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Advertising Primer for Fast Learners


Advertising, when done well is a very effective way to increase your customer base and ultimately grow your bottom line.

Many businesses have no idea how to advertise; they do a little bit here and a little bit there and end up saying that advertising doesn't work. Advertising, like everything else in business, requires a systematic, consistent approach. Even when you are getting results, tweaking a good message can make it a great message.

Fundamentals of good advertising:

1. Use a great title?not a cute title but one that grabs attention and communicates what the purpose of the ad is. If you start the ad with the name of your business, you will discourage a large portion of prospective customers from reading your ad because if they don't know what you do they will often assume you are not speaking to them.

2. Test titles and messages on an on-going basis and measure the response, small adjustments in the ad can increase response by 100% or much more.

3. Take the response you got from an ad and divide the cost by the response to see if it was worthwhile. An ad that doesn't elicit a response is too expensive no matter how little you spent on the advertising. Give it time don't just advertise once.

4. Don't advertise everywhere. Initially choose one medium and one company for your advertising and stick with it. Once you have figured out what works add another medium or company to the mix.

5. Before you place your ad, look at the characteristics of the audience and consider if it matches your target market. Don't make the mistake of assuming everyone is your target market because they are not. Even if your product has a broad appeal when you consider all factors of who buys you will be able to identify demographic or specialized interest groups that will provide a better return on your advertising investment.

6. Don't always blame the medium for your lack of result. Once you have identified the unique characteristics of your market it's incumbent on you to speak to that market using phrases, and communication styles that they relate to. If the publication, radio station, TV station etc. has thousands or hundreds of thousands in their audience and no one responds after a few weeks of advertising, take a good look at what you are advertising and more importantly how you are communicating the information.

7. When you have developed an ad that is working, test small changes to see if you can boost the ad response even more. Make one change at a time to ensure you can identify what the strongest pluses of the ad are.

8. Have you ever heard someone say that they turned their money over to a money manager of some sort and before they knew it, they had lost thousands or hundreds of thousands of dollars? You wouldn't do anything that foolish would you? Well then why would you turn full control of your advertising dollars to a media sales person for them decide what to advertise and how to communicate it in an ad? Most media reps have your best interest at heart?they want you to get results because it will make their next sale to you that much easier but the ultimate beneficiary of successful advertising is you and you had better be involved. Ask your rep to educate you about their medium and give you some information on their audience. Take the time to read it. Advertising is not an expense; it's an investment and requires attention to ensure success.

9. If a prospect reads your ad, is there something in the ad that says what you expect them to do? Do you ask them to call and give an accurate phone number or do you want them to come into your store and you give them the address. I don't know how many times I have seen ads that left off the address or the phone number has a wrong digit or isn't there at all. If they need to make an appointment, clearly articulate that in the ad.

10. When someone responds to your advertising, make it easy for him or her to do what you expect. If they have to keep playing telephone tag to try to connect with you then it's going to reduce the effectiveness of your advertising dramatically.

Nancy Fraser is the President of Nota Bene Consulting. She has been helping clients improve their advertising results and grow their businesses for over 20 years. Free advertising and marketing information in Notable News http://www.notable-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. January / 18 / 2020

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Exhibit features historic Venice advertising from the 1920s - Sarasota Herald-Tribune
Exhibit features historic Venice advertising from the 1920s  Sarasota Herald-Tribune

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WKOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WKOW

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI - Adweek
Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI  Adweek

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

Skala: Advertising agencies tell strange stories - Kearney Hub
Skala: Advertising agencies tell strange stories  Kearney Hub

AdTech Roundup: Top Coolest Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

Sign spinning isn’t just about advertising, it’s a sport too - WBTV
Sign spinning isn’t just about advertising, it’s a sport too  WBTV

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - Yahoo Finance
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  Yahoo Finance

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - MarTech Series
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  MarTech Series

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

Digital Advertising and Data Privacy Regulation Debate - The National Law Review
Digital Advertising and Data Privacy Regulation Debate  The National Law Review

Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells - Ladders
Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells  Ladders

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Opportunity knocks: navigating a route to the golden age of addressable advertising - Videonet
Opportunity knocks: navigating a route to the golden age of addressable advertising  Videonet

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Windstream Pushes Misleading Advertising Claims Against Charter - Wall Street Journal
Windstream Pushes Misleading Advertising Claims Against Charter  Wall Street Journal

YouGov Brand: Chipotle Winning The Advertising War - Yahoo Finance
YouGov Brand: Chipotle Winning The Advertising War  Yahoo Finance

Twitter Sorry for Helping Advertisers Reach Homophobes - Advocate.com
Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Verizon’s Super Bowl advertising will focus on, what else, 5G - Fortune
Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Human vs. Machine: In Advertising, We're Both Winning - MarTech Advisor
Human vs. Machine: In Advertising, We're Both Winning  MarTech Advisor

Student-run advertising agency looks to expand - The Appalachian Online
Student-run advertising agency looks to expand  The Appalachian Online

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

UCLA advertising schemes take advantage of unsuspecting students - Daily Bruin
UCLA advertising schemes take advantage of unsuspecting students  Daily Bruin

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

'Ghost signs' offer glimpse into SC's advertising past - Charleston Post Courier
'Ghost signs' offer glimpse into SC's advertising past  Charleston Post Courier

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

WiCipedia: CES Recap, Salary Reveals & Outdated Advertising - Light Reading
WiCipedia: CES Recap, Salary Reveals & Outdated Advertising  Light Reading

ADVERTISING: Advertorial — GEORGE BALLING: The wine event of the year - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: The wine event of the year  Coeur d'Alene Press

Chipotle Won the Advertising Battle Last Quarter - QSR magazine
Chipotle Won the Advertising Battle Last Quarter  QSR magazine

The streaming wars aim to kick off a new era in TV advertising - CNBC
The streaming wars aim to kick off a new era in TV advertising  CNBC

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

Cross-platform and Mobile Advertising Market Poised to Expand at a Robust Pace Over 2018-2028 – Dagoretti News - Dagoretti News
Cross-platform and Mobile Advertising Market Poised to Expand at a Robust Pace Over 2018-2028 – Dagoretti News  Dagoretti News

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

Essex Police warn the public of false advertising - Local 22/44 News
Essex Police warn the public of false advertising  Local 22/44 News

Fishbat Explains the Vital Role Patient Recruitment Advertising Will Play in 2020 - PRNewswire
Fishbat Explains the Vital Role Patient Recruitment Advertising Will Play in 2020  PRNewswire

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Microsoft Advertising To Also Sunset Average Position - Search Engine Roundtable
Microsoft Advertising To Also Sunset Average Position  Search Engine Roundtable

Global In-Game Advertising Market-Trends, Analysis and Forecast till 2029 – Dagoretti News - Dagoretti News
Global In-Game Advertising Market-Trends, Analysis and Forecast till 2029 – Dagoretti News  Dagoretti News

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Reynolds named regional advertising director for Lee Enterprises Central Illinois - Bloomington Pantagraph
Reynolds named regional advertising director for Lee Enterprises Central Illinois  Bloomington Pantagraph

Expansion of the video advertising business of Amazon - Industry Global News 24
Expansion of the video advertising business of Amazon  Industry Global News 24

Can revenue-hungry retailers rise to meet digital advertising's opportunity? - Marketing Dive
Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

FMSI Offering Advertising in 2020 Gold Edition book - The BRAKE Report
FMSI Offering Advertising in 2020 Gold Edition book  The BRAKE Report

New Subway boss John Chidsey seizes control of ad budget - New York Post
New Subway boss John Chidsey seizes control of ad budget  New York Post

CenturyLink Settles a Case for Deceptive Advertising - Cord Cutters News, LLC
CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

Trends of Internet Advertising Market Reviewed for 2019 with Industry Outlook to 2024 - Technology Magazine
Trends of Internet Advertising Market Reviewed for 2019 with Industry Outlook to 2024  Technology Magazine

Why Is the Apple TV Constantly Advertising at Us? - TidBITS
Why Is the Apple TV Constantly Advertising at Us?  TidBITS

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury - Patch.com
Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury  Patch.com

The Pitch: Advertising and marketing news for 1.14.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change - Econsultancy
Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change  Econsultancy

Global Contextual Advertising Market Likely to Grow Huge During 2020-2025 – Dagoretti News - Dagoretti News
Global Contextual Advertising Market Likely to Grow Huge During 2020-2025 – Dagoretti News  Dagoretti News

W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M - Medical Marketing and Media
W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Greta Thunberg questions newspapers that accept fossil fuel advertising | TheHill - The Hill
Greta Thunberg questions newspapers that accept fossil fuel advertising | TheHill  The Hill

9 Comparative Advertising Examples to Help You Get Ahead - Business 2 Community
9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

Facebook backs off plan to plaster ads all over WhatsApp - The Verge
Facebook backs off plan to plaster ads all over WhatsApp  The Verge

How to Track Offline Conversions in Microsoft Advertising - Search Engine Journal
How to Track Offline Conversions in Microsoft Advertising  Search Engine Journal

Quibi video startup explained: Marketing, revenue, execs, advertising - Business Insider
Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

Podcast Advertising Trend Predictions For 2020 - Forbes
Podcast Advertising Trend Predictions For 2020  Forbes

Prwirepro advertising releases all new digital ebook online marketing series - MENAFN.COM
Prwirepro advertising releases all new digital ebook online marketing series  MENAFN.COM

Facebook enables disinformation with advertising policy | Columns - Effingham Daily News
Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: How will poor posture affect your life? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: How will poor posture affect your life?  Coeur d'Alene Press

Complete Overview of Internet Advertising Market by Emerging Trends, Incredible Possibilities and Opportunities – Dagoretti News - Dagoretti News
Complete Overview of Internet Advertising Market by Emerging Trends, Incredible Possibilities and Opportunities – Dagoretti News  Dagoretti News

Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True? - Forbes
Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

5 Things Retail Advertisers Should Focus on in 2020 - Business 2 Community
5 Things Retail Advertisers Should Focus on in 2020  Business 2 Community

From internet to billboards, Ukraine's advertising market continues to grow - Kyiv Post
From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

Amazon challenges Google and Facebook's hold on digital ad market - AdAge.com
Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

Video sites now more attractive than news sites for online advertisers in China - Tech in Asia
Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

Television’s Biggest Advertisers Spent Almost $10 Billion in 2019 - Adweek
Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

Spotify launches 'Streaming Ad Insertion' tool for podcast advertising - Music Business Worldwide
Spotify launches 'Streaming Ad Insertion' tool for podcast advertising  Music Business Worldwide

#MeToo Clashes With ‘Bro Culture’ at Ad Agencies - The New York Times
#MeToo Clashes With ‘Bro Culture’ at Ad Agencies  The New York Times

Outdoor Advertising Machine Market -overview on Ongoing Trends 2025 – Dagoretti News - Dagoretti News
Outdoor Advertising Machine Market -overview on Ongoing Trends 2025 – Dagoretti News  Dagoretti News

Study Shows Dating Apps Share Personal Data with Advertisers - Law Street Media
Study Shows Dating Apps Share Personal Data with Advertisers  Law Street Media

FDA, DEA seize 44 websites advertising sale of illicit THC vaping cartridges to US consumers as part of Operation Vapor Lock - FDA.gov
FDA, DEA seize 44 websites advertising sale of illicit THC vaping cartridges to US consumers as part of Operation Vapor Lock  FDA.gov

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

The 10 Most Influential Data-Driven Advertising Executives Of The Decade - AdExchanger
The 10 Most Influential Data-Driven Advertising Executives Of The Decade  AdExchanger

What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO] - TVRev
What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

2019’s U.S. TV advertising trends across Amazon, Apple, Google, Facebook, and Microsoft - VentureBeat
2019’s U.S. TV advertising trends across Amazon, Apple, Google, Facebook, and Microsoft  VentureBeat

Advertising Market Demand & Future Scope Including Top Players - Technology Magazine
Advertising Market Demand & Future Scope Including Top Players  Technology Magazine

Xumo CEO On Acquisition Rumors And The Unique Challenges Of CTV Advertising - AdExchanger
Xumo CEO On Acquisition Rumors And The Unique Challenges Of CTV Advertising  AdExchanger

Site Stuff: Our television advertising is reborn - Mash Viral
Site Stuff: Our television advertising is reborn  Mash Viral

Maryland lawmakers propose tax on digital advertising revenue - MNE Tax
Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

The shared economy comes to advertising - The Next Web
The shared economy comes to advertising  The Next Web

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

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