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Make the Right Advertising Decisions


Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness. However, it is an activity that often leaves us with unsettling questions. Am I wasting my money? Is there a better method, message, or media?

Unfortunately, when it comes to advertising, there are no standard answers. Advertising involves making the right decisions, and what may be right for one company is usually not appropriate for the next. If you want to answer the many questions you have, ensure that your dollars are generating a return, and take control of your advertising efforts, make sure that you have the following.

1. The Right Reason. Advertising can be a powerful ally, but only if done in a fashion to ensure you get the most out of every dollar you spend. First and foremost, start with the end in mind. What do you want to accomplish? What market do you want to reach? What reaction or action do you want from this market once reached? How is your advertising campaign going to prompt this reaction or action? Spending the time upfront to clarify these objectives will make you money in the end.

It is also important to remember that nobody knows your business like you do. Rely on ad representatives for their expertise in the industry, but realize that you have to make decisions that fit for your company. Don't be forced to make quick decisions due to impending deadlines.

2. The Right Plan. Look at advertising as one part of your marketing plan. Having the right plan means coordinating your efforts to get the most bang out of your buck. How will your advertising efforts fit in to all current marketing and promotional activity?

There are many ways to partner your advertising efforts with other marketing activities. For example, if you are engaging in direct mail or phone sales, ads should be timed to support these efforts! Also, take advantage of ad space to enhance your public relations efforts. Place your company in a positive light by advertising your community charity involvement. Communicate your intended message, but also add a line thanking employees who help local charities. Consider using ads as methods of showing customer appreciation and to communicate your awards, honors, and achievements. Don't clutter ads, but do make sure to view advertising as a multi-faceted opportunity.

3. The Right Medium. With clear objectives, your next challenge is to determine which media is going to be the most effective for you. We all have our preferences?some prefer print; others swear by radio or television. Put these biases away. Start with an idea of the target market you want to reach and answer the following questions: Are you trying to reach a general consumer or business? If businesses, what types? If consumers, what age range, financial bracket, and sex are they most likely to be? What activities, interests, and concerns tend to be shared among this population? Are you trying to appeal to this group on a local, national, regional, or international level?

With these answers, you can then begin a fact-finding mission. Get in touch with your local media representatives and let them know your objectives, exactly who you are trying to reach, and an idea of your advertising budget as a whole. Have them provide you with information on how the use of their media will reach your objectives and your market. You now can make an educated choice.

Along with considering traditional media (newspaper, radio, and television), realize that your goals may be best accomplished by engaging in non-traditional advertising venues. Inserts, Internet opportunities, door-hangers, billboards, and direct mailers are among the thousands of methods that may be the answer for you. Think outside of the box and seek professional assistance if you need someone to do the legwork for you. Those new to advertising often make the mistake of spreading funds too thin across several media, resulting in ineffective results. The world is ready to take your money; spend it wisely.

4. The Right Message. Unless you have millions of dollars in your advertising budget, don't try to mimic those who do. Make sure your ads have substance and by following the tried-and-true rules below:

Gain Attention! Your ad needs to stand up, stand out, and grab the attention of your market. Whether it is through the use of a simple, bold headline or a stunning sound or graphic?if you don't gain attention, you've wasted your money. Avoid the urge to squeeze everything in and strive for clarity. Capture your market and don't distract them.

Create Interest & Desire. Once they've seen or heard your ad, you have to make it clear why they should care! What makes your product, service, or company different, and why should the customer select you over others? What's in if for them? This is the meat of your message and where many organizations miss the boat. It's not about you; it's about your market.

Prompt Action. Once your market is interested, take it full circle. Prompt action. Offer an incentive for doing so whenever possible. Have them visit your Web site for additional information and special online coupons. Let them know they need to visit your store today while supplies last. Encourage them to call, as the first 50 responses will receive free information. Unless action is taken, you will be forgotten.

5. The Right Follow-Up. Advertising is an investment that requires a tracking system to ensure effectiveness. The action requested in your ad (which should always be present) needs to be monitored. For instance, if you are directing people to your Web site, you need to make sure you are able to track the number of daily visitors to your site. Did your hits increase due to your ads? If you are prompting people to call, those inquiring should be asked how they heard of you. Calls need to be logged, tracked, and reviewed. If you are prompting action in your ads, the right follow-up is all about information gathering. Make sure you have the systems and resources in place to meet anticipated response levels! Doing this will arm you with the information you need to make wise advertising decisions.

This article was published by Business Builders, a marketing outsourcing company that believes very strongly that the best way to gain loyal clients is to offer them valuable information. Their Web site, http://www.easyaspiemarketing.com, features many additional free marketing resources as well as their e-book, EasyAsPie Marketing available for purchase. For additional information, visit them at http://www.easyaspiemarketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. February / 21 / 2024

Consent Mode V2: Google Shares Shares Key Details For Advertisers - Search Engine Journal
Consent Mode V2: Google Shares Shares Key Details For Advertisers  Search Engine Journal

What Vizio can do for Walmart's digital advertising business - Yahoo Finance
  1. What Vizio can do for Walmart's digital advertising business  Yahoo Finance
  2. Walmart to buy TV maker Vizio for $2.3 billion to expand advertising  The Washington Post
  3. Walmart Acquires Smart TV Firm Vizio For $2.3B, Altering Streaming Ad Landscape  Deadline

Strong earnings and an online advertising play by Walmart have us wondering about Costco - CNBC
Strong earnings and an online advertising play by Walmart have us wondering about Costco  CNBC

NYT plans to debut new generative AI ad tools later this year - Axios
NYT plans to debut new generative AI ad tools later this year  Axios

Advertising's new creative King kaun: Can Tanmay Bhat be the next Piyush Pandey? - Storyboard18
Advertising's new creative King kaun: Can Tanmay Bhat be the next Piyush Pandey?  Storyboard18

Chicago Cubs Appear Poised to Add Sleeve Advertisement - Uni Watch
Chicago Cubs Appear Poised to Add Sleeve Advertisement  Uni Watch

Six Critical Business Challenges The Privacy Sandbox Must Address - AdExchanger
Six Critical Business Challenges The Privacy Sandbox Must Address  AdExchanger

X's surge in traffic for advertisers is fake, report claims - Search Engine Land
X's surge in traffic for advertisers is fake, report claims  Search Engine Land

Ad tech company makes case for journalism - Semafor
Ad tech company makes case for journalism  Semafor

What Jason Kelce's spicy TikTok ad for Frank's RedHot says about pop culture advertising - Fast Company
What Jason Kelce's spicy TikTok ad for Frank's RedHot says about pop culture advertising  Fast Company

INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ... - Yahoo Finance
INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ...  Yahoo Finance

5 Advertising Companies in Singapore to Know - Built In
5 Advertising Companies in Singapore to Know  Built In

Walmart Is Doubling Down on Video Advertising With a $2.3 Billion Acquisition of Vizio - Inc.
Walmart Is Doubling Down on Video Advertising With a $2.3 Billion Acquisition of Vizio  Inc.

Advertising MVPs - News - Missouri State News
Advertising MVPs - News  Missouri State News

Walmart’s $2.3 billion purchase of TV maker Vizio isn’t about TV sales, it’s about advertising - Fortune
Walmart’s $2.3 billion purchase of TV maker Vizio isn’t about TV sales, it’s about advertising  Fortune

Nexstar Media appoints Dan Lanzano as senior vice president, national advertising sales - Editor And Publisher Magazine
Nexstar Media appoints Dan Lanzano as senior vice president, national advertising sales  Editor And Publisher Magazine

Walmart eyes advertising growth with acquisition of Vizio smart-TV biz - Fast Company
Walmart eyes advertising growth with acquisition of Vizio smart-TV biz  Fast Company

INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ... - The Bakersfield Californian
INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ...  The Bakersfield Californian

Walmart CEO says the big-box retailer is well-positioned to grow its advertising business - CNBC
Walmart CEO says the big-box retailer is well-positioned to grow its advertising business  CNBC

Legislative And Litigation Trends In Environmental Advertising - Law360
Legislative And Litigation Trends In Environmental Advertising  Law360

Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference - EIN News
Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  EIN News

Walmart to buy TV maker Vizio for $2.3 billion to expand advertising - The Boston Globe
Walmart to buy TV maker Vizio for $2.3 billion to expand advertising  The Boston Globe

Out There 360 Taps Talon to Unlock Full Potential of OOH Advertising for Luxury Brands in North America - MediaVillage
Out There 360 Taps Talon to Unlock Full Potential of OOH Advertising for Luxury Brands in North America  MediaVillage

What makes Super Bowl advertising the MVP of the ad world? An MSU expert weighs in - KSMU Radio
What makes Super Bowl advertising the MVP of the ad world? An MSU expert weighs in  KSMU Radio

Local Classified Advertising - The Falmouth Outlook
Local Classified Advertising  The Falmouth Outlook

Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising - Inc.
Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising  Inc.

Why Walmart-Vizio deal could be 'new nexus' for advertising - Yahoo Finance
Why Walmart-Vizio deal could be 'new nexus' for advertising  Yahoo Finance

The evolving healthcare advertising landscape - PMLiVE
The evolving healthcare advertising landscape  PMLiVE

Shaping the Future of TV Advertising: Mike Dean's Visionary Leadership as Ampersand's New President (Video) - MediaVillage
Shaping the Future of TV Advertising: Mike Dean's Visionary Leadership as Ampersand's New President (Video)  MediaVillage

Walmart-Vizio: How the Deal Impacts the Advertising Ecosystem - Portada-online.com
Walmart-Vizio: How the Deal Impacts the Advertising Ecosystem  Portada-online.com

Why Walmart is buying Vizio - CNN
Why Walmart is buying Vizio  CNN

almart to buy Vizio for $2.3B, expanding advertising platform to connected TV - StreamTV Insider
almart to buy Vizio for $2.3B, expanding advertising platform to connected TV  StreamTV Insider

The high risk, high reward game of advertising on WhatsApp | News - Campaign Asia
The high risk, high reward game of advertising on WhatsApp | News  Campaign Asia

Why brands should advertise during high news cycles without fear - Fast Company
Why brands should advertise during high news cycles without fear  Fast Company

Walmart Takes on Roku With $2.3B Deal to Buy TV Maker Vizio - Hollywood Reporter
Walmart Takes on Roku With $2.3B Deal to Buy TV Maker Vizio  Hollywood Reporter

Kentucky Statewide Classified Advertising - The Falmouth Outlook
Kentucky Statewide Classified Advertising  The Falmouth Outlook

ASU-SBDC hosts virtual 'Fundamentals of Advertising' event - MyFoxZone.com KIDY
ASU-SBDC hosts virtual 'Fundamentals of Advertising' event  MyFoxZone.com KIDY

The Out-of-Home Advertising Recovery Has Not Been Equal - Adweek
The Out-of-Home Advertising Recovery Has Not Been Equal  Adweek

BlackRock Launches New Bitcoin Advertising Campaign for Legacy Finance - BTC Times
BlackRock Launches New Bitcoin Advertising Campaign for Legacy Finance  BTC Times

Walmart buys Vizio: A new OS, more advertising on your Walmart TV? - Android Authority
Walmart buys Vizio: A new OS, more advertising on your Walmart TV?  Android Authority

How antitrust cases against tech giants could reshape the digital advertising landscape - TNW
How antitrust cases against tech giants could reshape the digital advertising landscape  TNW

Out There 360 Taps Talon to Unlock Full Potential of OOH Advertising for Luxury Brands in North America - Little Black Book - LBBonline
Out There 360 Taps Talon to Unlock Full Potential of OOH Advertising for Luxury Brands in North America  Little Black Book - LBBonline

The Impact of Blockchain Technology on Marketing and Advertising - MarTech Series
The Impact of Blockchain Technology on Marketing and Advertising  MarTech Series

Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business - ABC News
Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business  ABC News

What's NEXT 2024: How to leverage AI in a cookieless advertising era - MARKETECH APAC - MARKETECH APAC
What's NEXT 2024: How to leverage AI in a cookieless advertising era - MARKETECH APAC  MARKETECH APAC

Miami advertising startup plans to map the bay through USF partnership - Tampa Bay Business Journal - The Business Journals
Miami advertising startup plans to map the bay through USF partnership - Tampa Bay Business Journal  The Business Journals

Walmart Acquiring Smart TV Maker Vizio for $2.3 Billion to Bulk Up Advertising Business - Variety
Walmart Acquiring Smart TV Maker Vizio for $2.3 Billion to Bulk Up Advertising Business  Variety

$1.2 Million in Free Advertising From Jacksonville Marketing Agency for Small Businesses - WICZ
$1.2 Million in Free Advertising From Jacksonville Marketing Agency for Small Businesses  WICZ

Walmart Buys TV Maker Vizio to Bolster Its Advertising Reach - PCMag UK
Walmart Buys TV Maker Vizio to Bolster Its Advertising Reach  PCMag UK

AI solutions for digital advertisers to boost campaign efficacy in Europe - The Drum
AI solutions for digital advertisers to boost campaign efficacy in Europe  The Drum

Advertising revolution: Inside Walmart's bid for Vizio - CTech
Advertising revolution: Inside Walmart's bid for Vizio  CTech

How Generative AI Is Changing the Advertising Industry - Adweek
How Generative AI Is Changing the Advertising Industry  Adweek

Are the Cubs Getting Close to Adding an Advertising Patch on Their Jerseys? - Bleacher Nation
Are the Cubs Getting Close to Adding an Advertising Patch on Their Jerseys?  Bleacher Nation

Flamengo pitchside advertising deal expands Brax's footprint - SportBusiness
Flamengo pitchside advertising deal expands Brax's footprint  SportBusiness

Italian watchdog fines BAT and Amazon over misleading advertising - Reuters
Italian watchdog fines BAT and Amazon over misleading advertising  Reuters

Walmart Acquires Vizio to Revolutionize Retail and Entertainment through Connected TV Advertising - BNN Breaking
Walmart Acquires Vizio to Revolutionize Retail and Entertainment through Connected TV Advertising  BNN Breaking

Three years after Apple's iOS 14 changes, brands find Meta advertising has stabilized - Modern Retail
Three years after Apple's iOS 14 changes, brands find Meta advertising has stabilized  Modern Retail

Walmart isn't buying Vizio for its hardware. It wants the TV maker's ad business - Fast Company
Walmart isn't buying Vizio for its hardware. It wants the TV maker's ad business  Fast Company

BlackRock launches a Bitcoin advertising campaign! A crypto revolution! - Cointribune EN
BlackRock launches a Bitcoin advertising campaign! A crypto revolution!  Cointribune EN

Google will issue advertisers credit refunds after overcharging error - Search Engine Land
Google will issue advertisers credit refunds after overcharging error  Search Engine Land

Global Meta advertising revenue 2023 - Statista
Global Meta advertising revenue 2023  Statista

The Trade Desk’s Revenue Is High – But Its Opinion Of The Privacy Sandbox Remains Low - AdExchanger
The Trade Desk’s Revenue Is High – But Its Opinion Of The Privacy Sandbox Remains Low  AdExchanger

Walmart Acquires Vizio for $2.3 Billion, Aims to Dominate Connected TV Advertising Market - BNN Breaking
Walmart Acquires Vizio for $2.3 Billion, Aims to Dominate Connected TV Advertising Market  BNN Breaking

Nobody wants a podcast about advertising - AdNews
Nobody wants a podcast about advertising  AdNews

Disney uses AI to help brands create game-changing personalized ads - CyberNews.com
Disney uses AI to help brands create game-changing personalized ads  CyberNews.com

Looking back, looking forward: Aditya Kanthy, Omnicom Advertising Services | News - Campaign Asia
Looking back, looking forward: Aditya Kanthy, Omnicom Advertising Services | News  Campaign Asia

Google: advertising revenue 2023 - Statista
Google: advertising revenue 2023  Statista

European Streamer SkyShowtime to Launch Ad Tier (Exclusive) - Hollywood Reporter
European Streamer SkyShowtime to Launch Ad Tier (Exclusive)  Hollywood Reporter

'Nobody wants a podcast about advertising': Russel Howcroft and Freddie Young partner up for new no-spin ad ... - Campaign Brief
'Nobody wants a podcast about advertising': Russel Howcroft and Freddie Young partner up for new no-spin ad ...  Campaign Brief

Advertising - Insider Financial
Advertising  Insider Financial

Tobacco bonuses for retailers are not advertising, court says - DutchNews.nl
Tobacco bonuses for retailers are not advertising, court says  DutchNews.nl

The Trade Desk CEO Rips Google's Privacy Sandbox - Business Insider
The Trade Desk CEO Rips Google's Privacy Sandbox  Business Insider

Meta advertisers can avoid 30% Apple charge for boosted posts - Search Engine Land
Meta advertisers can avoid 30% Apple charge for boosted posts  Search Engine Land

Eyeota & Vistar team up to improve DOOH advertising with seamless audience targeting integration - MARKETECH ... - MARKETECH APAC
Eyeota & Vistar team up to improve DOOH advertising with seamless audience targeting integration - MARKETECH ...  MARKETECH APAC

Meta Encourages Advertisers to Ditch iPhone in Latest Spat With Apple - The Wall Street Journal
Meta Encourages Advertisers to Ditch iPhone in Latest Spat With Apple  The Wall Street Journal

How the death of third-party cookies could grow Google's advertising empire - WBUR News
How the death of third-party cookies could grow Google's advertising empire  WBUR News

$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It. - The New York Times
$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It.  The New York Times

Advertising in Latin America – statistics & facts - Statista
Advertising in Latin America – statistics & facts  Statista

Kenya’s government sued over controversial ad deal - Semafor
Kenya’s government sued over controversial ad deal  Semafor

What we're losing in the blinding whiteness of advertising - Fast Company
What we're losing in the blinding whiteness of advertising  Fast Company

Better AI technology makes deepfake ads tougher to detect, experts say - USA TODAY
Better AI technology makes deepfake ads tougher to detect, experts say  USA TODAY

What Do We Say to Emily? The Human Cost Of Advertising Data Abuse - AdExchanger
What Do We Say to Emily? The Human Cost Of Advertising Data Abuse  AdExchanger

TelevisaUnivision Tops 7M Streaming Subs, Posts Ad Revenue Gain, Takes $1B Impairment Charge - Hollywood Reporter
TelevisaUnivision Tops 7M Streaming Subs, Posts Ad Revenue Gain, Takes $1B Impairment Charge  Hollywood Reporter

How AI is transforming the business of advertising - Financial Times
How AI is transforming the business of advertising  Financial Times

Oakland Airport renews advertising agreement with Oakland Roots Sports Club - Oakland International Airport - Oakland Airport
Oakland Airport renews advertising agreement with Oakland Roots Sports Club - Oakland International Airport  Oakland Airport

Why Advertising Directors Are Dying to Work With the Budweiser Clydesdales - The Wall Street Journal
Why Advertising Directors Are Dying to Work With the Budweiser Clydesdales  The Wall Street Journal

UK advertising announces blockbuster SXSW 2024 programme - PoliticsHome
UK advertising announces blockbuster SXSW 2024 programme  PoliticsHome

Google to repay advertisers with credits after overcharging glitch - Ad Age
Google to repay advertisers with credits after overcharging glitch  Ad Age

The big winner at the Baftas? Advertising - CampaignLive
The big winner at the Baftas? Advertising  CampaignLive

Programmatic Advertising Market: Optimizing Reach and ROI Through Automated Strategies In The Latest Research - WhaTech
Programmatic Advertising Market: Optimizing Reach and ROI Through Automated Strategies In The Latest Research  WhaTech

Novamax Air Coolers Unveils 'Newsroom': A Refreshing Take on Summer Advertising - BNN Breaking
Novamax Air Coolers Unveils 'Newsroom': A Refreshing Take on Summer Advertising  BNN Breaking

The best print ads of all time - Creative Bloq
The best print ads of all time  Creative Bloq

Advertising alumna uses her skills to run successful interior design business - University of South Carolina
Advertising alumna uses her skills to run successful interior design business  University of South Carolina

50+ Must-Know Social Media Marketing Statistics for 2024 [Updated] - Sprout Social
50+ Must-Know Social Media Marketing Statistics for 2024 [Updated]  Sprout Social

Iron Galaxy's co-CEO doesn't expect in-game advertising or product placement to become common practice - Gamereactor UK
Iron Galaxy's co-CEO doesn't expect in-game advertising or product placement to become common practice  Gamereactor UK

Who Is Behind the Billboards Advertising The Epoch Times? - Willamette Week
Who Is Behind the Billboards Advertising The Epoch Times?  Willamette Week

Mark Ritson talks the power of radio advertising and why marketing science is ‘shit’ - Mumbrella
Mark Ritson talks the power of radio advertising and why marketing science is ‘shit’  Mumbrella

Meta, Apple are squabbling again over advertisers - MarketWatch
Meta, Apple are squabbling again over advertisers  MarketWatch

IAB Board of Directors Announces John Halley, President of Paramount Advertising, as New Board Chair for 2024 - IAB
IAB Board of Directors Announces John Halley, President of Paramount Advertising, as New Board Chair for 2024  IAB

Meta says it will pass on the Apple tax to advertisers paying to boost posts on Facebook and Instagram - TechCrunch
Meta says it will pass on the Apple tax to advertisers paying to boost posts on Facebook and Instagram  TechCrunch

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