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Make the Right Advertising Decisions


Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness. However, it is an activity that often leaves us with unsettling questions. Am I wasting my money? Is there a better method, message, or media?

Unfortunately, when it comes to advertising, there are no standard answers. Advertising involves making the right decisions, and what may be right for one company is usually not appropriate for the next. If you want to answer the many questions you have, ensure that your dollars are generating a return, and take control of your advertising efforts, make sure that you have the following.

1. The Right Reason. Advertising can be a powerful ally, but only if done in a fashion to ensure you get the most out of every dollar you spend. First and foremost, start with the end in mind. What do you want to accomplish? What market do you want to reach? What reaction or action do you want from this market once reached? How is your advertising campaign going to prompt this reaction or action? Spending the time upfront to clarify these objectives will make you money in the end.

It is also important to remember that nobody knows your business like you do. Rely on ad representatives for their expertise in the industry, but realize that you have to make decisions that fit for your company. Don't be forced to make quick decisions due to impending deadlines.

2. The Right Plan. Look at advertising as one part of your marketing plan. Having the right plan means coordinating your efforts to get the most bang out of your buck. How will your advertising efforts fit in to all current marketing and promotional activity?

There are many ways to partner your advertising efforts with other marketing activities. For example, if you are engaging in direct mail or phone sales, ads should be timed to support these efforts! Also, take advantage of ad space to enhance your public relations efforts. Place your company in a positive light by advertising your community charity involvement. Communicate your intended message, but also add a line thanking employees who help local charities. Consider using ads as methods of showing customer appreciation and to communicate your awards, honors, and achievements. Don't clutter ads, but do make sure to view advertising as a multi-faceted opportunity.

3. The Right Medium. With clear objectives, your next challenge is to determine which media is going to be the most effective for you. We all have our preferences?some prefer print; others swear by radio or television. Put these biases away. Start with an idea of the target market you want to reach and answer the following questions: Are you trying to reach a general consumer or business? If businesses, what types? If consumers, what age range, financial bracket, and sex are they most likely to be? What activities, interests, and concerns tend to be shared among this population? Are you trying to appeal to this group on a local, national, regional, or international level?

With these answers, you can then begin a fact-finding mission. Get in touch with your local media representatives and let them know your objectives, exactly who you are trying to reach, and an idea of your advertising budget as a whole. Have them provide you with information on how the use of their media will reach your objectives and your market. You now can make an educated choice.

Along with considering traditional media (newspaper, radio, and television), realize that your goals may be best accomplished by engaging in non-traditional advertising venues. Inserts, Internet opportunities, door-hangers, billboards, and direct mailers are among the thousands of methods that may be the answer for you. Think outside of the box and seek professional assistance if you need someone to do the legwork for you. Those new to advertising often make the mistake of spreading funds too thin across several media, resulting in ineffective results. The world is ready to take your money; spend it wisely.

4. The Right Message. Unless you have millions of dollars in your advertising budget, don't try to mimic those who do. Make sure your ads have substance and by following the tried-and-true rules below:

Gain Attention! Your ad needs to stand up, stand out, and grab the attention of your market. Whether it is through the use of a simple, bold headline or a stunning sound or graphic?if you don't gain attention, you've wasted your money. Avoid the urge to squeeze everything in and strive for clarity. Capture your market and don't distract them.

Create Interest & Desire. Once they've seen or heard your ad, you have to make it clear why they should care! What makes your product, service, or company different, and why should the customer select you over others? What's in if for them? This is the meat of your message and where many organizations miss the boat. It's not about you; it's about your market.

Prompt Action. Once your market is interested, take it full circle. Prompt action. Offer an incentive for doing so whenever possible. Have them visit your Web site for additional information and special online coupons. Let them know they need to visit your store today while supplies last. Encourage them to call, as the first 50 responses will receive free information. Unless action is taken, you will be forgotten.

5. The Right Follow-Up. Advertising is an investment that requires a tracking system to ensure effectiveness. The action requested in your ad (which should always be present) needs to be monitored. For instance, if you are directing people to your Web site, you need to make sure you are able to track the number of daily visitors to your site. Did your hits increase due to your ads? If you are prompting people to call, those inquiring should be asked how they heard of you. Calls need to be logged, tracked, and reviewed. If you are prompting action in your ads, the right follow-up is all about information gathering. Make sure you have the systems and resources in place to meet anticipated response levels! Doing this will arm you with the information you need to make wise advertising decisions.

This article was published by Business Builders, a marketing outsourcing company that believes very strongly that the best way to gain loyal clients is to offer them valuable information. Their Web site, http://www.easyaspiemarketing.com, features many additional free marketing resources as well as their e-book, EasyAsPie Marketing available for purchase. For additional information, visit them at http://www.easyaspiemarketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. August / 22 / 2017

Advertising's Enfant Terrible - AdAge.com

AdAge.com

Advertising's Enfant Terrible
AdAge.com
Advertising right now is in this creative fucking nowhere's land. I want to be a chief creative officer that's tapping into what's going on in culture, art, music, fashion, design in a real way, versus being an advertising creative director. I'm much ...


Celebrities join the call for Amazon to stop advertising on Breitbart - Washington Examiner

Washington Examiner

Celebrities join the call for Amazon to stop advertising on Breitbart
Washington Examiner
Celebrities and Twitter users have taken to the social network to call on online retail giant Amazon to pull its advertisements from right-wing Breitbart News. On Monday, an activist group campaigning against Breitbart said it has pressured nearly 2 ...

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Complimentary CLE: Hot Topics In Advertising And Marketing On Social Media - Above the Law

Complimentary CLE: Hot Topics In Advertising And Marketing On Social Media
Above the Law
Every company wants to harness the tremendous power and reach of social media for their advertising and marketing efforts. But how companies and their counsel best utilize those capabilities and avoid potential risks? Join Practical Law for a free 75 ...


RIP Jerry Lewis, Whose Advertising Work Included Polaroid, Coke, And More - Fast Company

Fast Company

RIP Jerry Lewis, Whose Advertising Work Included Polaroid, Coke, And More
Fast Company
Hollywood and comedy legend Jerry Lewis died on Sunday at the age of 91. Over such a long, epic career, Lewis covered stand-up, song-and-dance, film, television, and perhaps best-known for his celebrity telethons supporting the Muscular Dystrophy ...

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Delmarva Media Group hires new advertising director - Delmarva Daily Times

Delmarva Daily Times

Delmarva Media Group hires new advertising director
Delmarva Daily Times
The Delmarva Media Group named a new advertising director Monday. Ron Pousson, 45, will oversee sales representatives, managers and related support staff responsible for advertising in The Daily Times, Delmarvanow.com and 10 weekly newspapers in ...


Rosetta A. Johnson, 90, former Polk Advertising worker - The Philadelphia Tribune

The Philadelphia Tribune

Rosetta A. Johnson, 90, former Polk Advertising worker
The Philadelphia Tribune
Johnson was a stay-at-home mom when her children were young, but later worked for many years at R.L. Polk Advertising Co., where she served as the union shop steward. After the Polk closed its location at 23rd and Walnut streets, Johnson became active ...


Advertising Is Commoditized -- But You Don't Have To Be - Forbes

Forbes

Advertising Is Commoditized -- But You Don't Have To Be
Forbes
Advertising isn't just industrialized. Thanks to Henry Ford's example, it's commoditized. Assembly line advertising, marked by mass production and automation, will soon replace marketing jobs with dashboards and out mode an entire class of craftspeople.


Activists claim more than 2500 companies have stopped advertising on Breitbart - Washington Examiner

Washington Examiner

Activists claim more than 2500 companies have stopped advertising on Breitbart
Washington Examiner
An activist group campaigning against the pro-Trump Breitbart News said it has pressured nearly 2,600 companies into withdrawing their advertisements from the website. "Climbing towards 2,600 advertisers down now," the group Sleeping Giants said ...
Breitbart News: Nearly 2600 advertisers have pulled advertising from the far-right websiteThe Independent

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TV Advertising Is Challenging, But Measurement Offers A Lifeline - AdExchanger

TV Advertising Is Challenging, But Measurement Offers A Lifeline
AdExchanger
Many claim TV advertising is dead, or at least dying. As digital alternatives emerge for advertisers and content consumption patterns shift from TV toward digital and on-demand services, advertisers may be reluctant to enter TV advertising or question ...


Digital ad spend expected to grow at 33% by December 2017 - Economic Times

Economic Times

Digital ad spend expected to grow at 33% by December 2017
Economic Times
Spend on mobile advertising (SMS/in-app ads) also recorded high year-on-year growth of 58% from Rs. 832 crore in 2015 to around Rs. 1,313 crore in 2016. Spending on email ads has reduced substantially (-53% YoY) and is now estimated at only Rs. 73 ...

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