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The Only Bad Advertising Is No Advertising - Or Is It?


Depending on whom you ask, you will get told many "truths" about advertising. The question I have for you today is this - "Is the only bad advertising, no advertising?"

Before we begin, it might help us to agree on what advertising is, so here's one definition:

"Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media."

In other words, someone is trying to "sell" us on something - be it a product, or a service, or just picking up the phone. Advertising is all about getting people to do something - well, for the majority of us, it should be.

So, if advertising is about selling stuff, then perhaps we can answer our question now: "Is the only bad advertising, no advertising?" Of course not! You could create a really bad advert that did a terrible job of selling? and that would easily be a bad advert.

"Repetition, repetition, repetition!"

Is the battle cry of the ardent advertiser. "You must have repetition to have an impact." Do you believe this? A healthy dose of scepticism is always handy at a time like this. But before you start patting yourself on the back thinking that you're right I think you might want to hear this.

Repeating an advert works. Studies have shown conclusively that a 'sale' regularly occurs between the fifth and eighth exposure to a sales message (sure it can happen sooner, the point is that one-hit-wonders are rare). So repeating an advert works - BUT? and this is quite an important "but"? the advert must be having an effect (or working) for the repetition to be meaningful.

Flogging a Dead Horse

Permit me to explain. If your advert tanked on the first run you may have a bad advert on your hands. You will need to think carefully about what you do next. Experience tells us that this might be a fluke or a freak of circumstances so it warrants at least another run - may be two.

However, if the advert is not performing at all well after a couple of exposures to your market place, exposing that advert continuously will NOT (I repeat NOT) improve it. In this instance, repetition is quite simply a waste of time and money.

However, if your advert worked well then keep running the advert. For how long you might ask? The answer to that is actually very easy. Keep running performing adverts until the numbers tell you to stop. That's right, let the sales numbers tell you when that advert needs a rest.

Great Adverts Need A Vacation Too

Adverts are like people, they get tired and need a break. Just because an advert eventually loses some steam doesn't mean that after a suitable 'rest' it cannot go right back to work - performing flawlessly. So how do the numbers tell you when to pull the advert or give it a rest? When all the costs of running the advert outweigh the sales the advert is bringing in. Remember to take a more pragmatic view and consider the long term sales value of a new client. In a previous article I explained that a client you acquire has a 'lifetime value' not just a 'now-time value'. Include the future sales this client will bring you when deciding if the advert is no longer effective.

Size Does Matter!

So how big should your advert be? That's easy, it should be 'dominant'. After all, your advert is trying to do its first job - CATCH ATTENTION! This is easier to achieve with a larger advert. All things being equal on the page, the bigger ads get more 'eye time' than the smaller adverts. As with all things though, there are exceptions to the rules and a small advert developed properly will outperform a big advert that is poorly designed.

There are other advertising 'secrets' we copywriters have learned that help us gain the edge when writing adverts. For instance we know whether color makes a difference and when to use it, we know which single color out performs all other colors and why, and we know which fonts (yes fonts) make a difference to an advert? but sadly I'm out of space again so we'll have to save those tidbits for another time.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of eBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details.


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

World Creative Rankings 2024: advertising's top companies, campaigns & people announced - The Drum
World Creative Rankings 2024: advertising's top companies, campaigns & people announced  The Drum

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Hulu advertising reportedly blocks 'religious indoctrination' - Deseret News
Hulu advertising reportedly blocks 'religious indoctrination'  Deseret News

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Meta's layoffs continue to impact advertisers as the company replaces account team members with AI - Digiday
Meta's layoffs continue to impact advertisers as the company replaces account team members with AI  Digiday

Google unveils major Search Partner Network update as it removes opt-out option - Search Engine Land
Google unveils major Search Partner Network update as it removes opt-out option  Search Engine Land

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Google gives advertisers more visibility and control over search following scathing Adalytics report - Ad Age
Google gives advertisers more visibility and control over search following scathing Adalytics report  Ad Age

SC issues contempt notice to Patanjali over 'misleading advertisements' - The Times of India
SC issues contempt notice to Patanjali over 'misleading advertisements'  The Times of India

'Entire Country Taken For A Ride, You Shut Eyes For 2 Years!': Supreme Court Pulls Up Union For Inaction... - Live Law - Indian Legal News
'Entire Country Taken For A Ride, You Shut Eyes For 2 Years!': Supreme Court Pulls Up Union For Inaction...  Live Law - Indian Legal News

SC issues contempt notice to Patanjali Ayurved for ‘misleading’ advertisements - Hindustan Times
SC issues contempt notice to Patanjali Ayurved for ‘misleading’ advertisements  Hindustan Times

Where do candidates stand as ND political advertising season begins? - KFYR
Where do candidates stand as ND political advertising season begins?  KFYR

PGA TOUR joins Coalition for Responsible Sports Betting Advertising - PGA TOUR
PGA TOUR joins Coalition for Responsible Sports Betting Advertising  PGA TOUR

CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ... - Center for Democracy and Technology
CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ...  Center for Democracy and Technology

Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience - PR Newswire
Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience  PR Newswire

Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments - Florida Politics
Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments  Florida Politics

Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley - AmericanBankingNEWS
Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley  AmericanBankingNEWS

Mushroom Council advertising campaign targets mushroom loyalists - Produce Blue Book
Mushroom Council advertising campaign targets mushroom loyalists  Produce Blue Book

Fox employs Madhive's new local CTV political ad marketplace - StreamTV Insider
Fox employs Madhive's new local CTV political ad marketplace  StreamTV Insider

Advertisers Are On Edge, But IAS Is In Fine Fettle - AdExchanger
Advertisers Are On Edge, But IAS Is In Fine Fettle  AdExchanger

Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video) - MediaVillage
Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video)  MediaVillage

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom - EIN News
Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom  EIN News

Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport ... - TravelDailyNews International
Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport ...  TravelDailyNews International

Parliament adopts new transparency rules for political advertising - European Interest
Parliament adopts new transparency rules for political advertising  European Interest

PGA Tour signs up to Coalition for Responsible Sports Betting Advertising - EGR Global
PGA Tour signs up to Coalition for Responsible Sports Betting Advertising  EGR Global

Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades - PR Newswire
Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades  PR Newswire

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Madhive Launches Local CTV Market For Political Advertising - Next TV
Madhive Launches Local CTV Market For Political Advertising  Next TV

How Tom Burell made advertising with Black people, for Black people - WILL News - Illinois Public Media
How Tom Burell made advertising with Black people, for Black people  WILL News - Illinois Public Media

DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability - MarTech Series
DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability  MarTech Series

Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group - EIN News
Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group  EIN News

5 crucial insights from mobile leaders on privacy-first advertising - The Drum
5 crucial insights from mobile leaders on privacy-first advertising  The Drum

URiT Advertising Unveils New Slogan: 'Make America Proud Again - EIN News
URiT Advertising Unveils New Slogan: 'Make America Proud Again  EIN News

Campaign Chemistry: The New York Times global chief advertising officer Joy Robins - Campaign US
Campaign Chemistry: The New York Times global chief advertising officer Joy Robins  Campaign US

Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec - Yahoo Finance
Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec  Yahoo Finance

Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024 - New Pittsburgh Courier
Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024  New Pittsburgh Courier

Madhive Launches Local CTV Marketplace For Political Advertising - TV Technology
Madhive Launches Local CTV Marketplace For Political Advertising  TV Technology

Hackers Advertising New Version Of WarZone RAT On Hacking Forums - GBHackers
Hackers Advertising New Version Of WarZone RAT On Hacking Forums  GBHackers

Serie A agrees five-year renewal to ISG virtual advertising contract - SportBusiness
Serie A agrees five-year renewal to ISG virtual advertising contract  SportBusiness

RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone - Yahoo Finance
RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone  Yahoo Finance

The Pitch: Advertising and marketing news for 2.27.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 2.27.24  RichmondBizSense

PGA Tour Joins Coalition for Responsible Sports Betting Advertising - Covers
PGA Tour Joins Coalition for Responsible Sports Betting Advertising  Covers

What’s the future of advertising? Ask Sora - ETBrandEquity
What’s the future of advertising? Ask Sora  ETBrandEquity

Looking to expand your online presence? Glenside Local can help you advertise - Glenside Local
Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING - The Golf Wire
PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING  The Golf Wire

There's Been No Shortage Of Growth Recently For Guangdong Advertising GroupLtd's (SZSE:002400) Returns On ... - Simply Wall St
There's Been No Shortage Of Growth Recently For Guangdong Advertising GroupLtd's (SZSE:002400) Returns On ...  Simply Wall St

Hulu Rejects Fort Worth Church Advertisement, Demand Letter Sent for Explanation - The Texan
Hulu Rejects Fort Worth Church Advertisement, Demand Letter Sent for Explanation  The Texan

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

Social Media Platforms 'Fueling' New York's Unlicensed Cannabis Market, Stakeholders Say - Cannabis Business Times
Social Media Platforms 'Fueling' New York's Unlicensed Cannabis Market, Stakeholders Say  Cannabis Business Times

Madhive Launches Local CTV Marketplace For Political Advertising - PR Web
Madhive Launches Local CTV Marketplace For Political Advertising  PR Web

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners - Digiday
Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners  Digiday

My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing - Digiday
My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing  Digiday

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

PGA Tour Named Coalition for Responsible Betting Ads Member - SBC Americas
PGA Tour Named Coalition for Responsible Betting Ads Member  SBC Americas

Nextdoor Holdings Inc Reports Q4 Growth Amid Advertising Challenges, Eyes Future Innovation - BNN Breaking
Nextdoor Holdings Inc Reports Q4 Growth Amid Advertising Challenges, Eyes Future Innovation  BNN Breaking

Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind' - The Cool Down
Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind'  The Cool Down

Successful Ramadan advertising relies on authenticity and engaging storytelling - Campaign Middle East
Successful Ramadan advertising relies on authenticity and engaging storytelling  Campaign Middle East

Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends - BNN Breaking
Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends  BNN Breaking

Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising - Marketscreener.com
Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising  Marketscreener.com

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - Yahoo Finance
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  Yahoo Finance

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

Grubhub sued by LA County for false advertising and unfair business practices - CBS News
Grubhub sued by LA County for false advertising and unfair business practices  CBS News

Prepare Your Child to Thrive in the Rapidly Evolving World - South China Morning Post
Prepare Your Child to Thrive in the Rapidly Evolving World  South China Morning Post

Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media - BNN Breaking
Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media  BNN Breaking

40,000 tear sheets from old Eisner advertising museum going up for auction - Milwaukee Record
40,000 tear sheets from old Eisner advertising museum going up for auction  Milwaukee Record

Brothers and Sisters nabs TNT Sports from Saatchi - More About Advertising
Brothers and Sisters nabs TNT Sports from Saatchi  More About Advertising

Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies? - InvestorsObserver
Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies?  InvestorsObserver

Why Google Gave Advertisers Insight To Audit Ads 02/27/2024 - MediaPost Communications
Why Google Gave Advertisers Insight To Audit Ads 02/27/2024  MediaPost Communications

Squeamish about advertising? Get over it - The Media Leader
Squeamish about advertising? Get over it  The Media Leader

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - MarTech Series
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  MarTech Series

Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology - IBC365
Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology  IBC365

GA4 updates Advertising workspace to simplify reporting - Search Engine Land
GA4 updates Advertising workspace to simplify reporting  Search Engine Land

Hierarchy Advertising's Triumph: Exceeding Client Goals and Winning 26 Awards - BNN Breaking
Hierarchy Advertising's Triumph: Exceeding Client Goals and Winning 26 Awards  BNN Breaking

As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News - Campaign Asia
As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News  Campaign Asia

Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s - MarTech Series
Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s  MarTech Series

Downtown Perham business owner starts guerilla advertising campaign to grow customer base for town - Perham Focus
Downtown Perham business owner starts guerilla advertising campaign to grow customer base for town  Perham Focus

Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ... - AKIpress
Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ...  AKIpress

AdTheorent Launches Point™, a Suite of Machine Learning-Powered Geo-Intelligence Solutions Designed to Drive ... - StreetInsider.com
AdTheorent Launches Point™, a Suite of Machine Learning-Powered Geo-Intelligence Solutions Designed to Drive ...  StreetInsider.com

2024 is a huge year for political advertising. What does that mean for other advertisers? - Insider Intelligence
2024 is a huge year for political advertising. What does that mean for other advertisers?  Insider Intelligence

What Thriller teaches us about advertising audibility - The Media Leader
What Thriller teaches us about advertising audibility  The Media Leader

Ad Results Media Unveils ARM PRO, Cutting-Edge Audience Buying Solution for Audio Advertising - MarTech Series
Ad Results Media Unveils ARM PRO, Cutting-Edge Audience Buying Solution for Audio Advertising  MarTech Series

Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness - Yahoo Finance
Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

Walmart's Strategic Move: Acquiring Vizio for $2.3 Billion to Revolutionize Advertising - BNN Breaking
Walmart's Strategic Move: Acquiring Vizio for $2.3 Billion to Revolutionize Advertising  BNN Breaking

AKP mayoral candidates working with Israeli company for campaign advertising - TurkishMinute
AKP mayoral candidates working with Israeli company for campaign advertising  TurkishMinute

JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00 - AmericanBankingNEWS
JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00  AmericanBankingNEWS

‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut... - ThatGrapeJuice
‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

Meta's Ad Manager Glitch Causes Ad Prices to Soar - Business Insider
Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

A Political Advertising Connected TV Marketplace Is Born - Radio & Television Business Report
A Political Advertising Connected TV Marketplace Is Born  Radio & Television Business Report

New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies' - Mashable
New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

FTC to ban Avast from selling browsing data for advertising purposes - BleepingComputer
FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

Inuvo Now Provides Advertisers the Ability to Measure Performance of Netflix Ad Campaigns Across Programmatic ... - GlobeNewswire
Inuvo Now Provides Advertisers the Ability to Measure Performance of Netflix Ad Campaigns Across Programmatic ...  GlobeNewswire

Digital Summit 2024: Navigating First-Party Data's Future in Advertising - BNN Breaking
Digital Summit 2024: Navigating First-Party Data's Future in Advertising  BNN Breaking

Inuvo Unveils Groundbreaking Tool for Analyzing Netflix Ad Campaigns, Revolutionizing Digital Advertising - BNN Breaking
Inuvo Unveils Groundbreaking Tool for Analyzing Netflix Ad Campaigns, Revolutionizing Digital Advertising  BNN Breaking

Advertising ruins everything - Bangkok Post
Advertising ruins everything  Bangkok Post

California governor launches ads to fight abortion travel bans - The Associated Press
California governor launches ads to fight abortion travel bans  The Associated Press

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