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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 Sun. September / 20 / 2020

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Republican U.S. House campaign arm cancels $2 million in Houston-area advertising  KPRC Click2Houston

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IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI  Forbes

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Online Display Advertising Services Industry Revenue, Key Players, Supply-demand, COVID 19 Investment Feasibility and Forecast to 2025 – Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  The Daily Chronicle

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Republican US House campaign arm cancels $2M in Houston-area advertising  Brownsville Herald

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Advertise | Site | thefoothillsfocus.com  Foothills Focus

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Programmatic Display Advertising Platform Market Analysis Highlights the Impact of COVID-19 (2020-2025) | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Demand Side Platforms (DSP) For Programmatic Advertising Market Analysis, Revenue, Share, Growth Rate & Forecast To 2025 | Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP)  The Daily Chronicle

Trump Has Lost His Edge In TV Advertising - FiveThirtyEight
Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

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Post Covid-19 Impact on Market Development Status of Social Advertising Tools Industry 2020-2026  The Daily Chronicle

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Out-of-Home (OOH) Advertising Market Applications – Verdant News  Verdant News

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Free advertising for local businesses.. - Havre de Grace, MD Patch  Patch.com

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Out-of-home Advertising Market Research Report And Predictive Business Strategy By 2026 | Industry Growth Insights  The Daily Chronicle

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Artificial Intelligence (AI) in Advertising Market Report 2020 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 (Based on 2020 COVID-19 Worldwide Spread)  The Daily Chronicle

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Programmatic Marketing/Advertising Market Outlook, Development Factors, Latest Opportunities and Forecast 2025 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Programmatic Advertising Spending Market 2020 Global report explores COVID-19 impact, trend, segmentation and opportunities, forecast to 2026  The Daily Chronicle

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Global Online Display Advertising Platforms Market Report Global Industry Size, Segment By Key Companies, Types & Applications And Forecast To 2025 (Five Years Forecast)| FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Watch: Advocating for diversity in advertising  AdAge.com

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Book of Lists Newsmaker – Advertising: Carrita Tanner-Cloud  New Orleans CityBusiness

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Video Games Advertising Market Is Booming Worldwide | BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd  The Daily Chronicle

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Roku, NBCUniversal In Stalemate Over Carriage Of App Platforms, Advertising Share 09/21/2020  MediaPost Communications

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Cross Platform and Mobile Advertising Market to Witness Exponential Growth by 2020-2027 | Leading Players – Yahoo!, Facebook, Google, Apple, Flytxt, SAP SE, Inmobi, Amobee  The Daily Chronicle

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Blockchain in Media, Advertising, and Entertainment Market 2020 Industry Analysis, Opportunities, Segmentation & Forecast To 2028  The Daily Chronicle

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Online Display Advertising Market COVID 19 Increase Factors Outlook, Key Growth Trends on Key Players and Forecast to 2025 | Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  Verdant News

AT&T plan for advertising subsidized cellphones hits Senate roadblock - Fox Business
AT&T plan for advertising subsidized cellphones hits Senate roadblock  Fox Business

SwagBag VIP Launches, Reawakening Experiential Marketing and Advertising for Consumer Brands - MarTech Series
SwagBag VIP Launches, Reawakening Experiential Marketing and Advertising for Consumer Brands  MarTech Series

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The pandemic has been disastrous for advertising but political spending will bail it out  Poynter

SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release - Bitcoin News
SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release  Bitcoin News

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Global Location-based Search and Advertising Market Research Report 2015-2027 of Major Types, Applications and Competitive Vendors in Top Regions and Countries  The Daily Chronicle

In a slew of competitive Senate races, Iowa's draws second-highest advertising spending in the country - Des Moines Register
In a slew of competitive Senate races, Iowa's draws second-highest advertising spending in the country  Des Moines Register

Google Grilled on Anticompetitive Digital Advertising Practices During Senate Subcommittee Hearing - BroadbandBreakfast.com
Google Grilled on Anticompetitive Digital Advertising Practices During Senate Subcommittee Hearing  BroadbandBreakfast.com

iOS 14: The Destroyer of Online Advertising? - The National Interest
iOS 14: The Destroyer of Online Advertising?  The National Interest

NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets - WFMZ Allentown
NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets  WFMZ Allentown

Adventure Advertising purchases Crowning Touch Embroidery - PenBayPilot.com
Adventure Advertising purchases Crowning Touch Embroidery  PenBayPilot.com

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Digital Display Advertising Market Report Global Industry Size, Segment By Key Companies, Types & Applications And Forecast To 2025 | SocialHi5, ReportGarden, Digital Business Development Ltd, Lead to Conversion  Verdant News

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Pacvue Brings its Award Winning eCommerce Advertising and Intelligence Platform to Instacart  MarTech Series

Boris Johnson is planning advertising campaign to inform teachers and parents about Covid symptoms - Daily Mail
Boris Johnson is planning advertising campaign to inform teachers and parents about Covid symptoms  Daily Mail

The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives - Forbes
The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives  Forbes

Multi-Screen Advertising Market Future Scope including key players Sky Mobile, Orange Telecom - Verdant News
Multi-Screen Advertising Market Future Scope including key players Sky Mobile, Orange Telecom  Verdant News

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AT&T considers cellphone plans subsidized by advertising  Fox Business

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Television Advertising (Tv Commercial ) Market Research & Clinical Advancements by 2028 | CBS, Comcast, News, Viacom, Fisher Communication, Comcast  Verdant News

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Georgia accuses stem cell clinic of false advertising  Atlanta Journal Constitution

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TOWN OF BLACKSTONE ADVERTISEMENT FOR BIDS: WATER TREATMENT EQUIPMENT REPLACEMENT, CONTRACT A  Richmond.com

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Programmatic Marketing/Advertising Market Is Thriving Worldwide | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Verdant News

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Digest: Court overturns SEPTA ban on political advertising  trains.com

For the advertising industry, the pandemic means opportunity. - The New York Times
For the advertising industry, the pandemic means opportunity.  The New York Times

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Location Based Advertising (LBA) Market Applications Overview 2020-2026 (Post Covid-19): by Upstream and Downstream Analysis Forecast to 2026  The Daily Chronicle

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AdvertiseMint Release Innovative Advertising Policy Guide Infographic English English  PRNewswire

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Programmatic Advertising Spending Market: Classification, Opportunities, Types, Applications, Status and Forecast to 2024 by Adobe Inc., DIGILANT, Kantar Media, Oracle Corporation  The Daily Chronicle

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Advertisement for Bids | Legal Announcements | dothaneagle.com  Dothan Eagle

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The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

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Silgan advertising jobs as employees continue strike | Business  News-Press Now

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Global Mobile Advertising Platform Market 2025 Potential Scope for Growth in This Pandamic: Alphabet, Facebook, Baidu, Yahoo! Inc, Microsoft, Alibaba, Tencent, Twitter, Aol(Verizon Communications), eBay, Linkedin, Amazon, IAC, Soho, Pandora  The Daily Chronicle

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NBCUniversal tests new measurement program to prove it can push product sales for advertisers  Digiday

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Location-Based Search And Advertising Market Is Booming Worldwide | Foursquare, Xad, Groupon  The Daily Chronicle

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MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

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MLive matching advertising program to continue through 2021  MLive.com

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Tag: APAC Indoor LCD Advertising Players Market Trend  The Daily Chronicle

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Mobile Advertising Market Expected To Garner $243,703 Million by 2022, Growing at a CAGR of 15.8% From 2014 -  EIN News

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NFL Season Arrives To Help TV Advertising Get Back In The Game  Deadline

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DIY Digital Signage Advertising – Earn Advertising Revenue (Announcements > Other)  RiverBender.com

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National Media Council Issues Circular Regarding Social Media Advertising  Lexology

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Trump and Biden are advertising in Utah, but it's not to win votes  Salt Lake Tribune

Biden vs Trump advertising strategy in battleground states - CNN
Biden vs Trump advertising strategy in battleground states  CNN

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Native Advertising Market, Share, Growth, Trends and Forecast to 2025: Market Study Report  AlgosOnline

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Amazon Advertising Demand Side Platform Agency Clear Ads Dominates DSP Business UK  MarTech Series

Digital Advertising Management Platform Market Next Big Thing | Major Giants Google, SteelHouse, Mediawide - The Daily Chronicle
Digital Advertising Management Platform Market Next Big Thing | Major Giants Google, SteelHouse, Mediawide  The Daily Chronicle

Republican worries rise as Trump campaign pulls back from television advertising - The Washington Post
Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

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Bedford Schools advertisement for bid 10/1/2020 - News  Sentinel-Standard

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Playbook Media Announces Launch of New TikTok Video Advertising Capabilities for Brands and Advertisers  MarTech Series

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Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising  The Wall Street Journal

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Interactive Advertising Market Outlook 2020 | Covid-19 Impact |Growth by Top Companies: Grey Advertising, Wieden+Kennedy, Butler, etc.  The Daily Chronicle

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Bucs' strong TV ratings offer opportunities for local businesses, just not all of them  Tampa Bay Business Journal

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Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

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Majority of consumers want fantasy gaming advertisements banned: Survey  Business Standard

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Fashion Advertisers Rediscover Black Models  The New York Times

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Digital Display Advertising Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Starcom Worldwide, SocialHi5, SevenAtoms Inc, Digital Business Development Ltd, Search Engine People  The Daily Chronicle

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Trump goes mostly dark in TV advertising fight with Biden  The Associated Press

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Global Spectacular Outdoor Advertising Market 2020 Recovering From Covid-19 Outbreak | Know About Brand Players: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc  The Daily Chronicle

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Online Display Advertising Platforms Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Quantcast Advertise, The Trade Desk, Choozle, MediaMath, Facebook Business  The Daily Chronicle

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Meet Business Insider's 10 execs transforming the advertising and media industries - Business Insider  Business Insider

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Westwood One Selects Placements.io to Power Industry-Leading Podcast Advertising Solutions  MarTech Series

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AT&T Mulls Sale of Digital-Advertising Assets (Report)  Variety

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Pay-per-click (PPC) Advertising Market 2020 Trends and Key Growth Opportunities | Manufactures – Baidu, Google, Amazon, Alibaba, Yahoo, Sogou, Yandex, Microsoft, JD  The Daily Chronicle

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Indian Law on advertisement of brand extensions of alcohol and tobacco products and how it poised to become tougher  Lexology

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Outdoor Advertising Market | Insights on the Crisis and the Roadmap to Recovery from COVID-19 Pandemic | Technavio  Citizentribune

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Comscore Launches New Brand Suitability Protections for Advertisers  MarTech Series

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Online Advertising Platform Market 2020 Growth Opportunities and Leading Players Google, Amazon, Microsoft, Baidu, Aliyun, VMWare, HP  The Daily Chronicle

Legal Advertisements: September 20, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: September 20, 2020 | Legal Advertisements  Imperial Valley Press

What Trump's TikTok Ban Could Mean For Advertisers - AdExchanger
What Trump's TikTok Ban Could Mean For Advertisers  AdExchanger

Lisa Scheller advertisement misses mark on Susan Wild's support of campaign finance bill - Morning Call
Lisa Scheller advertisement misses mark on Susan Wild's support of campaign finance bill  Morning Call

PAID ADVERTISEMENT “We Cater to | Services | chronicleonline.com - Citrus County Chronicle
PAID ADVERTISEMENT “We Cater to | Services | chronicleonline.com  Citrus County Chronicle

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LinkedIn Targeting Available for Microsoft Advertisers & This Week’s Digital Marketing News [PODCAST]  Search Engine Journal

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This decade’s most important marketing question: What data rights do advertisers possess?  Search Engine Land

Where are the measures to prevent advertisers creating racist content in the first place? - IOL
Where are the measures to prevent advertisers creating racist content in the first place?  IOL

Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season - The Wall Street Journal
Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season  The Wall Street Journal

Google's advertisers will take the hit from UK digital service tax - The Guardian
Google's advertisers will take the hit from UK digital service tax  The Guardian

‘Contextual targeting is going to be the new black’: As IDFA restrictions loom, advertisers brace for the fallout - Digiday
‘Contextual targeting is going to be the new black’: As IDFA restrictions loom, advertisers brace for the fallout  Digiday

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