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Advertising 101


Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its presence no matter how hard we try. Considering how pervasive advertising is in our daily lives, it's no surprise that people have such extreme views about it.

Many home-based business owners want to steer clear of it altogether. They might dabble in marketing or use some sales strategies, but most don't want much to do with actual advertising. Unfortunately, this is a mistake on their part and it usually comes as a result of not understanding the purpose of advertising.

So what is the true reason for advertising? According to Michael Corbett, author of The 33 Ruthless Rules of Local Advertising, you should advertise "to create an equity position in a target market and to ...motivate a sufficient number of consumers..." In simple language, you advertise so that people will know you exist and will keep you in business. What's so evil about that?

Absolutely nothing! Here are a few very good reasons why you need to start advertising today:

1. Potential customers are constantly shopping

The truth is that most people are always looking for ways to spend their money. They don't always realize it, but they are. That's why banner ads, commercials, and billboards work even though they are being viewed miles away from the business. If you don't advertise, you're missing out on a chance to tap into that human desire.

2. Potential customers may forget you

While the desire for shopping may be permanent, a consumer's memory is not. Even if they have had a tremendous experience with your business, even if they've recommended you to their friends and family, even if you were the only company they ever thought of doing business with, after awhile they would forget you or forget how to get in touch with you.

3. Potential customers don't always make buying decisions immediately

Another tried and true rule about consumers is that they don't always decide to buy as soon as they see an ad. For example, if you see a commercial for a fast food restaurant right after Thanksgiving dinner, you're not going to run right out to the drive thru after seeing the commercial. However, the next time you're hungry, you might remember that commercial and choose to stop in then. So the idea of advertising is to plant an image in consumers minds so that when they need your product, your business comes to their minds.

4. Customers rely on name recognition to guide their consumer choices most of the time

Why do people still buy name brand products over generics even when the price difference is significant and the quality of the products is equitable? Because of name recognition! Consumers respond to names that are familiar whether they are buying a new car, a computer, a lawyer, or ketchup. If you want to succeed, you need to be sure that your targeted audience will know your name when they hear it and will think of your name when they need your product. Advertising can make that happen.

On the other hand, many business owners see advertising as a quick fix. If business gets a little slow, a newspaper ad or a direct mail piece will fix everything in a jiffy. That's not the case either. Let me give you a few reasons why.

1. Advertising works on a six month cycle

Many times when people think their advertising hasn't worked, it's because they haven't waited long enough to see results. Generally, the advertising you do today won't fully pay off for another three to six months. For that reason, if you want to ensure a consistent stream of customers, you need to continue to advertise all the time. Advertising only when business is slow simply won't save your business because by the time you start seeing results, it may be too late.

2. Your problems are related to another step in the process

Another reason advertising can't cure everything is that simply attracting customers is only one step of the process. Once you lure them in, you need to have the content or the customer service to convince potential buyers to take that next step. If any step in the process is lacking, then no amount of advertising is going to help.

3. You are neglecting your current customers and their potential

Don't make the mistake of focusing all of your efforts on finding new customers when your best source of additional revenue is being neglected. Past customers are more likely to become repeat customers, plus they don't require the additional expenses of marketing and advertising.

As you can see, the truth about advertising is that it can be a powerful force for your success if handled correctly. Too many people see it as an evil force or as a business miracle when the reality is somewhere in between.

Vishal P. Rao is the owner of: http://www.work-at-home-forum.com/ An online community of people who work at home.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. February / 28 / 2021

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Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

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What is programmatic advertising and how does it work?  Journal Times

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The power of Facebook advertising continues to grow  Bend Bulletin

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What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

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Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

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Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

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Facebook's New Campaign Defends Targeted Advertising Business  Bloomberg

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Global Smart Advertising Market Top Players Analysis By 2023: Lamar Advertising Company, OUTFRONT Media Inc., CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Inc. etc.  NY Market Reports

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Digital Advertising Platforms Market Size ,Share 2021 Global Growth, Trends, Industry Analysis, Statistics,Development Status ,Key Players and Forecast to 2027  NY Market Reports

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

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Huskers take home 12 Nebraska advertising awards  Nebraska Today

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Daily News wins numerous honors in editorial, advertising contests  Bowling Green Daily News

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Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

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Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  Yahoo Finance

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Waze veers off course for advertisers  Business Insider

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Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

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J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

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Facebook Ad Campaign Promotes Personalized Advertising  The Wall Street Journal

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'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

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MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  MarTech Series

Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent - GlobeNewswire
Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

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Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

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Merrick Pet Care launches largest advertising campaign in 30 years  KAMR - MyHighPlains.com

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Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  MarTech Series

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Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

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Is digital advertising really paying its due?  Campaign US

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JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

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Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

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Advertising Management Platform Market 2020: Key Strategic Insights, DROC, PEST Analysis, Business Overview And Forecast Research Study by 2025 – The Bisouv Network  The Bisouv Network

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Facebook versus News: Advertising is the real problem  The Conversation AU

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COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal - Boston Business Journal
Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal  Boston Business Journal

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Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

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The 6th Wave of Advertising Technology: Privacy  AdExchanger

Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  GlobeNewswire

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Are you utilizing YouTube to advertise your business?  KARK

Jordyn Reese promoted to Global Head of Advertising at ONErpm - Music Business Worldwide
Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

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BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report)  Tubefilter

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Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

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Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

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EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

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Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

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Lamar Advertising Earnings Preview  Yahoo Finance

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InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Animal Welfare Institute takes on Boar’s Head over advertising claims  New Food

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Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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Lamar Advertising Company Announces Cash Dividend on Common Stock  GlobeNewswire

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Silicon Valley-backed groups sue Maryland to kill country’s first-ever online advertising tax  The Washington Post

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REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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Bitcoin vs big tech: the death of advertising?  CoinGeek

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Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

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What advertising's biggest industry events will look like in 2021  AdAge.com

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Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

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Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media  Medical Marketing and Media

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Nonprofits Using More Direct Mail Advertising During Pandemic  KTVN

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

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Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

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Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

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Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

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✋ Facebook lied to advertisers  The Hustle

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10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

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AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January  FiercePharma

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Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

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‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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From The Experts: Media And Advertising In 2021  Forbes

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Is the internet advertising economy about to implode?  TechCrunch

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Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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Is Amazon About To Take Over Online Advertising?  Forbes

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Podcast Advertising Is About Quality Over Quantity  Built In

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2020's up and comers of advertising from firms like Droga5, BBH LA, and Laundry Service  Business Insider

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Facebook's advertising integrity chief leaves company  Reuters

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How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

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Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

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