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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 Sat. January / 18 / 2020

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

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

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

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

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

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

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

Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising - The Guardian
Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

4 Best Practices To Keep In Mind For Your AR Advertising Campaign - Grit Daily
4 Best Practices To Keep In Mind For Your AR Advertising Campaign  Grit Daily

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBC News
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - MarTech Series
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

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

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

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

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

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

Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show - The Telegraph
Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

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

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

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

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

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

Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti 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

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

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

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

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

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

UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor - framinghamsource.com
UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor  framinghamsource.com

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

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

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

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

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

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

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

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

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

Brands and Agencies Are Bullish on New Walmart Advertising Partners Program - Adweek
Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

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

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

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Nearly $1 billion spent on political advertising in 2019 | TheHill  The Hill

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The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

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

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

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

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

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

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

National CineMedia CEO Touts Big-Screen Advertising Closer to Movies - Hollywood Reporter
National CineMedia CEO Touts Big-Screen Advertising Closer to Movies  Hollywood Reporter

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

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

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

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

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

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

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

Facebook backtracks on plans to monetise WhatsApp with advertising - MobileMarketing Magazine
Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

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

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

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

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

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

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

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

Digital Advertising Company Plugs Into Denver Community - University of Denver
Digital Advertising Company Plugs Into Denver Community  University of Denver

More than half of Facebook's 7 million advertisers are now using Story ads - AdAge.com
More than half of Facebook's 7 million advertisers are now using Story ads  AdAge.com

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

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

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Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

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

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

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

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

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As presidential candidates spend big on advertising, only a few invest in Snapchat  Yahoo News

Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020 - MediaPost Communications
Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

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