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Do Your Adverts Get You More Sales?


Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."

If you're spending $10,000 a month on advertising $5,000 is going straight down the tubes. That wastes $60,000 of your hard earned cash every year. Money you could spend on better, more focused marketing.

Imagine if you could work out which half works and spend only on that half. The good news is you can. All will become clear in a little while.

In the meantime let me explain how advertising works.

Broadly there are two types of advertising. One is Branding and Positioning (BAP) and the other is Direct Response (DR) advertising.

Branding and Position concentrates on getting the company's name, or service or product continually at the forefront of its customer's minds. As you can imagine this needs continual advertising activity and can cost megabucks. Companies doing this type of advertising include Coca-Cola, British Airways, Nike and MacDonald's.

These are all major companies and everyone already knows their name and what they stand for.

Why do they do it?

The simple answer is that they're in a highly competitive market. They want to retain their large market share by ensuring that the most recent ad a prospect remembers is for their service or product. So when they're thirsty it's a Coke. If they're hungry it's a Big Mac if they want to fly they choose the World's favorite airline.

Picture the mountains of money that go towards that aim. But picture too the accountants horror - they don't know which campaign makes a profit.

Profit is the one thing that tells you if your campaign is working. If you know your ad makes more revenue than it costs to create, run and service you'd keep running it wouldn't you?

Unfortunately Branding and Positioning (BAP) advertising can't be evaluated. You just don't know whether it's worth doing or not. How do you know which advert finally persuaded your prospect to do business with you.

Interestingly Bill Bernbach one of the founders of modern advertising said that, "Advertising doesn't create a product advantage. It can only convey it."

So why bother doing BAP advertising?

Probably because advertising agencies are happy to use BAP advertising for almost any company. Any slowdown in sales can't be attributed to their adverts. Any increase is claimed to prove the advert is working.

In reality you don't have a clue.

Former Canadian policeman turned fabulously paid copywriter John E. Kennedy coined the phrase, "advertising is salesmanship in print".

Would you tell a salesman to go see a prospect and to strip customer oriented benefits from their presentation? Also would you tell them not to ask for the order? You'd be laughed at and if you insisted you'd probably go out of business and certainly lose your salesmen.

BAP advertising does exactly that to your customer.

In contrast Direct Response (DR) advertising is able to directly relate a specific advert to an increase in sales. Or alternatively highlight a problem ad that needs fixing.

This type of advertising seeks to inform the prospect as to how your product or service improves their life, rights a wrong or smoothes a problem. Additionally, DR advertising almost always asks for a response. Either to call in to buy immediately (unusual), to get a free sample, free report, free voucher, free experience or other intermediary step before buying the target product.

Imagine the calls, letters and emails you can get from advertising that encourage your prospects to take action to contact your company immediately. You get to see whether the campaign is working. That means you can step in and tweak it if it's not.

But it also allows you to test different aspects of your advert to try and increase response further. So for instance you could run two adverts with the headline changed on one, or a different offer on one or a free-phone number against a geographic number.

You can see how every single word and picture in your advert performs. Doesn't that just feel better? You've control over your spend and the customers who are bought for your advertising dollar.

There are many people who would agree that DR advertising is the right way to advertise. But they still don't do it.

Why?

Usually the reason is simply one of ego. Direct Response adverts don't tend to be pretty or to win the Cannes Advertising Lions awards. If you're the head of the company or you're the director of sales imagine how tempting it is top run ads that might win awards?

You already have sales coming in. Running a BAP advert will still get sales coming in. And you might win that Lion at the Cannes awards for best advertising.

You're fooling yourself if you think it's for any other reason. Because almost without exception Direct Response adverts will pull more sales than BAP adverts.

Yet many advertisers don't realise it. They're convinced that an advert has to look "professional" to sell. WRONG!

Do you want more sales?

If you do, and I'm sure you do use the following steps:

Step 1: Learn how your products relate to your users. Which emotions, feelings and beliefs does it generate or speak to?

Step 2: Assess the best way to convey that to your ultimate user.

Step 3: Do the newspapers/magazines/radio/tv channels you've chosen to advertise in get read by your preferred prospects?

Step 4: Check and test each ad with a single entry in your chosen media. (Do not run ad series until you've tested the pulling power)

Step 5: Buy the smallest display ad possible. Then each time it makes money buy the next size up until it starts to lose money. Then go back to the last one that made money - the optimum size.

Step 6: Continually run split tests to find the best pulling direct response for your product

Step 7: Use some of your advertising saved to buy other means of marketing

Jim Symcox, also known as the Marketing Magician has worked as a consultant since the mid 1980's. He is a marketing coach, copywriter and the author of "How to Leap Ahead Of Your Competitors".

web: http://www.acornservice.com
blog: http://www.blogspot.acornservice.com
tel: 0161 278 1919


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. June / 12 / 2021

Are advertisers coming for your dreams? - Science Magazine
Are advertisers coming for your dreams?  Science Magazine

Where Google’s Advertising Chief Searches for Insight - The Wall Street Journal
Where Google’s Advertising Chief Searches for Insight  The Wall Street Journal

1 Advertising Stock With Huge Upside Potential - Motley Fool
1 Advertising Stock With Huge Upside Potential  Motley Fool

TikTok Charges Up to $2 Million a Day for Top Advertising Spots - Bloomberg
TikTok Charges Up to $2 Million a Day for Top Advertising Spots  Bloomberg

Advertising Could Be Amazon's Biggest Source of Profits in 2021 - The Motley Fool
Advertising Could Be Amazon's Biggest Source of Profits in 2021  The Motley Fool

Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive - The Wall Street Journal
Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive  The Wall Street Journal

UK Advertising Census Reveals Industry Views on Equality - Adweek
UK Advertising Census Reveals Industry Views on Equality  Adweek

Are all those A-frame advertising signs on city sidewalks legal? - Toronto Star
Are all those A-frame advertising signs on city sidewalks legal?  Toronto Star

Google promises to solve advertising privacy probe with UK watchdog - Texasnewstoday.com
Google promises to solve advertising privacy probe with UK watchdog  Texasnewstoday.com

British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight - Adweek
British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight  Adweek

French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury - Eurosport COM
French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury  Eurosport COM

Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company - The Wall Street Journal
Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company  The Wall Street Journal

France antitrust watchdog fines Google $268M for abusing online advertising dominance - OregonLive
France antitrust watchdog fines Google $268M for abusing online advertising dominance  OregonLive

Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation - Hollywood Reporter
Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation  Hollywood Reporter

Instacart Offers $1M in Advertising Credits to Black-Owned Brands - Adweek
Instacart Offers $1M in Advertising Credits to Black-Owned Brands  Adweek

Amazon Advertising Rates Soar in Pandemic-Fueled Surge - Bloomberg
Amazon Advertising Rates Soar in Pandemic-Fueled Surge  Bloomberg

Google's New Advertising Racket - International Policy Digest
Google's New Advertising Racket  International Policy Digest

How much do advertising logos on courts, the ice and fields distract you? - Norfolk Daily News
How much do advertising logos on courts, the ice and fields distract you?  Norfolk Daily News

Facebook Advertising Head Carolyn Everson Quits - Variety
Facebook Advertising Head Carolyn Everson Quits  Variety

YouTube faces more brand-safety backlash from advertisers - Business Insider
YouTube faces more brand-safety backlash from advertisers  Business Insider

Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones - Mother Jones
Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones  Mother Jones

COMMENTARY: In today's bizarro automotive world, dealers advertising to acquire cars - Auto Remarketing
COMMENTARY: In today's bizarro automotive world, dealers advertising to acquire cars  Auto Remarketing

Tech companies turn to offline advertising - Sydney Morning Herald
Tech companies turn to offline advertising  Sydney Morning Herald

Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal - Boston Business Journal
Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal  Boston Business Journal

Dynasty! McIntire Team Wins National Student Advertising Competition – Again - UVA Today
Dynasty! McIntire Team Wins National Student Advertising Competition – Again  UVA Today

How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament - Adweek
How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament  Adweek

Nano Interactive Appoints Advertising Industry Luminary Iain Jacob as Chair - ExchangeWire
Nano Interactive Appoints Advertising Industry Luminary Iain Jacob as Chair  ExchangeWire

Convicted for 'advertising' abortion, German doctors are fighting to share the facts - CNN
Convicted for 'advertising' abortion, German doctors are fighting to share the facts  CNN

Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy - GlobeNewswire
Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy  GlobeNewswire

Why Now Is the Right Time to Advertise With Video (If You Aren’t Already) - Search Engine Journal
Why Now Is the Right Time to Advertise With Video (If You Aren’t Already)  Search Engine Journal

Advertising Management Platform Market 2021 Top Key Players, Growth and Analysis, Industry Trends, Size, Share with Covid-19 Impact till 2026 – The Manomet Current - The Manomet Current
Advertising Management Platform Market 2021 Top Key Players, Growth and Analysis, Industry Trends, Size, Share with Covid-19 Impact till 2026 – The Manomet Current  The Manomet Current

Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current - The Manomet Current
Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current  The Manomet Current

Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current - The Manomet Current
Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current  The Manomet Current

Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads - MarTech Series
Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads  MarTech Series

How all those political ads affect commercial advertising - Chicago Booth Review
How all those political ads affect commercial advertising  Chicago Booth Review

Is This Growth Stock the Future of TV Advertising? - Motley Fool
Is This Growth Stock the Future of TV Advertising?  Motley Fool

S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows - Adweek
S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows  Adweek

Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com - The Advocate
Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com  The Advocate

Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current - The Manomet Current
Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current  The Manomet Current

Google follows Apple's lead and makes it harder for advertisers to track users on Android - CNBC
Google follows Apple's lead and makes it harder for advertisers to track users on Android  CNBC

5 Reasons to Put Your Money Into PR vs. Advertising - Business 2 Community
5 Reasons to Put Your Money Into PR vs. Advertising  Business 2 Community

French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic - Eurosport.com
French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic  Eurosport.com

The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products - Business Wire
The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products  Business Wire

What is your Google advertising ID and why is Google allowing users to hide it? - Android Central
What is your Google advertising ID and why is Google allowing users to hide it?  Android Central

[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET - JD Supra
[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET  JD Supra

Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive - darienite.com
Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive  darienite.com

Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious - The Wall Street Journal
Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious  The Wall Street Journal

Does Radio Advertising Still work? - TechBullion
Does Radio Advertising Still work?  TechBullion

Social Media Advertising for Service Brands, Part 2: Going Local - Franchising.com
Social Media Advertising for Service Brands, Part 2: Going Local  Franchising.com

How Can Brands Navigate the Advertising Challenges - AiThority
How Can Brands Navigate the Advertising Challenges  AiThority

Advertising executive Bob Bloom dies at 87 - The Dallas Morning News
Advertising executive Bob Bloom dies at 87  The Dallas Morning News

Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts - Business Wire
Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts  Business Wire

George Ochenski: It’s time to quit advertising Montana - Montana Standard
George Ochenski: It’s time to quit advertising Montana  Montana Standard

Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current - The Manomet Current
Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current  The Manomet Current

The Pitch: Advertising and marketing news for 5.25.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.25.21  RichmondBizSense

Revenge Living Drives Optimistic Advertising Outlook - MediaVillage
Revenge Living Drives Optimistic Advertising Outlook  MediaVillage

How Google's $150 billion advertising business works - CNBC
How Google's $150 billion advertising business works  CNBC

Ogilvy's Carla Hendra: Power and Privilege in Advertising - Harvard Business Review
Ogilvy's Carla Hendra: Power and Privilege in Advertising  Harvard Business Review

TikTok is reportedly upping its prices for advertising - Music Ally
TikTok is reportedly upping its prices for advertising  Music Ally

The End of Ugly Advertising in Prague - Prague Morning
The End of Ugly Advertising in Prague  Prague Morning

Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research - AiThority
Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research  AiThority

See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs - Business Insider
See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs  Business Insider

Google Advertising Policy Opens Doors To Wider Bitcoin Community - Forbes
Google Advertising Policy Opens Doors To Wider Bitcoin Community  Forbes

Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current - The Manomet Current
Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current  The Manomet Current

Guinness Atkinson Funds - SmartETFs Advertising & Marketing Technology ETF (MRAD) gains 1.2080% for June 11 - Equities.com
Guinness Atkinson Funds - SmartETFs Advertising & Marketing Technology ETF (MRAD) gains 1.2080% for June 11  Equities.com

Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech - AdExchanger
Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech  AdExchanger

Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting - Forbes
Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting  Forbes

Sun TV Network's advertising revenue shrinks, but profit jumps 11% on subscriptions - Business Insider India
Sun TV Network's advertising revenue shrinks, but profit jumps 11% on subscriptions  Business Insider India

National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others - PRNewswire
National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others  PRNewswire

E-Mail 'Walgreens Partners With OpenAP For TV Advertising IDs' - AdExchanger
E-Mail 'Walgreens Partners With OpenAP For TV Advertising IDs'  AdExchanger

HKL boss not suspected of official misconduct in election advertising scandal - YLE News
HKL boss not suspected of official misconduct in election advertising scandal  YLE News

Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current - The Manomet Current
Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current  The Manomet Current

The digital world is built on advertising. How do we help kids navigate it? - CNN
The digital world is built on advertising. How do we help kids navigate it?  CNN

10 Iconic Sounds in Advertising - Muse by Clio
10 Iconic Sounds in Advertising  Muse by Clio

What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that - Forbes
What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that  Forbes

Bitcoin 'time to buy' ad banned in the UK for being irresponsible - CNBC
Bitcoin 'time to buy' ad banned in the UK for being irresponsible  CNBC

ADVERTISING: Advertorial — Teen vaping: What parents need to know - Coeur d'Alene Press
ADVERTISING: Advertorial — Teen vaping: What parents need to know  Coeur d'Alene Press

Global Digital Audio Advertising Software Market 2021 Business Tactics | AdsWizz, Centro, AI Music, Audio.Ad, Audion, Choozle, DAX, Frequency, and Targetspot – The Manomet Current - The Manomet Current
Global Digital Audio Advertising Software Market 2021 Business Tactics | AdsWizz, Centro, AI Music, Audio.Ad, Audion, Choozle, DAX, Frequency, and Targetspot – The Manomet Current  The Manomet Current

Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising - Adweek
Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising  Adweek

Jumbo the winner in dispute with KNVB over Euro 2020 advertising - DutchNews.nl - DutchNews.nl
Jumbo the winner in dispute with KNVB over Euro 2020 advertising - DutchNews.nl  DutchNews.nl

Magnite and tvScientific Launch Performance CTV Program to - GlobeNewswire
Magnite and tvScientific Launch Performance CTV Program to  GlobeNewswire

Inside Google’s Vision for Privacy-Safe Advertising - Adweek
Inside Google’s Vision for Privacy-Safe Advertising  Adweek

Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come - Adweek
Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come  Adweek

Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined - CNBC
Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined  CNBC

FreeWater: Advertising And Charity In One Container 06/11/2021 - MediaPost Communications
FreeWater: Advertising And Charity In One Container 06/11/2021  MediaPost Communications

Inside the ad, ad, ad, ad world of YouTube - Fortune
Inside the ad, ad, ad, ad world of YouTube  Fortune

HBO Max with Ads promises that on this $10 tier, less advertising is more - CNET
HBO Max with Ads promises that on this $10 tier, less advertising is more  CNET

How Google is trying to keep advertisers happy while also improving user privacy - CNBC
How Google is trying to keep advertisers happy while also improving user privacy  CNBC

Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name - CNBC
Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name  CNBC

5 Best Google Ads Alternatives to Diversify & Grow - Search Engine Journal
5 Best Google Ads Alternatives to Diversify & Grow  Search Engine Journal

Regula Helps Enroll Users in Permission.io Advertising Rewards Program - findBIOMETRICS
Regula Helps Enroll Users in Permission.io Advertising Rewards Program  findBIOMETRICS

Facebook Import is now available in Microsoft Advertising - Search Engine Land
Facebook Import is now available in Microsoft Advertising  Search Engine Land

Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising. - Barron's
Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising.  Barron's

Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd - Entrepreneur
Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd  Entrepreneur

The Next Era of Addressable Advertising - MediaVillage
The Next Era of Addressable Advertising  MediaVillage

Advertisers, TV Networks Go to Battle Over Streaming Ad Rates - Variety
Advertisers, TV Networks Go to Battle Over Streaming Ad Rates  Variety

General Mills, Nestle Among 20 Big Advertisers Pledging to Spend More on Black-Owned Media - Variety
General Mills, Nestle Among 20 Big Advertisers Pledging to Spend More on Black-Owned Media  Variety

This week's upcoming events in marketing and advertising - AdAge.com
This week's upcoming events in marketing and advertising  AdAge.com

The Future of Digital Audio Advertising is a Dialogue - MarTech Series
The Future of Digital Audio Advertising is a Dialogue  MarTech Series

Mothers exiting jobs in the pandemic transformed advertising - AdAge.com
Mothers exiting jobs in the pandemic transformed advertising  AdAge.com

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