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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 Thu. May / 13 / 2021

Beauty Brands Must Confront Colorism in Advertising - WWD
Beauty Brands Must Confront Colorism in Advertising  WWD

EGD: Silicon Valley residents must help ban surveillance advertising - San José Spotlight - San José Spotlight
EGD: Silicon Valley residents must help ban surveillance advertising - San José Spotlight  San José Spotlight

Art of Advertising: Marcelo Burgos | shots - Shots
Art of Advertising: Marcelo Burgos | shots  Shots

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

Procter & Gamble Partners With GLAAD To Advance LGBTQ Acceptance Through Advertising - Forbes
Procter & Gamble Partners With GLAAD To Advance LGBTQ Acceptance Through Advertising  Forbes

Brands in Latin America are striving for more diversity in their advertising - eMarketer
Brands in Latin America are striving for more diversity in their advertising  eMarketer

ADVERTISING: Advertorial — How to support liver and gallbladder health naturally - Coeur d'Alene Press
ADVERTISING: Advertorial — How to support liver and gallbladder health naturally  Coeur d'Alene Press

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

Ford’s new in-car advertising patent is what hell looks like - The Next Web
Ford’s new in-car advertising patent is what hell looks like  The Next Web

How Alan Moss Is Turning Amazon Into Advertising Powerhouse - Business Insider
How Alan Moss Is Turning Amazon Into Advertising Powerhouse  Business Insider

IAB: Podcast Advertising To Surpass $1B This Year 05/12/2021 - MediaPost Communications
IAB: Podcast Advertising To Surpass $1B This Year 05/12/2021  MediaPost Communications

How Alan Moss is helping Amazon become an advertising giant - Business Insider
How Alan Moss is helping Amazon become an advertising giant  Business Insider

GumGum Partners with NewsGuard To Stop Advertising Dollars From Funding Misinformation - MarTech Series
GumGum Partners with NewsGuard To Stop Advertising Dollars From Funding Misinformation  MarTech Series

Fast food and soft drink advertising contributes to childhood obesity - Campaign US
Fast food and soft drink advertising contributes to childhood obesity  Campaign US

Consumer Empowerment and the Future of Advertising - MarTech Series
Consumer Empowerment and the Future of Advertising  MarTech Series

CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI) Advertising Solution - Yahoo Finance
CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI) Advertising Solution  Yahoo Finance

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

Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal - Denver Business Journal
Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal  Denver Business Journal

HFSS advertising ban looms despite industry opposition - More About Advertising
HFSS advertising ban looms despite industry opposition  More About Advertising

Global Signage Market Growth Sustained by Increased Focus on Outdoor Digital Advertising: Future Market Insights - PRNewswire
Global Signage Market Growth Sustained by Increased Focus on Outdoor Digital Advertising: Future Market Insights  PRNewswire

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

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

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

Advertising experiment shows Instagram's personal data collection is 100% for their benefit, not yours - DIYphotography
Advertising experiment shows Instagram's personal data collection is 100% for their benefit, not yours  DIYphotography

Domestic advertising sales lift Mediaset's Q1 operating profit - Marketscreener.com
Domestic advertising sales lift Mediaset's Q1 operating profit  Marketscreener.com

Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising - MarTech Series
Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising  MarTech Series

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

ADVERTISING: Advertorial — ENERGY DRINKS: Are they worth the risk - Coeur d'Alene Press
ADVERTISING: Advertorial — ENERGY DRINKS: Are they worth the risk  Coeur d'Alene Press

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

A century of all-American toy advertising in pictures - Wallpaper*
A century of all-American toy advertising in pictures  Wallpaper*

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

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

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

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

More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS - OPEN MINDS
More Mental Health Advertising, Less Mental Health Stigma? | OPEN MINDS  OPEN MINDS

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

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

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

Truthify Receives Patent for Emotion-Optimized Advertising - Destination CRM
Truthify Receives Patent for Emotion-Optimized Advertising  Destination CRM

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

10 things agencies can do to end long hours | Advertising - Campaign Asia
10 things agencies can do to end long hours | Advertising  Campaign Asia

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

Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot - Genetic Literacy Project
Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot  Genetic Literacy Project

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

Digital Video Advertising Market with COVID-19 Impact Analysis, Top Companies FruitBowlDigital, PubMatic Inc., SpotX Inc., Market Growth, Trends, Service, Forecast To 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Video Advertising Market with COVID-19 Impact Analysis, Top Companies FruitBowlDigital, PubMatic Inc., SpotX Inc., Market Growth, Trends, Service, Forecast To 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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

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

The Power of TikTok for Marketers and Advertisers [Infographic] - Social Media Today
The Power of TikTok for Marketers and Advertisers [Infographic]  Social Media Today

Mirriad Advertising (MMDDF) Gets a Buy Rating from Canaccord Genuity - Smarter Analyst
Mirriad Advertising (MMDDF) Gets a Buy Rating from Canaccord Genuity  Smarter Analyst

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

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

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

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

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

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

VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising - ExchangeWire
VlogBox Partners with Protected Media to Enhance Transparency in CTV Advertising  ExchangeWire

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

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

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

Video Advertising Platform Primis Launches New Seller’s Guide - Martechcube
Video Advertising Platform Primis Launches New Seller’s Guide  Martechcube

Judge Recommends Lanham Act Litigant “Shake it Off” - JD Supra
Judge Recommends Lanham Act Litigant “Shake it Off”  JD Supra

Global Multi-Screen Advertising 2020 Market Growth During 2025 – Sky Mobile, AT&T, Microsoft, Orange Telecom – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Multi-Screen Advertising 2020 Market Growth During 2025 – Sky Mobile, AT&T, Microsoft, Orange Telecom – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Police warn of new scam advertising fake jobs for e-commerce platforms - CNA
Police warn of new scam advertising fake jobs for e-commerce platforms  CNA

Experiential Advertising Agency Services Market growth, market size, share with top Major Key Player like Deutsch, Televerde, Ansira, Antianti, MDC Partners, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Experiential Advertising Agency Services Market growth, market size, share with top Major Key Player like Deutsch, Televerde, Ansira, Antianti, MDC Partners, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

PadSquad’s New CTO Offering for Engaging Video Advertising - Martechcube
PadSquad’s New CTO Offering for Engaging Video Advertising  Martechcube

Trampoline Advertising and Design Co. names two to new positions - Glens Falls Post-Star
Trampoline Advertising and Design Co. names two to new positions  Glens Falls Post-Star

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

Xandr and TiVo announce CTV advertising partnership – Digital TV Europe - Digital TV Europe
Xandr and TiVo announce CTV advertising partnership – Digital TV Europe  Digital TV Europe

ADVERTISING: Advertorial — Spring arrivals II: The reds - Coeur d'Alene Press
ADVERTISING: Advertorial — Spring arrivals II: The reds  Coeur d'Alene Press

Global Digital Advertising Market 2020 Growth Forecast during 2020-2025 – Google, Twitter, Alibaba, Facebook, IAC, Baidu, AOL – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Digital Advertising Market 2020 Growth Forecast during 2020-2025 – Google, Twitter, Alibaba, Facebook, IAC, Baidu, AOL – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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

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

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

Programmatic Display Advertising Market: Opportunities, Demand and Forecasts, 2021 to 2030 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Display Advertising Market: Opportunities, Demand and Forecasts, 2021 to 2030 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

IP : Mirriad Advertising plc - Results for the year ended 31 December 2020 - Marketscreener.com
IP : Mirriad Advertising plc - Results for the year ended 31 December 2020  Marketscreener.com

Social Advertising Social Media Market to See Strong Growth to 2021-2027 |Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Social Advertising Social Media Market to See Strong Growth to 2021-2027 |Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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

Affise Launches Attribution Chain Technology to Measure Advertising Results - MarTech Series
Affise Launches Attribution Chain Technology to Measure Advertising Results  MarTech Series

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

Legislation would prohibit marijuana advertising in Idaho - Post Register
Legislation would prohibit marijuana advertising in Idaho  Post Register

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

Sir John Hegarty on advertising's automated future - Creative Review
Sir John Hegarty on advertising's automated future  Creative Review

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

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

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

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

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

Amazon's ads business is generating nearly $7 billion a quarter, and growth is accelerating - CNBC
Amazon's ads business is generating nearly $7 billion a quarter, and growth is accelerating  CNBC

The Pitch: Advertising and marketing news for 4.27.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.27.21  RichmondBizSense

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

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, 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

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

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

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

Report: 34% of Amazon Sellers Are Increasing Advertising Spend on Amazon in 2021 - PRNewswire
Report: 34% of Amazon Sellers Are Increasing Advertising Spend on Amazon in 2021  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

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

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