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Advertising on a Budget -- Part 2: Thinking Small


This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.com.

Our goal was to both build the PWC brand and drive traffic to the Web site. Advertising regularly was essential. Yet it was also essential to keep our costs down. So we leveraged our monthly newspaper advertising to stretch our marketing dollar as far as we could.

How did we do that? We "thought small."

We bought one inch by two column inch ads (a column inch in this particular publication is approx. 1.88 inches). The ads were one inch high and almost 4 inches long.

To reflect the small ad, the copy also had to be short and sweet. Like so:

www.PrescottWeddings.com. Everything you need to say "I do."

Just the name of the business and the slogan.

We put the name in large type and made the tagline much smaller.

Did it work?

The first day this ad ran, we garnered 350 hits on the Web site and several phone calls from business owners who wanted more information.

And that was just the beginning. Hits steadily grew during the campaign, and every time it ran we always noticed a jump.

Not bad for a little ad.

Conventional wisdom says bigger is better. And while it is true that big ads stand out (after all, they do take a big chunk of real estate on the page) it doesn't mean big is the only way to go. Small ads can pack a punch too.

Why did the PWC ad work? First of all, it got noticed because it stuck out (yes, small ads can stick out). It had an odd shape -- long and thin, not a square like so many other ads. The name was big -- bigger than many other fonts surrounding it. (But not so big that the ad lacked sufficient white space.)

But probably the biggest reason it worked was because the message was simple. This is clearly a Web site about having a wedding in the Prescott area. Therefore if you're involved with weddings, whether as a business or on a more personal level, and you're also associated with Prescott, then this is a Web site clearly worth taking a peek at.

People instantly got the message. And they got it even if they only scanned the paper. It was quick and painless for them -- something all ads should strive to be.

What's also interesting is how this ad hit its target market. I've spoken to people (mostly men) who have no interest in getting married and have never seen the ad even though they read the paper. Conversely, businesses in the wedding industry and brides have said they see the ad all the time.

Now, you may have a business name that doesn't capture your business' products or services as well as PrescottWeddings.com (my business name for example). In this case, why not think of a catchy tag line you can use in those small ads to drive people to your Web site?

Web sites can be huge, wordy, information-stuffed selling tools. So use short, sweet one-message statement to get people to go look and learn more about your business rather than try to shove everything in an ad. Don't forget to include your business name and logo for branding purposes.

Okay, so small ads with one simple message work. For the final key in PWC's marketing program, check out Part 3: Frequency, frequency, frequency.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. March / 27 / 2023

Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown - Digiday
Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown  Digiday

Army pulls recruiting ads after Jonathan Majors' arrest - The Associated Press
Army pulls recruiting ads after Jonathan Majors' arrest  The Associated Press

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters.com
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters.com

Major marijuana bill advances from committee, advertising restrictions fail - Independent Record
Major marijuana bill advances from committee, advertising restrictions fail  Independent Record

TikTok's ad business is growing around live sports as platform faces possible U.S. ban - CNBC
TikTok's ad business is growing around live sports as platform faces possible U.S. ban  CNBC

China updates online advertising rules to tame recommendation algorithms - South China Morning Post
China updates online advertising rules to tame recommendation algorithms  South China Morning Post

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

Twitter bots advertising guns to users tweet using trigger terms - NBC News
Twitter bots advertising guns to users tweet using trigger terms  NBC News

Army pulls recruiting ads after Jonathan Majors' arrest - WDIV ClickOnDetroit
Army pulls recruiting ads after Jonathan Majors' arrest  WDIV ClickOnDetroit

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

Cut-off time: Support for banning gambling ads before 10.30pm - Sydney Morning Herald
Cut-off time: Support for banning gambling ads before 10.30pm  Sydney Morning Herald

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

B2B spend on TV advertising has doubled since 2018 - Marketing Week
B2B spend on TV advertising has doubled since 2018  Marketing Week

Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts - Country Herald
Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts  Country Herald

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

How TikTok is responding to advertisers' concerns about potential ... - Campaign Asia
How TikTok is responding to advertisers' concerns about potential ...  Campaign Asia

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - TV Technology
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  TV Technology

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans - Daily Record
Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans  Daily Record

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

Attorney claims Jonathan Majors innocent over alleged assault; US ... - Screen International
Attorney claims Jonathan Majors innocent over alleged assault; US ...  Screen International

Veterans, cannabis digital advertising and the lawsuits against the OCM - syracuse.com
Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Marijuana companies wade into Twitter advertising with mixed ... - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

Advertise with NOF - NewOrleans.Football
Advertise with NOF  NewOrleans.Football

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Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Taking Wing: Carson-Newman takes top honors in national ... - Citizentribune
Taking Wing: Carson-Newman takes top honors in national ...  Citizentribune

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

Advertising, PR students 'pawfect' match for service dog org - Nebraska Today
Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

Twitter's Elon Musk to court advertisers in rare ad world appearance - AdAge.com
Twitter's Elon Musk to court advertisers in rare ad world appearance  AdAge.com

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

Coldstream Capital Management Inc. increases its stake in Lamar ... - Best Stocks
Coldstream Capital Management Inc. increases its stake in Lamar ...  Best Stocks

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ... - NPR
Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ...  NPR

Five Things Marketers Should Know About Generative AI in ... - The Wall Street Journal
Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Differences in child and adolescent exposure to unhealthy food and ... - BMC Public Health
Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period - Yahoo Finance
The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

In-game advertising: A marketer's guide - MarTech
In-game advertising: A marketer's guide  MarTech

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

FTC to Ban BetterHelp from Revealing Consumers' Data, Including ... - Federal Trade Commission News
FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

LGBTQ+ Consumers Less Satisfied With Their Advertising ... - MediaPost Communications
LGBTQ+ Consumers Less Satisfied With Their Advertising ...  MediaPost Communications

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

New IAB Study Reveals Five Misperceptions About Video Game ... - IAB
New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ... - Pure Xbox
Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ...  Pure Xbox

Colorado legislators debate pregnancy clinic advertising bill - FOX 31 Denver
Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

States Are Learning the Wrong Lesson From Maryland's Digital ... - RealClearMarkets
States Are Learning the Wrong Lesson From Maryland's Digital ...  RealClearMarkets

Netflix May Change Its Advertising Approach - TheStreet
Netflix May Change Its Advertising Approach  TheStreet

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

Walmart V. Amazon: Advertising, Inflation, And The Battle For ... - Forbes
Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

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Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

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XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ...  OutKick

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

SS+K Wins Agency of Record for Smartsheet's Brand Advertising ... - Little Black Book - LBBonline
SS+K Wins Agency of Record for Smartsheet's Brand Advertising ...  Little Black Book - LBBonline

Your Dumb Little Advertising Tricks Won't Work on Me - The New Yorker
Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

Why Gaming May Change All Aspects of Advertising and Media ... - BeetTV
Why Gaming May Change All Aspects of Advertising and Media ...  BeetTV

Belgium bans gambling advertising from July 1 - Reuters.com
Belgium bans gambling advertising from July 1  Reuters.com

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Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

Why Advertisers Should Switch to Immersive Advertising - Spiceworks News and Insights
Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Walmart picks Innovid to boost personalized CTV advertising - FierceVideo
Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

German minister calls for ban on advertising junk food to children - The Guardian
German minister calls for ban on advertising junk food to children  The Guardian

Explore marketing and advertising Navasota Grimes County ... - The Navasota Examiner
Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

Twitter now allows cannabis advertising, and brands are ready to ... - Digiday
Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

WT Students Triumph at American Advertising Awards Ceremony ... - West Texas A&M University
WT Students Triumph at American Advertising Awards Ceremony ...  West Texas A&M University

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

Roku partners with Best Buy and its advertising business to get first-party shopper data - TechCrunch
Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

Meta's AI-driven advertising system splits marketers - Financial Times
Meta's AI-driven advertising system splits marketers  Financial Times

Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ... - Pure Xbox
Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ...  Pure Xbox

Google and Digital Advertising - AAF - American Action Forum
Google and Digital Advertising - AAF  American Action Forum

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Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

Why Dirty Data is Leading to Advertising Waste and How to Stop It - Spiceworks News and Insights
Why Dirty Data is Leading to Advertising Waste and How to Stop It  Spiceworks News and Insights

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System1 Wins Microsoft Advertising's Supply Partner of the Year ...  Business Wire

Digital Advertising Continues to Steal TV's Thunder - Variety
Digital Advertising Continues to Steal TV's Thunder  Variety

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The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

WMU advertising students win over Michigan dairy industry with ... - WMU News
WMU advertising students win over Michigan dairy industry with ...  WMU News

Agency Report Card 2022: BBDO | Advertising - Campaign Asia
Agency Report Card 2022: BBDO | Advertising  Campaign Asia

The Importance of Data in Outdoor Advertising - Entrepreneur
The Importance of Data in Outdoor Advertising  Entrepreneur

Agency Report Card 2022: Wieden + Kennedy | Advertising - Campaign Asia
Agency Report Card 2022: Wieden + Kennedy | Advertising  Campaign Asia

CCIA Submits Comments, Testifies On Connecticut Digital ... - Computer and Communications Industry Association
CCIA Submits Comments, Testifies On Connecticut Digital ...  Computer and Communications Industry Association

Display advertising in 5 charts: From programmatic to retail media - Insider Intelligence
Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ... - Expose Tobacco
Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ...  Expose Tobacco

Marketers Prove Skeptical of Advertising In Chat-Based Search ... - Adweek
Marketers Prove Skeptical of Advertising In Chat-Based Search ...  Adweek

Meta plans AR advertising: “A huge deal” - MIXED Reality News
Meta plans AR advertising: “A huge deal”  MIXED Reality News

SF Giants use Bengie Molina to advertise Oracle Park's improved WiFi - Sports Illustrated
SF Giants use Bengie Molina to advertise Oracle Park's improved WiFi  Sports Illustrated

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