Are you asking advertising to do what it's good at? Generating inquiries and creating awareness are reasonable ad objectives. But don't expect advertising to SELL a product. Good ads set up opportunities to sell. Your sales channel will need to close the deal.
7) Measuring results Do you really know what your advertising is achieving? Are you collecting and reviewing results that relate to your objectives? For instance, if you expect your advertising program to generate inquiries, measurement that looks at inquiry quantity and quality should be built into your program.
Sound intimidating? Communication is important to any business but it's complicated. Fortunately there are experienced consultants and agencies who can help you.
©Copyright 2005 Clairvoyant Communications, Inc.
About the author
Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, Communiqué, at http://www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 (claire@claircomm.com)
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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 ... |
 Globe and Mail | 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 |
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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™ ... |
 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 |
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, ... |
 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 |
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