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Mortgage Marketing - Broadcast Advertising vs Direct Advertising


Do you know how to design and deploy a marketing campaign?

Even if your ad budget is small you should still plan and measure the results of you advertising. This process is the key to your ultimate success.

You see, there are two types of advertising. The first is broadcast marketing. This category includes TV and radio commercials. While broadcast ads can be effective, they are very expensive and almost impossible to measure.

And you can't manage what you can't measure.

Which brings us to direct marketing. These ads are sent directly to your prospects. Sales letters, coupons, and order ready websites are some examples of this type of ad. But the truth is, any ad that you can accurately measure the results of falls into the category of direct marketing.

The advantage of direct marketing is that it is more science than art. You can key every ad you use and measure the real world results exactly.

This is huge. Through trial and error you can test the effectiveness of your ads. Over time you can gradually improve the pulling power. Eventually you'll have a set of ads that work really well.

More sales for less money.

To get there you must key every ad and keep careful records of the results each produce. Run two ads every time you advertise in any given media. Compare the results and go with the winning ad.

Then write another ad and put it up against your winning ad or control. If it beats your control then use it instead. Keep refining and testing.

This is an ongoing process. Markets change and ads loose their effectiveness after a while. To have a top-notch marketing campaign you must be constantly improving your ads.

To Your Prosperity,

David A. Wells, owner of http://www.Mortgage-Millions.com and author of The Millionaire Mortgage Broker's Marketing Manual, is a mortgage marketing expert who helps mortgage brokers succeed. He can be reached at [email protected].


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. March / 29 / 2024

Tesla starts advertising campaign on Cars.com - TESLARATI
Tesla starts advertising campaign on Cars.com  TESLARATI

GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities - GroupM
GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities  GroupM

AI advertising start-up valued at $4bn after fundraising - Financial Times
AI advertising start-up valued at $4bn after fundraising  Financial Times

Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising - TheStreet
Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising  TheStreet

Amazon's Advertising Unit Hit With Another Round of Layoffs - Business Insider
Amazon's Advertising Unit Hit With Another Round of Layoffs  Business Insider

Changing the Game: How Games Advertising Powers Performance - IAB
Changing the Game: How Games Advertising Powers Performance  IAB

23 Gen Z advertising and marketing leaders - Ad Age
23 Gen Z advertising and marketing leaders  Ad Age

How Google's entry into in-game advertising puts a spotlight on an industry in flux - Digiday
How Google's entry into in-game advertising puts a spotlight on an industry in flux  Digiday

Breaking Tradition: Tesla Hits the Social Media Advertising Road - Not a Tesla App
Breaking Tradition: Tesla Hits the Social Media Advertising Road  Not a Tesla App

Adobe's new GenStudio platform is an AI factory for advertisers - The Verge
Adobe's new GenStudio platform is an AI factory for advertisers  The Verge

FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ... - Consumer Finance Monitor
FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ...  Consumer Finance Monitor

Revolutionary Retail Data Rewrites The Future Of Advertising - Forbes
Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

New Hampshire House takes on artificial intelligence in political advertising - Nashua Telegraph
New Hampshire House takes on artificial intelligence in political advertising  Nashua Telegraph

Travel Michigan Launches New 'Keep It Fresh' Advertising Campaign - Radioresultsnetwork.com
Travel Michigan Launches New 'Keep It Fresh' Advertising Campaign  Radioresultsnetwork.com

New Hampshire House takes on artificial intelligence in political advertising - WCAX
New Hampshire House takes on artificial intelligence in political advertising  WCAX

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Thanks To Our Advertisers - Above the Law
Thanks To Our Advertisers  Above the Law

Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ... - Ropes & Gray LLP
Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ...  Ropes & Gray LLP

False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ... - JD Supra
False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ...  JD Supra

Returns Are Gaining Momentum At Invibes Advertising (EPA:ALINV) - Simply Wall St
Returns Are Gaining Momentum At Invibes Advertising (EPA:ALINV)  Simply Wall St

UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food - Fox News
UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food  Fox News

New Hampshire House takes on artificial intelligence in political advertising - Bowling Green Daily News
New Hampshire House takes on artificial intelligence in political advertising  Bowling Green Daily News

Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections - TurkishMinute
Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections  TurkishMinute

Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model - hackernoon.com
Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model  hackernoon.com

GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S. - PR Newswire
GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S.  PR Newswire

Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities - Business Wire
Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com - Inc.
Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com  Inc.

Advertise with Us - Biz New Orleans
Advertise with Us  Biz New Orleans

Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising - Powder Magazine
Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising  Powder Magazine

Shanghai Introduces New Guidelines for Cosmetic Advertising - China Briefing
Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

New Hampshire House takes on artificial intelligence in political advertising - The Caledonian-Record
New Hampshire House takes on artificial intelligence in political advertising  The Caledonian-Record

New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report - Nielsen
New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

Seedtag Launches Contextual TV for CTV Advertisers – Beet.TV - BeetTV
Seedtag Launches Contextual TV for CTV Advertisers – Beet.TV  BeetTV

Organic Ranking vs Paid Advertising - PressReleaseNetwork.com
Organic Ranking vs Paid Advertising  PressReleaseNetwork.com

Streaming, Politics Star In Magna 2024 US Ad Forecast - AdExchanger
Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

Focus on mental health as Nickelytics Starship Technologies advertising tie up debuts at US campuses - Retail Technology Innovation Hub
Focus on mental health as Nickelytics Starship Technologies advertising tie up debuts at US campuses  Retail Technology Innovation Hub

Hockey star Connor McDavid now a face of responsible gaming after promoting gambling - CBC.ca
Hockey star Connor McDavid now a face of responsible gaming after promoting gambling  CBC.ca

Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down - Search Engine Land
Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

Our 2023 Ads Safety Report - The Keyword | Google Product and Technology News
Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising - ExchangeWire
Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising  ExchangeWire

GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN - Tech Funding News
GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN  Tech Funding News

Dutch court rules KLM advertising campaign was “greenwashing” - Kennedys Law
Dutch court rules KLM advertising campaign was “greenwashing”  Kennedys Law

Why Advertisers Claim Meta Owes $7 Billion in Damages - Adweek
Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

Aspire & Innovative Advertising IPO opens today: Latest GMP, subscription status, listing date and more | Mint - Mint
Aspire & Innovative Advertising IPO opens today: Latest GMP, subscription status, listing date and more | Mint  Mint

Why the joys of real-world advertising still can't be recreated by AI or screens - The Drum
Why the joys of real-world advertising still can't be recreated by AI or screens  The Drum

Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search? - Investor's Business Daily
Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

The most innovative advertising and marketing companies of 2024 - Fast Company
The most innovative advertising and marketing companies of 2024  Fast Company

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum - Hollywood Reporter
U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum  Hollywood Reporter

Advertising can find its mojo again - The Media Leader
Advertising can find its mojo again  The Media Leader

EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause - PYMNTS.com
EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause  PYMNTS.com

New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry - Yonkers Times
New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry  Yonkers Times

Tribeca Festival Expands Its X Programming and Awards for Advertisers - Adweek
Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

Advertising giant GroupM pledges to double spending on women’s sports - Awful Announcing
Advertising giant GroupM pledges to double spending on women’s sports  Awful Announcing

SNAP Brings Sponsored AR Filters for Advertisers on Snapchat - Yahoo Finance
SNAP Brings Sponsored AR Filters for Advertisers on Snapchat  Yahoo Finance

Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR) - Defense World
Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR)  Defense World

AI Is Revolutionizing Targeted Advertising — Here Are The Ethical Implications You Need to Consider - Entrepreneur
AI Is Revolutionizing Targeted Advertising — Here Are The Ethical Implications You Need to Consider  Entrepreneur

A robot lawn mower eschews springtime advertising to stand out - The Media Leader
A robot lawn mower eschews springtime advertising to stand out  The Media Leader

Seedtag unveils Contextual TV: a breakthrough for CTV advertisers - Martechcube
Seedtag unveils Contextual TV: a breakthrough for CTV advertisers  Martechcube

Advertising breach warning for Eredivisie football club – ISA-GUIDE - isa-guide.de
Advertising breach warning for Eredivisie football club – ISA-GUIDE  isa-guide.de

Online Display Advertising Services Market Analysis and Industry Research Report to 2030 |Criteo Dynamic Re... - WhaTech
Online Display Advertising Services Market Analysis and Industry Research Report to 2030 |Criteo Dynamic Re...  WhaTech

Meet the digital David taking on the Google Goliath - The Economist
Meet the digital David taking on the Google Goliath  The Economist

Brands report a rise in imposter advertisers on platforms like Meta & TikTok - Modern Retail
Brands report a rise in imposter advertisers on platforms like Meta & TikTok  Modern Retail

All-conquering Publicis snaffles Pfizer creative from IPG - More About Advertising
All-conquering Publicis snaffles Pfizer creative from IPG  More About Advertising

How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv - Benzinga
How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv  Benzinga

In-Video-Game Ad Spend to Reach $11.5 Billion by 2027 - Variety
In-Video-Game Ad Spend to Reach $11.5 Billion by 2027  Variety

CIABC urges unfettered advertising rights for liquor brand extensions - The Economic Times
CIABC urges unfettered advertising rights for liquor brand extensions  The Economic Times

Babil Khan becomes Kriti Sanon's AI companion - ETBrandEquity
Babil Khan becomes Kriti Sanon's AI companion  ETBrandEquity

Advertising Agency 2024: Gale - Campaign US
Advertising Agency 2024: Gale  Campaign US

Political Advertising in the Era of Artificial Intelligence: What Lies Ahead? - WLS
Political Advertising in the Era of Artificial Intelligence: What Lies Ahead?  WLS

Indian liquor companies say brand extensions are legitimate endeavours, following govt directive on surrogate ads - Storyboard18
Indian liquor companies say brand extensions are legitimate endeavours, following govt directive on surrogate ads  Storyboard18

Home Depot hosts upfront-style pitch, rebrands retail media network - Ad Age
Home Depot hosts upfront-style pitch, rebrands retail media network  Ad Age

Will 2024 be the year of Connected TV advertising? - afaqs!
Will 2024 be the year of Connected TV advertising?  afaqs!

Nature Now Has Its Own Advertising Agency - TheTyee.ca
Nature Now Has Its Own Advertising Agency  TheTyee.ca

Environmental group alleges 'greenwashing' by FortisBC in advertising - Vancouver Sun
Environmental group alleges 'greenwashing' by FortisBC in advertising  Vancouver Sun

The New Paradigm of Advertising Sees Content Patterns Changing - Grit Daily
The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

Elon Musk's Tesla returns to Facebook to launch ads amid sales slump - Quartz
Elon Musk's Tesla returns to Facebook to launch ads amid sales slump  Quartz

GroupM commits to double media investment in annual women's sports advertising opportunities - Mediabrief
GroupM commits to double media investment in annual women's sports advertising opportunities  Mediabrief

Dell ads demonstrate the power of doing - ETBrandEquity
Dell ads demonstrate the power of doing  ETBrandEquity

Asia Pacific Digital Advertising Market Set to Reach US$ 340.8 Billion by 2031 - WhaTech
Asia Pacific Digital Advertising Market Set to Reach US$ 340.8 Billion by 2031  WhaTech

Google blocked billions of ads and millions of ad accounts last year for violating its rules - TechRadar
Google blocked billions of ads and millions of ad accounts last year for violating its rules  TechRadar

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

Smarter ads, better results: The next era of digital advertising - Think with Google
Smarter ads, better results: The next era of digital advertising  Think with Google

Brands Can Now Advertise On Snapchat's AR Filters 03/26/2024 - MediaPost Communications
Brands Can Now Advertise On Snapchat's AR Filters 03/26/2024  MediaPost Communications

Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women' - The Daily Wire
Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women'  The Daily Wire

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

Here's Why Lamar Advertising Company (LAMR) Rose in Q4 - Yahoo Finance UK
Here's Why Lamar Advertising Company (LAMR) Rose in Q4  Yahoo Finance UK

Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads - Search Engine Roundtable
Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads  Search Engine Roundtable

Meta advertising: 5 best practices for 2024 - Search Engine Land
Meta advertising: 5 best practices for 2024  Search Engine Land

Liquor companies seek advertising leeway for brand extensions - afaqs!
Liquor companies seek advertising leeway for brand extensions  afaqs!

Advertising Club of Madras invites entries for MADDYs 2024 Advertising Award - MediaNews4U
Advertising Club of Madras invites entries for MADDYs 2024 Advertising Award  MediaNews4U

Tesla Has Started Advertising On Facebook And Instagram - CarScoops
Tesla Has Started Advertising On Facebook And Instagram  CarScoops

Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling? - MeTV
Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling?  MeTV

Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising - Benzinga
Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising  Benzinga

Main Hill Media Continues Winning Streak With ACP Advertising & Business Awards - University of Arkansas Newswire
Main Hill Media Continues Winning Streak With ACP Advertising & Business Awards  University of Arkansas Newswire

The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024 - DataDrivenInvestor
The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024  DataDrivenInvestor

Introducing Kognitiv Amplify: AI-based AdTech Tool - AiThority
Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

Brands unknowingly wasting dollars on Made for Advertising sites - Search Engine Land
Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline - Little Black Book - LBBonline
This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline  Little Black Book - LBBonline

What we're losing in the blinding whiteness of advertising - Fast Company
What we're losing in the blinding whiteness of advertising  Fast Company

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