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Why Your Ads Aren't Working


The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?

Like most marketing communications questions there are no simple answers. After all, communication is a high level activity. There are lots of variables involved.

If your ad results are disappointing, here are the key things to look at:

1) Message Is what your ad promises compelling? Is it meaningful to your audience? If you're not offering something prospective customers want, they won't respond. If you're not sure what prospects want, ASK!!

2) Audience Are you reaching the people who make the buying decision for your product or service? Many big ticket sales involve buying teams or multiple layers within an organization. Are you reaching everyone you need to?

3) Vehicles Are you in the best publications (or radio time slots, TV programs, whatever)to reach your audience with your message? Look at quantitative AND qualitative data to get a true evaluation of media and vehicles.

4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they're interested, and b) People retain about 10% of the messages they're exposed to each day. So for a communication program to succeed, it must repeat, repeat, repeat. (Current estimates are that it can take 7-9 repetitions of a message for it to sink in.)

5) Attention Does your ad have stopping power? Will the intended audience take the time to look? This usually requires the synergy of an arresting visual and a powerful headline.

6) Objectives Are you asking advertising to do what it's good at? Generating inquiries and creating awareness are reasonable ad objectives. But don't expect advertising to SELL a product. Good ads set up opportunities to sell. Your sales channel will need to close the deal.

7) Measuring results Do you really know what your advertising is achieving? Are you collecting and reviewing results that relate to your objectives? For instance, if you expect your advertising program to generate inquiries, measurement that looks at inquiry quantity and quality should be built into your program.

Sound intimidating? Communication is important to any business but it's complicated. Fortunately there are experienced consultants and agencies who can help you.

©Copyright 2005 Clairvoyant Communications, Inc.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, Communiqué, at http://www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 ([email protected])


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. March / 28 / 2024

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

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

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

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

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

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

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

Comedian Ed Gamble swaps hot dog for cucumber over Tube ad rule - BBC.com
Comedian Ed Gamble swaps hot dog for cucumber over Tube ad rule  BBC.com

Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say - Ars Technica
Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say  Ars Technica

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

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

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

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

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

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

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

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

T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate - JD Supra
T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate  JD Supra

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

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

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

Sing Tao House to be renovated into new advertising firm - The Post
Sing Tao House to be renovated into new advertising firm  The Post

CFPB Flags False Advertising Risk For Money Transfer Firms - Law360
CFPB Flags False Advertising Risk For Money Transfer Firms  Law360

Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood - CoStar Group
Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood  CoStar Group

Digital advertising: key updates for businesses (March 2024) - Lexology
Digital advertising: key updates for businesses (March 2024)  Lexology

Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising - ECOWAS
Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising  ECOWAS

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

New IAB Study Reveals Games Advertising Among Top Three Investment Growth Areas Alongside Digital Video - IAB
New IAB Study Reveals Games Advertising Among Top Three Investment Growth Areas Alongside Digital Video  IAB

Russian media advertising market grows 'fantastically' — RealnoeVremya.com - Realnoe vremya
Russian media advertising market grows 'fantastically' — RealnoeVremya.com  Realnoe vremya

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

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

HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent - PesaCheck
HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent  PesaCheck

Introducing the Rise of Crypto Officer: Pioneering the Future of Digital Advertising - StreetInsider.com
Introducing the Rise of Crypto Officer: Pioneering the Future of Digital Advertising  StreetInsider.com

Measured solves advertising’s walled garden problem - Martechcube
Measured solves advertising’s walled garden problem  Martechcube

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

Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers - PR Newswire
Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers  PR Newswire

Mobile Advertising 2024 - eMarketer
Mobile Advertising 2024  eMarketer

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

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

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

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

CFPB Issues Warning to Remittance Transfer Providers Over False Advertising - MarketWatch
CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

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

K&L Gates commercial litigator takes advertising expertise to Venable - World Intellectual Property Review
K&L Gates commercial litigator takes advertising expertise to Venable  World Intellectual Property Review

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

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

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

Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers. - Insideradio.com
Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers.  Insideradio.com

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

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SeaWorld unveils major advertising campaign  Travel Weekly

TV Tunes in to Sustainable Advertising - VideoWeek
TV Tunes in to Sustainable Advertising  VideoWeek

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

Navigating the Future of Media & Advertising Technology: A Call to Action - MediaVillage
Navigating the Future of Media & Advertising Technology: A Call to Action  MediaVillage

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

MAA Ad of the Week: BA’s Avios from Uncommon - More About Advertising
MAA Ad of the Week: BA’s Avios from Uncommon  More About Advertising

Design students, faculty honored by ad group - GCU News - GCU Today
Design students, faculty honored by ad group - GCU News  GCU Today

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

For Verizon Business, Reaching The Customer Means Empowering The Marketer - AdExchanger
For Verizon Business, Reaching The Customer Means Empowering The Marketer  AdExchanger

Mikhail Parakhin No Longer Head Of Bing Search & Microsoft Advertising - Search Engine Roundtable
Mikhail Parakhin No Longer Head Of Bing Search & Microsoft Advertising  Search Engine Roundtable

Pixotope NAB 2024 virtual production showcase features immersive storytelling, new advertising opportunities - NewscastStudio
Pixotope NAB 2024 virtual production showcase features immersive storytelling, new advertising opportunities  NewscastStudio

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Alameda County District Attorney Pamela Price’s Office joins in $17.75 million settlement agreement with Mariner ...  IndiaPost.com

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HOAX: This poster advertising jobs for drivers at Victory Farms is a scam  PesaCheck

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ADVERTISING: Advertorial — Decoding food labels: Part II  Coeur d'Alene Press

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Future Forward: Zero-Party Data and the Evolution of Retail Advertising  Retail TouchPoints

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

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

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

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

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

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

Proof Advertising Appoints Chree Taylor as Chief Growth Officer | LBBOnline - Little Black Book - LBBonline
Proof Advertising Appoints Chree Taylor as Chief Growth Officer | LBBOnline  Little Black Book - LBBonline

Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities. - Insideradio.com
Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

Microsoft Bing Search And Microsoft Advertising Lead Steps Down, Confirmed 03/27/2024 - MediaPost Communications
Microsoft Bing Search And Microsoft Advertising Lead Steps Down, Confirmed 03/27/2024  MediaPost Communications

The IAB thinks brands should get in on game advertising ASAP - Tubefilter
The IAB thinks brands should get in on game advertising ASAP  Tubefilter

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Pioneering a New Era of University Advertising: Nickelytics and Starship Robots Partnership Launches at Two US ...  WICZ

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

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

5 Best Digital Billboard Advertising Companies (March 2024) - Unite.AI
5 Best Digital Billboard Advertising Companies (March 2024)  Unite.AI

Introducing Ambient Array: A New Era of B2B Advertising - PR Newswire
Introducing Ambient Array: A New Era of B2B Advertising  PR Newswire

Measured Solves Advertising's Walled Garden Problem | News | bakersfield.com - The Bakersfield Californian
Measured Solves Advertising's Walled Garden Problem | News | bakersfield.com  The Bakersfield Californian

Invibes Advertising : Strong growth in annual results 2023. - sharewise
Invibes Advertising : Strong growth in annual results 2023.  sharewise

HOAX: This poster advertising vacancies at KenGen is inauthentic - PesaCheck
HOAX: This poster advertising vacancies at KenGen is inauthentic  PesaCheck

Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret? - The Drum
Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret?  The Drum

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

Snapchat Introduces Sponsored AR Filters for Advertisers - XR Today
Snapchat Introduces Sponsored AR Filters for Advertisers  XR Today

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

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

Paramount+ sees "pent-up demand" for advertising - AdNews
Paramount+ sees "pent-up demand" for advertising  AdNews

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

Agency Report Card 2023: Publicis Media | Advertising - Campaign Asia
Agency Report Card 2023: Publicis Media | Advertising  Campaign Asia

Interactive In-Stream Video Advertising: Engaging Audiences Through Immersive Experiences - Robotics and Automation News
Interactive In-Stream Video Advertising: Engaging Audiences Through Immersive Experiences  Robotics and Automation News

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

Agency Report Card 2023: McCann Worldgroup | Advertising - Campaign Asia
Agency Report Card 2023: McCann Worldgroup | Advertising  Campaign Asia

Agency Report Card 2023: Carat | Advertising - Campaign Asia
Agency Report Card 2023: Carat | Advertising  Campaign Asia

Agency Report Card 2023: BBDO | Advertising - Campaign Asia
Agency Report Card 2023: BBDO | Advertising  Campaign Asia

Temu and Shein Are the 'Jaws' of Digital Advertising - The Business of Fashion
Temu and Shein Are the 'Jaws' of Digital Advertising  The Business of Fashion

Agency Report Card 2023: AKQA | Advertising - Campaign Asia
Agency Report Card 2023: AKQA | Advertising  Campaign Asia

Agency Report Card 2023: FCB | Advertising - Campaign Asia
Agency Report Card 2023: FCB | Advertising  Campaign Asia

CPG Will Reshape Marketing Strategies In 2024 - Forbes
CPG Will Reshape Marketing Strategies In 2024  Forbes

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