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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 Tue. May / 11 / 2021

Here’s what Freakonomics gets wrong about advertising - The Next Web
Here’s what Freakonomics gets wrong about advertising  The Next Web

Amazon files lawsuit to dismantle illegal advertising scheme targeting customers - Fox Business
Amazon files lawsuit to dismantle illegal advertising scheme targeting customers  Fox Business

The bull case for advertising is back on | Advertising - Campaign Asia
The bull case for advertising is back on | Advertising  Campaign Asia

The Pitch: Advertising and marketing news for 5.11.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton - The Wall Street Journal
Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

How to Advertise in Newsletters: A Beginner's Guide (with Examples) - Search Engine Journal
How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising - ABA Banking Journal
Avoiding UDAAP Pitfalls: Recognizing and Addressing Risk in Marketing and Advertising  ABA Banking Journal

Best Stocks To Buy In May? 4 Advertising Stocks To Watch - Entrepreneur
Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Entrepreneur

City of Framingham Advertising For Chief Assessor - framinghamsource.com
City of Framingham Advertising For Chief Assessor  framinghamsource.com

Invibes Advertising : 2021/2022 financial agenda. - GlobeNewswire
Invibes Advertising : 2021/2022 financial agenda.  GlobeNewswire

Apple's privacy change is already crushing advertisers - Business Insider
Apple's privacy change is already crushing advertisers  Business Insider

Asia-Pacific Roundup: TGA consults on advertising code revamp - Regulatory Focus
Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months - CBS Dallas / Fort Worth
Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months  CBS Dallas / Fort Worth

The Top 5 Questions Marketers Ask About CTV Advertising - AdExchanger
The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

The evolution of advertising truth - The Gazette
The evolution of advertising truth  The Gazette

Pinterest Launches New Overview of Its Advertising Process to Help - MarTech Series
Pinterest Launches New Overview of Its Advertising Process to Help  MarTech Series

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

BrandTotal on the Importance of a Strategic Approach to Social Advertising - OCNJ Daily
BrandTotal on the Importance of a Strategic Approach to Social Advertising  OCNJ Daily

Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising - Yahoo Finance
Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising  Yahoo Finance

The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

5 Working Mothers on Their Lives in Advertising During Covid - Muse by Clio
5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media - PRNewswire
SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

Affise Launches New Attribution Chain Technology to Measure Advertising Results - KULR-TV
Affise Launches New Attribution Chain Technology to Measure Advertising Results  KULR-TV

LevLane Advertising Appoints Nicole Landau as Chief Financial Officer - Yahoo Finance
LevLane Advertising Appoints Nicole Landau as Chief Financial Officer  Yahoo Finance

Connected TV Advertising 2021: Prospects And Promises - Forbes
Connected TV Advertising 2021: Prospects And Promises  Forbes

Must-watch TV to fuel £1bn summer advertising bonanza - The Guardian
Must-watch TV to fuel £1bn summer advertising bonanza  The Guardian

TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today - InteractiveTV Today [itvt]
TVOT LIVE Panel: Advertising On CTV: Challenges and Opportunities | InteractiveTV Today  InteractiveTV Today [itvt]

Idaho Advances Bill to Ban Cannabis Advertising - Ganjapreneur
Idaho Advances Bill to Ban Cannabis Advertising  Ganjapreneur

DOJ Hiring Practices Investigation: Taboola Online Advertising - The National Law Review
DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

Camp seeking new location after advertising entry only to unvaccinated children, staffers - News 12 Bronx
Camp seeking new location after advertising entry only to unvaccinated children, staffers  News 12 Bronx

Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort - Yahoo Finance
Reviv3 Procare Announces Strong Initial Campaign Results from Mass Market National Advertising Effort  Yahoo Finance

Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts - PRNewswire
Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts  PRNewswire

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Model B has a new president heading its AI-based digital advertising efforts - Technical.ly DC
Model B has a new president heading its AI-based digital advertising efforts  Technical.ly DC

Fox News leans on 'uplifting content' to woo skeptical news advertisers - AdAge.com
Fox News leans on 'uplifting content' to woo skeptical news advertisers  AdAge.com

Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller - The Shotcaller
Inflight Advertising Market Growing Trends and Demand 2025 – The Shotcaller  The Shotcaller

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins - TechCrunch
This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

News, advertising earn 26 statewide awards for staff - Woodstock Independent
News, advertising earn 26 statewide awards for staff  Woodstock Independent

Three Major Digital Advertising Organizations Unite as SXM Media - Martechcube
Three Major Digital Advertising Organizations Unite as SXM Media  Martechcube

The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers Has Been Published in Turkey - Lexology
The Guideline on Commercial Advertisement and Unfair Commercial Practices Conducted by Social Media Influencers Has Been Published in Turkey  Lexology

Business News: Jodie Miller joins C & D Advertising - Utica Observer Dispatch
Business News: Jodie Miller joins C & D Advertising  Utica Observer Dispatch

Native Advertising Explained—With Examples! - Business 2 Community
Native Advertising Explained—With Examples!  Business 2 Community

Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com - Business Wire
Global 3D Display Market Report 2021-2027 - Growing Adoption of 3D Displays for Advertising to Support Market Growth - ResearchAndMarkets.com  Business Wire

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

Video Advertising Solution LiveU Launches LiveU 360° - Martechcube
Video Advertising Solution LiveU Launches LiveU 360°  Martechcube

Advertise with KCBD - KCBD
Advertise with KCBD  KCBD

Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Healthcare Advertising Market Booming Demand Leading To Exponential CAGR Growth By 2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising - Sports Video Group
SVG SportsTech On Demand: Supponor's Steve Plunkett on Adding Analytics Value to Live Virtual Advertising  Sports Video Group

Restaurants fear Instagram accounts will fall victim to online junk food advertising ban - Telegraph.co.uk
Restaurants fear Instagram accounts will fall victim to online junk food advertising ban  Telegraph.co.uk

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis - The Boston Globe
Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

Advertise Coin: A Token For The Content Artist & Advertisers Achieves The Soft-Cap! - Yahoo Finance
Advertise Coin: A Token For The Content Artist & Advertisers Achieves The Soft-Cap!  Yahoo Finance

Location Targeted Mobile Advertising Market Insights and Forecast To 2025 Explored In Latest Research-Google LLC, Facebook Inc., IBM Corporation, Microsoft Corporation – The Shotcaller - The Shotcaller
Location Targeted Mobile Advertising Market Insights and Forecast To 2025 Explored In Latest Research-Google LLC, Facebook Inc., IBM Corporation, Microsoft Corporation – The Shotcaller  The Shotcaller

BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising - Adweek
BBDO New York Is Offering a School Curriculum to Promote Diversity in Advertising  Adweek

AB InBev On Why Advertisers Are Starting To Act More Like Publishers - AdExchanger
AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

Quad Ranked Top Digital Advertising Agency - Martechcube
Quad Ranked Top Digital Advertising Agency  Martechcube

Measurement Standards Finally Come To Digital Out-Of-Home Advertising - AdExchanger
Measurement Standards Finally Come To Digital Out-Of-Home Advertising  AdExchanger

Apple users reject app tracking for advertising en masse - The Drum
Apple users reject app tracking for advertising en masse  The Drum

People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn? - Money
People Are Wrapping Their Cars in Ads to Make Extra Cash. How Much Can You Really Earn?  Money

Sleep Number Trademark, False Advertising Rulings Overturned (1) - Bloomberg Law
Sleep Number Trademark, False Advertising Rulings Overturned (1)  Bloomberg Law

Yelp : Releases New Yelp for Business Features, Enabling More Effective Advertising and Adding Control and Value for Business Owners - Marketscreener.com
Yelp : Releases New Yelp for Business Features, Enabling More Effective Advertising and Adding Control and Value for Business Owners  Marketscreener.com

Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA) - PRNewswire
Miami Based Black Advertisement Agency Receives Multiple 27th Annual Communicator Awards From the Academy of Interactive and Visual Arts (AIVA)  PRNewswire

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

Affise Launches New Technology to measure Advertising Results - Martechcube
Affise Launches New Technology to measure Advertising Results  Martechcube

How to Get Started on Microsoft Ads Audience Network - Search Engine Journal
How to Get Started on Microsoft Ads Audience Network  Search Engine Journal

Meal premiums in child-directed fast-food TV advertisements work against obesity prevention efforts - News-Medical.Net
Meal premiums in child-directed fast-food TV advertisements work against obesity prevention efforts  News-Medical.Net

Legislation would prohibit marijuana advertising in Idaho - Associated Press
Legislation would prohibit marijuana advertising in Idaho  Associated Press

Breaking down the post-cookie solutions: Unified ID 2.0 | Advertising - Campaign Asia
Breaking down the post-cookie solutions: Unified ID 2.0 | Advertising  Campaign Asia

The Guideline On Commercial Advertisement And Unfair Commercial Practices Conducted By Social Media Influencers Has Been Published - Media, Telecoms, IT, Entertainment - Turkey - Mondaq News Alerts
The Guideline On Commercial Advertisement And Unfair Commercial Practices Conducted By Social Media Influencers Has Been Published - Media, Telecoms, IT, Entertainment - Turkey  Mondaq News Alerts

World Changing Ideas Awards 2021: Advertising Finalists and Honorable - Fast Company
World Changing Ideas Awards 2021: Advertising Finalists and Honorable  Fast Company

Indoor Location-based Search and Advertising Market 2021 Global Outlook and Forecast 2026 | Apple, Foursquare, Google, Groupon, Near – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Indoor Location-based Search and Advertising Market 2021 Global Outlook and Forecast 2026 | Apple, Foursquare, Google, Groupon, Near – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Blockchain in Media, Advertising, and Entertainment Market Size (2021-2028) | Top Manufacturers – IBM, Microsoft, AWS, Digital Currency Group, Bitfury Group, Factom – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Blockchain in Media, Advertising, and Entertainment Market Size (2021-2028) | Top Manufacturers – IBM, Microsoft, AWS, Digital Currency Group, Bitfury Group, Factom – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Digital Ooh Advertising Market 2021 and Analysis to 2027 – Oohmedia Ltd., Adams Outdoor Advertising, Blue Outdoor, Phoenix Metropolis Media, Lama Advertising Company – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Ooh Advertising Market 2021 and Analysis to 2027 – Oohmedia Ltd., Adams Outdoor Advertising, Blue Outdoor, Phoenix Metropolis Media, Lama Advertising Company – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Demand Side Platform for Programmatic Advertising Market Research 2021-Competitive Insights: Criteo, Facebook Ads Manager,, Trade Desk, Dataxu, SocioMatic – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Demand Side Platform for Programmatic Advertising Market Research 2021-Competitive Insights: Criteo, Facebook Ads Manager,, Trade Desk, Dataxu, SocioMatic – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners - PRNewswire
For work or play, Biggie Billboards reinvents the mobile advertising industry with removable, replaceable banners  PRNewswire

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

ITV sees advertising rebound after 1Q drop - MarketWatch
ITV sees advertising rebound after 1Q drop  MarketWatch

Beginner's Guide to Pinterest Advertising - Business 2 Community
Beginner's Guide to Pinterest Advertising  Business 2 Community

CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans - HuffPost
CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans  HuffPost

Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising - Barron's
Facebook and Alphabet Stock Have Benefited From a Rebound in Online Advertising  Barron's

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC - AdExchanger
Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in - MarketWatch
Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in  MarketWatch

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

As Decision on Trump Looms, Facebook Preps Its Advertisers - The Wall Street Journal
As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts - PRNewswire
Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe - PRNewswire
Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Facebook v Apple: The ad tracking row heats up - BBC News
Facebook v Apple: The ad tracking row heats up  BBC News

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