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What Makes Advertising Successful?


MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:
   
1. PERSUASIVE SELLING COPY. The wording is the single most important element in determining a successful ad. What counts most is what you say and how you say it.

2. PLACEMENT IN APPROPRIATE PUBLICATION. This might seem obvious, but it is often neglected. If the right people don't see your ad, they can't respond.
   
3. SPACE/PRICE IN PROPORTION. You simply can't sell high priced merchandise from a small classified or one inch ad space. These should be considered as a low cost means of building a mailing list by asking readers to write for more information. If you expect to sell directly from an ad, the size of the ad will have to increase in proportion to the selling price. Two or three inches of space for items selling for 42 to $5... half or full page for items selling for more than $5 up to $20. When the price goes above $20 it is usually best to run inquiry ads and follow up with a printed sales presentation. There are exceptions, but this is a fairly safe rule to follow.

4. TESTING ALL THE ELEMENTS. Unlike institutional advertising (toothpaste, cars, soap, etc.) which must rely on extensive market research, analysis, surveys and a lot of psychology to achieve success, mail order selling has a built-in "watchdog" to guard against waste and loss, and to help assure that every dollar spent will produce a profit...or at least tell you why it didn't, so you won't make the same mistake twice. This method (unique to mail order) is called KEYING. By inserting a number or letter (or combination) into every ad you run, you can tell which ad works in which publication and in which issues it works best. More sophisticated forms of this testing technique can be carried thru by trying a new headline, a different testimonials,guarantees, etc. The testing technique know no limits, but there is also danger in becoming test-happy. To use the testing principle effectively, be certain that the results will justify the time and expense of making the test. If it merely means adding to your paperwork without adding profit or reducing cost,it isn't worth it.

Copyright 2004 by DeAnna Spencer
This article may be reproduced freely on the Internet as long as the resource box remains intact.

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
DeAnna is the publisher of the ezine, Prospecting and Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
To thank the publishers/webmasters that use my article, I offer
one free solo ad.  Simply fill out the contact form on my contact
page listing the url it was used on or sending me a copy of the
ezine it was used in.  Once I confirm the location of the article,
then we can make arrangements for the solo ad.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Note to publisher/webmaster:  Feel free to remove the part about the solo
ad when you get ready to publish the article.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. May / 25 / 2022

Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk. - Barron's
  1. Snap's Warning Puts the Spotlight on Advertising. These Stocks Are at Risk.  Barron's
  2. Social Media Hammered by Questions Over Advertising  TIME
  3. Snap's Gloomy Forecast Prompts Debate Over Trouble for Broader Advertising Market  The Wall Street Journal
  4. Social media companies hammered by mounting questions over advertising  KSL.com
  5. Snap's warning sends shock across digital advertising as investors flee social media stocks  CNBC
  6. View Full Coverage on Google News

Nebraska to receive $260k in Ford false advertising settlement - WOWT
  1. Nebraska to receive $260k in Ford false advertising settlement  WOWT
  2. Ford agrees to $19.2M settlement over alleged false advertising  Detroit News
  3. Ford paying $19M to states to settle false advertising claims  New York Post
  4. Ford To Pay $19.2 Million In Multistate Settlement Over False Advertising Allegations  Forbes
  5. Ford settles false advertising claims for $19 million | National News | kpvi.com  KPVI News 6
  6. View Full Coverage on Google News

AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising - Forbes
AdTech CMO On Opt-Out Culture And Why Brands Need To Get Creative About Social Advertising  Forbes

Digital Advertising Slump The New Signal Of An Upcoming Recession? - Forbes
Digital Advertising Slump The New Signal Of An Upcoming Recession?  Forbes

iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning - Hollywood Reporter
iHeartMedia Sees Advertising Growth Ahead Despite Snap Warning  Hollywood Reporter

Napier named board chair of national advertising trade association - Rochester Business Journal
Napier named board chair of national advertising trade association  Rochester Business Journal

News from Google Marketing Live advertising conference - AdAge.com
News from Google Marketing Live advertising conference  AdAge.com

AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great" - PR Newswire
AutoNation Unveils National Advertising Campaign Driving Home "Go Be Great"  PR Newswire

State Privacy Requirements for Opt-Out of Targeted Advertising - The National Law Review
State Privacy Requirements for Opt-Out of Targeted Advertising  The National Law Review

City of Ocala accepting bids for bus wrap advertising on SunTran buses - Ocala News
City of Ocala accepting bids for bus wrap advertising on SunTran buses  Ocala News

Social media hammered by mounting questions over advertising - Spectrum News 1
Social media hammered by mounting questions over advertising  Spectrum News 1

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Federal Trade Commission News
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Federal Trade Commission News

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms - Digital Music News
Spotify Quietly Resumes Political Advertising Ahead of 2022 Midterms  Digital Music News

Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns - Yahoo Finance
Mobiquity Technologies, Inc. to Provide Data and Advertising Solutions for Reflex Finance to Drive Awareness for B2B and B2C Campaigns  Yahoo Finance

Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need? - AdExchanger
Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?  AdExchanger

It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
It's becoming easier to advertise on TikTok - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain' - Next TV
Advertising Sold Out For ESPN's Derek Jeter Series 'The Captain'  Next TV

Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap - Seeking Alpha
Netflix's upcoming advertising tier will boost subscribers, narrow free cash flow gap  Seeking Alpha

Facebook, Instagram To Reveal More On How Political Advertising Targets Users - SHOOT Online
Facebook, Instagram To Reveal More On How Political Advertising Targets Users  SHOOT Online

Insights on the Programmatic Display Advertising Global Market to 2027 - Players Include Adobe, Alibaba, Amazon and Media Math - ResearchAndMarkets.com - Business Wire
Insights on the Programmatic Display Advertising Global Market to 2027 - Players Include Adobe, Alibaba, Amazon and Media Math - ResearchAndMarkets.com  Business Wire

How Digital Advertising Has Evolved Since the Brand Safety Crisis - Toolbox
How Digital Advertising Has Evolved Since the Brand Safety Crisis  Toolbox

Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale - The Daily Vale
Spectacular Outdoor Advertising Market 2022 by Keyplayers and Vendors: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc… – The Daily Vale  The Daily Vale

How Contextual Can Revitalize Entertainment Advertising - MarTech Series
How Contextual Can Revitalize Entertainment Advertising  MarTech Series

Interactive Advertising Market Statistical Forecast, Trade Analysis 2022 –Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather, BBDO, Crispin Porter + Bogusky, The Martin Agency, Deutsch, Droga5, Mullen Advertising - The Daily Vale
Interactive Advertising Market Statistical Forecast, Trade Analysis 2022 –Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather, BBDO, Crispin Porter + Bogusky, The Martin Agency, Deutsch, Droga5, Mullen Advertising  The Daily Vale

Advertising Agency Software Market Size And Forecast | KlientBoost, OpenMoves, WebiMax, Square 2 Marketing, Revenue River, Disruptive Advertising, OpGen Media, BlueFocus, Epsilon Data Management, OneIMS – The Daily Vale - The Daily Vale
Advertising Agency Software Market Size And Forecast | KlientBoost, OpenMoves, WebiMax, Square 2 Marketing, Revenue River, Disruptive Advertising, OpGen Media, BlueFocus, Epsilon Data Management, OneIMS – The Daily Vale  The Daily Vale

Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation - PR Newswire
Jaanuu Launches First-Ever Out-of-Home Advertising Campaign Featuring New Fabric Innovation  PR Newswire

Lee Introduces Digital Advertising Act - United States Senator Mike Lee
Lee Introduces Digital Advertising Act  United States Senator Mike Lee

Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media” - Federal Trade Commission News
Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media”  Federal Trade Commission News

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN - PR Newswire
TIM AND DEMI TEBOW RESTORE THEIR BODIES IN NEW ADVERTISING CAMPAIGN  PR Newswire

Why advertising will never die - Marketing Week
Why advertising will never die  Marketing Week

Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water' - Greenpeace International
Greenpeace boat protest: 'Fossil fuel advertising will put Venice under water'  Greenpeace International

Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign - Green Queen Media
Serena Williams and Jake Gyllenhaal Star In JUST Egg Advertising Campaign  Green Queen Media

Column: Cannabis advertising takes page from tobacco companies' playbook of the past - Meadville Tribune
Column: Cannabis advertising takes page from tobacco companies' playbook of the past  Meadville Tribune

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott - Hospitality Net
How Much Are You Really Saving With Metasearch Advertising? | By Thomas McDermott  Hospitality Net

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

France Regulates the Use of Carbon Neutrality Claims in Advertisements - JD Supra
France Regulates the Use of Carbon Neutrality Claims in Advertisements  JD Supra

Condé Nast is “no longer a magazine company,” its CEO says - Nieman Journalism Lab at Harvard
Condé Nast is “no longer a magazine company,” its CEO says  Nieman Journalism Lab at Harvard

Advertising firm helping local businesses hits 10-year milestone - St Pete Catalyst
Advertising firm helping local businesses hits 10-year milestone  St Pete Catalyst

Are You Prepared To Enter The OOH World Of Advertising? - Demand Gen Report
Are You Prepared To Enter The OOH World Of Advertising?  Demand Gen Report

Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze - Chicago Tribune
Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections - IAB
US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections  IAB

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

Dream hacking: Is this the dystopian future of advertising? - Big Think
Dream hacking: Is this the dystopian future of advertising?  Big Think

Lamar Advertising Company acquires Burkhart Advertising - Greater Baton Rouge Business Report
Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency? - Hollywood Reporter
Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads - The Verge
Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

HSBC faces greenwashing accusations from UK advertising watchdog - Financial Times
HSBC faces greenwashing accusations from UK advertising watchdog  Financial Times

Digital Advertising in 2022 – Stratechery by Ben Thompson - Stratechery by Ben Thompson
Digital Advertising in 2022 – Stratechery by Ben Thompson  Stratechery by Ben Thompson

Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins - NBC News
Georgia Democrats signal brutal ad campaign against Herschel Walker as high-stakes Senate race begins  NBC News

Amazon has a $31 billion a year advertising business - CNBC
Amazon has a $31 billion a year advertising business  CNBC

Ban Online Behavioral Advertising - EFF
Ban Online Behavioral Advertising  EFF

Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO. - CNBC
Op-ed: Apple and Google are spelling the end for user-tracking, and advertisers must adjust, says Taboola CEO.  CNBC

Democrats unveil bill to ban online 'surveillance advertising' - The Verge
Democrats unveil bill to ban online 'surveillance advertising'  The Verge

Microsoft Advertising announces open beta for RSA ad customizers - Search Engine Land
Microsoft Advertising announces open beta for RSA ad customizers  Search Engine Land

10 Top Advertising Campaigns & Why They Work - Search Engine Journal
10 Top Advertising Campaigns & Why They Work  Search Engine Journal

The 10 most innovative advertising agencies of 2022 - Fast Company
The 10 most innovative advertising agencies of 2022  Fast Company

Privacy Preserving Attribution for Advertising - Mozilla & Firefox
Privacy Preserving Attribution for Advertising  Mozilla & Firefox

Amazon, Disney and Other Streamers Are Embracing Ads - The New York Times
Amazon, Disney and Other Streamers Are Embracing Ads  The New York Times

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report - IAB
Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Internet Advertising Revenue Report  IAB

Is Super Bowl advertising worth it? That's the $6 million question - Temple University News
Is Super Bowl advertising worth it? That's the $6 million question  Temple University News

A Downtick Is Coming for Online Advertising - The Wall Street Journal
A Downtick Is Coming for Online Advertising  The Wall Street Journal

Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free - NPR
Federal Trade Commission accuses Intuit of deceptively advertising TurboTax as free  NPR

How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years - Adweek
How CTV Advertising Can Bypass Digital Media's Awkward Teenage Years  Adweek

What advertisers need to focus on as they prepare for the metaverse - VentureBeat
What advertisers need to focus on as they prepare for the metaverse  VentureBeat

History Is Repeating Itself in the Current Digital Advertising Landscape - Adweek
History Is Repeating Itself in the Current Digital Advertising Landscape  Adweek

Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions - Walgreens Newsroom
Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions  Walgreens Newsroom

The truth in political advertising: 'You're allowed to lie' - NPR
The truth in political advertising: 'You're allowed to lie'  NPR

Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions - Microsoft
Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutions  Microsoft

Google suspends all advertising in Russia - CNBC
Google suspends all advertising in Russia  CNBC

Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022 - The Walt Disney Company
Disney+ to Introduce an Ad-Supported Subscription Offering in Late 2022  The Walt Disney Company

Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle - The Business Journals
Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle  The Business Journals

Netflix CFO has no plans for advertising but 'never say never' - Reuters.com
Netflix CFO has no plans for advertising but 'never say never'  Reuters.com

Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup - The Markup
Is Momentum Shifting Toward a Ban on Behavioral Advertising? – The Markup  The Markup

Facebook is the big loser of the fourth quarter's advertising wars - CNBC
Facebook is the big loser of the fourth quarter's advertising wars  CNBC

Facebook's $10 Billion Advertising Exodus - The Journal. - WSJ Podcasts - The Wall Street Journal
Facebook's $10 Billion Advertising Exodus - The Journal. - WSJ Podcasts  The Wall Street Journal

Biden Puts Surveillance Advertising on Notice - WIRED
Biden Puts Surveillance Advertising on Notice  WIRED

Marketing Briefing: 'Skipping steps': Why advertisers may reconsider responsive, real time advertising post Peloton ad - Digiday
Marketing Briefing: 'Skipping steps': Why advertisers may reconsider responsive, real time advertising post Peloton ad  Digiday

This Often-Overlooked Strategy Is Actually an Advertising Breakthrough — and It's Here to Stay - Entrepreneur
This Often-Overlooked Strategy Is Actually an Advertising Breakthrough — and It's Here to Stay  Entrepreneur

Advertising Acts as Another Vehicle of Protest to Ukraine War - The New York Times
Advertising Acts as Another Vehicle of Protest to Ukraine War  The New York Times

Are advertisers going to infiltrate our dreams? - The Hustle
Are advertisers going to infiltrate our dreams?  The Hustle

Top Biden strategists launch new advertising firm - POLITICO
Top Biden strategists launch new advertising firm  POLITICO

Microsoft Ads Chief Rob Wilk On Why Advertising Is The Company's 'Newfound Religion' - AdExchanger
Microsoft Ads Chief Rob Wilk On Why Advertising Is The Company's 'Newfound Religion'  AdExchanger

Podcast advertising could be a blueprint for cookieless advertising - VentureBeat
Podcast advertising could be a blueprint for cookieless advertising  VentureBeat

Does Personalized Advertising Work as Well as Tech Companies Claim? - HBR.org Daily
Does Personalized Advertising Work as Well as Tech Companies Claim?  HBR.org Daily

Advertising Market Keeps Growing Much Faster Than Expected, Forecasters Say - The Wall Street Journal
Advertising Market Keeps Growing Much Faster Than Expected, Forecasters Say  The Wall Street Journal

MLB to add jersey advertising for first time in league history as part of new CBA, per report - CBS Sports
MLB to add jersey advertising for first time in league history as part of new CBA, per report  CBS Sports

Internet Advertising Revenue Report: Full Year 2021 - IAB
Internet Advertising Revenue Report: Full Year 2021  IAB

Through Group Black, P&G Pledges Nine-Figure Advertising Buy in Black-Owned Media - Adweek
Through Group Black, P&G Pledges Nine-Figure Advertising Buy in Black-Owned Media  Adweek

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