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The Only Bad Advertising Is No Advertising - Or Is It?


Depending on whom you ask, you will get told many "truths" about advertising. The question I have for you today is this - "Is the only bad advertising, no advertising?"

Before we begin, it might help us to agree on what advertising is, so here's one definition:

"Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media."

In other words, someone is trying to "sell" us on something - be it a product, or a service, or just picking up the phone. Advertising is all about getting people to do something - well, for the majority of us, it should be.

So, if advertising is about selling stuff, then perhaps we can answer our question now: "Is the only bad advertising, no advertising?" Of course not! You could create a really bad advert that did a terrible job of selling? and that would easily be a bad advert.

"Repetition, repetition, repetition!"

Is the battle cry of the ardent advertiser. "You must have repetition to have an impact." Do you believe this? A healthy dose of scepticism is always handy at a time like this. But before you start patting yourself on the back thinking that you're right I think you might want to hear this.

Repeating an advert works. Studies have shown conclusively that a 'sale' regularly occurs between the fifth and eighth exposure to a sales message (sure it can happen sooner, the point is that one-hit-wonders are rare). So repeating an advert works - BUT? and this is quite an important "but"? the advert must be having an effect (or working) for the repetition to be meaningful.

Flogging a Dead Horse

Permit me to explain. If your advert tanked on the first run you may have a bad advert on your hands. You will need to think carefully about what you do next. Experience tells us that this might be a fluke or a freak of circumstances so it warrants at least another run - may be two.

However, if the advert is not performing at all well after a couple of exposures to your market place, exposing that advert continuously will NOT (I repeat NOT) improve it. In this instance, repetition is quite simply a waste of time and money.

However, if your advert worked well then keep running the advert. For how long you might ask? The answer to that is actually very easy. Keep running performing adverts until the numbers tell you to stop. That's right, let the sales numbers tell you when that advert needs a rest.

Great Adverts Need A Vacation Too

Adverts are like people, they get tired and need a break. Just because an advert eventually loses some steam doesn't mean that after a suitable 'rest' it cannot go right back to work - performing flawlessly. So how do the numbers tell you when to pull the advert or give it a rest? When all the costs of running the advert outweigh the sales the advert is bringing in. Remember to take a more pragmatic view and consider the long term sales value of a new client. In a previous article I explained that a client you acquire has a 'lifetime value' not just a 'now-time value'. Include the future sales this client will bring you when deciding if the advert is no longer effective.

Size Does Matter!

So how big should your advert be? That's easy, it should be 'dominant'. After all, your advert is trying to do its first job - CATCH ATTENTION! This is easier to achieve with a larger advert. All things being equal on the page, the bigger ads get more 'eye time' than the smaller adverts. As with all things though, there are exceptions to the rules and a small advert developed properly will outperform a big advert that is poorly designed.

There are other advertising 'secrets' we copywriters have learned that help us gain the edge when writing adverts. For instance we know whether color makes a difference and when to use it, we know which single color out performs all other colors and why, and we know which fonts (yes fonts) make a difference to an advert? but sadly I'm out of space again so we'll have to save those tidbits for another time.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of eBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. April / 29 / 2024

Tech Spending Still Proves Thorny for Some Advertising Companies - The Wall Street Journal
Tech Spending Still Proves Thorny for Some Advertising Companies  The Wall Street Journal

Google asks court to throw out US advertising case - Reuters
Google asks court to throw out US advertising case  Reuters

Man, 70, Spends Rs 33,000 Weekly For Advertising On Billboard To Find Girlfriend - NDTV
Man, 70, Spends Rs 33,000 Weekly For Advertising On Billboard To Find Girlfriend  NDTV

Hilarious new TikTok advertising trend is peak Gen Z - Creative Bloq
Hilarious new TikTok advertising trend is peak Gen Z  Creative Bloq

I pay $400 a week to advertise myself on a billboard to find a girlfriend - New York Post
I pay $400 a week to advertise myself on a billboard to find a girlfriend  New York Post

Survey Suggests Netflix Ad Plan May Have More Than 20 Million Subscribers in U.S. - Variety
Survey Suggests Netflix Ad Plan May Have More Than 20 Million Subscribers in U.S.  Variety

Google Firms Up Streaming Ad Ties With Disney, Warner Bros. Discovery And Paramount - Deadline
Google Firms Up Streaming Ad Ties With Disney, Warner Bros. Discovery And Paramount  Deadline

Amazon earnings preview: Advertising and AWS expected to continue fueling profits - GeekWire
Amazon earnings preview: Advertising and AWS expected to continue fueling profits  GeekWire

EXCLUSIVE: AIM Sport lands Euro 2024 virtual advertising contract - SportBusiness
EXCLUSIVE: AIM Sport lands Euro 2024 virtual advertising contract  SportBusiness

Google asks court to throw out US advertising case - Yahoo Finance
Google asks court to throw out US advertising case  Yahoo Finance

California Digital Advertising Tax Bill Progresses to Assembly Committee on Revenue and Taxation - Morgan Lewis
California Digital Advertising Tax Bill Progresses to Assembly Committee on Revenue and Taxation  Morgan Lewis

Mexico’s bishops denounce use of Santa Muerte imagery in political advertising - Our Sunday Visitor
Mexico’s bishops denounce use of Santa Muerte imagery in political advertising  Our Sunday Visitor

LYNX holds contest for free advertising for a year - WFTV Orlando
LYNX holds contest for free advertising for a year  WFTV Orlando

Lamar Advertising Company chooses Cortex to power US DOOH Network - Martechcube
Lamar Advertising Company chooses Cortex to power US DOOH Network  Martechcube

Axel Springer and Microsoft expand partnership across advertising, AI, content and Azure services - PR Newswire
Axel Springer and Microsoft expand partnership across advertising, AI, content and Azure services  PR Newswire

Ad-tech researchers roll out portal to help advertisers evaluate publisher quality - Marketing Brew
Ad-tech researchers roll out portal to help advertisers evaluate publisher quality  Marketing Brew

Advertise Your Tournaments in Let's Play Hockey - Let's Play Hockey.com
Advertise Your Tournaments in Let's Play Hockey  Let's Play Hockey.com

100% Pure, Natural False Advertising Litigation - The National Law Review
100% Pure, Natural False Advertising Litigation  The National Law Review

Promotional Labeling and Advertising Considerations for Prescription Biological Reference and Biosimilar Products ... - FDA.gov
Promotional Labeling and Advertising Considerations for Prescription Biological Reference and Biosimilar Products ...  FDA.gov

Microsoft makes Copilot available to all advertisers - Search Engine Land
Microsoft makes Copilot available to all advertisers  Search Engine Land

Roku (NASDAQ:ROKU) Blasts Up on New Advertising Plan - TipRanks.com - TipRanks
Roku (NASDAQ:ROKU) Blasts Up on New Advertising Plan - TipRanks.com  TipRanks

Fox’s New Ad-Sales Chief Will Tout Tom Brady, Super Bowl LIX in TV Upfront - Variety
Fox’s New Ad-Sales Chief Will Tout Tom Brady, Super Bowl LIX in TV Upfront  Variety

Rant & Rave: Reader tired of BOGO advertising - The Seattle Times
Rant & Rave: Reader tired of BOGO advertising  The Seattle Times

Listen Out for Famous Voices Advertising Stuff as MTA tests Ways to Make Money on the Subway. - W42ST magazine
Listen Out for Famous Voices Advertising Stuff as MTA tests Ways to Make Money on the Subway.  W42ST magazine

Broadsign, Pattison team up in Canadian DOOH advertising - Digital Signage Today
Broadsign, Pattison team up in Canadian DOOH advertising  Digital Signage Today

Beverage brands hit with class actions over false advertising - Top Class Actions
Beverage brands hit with class actions over false advertising  Top Class Actions

Kaiser Insurance Leaks 13.4M Members' Data to Online Advertisers - Dark Reading
Kaiser Insurance Leaks 13.4M Members' Data to Online Advertisers  Dark Reading

GenAI vs storytelling: the final reckoning for advertising | shots - Shots
GenAI vs storytelling: the final reckoning for advertising | shots  Shots

Thai SEC Warns Crypto Exchanges Against Glamorizing Investments, Emphasizes Advertising Compliance - Cryptonews
Thai SEC Warns Crypto Exchanges Against Glamorizing Investments, Emphasizes Advertising Compliance  Cryptonews

Irish People Question the Role of Advertising | LBBOnline - Little Black Book - LBBonline
Irish People Question the Role of Advertising | LBBOnline  Little Black Book - LBBonline

With new leader, Makiaris Media looks to future amid changing media, advertising landscape - Hartford Business Journal
With new leader, Makiaris Media looks to future amid changing media, advertising landscape  Hartford Business Journal

Snap Earnings: Advertising Growth and Snapchat+ Drive Monetization - Morningstar
Snap Earnings: Advertising Growth and Snapchat+ Drive Monetization  Morningstar

Are Companies Advertising Jobs for Citizen Developers Missing the Point? -- ADTmag - ADT Magazine
Are Companies Advertising Jobs for Citizen Developers Missing the Point? -- ADTmag  ADT Magazine

10 years of Dax: A ‘game-changer’ in audio advertising - The Media Leader
10 years of Dax: A ‘game-changer’ in audio advertising  The Media Leader

Digital Out of Home Market Size to Touch USD 62.1 Billion by 2031 Owing to Rising Demand for Interactive Advertising - StreetInsider.com
Digital Out of Home Market Size to Touch USD 62.1 Billion by 2031 Owing to Rising Demand for Interactive Advertising  StreetInsider.com

AAF INDUCTS THE NEWEST MEMBERS INTO THE ADVERTISING HALL OF FAME - PR Newswire
AAF INDUCTS THE NEWEST MEMBERS INTO THE ADVERTISING HALL OF FAME  PR Newswire

Snap Stock Soars 25% After Strong Advertising Sales Drive Q1 Results and Outlook - Investopedia
Snap Stock Soars 25% After Strong Advertising Sales Drive Q1 Results and Outlook  Investopedia

VideoAmp expands sales leadership team with three hires - StreamTV Insider
VideoAmp expands sales leadership team with three hires  StreamTV Insider

NewFronts 2024: Google shows advertisers a cookieless world, talks CTV, AI and first-party data - Campaign US
NewFronts 2024: Google shows advertisers a cookieless world, talks CTV, AI and first-party data  Campaign US

Finely-tuned: Tulsa ad man's success was found in catchy advertisement tunes, lyrics and slogans across the country - tulsapeople.com
Finely-tuned: Tulsa ad man's success was found in catchy advertisement tunes, lyrics and slogans across the country  tulsapeople.com

Retail media meets Wall Street: what Amazon Advertising and Uber's analyst briefings tell us - InternetRetailing - InternetRetailing
Retail media meets Wall Street: what Amazon Advertising and Uber's analyst briefings tell us - InternetRetailing  InternetRetailing

VIZIO's IAB NewFront “Limitless” to Spotlight a New Era of Integrated TV Advertising - Adweek
VIZIO's IAB NewFront “Limitless” to Spotlight a New Era of Integrated TV Advertising  Adweek

Seizing The Moment: Why Data-Driven Advertisers Must Embrace Transformation Now - AdExchanger
Seizing The Moment: Why Data-Driven Advertisers Must Embrace Transformation Now  AdExchanger

Google to open source PAIR identity tool with IAB Tech Lab - StreamTV Insider
Google to open source PAIR identity tool with IAB Tech Lab  StreamTV Insider

BYU advertising students win Coca-Cola Refreshing Films competition, shine spotlight on Deaf community - The Daily ... - Universe.byu.edu
BYU advertising students win Coca-Cola Refreshing Films competition, shine spotlight on Deaf community - The Daily ...  Universe.byu.edu

Players Are Refunding Stellar Blade Under False Advertisement Claims - Insider Gaming
Players Are Refunding Stellar Blade Under False Advertisement Claims  Insider Gaming

Interactive Advertising Bureau - IAB
Interactive Advertising Bureau  IAB

FDA updates guidance on promotional labeling and advertising of biosimilars - Regulatory Focus
FDA updates guidance on promotional labeling and advertising of biosimilars  Regulatory Focus

Warner Bros. Discovery Jumps Into Data-Driven Advertising Business With New Tool Olli - Hollywood Reporter
Warner Bros. Discovery Jumps Into Data-Driven Advertising Business With New Tool Olli  Hollywood Reporter

Meta's AI push will supercharge its ad business, Deutsche Bank says - Fortune
Meta's AI push will supercharge its ad business, Deutsche Bank says  Fortune

OUTFRONT AND STREETMETRICS TEAM UP TO OFFER GROUNDBREAKING MEASUREMENT PROVING ... - PR Newswire
OUTFRONT AND STREETMETRICS TEAM UP TO OFFER GROUNDBREAKING MEASUREMENT PROVING ...  PR Newswire

New Innovations in Digital Advertising Analytics Market: Business Outlook, Critical Insights, Opportunities... - WhaTech
New Innovations in Digital Advertising Analytics Market: Business Outlook, Critical Insights, Opportunities...  WhaTech

American Advertising Federation Inducts Newest Members into Advertising Hall of Fame | LBBOnline - Little Black Book - LBBonline
American Advertising Federation Inducts Newest Members into Advertising Hall of Fame | LBBOnline  Little Black Book - LBBonline

Paper: the new material for fashion? - nss magazine
Paper: the new material for fashion?  nss magazine

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Coca-Cola, L'Oréal, other big brands told by MEPs to stop ads fueling Russian disinformation in Balkans - POLITICO Europe
Coca-Cola, L'Oréal, other big brands told by MEPs to stop ads fueling Russian disinformation in Balkans  POLITICO Europe

YouTube Shorts Advertising Perks Up — The Information - The Information
YouTube Shorts Advertising Perks Up — The Information  The Information

U.S. online advertising revenue 2023 - Statista
U.S. online advertising revenue 2023  Statista

888 set to remove casino advertising from TfL - CasinoBeats - Casino Beats
888 set to remove casino advertising from TfL - CasinoBeats  Casino Beats

Thai regulator cracks down on deceptive crypto ads - Cointelegraph
Thai regulator cracks down on deceptive crypto ads  Cointelegraph

WBD tackles advertising pain-points with a new tool - Kidscreen
WBD tackles advertising pain-points with a new tool  Kidscreen

Why Privacy Sandbox Testers Are Relieved Google Delayed The Cookie’s Demise - AdExchanger
Why Privacy Sandbox Testers Are Relieved Google Delayed The Cookie’s Demise  AdExchanger

Hyundai Pauses Advertising On X After Pro-Nazi Adjacency 04/22/2024 - MediaPost Communications
Hyundai Pauses Advertising On X After Pro-Nazi Adjacency 04/22/2024  MediaPost Communications

At the Forefront of Advertising's AI Revolution, Microsoft's Amanda Richman Charts a New Course - WebProNews
At the Forefront of Advertising's AI Revolution, Microsoft's Amanda Richman Charts a New Course  WebProNews

Panera, Prime, others face recent false advertising class actions - Top Class Actions
Panera, Prime, others face recent false advertising class actions  Top Class Actions

Temu's Advertising Avalanche Is Impossible to Ignore - Adweek
Temu's Advertising Avalanche Is Impossible to Ignore  Adweek

James Harding: BBC podcast ads 'will drain advertising away from journalism' - Press Gazette
James Harding: BBC podcast ads 'will drain advertising away from journalism'  Press Gazette

BROADPEAK SA: TF1 Chooses Broadpeak to Power Targeted Advertising for New Video Streaming Service - sharewise
BROADPEAK SA: TF1 Chooses Broadpeak to Power Targeted Advertising for New Video Streaming Service  sharewise

YouTube Delivers $8.1B In Quarterly Ad Revenue, Beating Wall Street Expectations - Hollywood Reporter
YouTube Delivers $8.1B In Quarterly Ad Revenue, Beating Wall Street Expectations  Hollywood Reporter

Biden builds early advertising edge as Trump spends millions on legal fees - CNN
Biden builds early advertising edge as Trump spends millions on legal fees  CNN

ADVERTISEMENT FOR BIDS | Legal Announcements | thepilotnews.com - Pilot News
ADVERTISEMENT FOR BIDS | Legal Announcements | thepilotnews.com  Pilot News

Edmonton special Olympic athlete chosen in local advertising campaign - Global News
Edmonton special Olympic athlete chosen in local advertising campaign  Global News

Digital ad market is finally on the mend, bouncing back from the 'dark days' of 2022 - CNBC
Digital ad market is finally on the mend, bouncing back from the 'dark days' of 2022  CNBC

Hyundai is the latest brand to pause advertising on X due to antisemitism - CNN
Hyundai is the latest brand to pause advertising on X due to antisemitism  CNN

Valtech buys experience agency Kin +Carta for £239m - More About Advertising
Valtech buys experience agency Kin +Carta for £239m  More About Advertising

Palmolive tells people to slow down amid the bustle in its new campaign - Storyboard18
Palmolive tells people to slow down amid the bustle in its new campaign  Storyboard18

Unlimited/Pablo combo nabs more UK government business - More About Advertising
Unlimited/Pablo combo nabs more UK government business  More About Advertising

Snap targets growth with SMEs - The Media Leader
Snap targets growth with SMEs  The Media Leader

FDA revises industry guidance on biologics promotion and advertising - The Cancer Letter
FDA revises industry guidance on biologics promotion and advertising  The Cancer Letter

Digital Video Advertising to Exceed Linear for First Time - Adweek
Digital Video Advertising to Exceed Linear for First Time  Adweek

Mother New York breaks mould of delivery ads for Gopuff - More About Advertising
Mother New York breaks mould of delivery ads for Gopuff  More About Advertising

Eminem teams up with Crypto.com for new advertising campaign - Crypto Briefing
Eminem teams up with Crypto.com for new advertising campaign  Crypto Briefing

BTS of Tesla's Short-Lived Ad Team - Adweek
BTS of Tesla's Short-Lived Ad Team  Adweek

AG at CJEU: Facebook must "minimize" personal data for ads in EU - NOYB
AG at CJEU: Facebook must "minimize" personal data for ads in EU  NOYB

Inaugural Guardian Advertising Awards take place in London - The Guardian
Inaugural Guardian Advertising Awards take place in London  The Guardian

Food Advertising, Labeling, and Litigation Conference - Food and Drug Law Institute
Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

Mother is ‘Singin’ in the Rain’ in new mini-masterpiece for KFC - More About Advertising
Mother is ‘Singin’ in the Rain’ in new mini-masterpiece for KFC  More About Advertising

HOUSE ADVERTISING DEPARTMENT | Ads | postandcourier.com - The Post and Courier
HOUSE ADVERTISING DEPARTMENT | Ads | postandcourier.com  The Post and Courier

Pallavi Chakravarti, Raj Kamble and Mayuri Nikumbh appointed as Jury Chairs for Abby Awards 2024 - Storyboard18
Pallavi Chakravarti, Raj Kamble and Mayuri Nikumbh appointed as Jury Chairs for Abby Awards 2024  Storyboard18

Meta's “set it and forget it” AI ad tools are misfiring and blowing through cash - The Verge
Meta's “set it and forget it” AI ad tools are misfiring and blowing through cash  The Verge

Mark Zuckerberg-Led Meta's 'Set It And Forget It' AI Tools Misfire, Wasting Ad Budgets And Driving Away B - Benzinga
Mark Zuckerberg-Led Meta's 'Set It And Forget It' AI Tools Misfire, Wasting Ad Budgets And Driving Away B  Benzinga

YouTube Q1 Ad Revenue Climbs 21% to $8.1 Billion, Well Above Wall Street Forecasts - Variety
YouTube Q1 Ad Revenue Climbs 21% to $8.1 Billion, Well Above Wall Street Forecasts  Variety

Online betting firm 888.com to withdraw adverts after row - ReadWrite
Online betting firm 888.com to withdraw adverts after row  ReadWrite

Google Seeks to Throw Out Ad Tech Antitrust Case Before Trial - Bloomberg
Google Seeks to Throw Out Ad Tech Antitrust Case Before Trial  Bloomberg

Understanding the dynamics of brand advertising during the election season - Adgully
Understanding the dynamics of brand advertising during the election season  Adgully

Stoxkart unveils new campaign for trading aficionados - Storyboard18
Stoxkart unveils new campaign for trading aficionados  Storyboard18

Tesla Dives Into Advertising After Years of Resistance - The Wall Street Journal
Tesla Dives Into Advertising After Years of Resistance  The Wall Street Journal

Google to court: US government's advertising case against it is doomed - The Times of India
Google to court: US government's advertising case against it is doomed  The Times of India

Collegiate Advertising Awards honor VCU … again - VCU News
Collegiate Advertising Awards honor VCU … again  VCU News

Adland job shortage strikes as vacancies fall by 11% - Marketing Beat
Adland job shortage strikes as vacancies fall by 11%  Marketing Beat

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