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How To Make Your Advertising Work!


Many believe that when it comes to advertising, it's a necessary evil.

At least that's how some businesses approach it. Some view it as simply a tool to showcase price and product while others see it as a way to counter their competitor's ads. Know what? They're all wrong.

Here's what you should be thinking about when putting together an advertising campaign:

1) Who am I trying to reach?
2) What medium will be the most effective to reach them?
3) How much is it going to cost?
4) What will my message be?

Hard to believe: Some of my client's advertising approach prior to working with them was basically, "I have this amount of money to spend so how much can I buy with it?" This was usually followed by a call to their favorite radio station, or to a television station carrying their favorite program and asking for rates.

Granted there are many, many choices when contemplating where to place your ad dollars and it can be very confusing given all the choices that are out there. Especially for example, when you call radio stations and every account executive tells you that their station is number one. That's why it helps to have experienced people on your side who can help you choose the best media mix for your ad dollars. Of course it make sense at this point to put in a plug for my agency, but if you want to get a better understanding of what is involved, refer to the four questions above. For example, "Who am I trying to reach?" means who is your target customer? Every retail or service oriented business has a target customer base and once you've established yours it will help in narrowing the list of possible media choices.

Many businesses put off advertising until they feel they need it. The truth is, if you have a business that sells products or services you need to advertise all the time, not just when you have excess inventory or sales are down.

I'm sure you've seen and heard many auto dealers advertising "red tag" or "tent sales". This approach is a quick hit type of campaign designed to move inventory but the end result is usually just a waste of ad dollars. Instead piling on these price driven ads and doing battle with every other dealer advertising in a similar way, these auto dealers would be smarter to concentrate on building their brand through consistent advertising and separating themselves from their competition with solid points that answer questions on consumer's minds like, "What will you do for me that the others won't?" "Why should I shop at your dealership?" "What makes your dealership different?" along with coming up with a clever branding image that makes them easy to remember when the consumer is in the market for a car if not now, down the road.

Yes, money talks. But if everyone is shouting the same thing like, "We'll save you money!" the consumer has no incentive to visit one dealer over the other.

Last but certainly not least is the importance of the message itself. Time and time again I'll hear or see a campaign where it's obvious the media buy was well executed but the message is muddled or confusing or worse, boring. If you're going to go through all the trouble and expense of putting together an ad campaign, make sure the message cuts through the clutter in a clever, creative way because that is what branding (getting people to remember your business) is all about.

So how do you make advertising work? Remember that establishing a budget, determining who your target customers are, careful planning, consistency, and a clever message will put you on the road to success.

Like what you've read? Want to read more? Visit The Eisenberg Agency web site at: http://www.eisenbergagency.com

E-mail: [email protected].

Hal Eisenberg is an award winning copywriter, creative director, and owner of The Eisenberg Agency, an ad agency specializing in cut-through-the-clutter ads that get results.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. April / 19 / 2024

Tesla discloses it spent $200,000 advertising on X - CNN
Tesla discloses it spent $200,000 advertising on X  CNN

The tyranny of culture and why it's time to take advertising a bit more seriously - The Drum
The tyranny of culture and why it's time to take advertising a bit more seriously  The Drum

False Patent Marking as False Advertising: Overcoming Dastar - Patently-O
False Patent Marking as False Advertising: Overcoming Dastar  Patently-O

TikTok Mishandled The Data Of Hundreds Of Top American Advertisers - Forbes
TikTok Mishandled The Data Of Hundreds Of Top American Advertisers  Forbes

Interactive Advertising Bureau - IAB
Interactive Advertising Bureau  IAB

Advertising heats up in Arizona Senate race, previewing a tough campaign - NBC News
Advertising heats up in Arizona Senate race, previewing a tough campaign  NBC News

New Made for Advertising rules—what marketers need to know following online controversy - Ad Age
New Made for Advertising rules—what marketers need to know following online controversy  Ad Age

Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace - Digiday
Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace  Digiday

Senate Democrats plot $79M advertising onslaught to hold on in November - POLITICO
Senate Democrats plot $79M advertising onslaught to hold on in November  POLITICO

NDC Prevails in U.K. Case Over Lab-Grown Diamond Advertising - National Jeweler
NDC Prevails in U.K. Case Over Lab-Grown Diamond Advertising  National Jeweler

Hyundai is the latest brand to pause advertising on X due to antisemitism - CNN
Hyundai is the latest brand to pause advertising on X due to antisemitism  CNN

Collegiate Advertising Awards honor VCU … again - VCU News
Collegiate Advertising Awards honor VCU … again  VCU News

Podcast: Biden Groups Top Trump In Ad Spending : The NPR Politics Podcast - NPR
Podcast: Biden Groups Top Trump In Ad Spending : The NPR Politics Podcast  NPR

Netflix's advertising tier continues to gain steam - MarketWatch
Netflix's advertising tier continues to gain steam  MarketWatch

New Guidance on the Subject of Comparative Advertising and Dilution of Goodwill - JD Supra
New Guidance on the Subject of Comparative Advertising and Dilution of Goodwill  JD Supra

Cohere Beauty Unveils Inaugural Advertising Campaign - PR Newswire
Cohere Beauty Unveils Inaugural Advertising Campaign  PR Newswire

City Actively Advertising for Atlantic City Clerk Position - KSOM
City Actively Advertising for Atlantic City Clerk Position  KSOM

Frustrated customer calls out pen company for false advertising on packaging: 'The irony is stunning' - The Cool Down
Frustrated customer calls out pen company for false advertising on packaging: 'The irony is stunning'  The Cool Down

AI and OOH Advertising - AiThority
AI and OOH Advertising  AiThority

Pitt-Bradford receives four national advertising awards | News | bradfordera.com - Bradford Era
Pitt-Bradford receives four national advertising awards | News | bradfordera.com  Bradford Era

Cohere Beauty Unveils Inaugural Advertising Campaign - Happi
Cohere Beauty Unveils Inaugural Advertising Campaign  Happi

Two Ana de Armas Fans Settle False Advertising Lawsuit Over ‘Yesterday’ Trailer - Variety
Two Ana de Armas Fans Settle False Advertising Lawsuit Over ‘Yesterday’ Trailer  Variety

Advertising Strategy for 24/7 Businesses - Barrett Sports Media
Advertising Strategy for 24/7 Businesses  Barrett Sports Media

Advertising agency The Shipyard acquires Fahlgren Mortine - PR Week
Advertising agency The Shipyard acquires Fahlgren Mortine  PR Week

Best Cross-Channel Strategy – Rakuten Advertising & OUAI Haircare - Hello Partner
Best Cross-Channel Strategy – Rakuten Advertising & OUAI Haircare  Hello Partner

Navigating the Outcome-Driven Future of Connected TV Advertising: Moloco's Richardson – Beet.TV - BeetTV
Navigating the Outcome-Driven Future of Connected TV Advertising: Moloco's Richardson – Beet.TV  BeetTV

GatesAir Expands Targeted Advertising Capabilities - Radio World
GatesAir Expands Targeted Advertising Capabilities  Radio World

National Advertising Division Recommends Naked & Thriving Discontinue Certain Claims - Happi
National Advertising Division Recommends Naked & Thriving Discontinue Certain Claims  Happi

Mobile Advertising Market size to record USD 290.16 bn growth from 2023-2027, Rapid growth of programmatic ... - PR Newswire
Mobile Advertising Market size to record USD 290.16 bn growth from 2023-2027, Rapid growth of programmatic ...  PR Newswire

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

High flying advertising - Navarre Press
High flying advertising  Navarre Press

Pathways Alliance Paid Google to Advertise on 'Greenwashing' Searches - DeSmog
Pathways Alliance Paid Google to Advertise on 'Greenwashing' Searches  DeSmog

Paramount Advertising Ups Ryan Briganti to Head of Sports - Hollywood Reporter
Paramount Advertising Ups Ryan Briganti to Head of Sports  Hollywood Reporter

Taboola announces results of holiday advertising campaign with Bombas - TipRanks.com - TipRanks
Taboola announces results of holiday advertising campaign with Bombas - TipRanks.com  TipRanks

A new digital canvas for outdoor advertising arrives in the heart of Barcelona: LED DREAM Group transforms the Stage ... - PR Newswire
A new digital canvas for outdoor advertising arrives in the heart of Barcelona: LED DREAM Group transforms the Stage ...  PR Newswire

Is 4/20 Day Advertising Marijuana to Younger Generations? - The Bradenton Times
Is 4/20 Day Advertising Marijuana to Younger Generations?  The Bradenton Times

Ask a trooper - rules governing mobile advertising | Mille Lacs Messenger | messagemedia.co - Aitkin Independent Age
Ask a trooper - rules governing mobile advertising | Mille Lacs Messenger | messagemedia.co  Aitkin Independent Age

Virgin Media Partners with PubMatic to Scale FAST Advertising in the UK - ExchangeWire
Virgin Media Partners with PubMatic to Scale FAST Advertising in the UK  ExchangeWire

YouTube Offers Advertisers Placement Near Top-Performing Shorts 04/19/2024 - MediaPost Communications
YouTube Offers Advertisers Placement Near Top-Performing Shorts 04/19/2024  MediaPost Communications

CTV Marketers Are Using Gen AI to Improve Contextual Advertising - Adweek
CTV Marketers Are Using Gen AI to Improve Contextual Advertising  Adweek

Best Brand Engagement Campaign – JD Sports & Rakuten Advertising - Hello Partner
Best Brand Engagement Campaign – JD Sports & Rakuten Advertising  Hello Partner

GrowthLoop and TransUnion Unite to Optimize Advertising Spend by Boosting Audience Reach - PR Newswire
GrowthLoop and TransUnion Unite to Optimize Advertising Spend by Boosting Audience Reach  PR Newswire

KQ2 Advertising Success Story | Video | kq2.com - KQ2.com
KQ2 Advertising Success Story | Video | kq2.com  KQ2.com

Save your advertising dollars, Big Oil. Californians already know gas ain’t cheap | Opinion - Sacramento Bee
Save your advertising dollars, Big Oil. Californians already know gas ain’t cheap | Opinion  Sacramento Bee

Tesla has spent $200K advertising on Elon Musk’s X so far - TechCrunch
Tesla has spent $200K advertising on Elon Musk’s X so far  TechCrunch

Butter cake advertising - Courthouse News Service
Butter cake advertising  Courthouse News Service

Innovatus Capital-backed Meet The People acquires marketing and advertising group TIH - PE Hub
Innovatus Capital-backed Meet The People acquires marketing and advertising group TIH  PE Hub

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

Homeowner stunned after local business uses their garden for quick advertising opportunity: 'I'd be pretty upset' - The Cool Down
Homeowner stunned after local business uses their garden for quick advertising opportunity: 'I'd be pretty upset'  The Cool Down

Can authenticity shape the future of advertising? | shots - Shots
Can authenticity shape the future of advertising? | shots  Shots

On-chain data — The missing link in Web3 advertising - Cointelegraph
On-chain data — The missing link in Web3 advertising  Cointelegraph

Elon Musk's Tesla spends $200,000 on advertising on his X - Washington Times
Elon Musk's Tesla spends $200,000 on advertising on his X  Washington Times

Better High-Yield Passive Income Dividend Stocks: Lamar Advertising vs. Cheniere Energy Partners - 24/7 Wall St.
Better High-Yield Passive Income Dividend Stocks: Lamar Advertising vs. Cheniere Energy Partners  24/7 Wall St.

Tesla discloses it spent $200,000 advertising on X - MSN
Tesla discloses it spent $200,000 advertising on X  MSN

MVP Interactive brings sports advertising to non-endemic brands - Sports Business Journal
MVP Interactive brings sports advertising to non-endemic brands  Sports Business Journal

Broadcasters mount last-minute blitz to delete tax on 'digital ads' from Pillen plan • Nebraska Examiner - Nebraska Examiner
Broadcasters mount last-minute blitz to delete tax on 'digital ads' from Pillen plan • Nebraska Examiner  Nebraska Examiner

Vermont cannabis businesses navigate cannabis advertising | GreenMountain Vermont Cannabis News | reformer.com - Brattleboro Reformer
Vermont cannabis businesses navigate cannabis advertising | GreenMountain Vermont Cannabis News | reformer.com  Brattleboro Reformer

EARTHDAY.ORG PARTNERS WITH OAAA TO BRING AWARENESS TO THE DANGERS OF PLASTICS TO HUMAN ... - PR Newswire
EARTHDAY.ORG PARTNERS WITH OAAA TO BRING AWARENESS TO THE DANGERS OF PLASTICS TO HUMAN ...  PR Newswire

Tesla spent $200000 to advertise on Elon Musk's X so far - Electrek
Tesla spent $200000 to advertise on Elon Musk's X so far  Electrek

An End to Targeted Advertising? - Daily Kos
An End to Targeted Advertising?  Daily Kos

The Top 8 Retail Media Networks for Brands - Adweek
The Top 8 Retail Media Networks for Brands  Adweek

Storage Boom Launches Innovative Advertising Suite for Storage Facility Owners - WICZ
Storage Boom Launches Innovative Advertising Suite for Storage Facility Owners  WICZ

Chase's New Advertising Offering Is A Stroke Of Genius - Forbes
Chase's New Advertising Offering Is A Stroke Of Genius  Forbes

Aramex Announces Moving Billboards in Groundbreaking Advertising Campaign - StreetInsider.com
Aramex Announces Moving Billboards in Groundbreaking Advertising Campaign  StreetInsider.com

Save your advertising dollars, Big Oil. Californians already know gas ain't cheap | Opinion - MSN
Save your advertising dollars, Big Oil. Californians already know gas ain't cheap | Opinion  MSN

Netflix subscriptions surge with advertising - AdNews
Netflix subscriptions surge with advertising  AdNews

The Pitch: Advertising and marketing news for 4.16.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.16.24  RichmondBizSense

Advertising restrictions can have harmful effects on women’s health. Here’s what one company is doing about it - CNN
Advertising restrictions can have harmful effects on women’s health. Here’s what one company is doing about it  CNN

Hyundai pauses X ads over pro-Nazi content on the platform - NBC News
Hyundai pauses X ads over pro-Nazi content on the platform  NBC News

Ana de Armas Fans Settle False Advertising Lawsuit Over 'Yesterday' Trailer - Rolling Stone
Ana de Armas Fans Settle False Advertising Lawsuit Over 'Yesterday' Trailer  Rolling Stone

Appetite For Digital Audio Advertising On Upswing, NAB Panelists Say. - Insideradio.com
Appetite For Digital Audio Advertising On Upswing, NAB Panelists Say.  Insideradio.com

U.S. search ad revenues hit record $88.8 billion in 2023 - Search Engine Land
U.S. search ad revenues hit record $88.8 billion in 2023  Search Engine Land

NAB Show: Navigating the Podcast Advertising Landscape - TALKERS magazine
NAB Show: Navigating the Podcast Advertising Landscape  TALKERS magazine

Hyundai pauses ads on X over brand safety issues - WSAU
Hyundai pauses ads on X over brand safety issues  WSAU

Yahoo ID tools move into CTV - StreamTV Insider
Yahoo ID tools move into CTV  StreamTV Insider

ADVERTISING: Advertorial — Live life to the fullest - Coeur d'Alene Press
ADVERTISING: Advertorial — Live life to the fullest  Coeur d'Alene Press

Hyundai Pauses Advertising on X After Appearing Next to Pro-Nazi Content - Branding in Asia Magazine
Hyundai Pauses Advertising on X After Appearing Next to Pro-Nazi Content  Branding in Asia Magazine

The LBB Insider's Guide To Advertising Awards 2024 | LBBOnline - Little Black Book
The LBB Insider's Guide To Advertising Awards 2024 | LBBOnline  Little Black Book

Local resident baffled by landscaping company's absurd approach to advertising: 'I hope this does not catch on' - The Cool Down
Local resident baffled by landscaping company's absurd approach to advertising: 'I hope this does not catch on'  The Cool Down

'Made for Advertising' Websites Are the Marketing Industry's Latest Messy Situation - The Wall Street Journal
'Made for Advertising' Websites Are the Marketing Industry's Latest Messy Situation  The Wall Street Journal

Air France unveils new advertising campaign ahead of Paris 2024 Olympics - AeroTime
Air France unveils new advertising campaign ahead of Paris 2024 Olympics  AeroTime

Podcast: Are agencies fit for purpose when it comes to gaming advertising? - The Media Leader
Podcast: Are agencies fit for purpose when it comes to gaming advertising?  The Media Leader

OTTera's Advertising Division, AdNet+ and Thoughtful announce advertising Platform: CreateAds - Prensario Internacional
OTTera's Advertising Division, AdNet+ and Thoughtful announce advertising Platform: CreateAds  Prensario Internacional

Google Ads Notifies Advertisers That Some Ad Customizers Will Go Away May 31st - Search Engine Roundtable
Google Ads Notifies Advertisers That Some Ad Customizers Will Go Away May 31st  Search Engine Roundtable

HOUSE ADVERTISING DEPARTMENT | Mn | postandcourier.com - The Post and Courier
HOUSE ADVERTISING DEPARTMENT | Mn | postandcourier.com  The Post and Courier

TikTok Plots Using Virtual Influencers for Advertising - The Information
TikTok Plots Using Virtual Influencers for Advertising  The Information

EU privacy body adopts view on Meta’s controversial ‘consent or pay’ tactic - TechCrunch
EU privacy body adopts view on Meta’s controversial ‘consent or pay’ tactic  TechCrunch

Vietnam orders Netflix to stop advertising, distributing its games - Reuters
Vietnam orders Netflix to stop advertising, distributing its games  Reuters

Ana de Armas Fans Settle False Advertising Lawsuit Over 'Yesterday' Trailer - Just Jared
Ana de Armas Fans Settle False Advertising Lawsuit Over 'Yesterday' Trailer  Just Jared

“OEM ecosystem advertising helps reach scale and find new audiences efficiently & confidently”: Ashwin Shekhar - Indiantelevision.com
“OEM ecosystem advertising helps reach scale and find new audiences efficiently & confidently”: Ashwin Shekhar  Indiantelevision.com

Ad growth expectations slowing says IPA Bellwether report - More About Advertising
Ad growth expectations slowing says IPA Bellwether report  More About Advertising

Meta’s Automated Advertising System Is on the Fritz, Marketers Say - Bloomberg
Meta’s Automated Advertising System Is on the Fritz, Marketers Say  Bloomberg

Amazon Snags Former NBCU Exec Krishan Bhatia as VP of Global Video Advertising - Adweek
Amazon Snags Former NBCU Exec Krishan Bhatia as VP of Global Video Advertising  Adweek

Tesla Dives Into Advertising After Years of Resistance - The Wall Street Journal
Tesla Dives Into Advertising After Years of Resistance  The Wall Street Journal

VSU Recognized Nationally for Excellence in Advertising, Marketing, Promotion - Valdosta State University
VSU Recognized Nationally for Excellence in Advertising, Marketing, Promotion  Valdosta State University

Amazon PPC Advertising: 2024 Ultimate Guide for Beginners - Jungle Scout
Amazon PPC Advertising: 2024 Ultimate Guide for Beginners  Jungle Scout

IAB Measurement Leadership Summit 2024: Calculating the Path to Success - IAB
IAB Measurement Leadership Summit 2024: Calculating the Path to Success  IAB

Elon Musk-Led X Suffers Setback After Hyundai Halts Ads On Platform Over Anti-Semitic Content - Benzinga
Elon Musk-Led X Suffers Setback After Hyundai Halts Ads On Platform Over Anti-Semitic Content  Benzinga

Google Demand Gen advertisers get generative image tools - Search Engine Land
Google Demand Gen advertisers get generative image tools  Search Engine Land

IAB: US digital advertising grows on retail media, CTV, and audio - Warc
IAB: US digital advertising grows on retail media, CTV, and audio  Warc

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