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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 Fri. December / 08 / 2023

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
  1. Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast
  2. Elon Musk calls for Bob Iger to be fired after Disney pulls ads from X  New York Daily News
  3. Digital advertising is still far too murky  Financial Times

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Peter Field: Marketers are too disinvested in TV advertising - Marketing Week
Peter Field: Marketers are too disinvested in TV advertising  Marketing Week

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer - CNBC
'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer  CNBC

Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette - Arkansas Online
Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette  Arkansas Online

uniqFEED Partners With ESporsa Group to Enhance Virtual Advertising Offering in the Middle East - Sports Video Group
uniqFEED Partners With ESporsa Group to Enhance Virtual Advertising Offering in the Middle East  Sports Video Group

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA - International Association of Privacy Professionals
EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA  International Association of Privacy Professionals

Carol Williams, advertising powerhouse - KTVU FOX 2 San Francisco
Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

Advertising & Marketing Tips Archives - www.designerstoday.com
Advertising & Marketing Tips Archives  www.designerstoday.com

Kevani expands LA digital signage advertising fleet with South Bay Pairing - Digital Signage Today
Kevani expands LA digital signage advertising fleet with South Bay Pairing  Digital Signage Today

Advertising performance in the context of conversation - Search Engine Land
Advertising performance in the context of conversation  Search Engine Land

ADCOLOR 2023 Conference Calls for Expansion of DEI Efforts in the Advertising Industry - Billboard
ADCOLOR 2023 Conference Calls for Expansion of DEI Efforts in the Advertising Industry  Billboard

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Pixalate Publishes Global Benchmark Report for Made For Advertising (MFA) Websites: Google Sold Ads On 93% of ... - Yahoo Finance
Pixalate Publishes Global Benchmark Report for Made For Advertising (MFA) Websites: Google Sold Ads On 93% of ...  Yahoo Finance

$12B Projected In 2024 For Local Health Care Advertising - TV News Check
$12B Projected In 2024 For Local Health Care Advertising  TV News Check

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Genius Sports Launches FanHub ID, First Unified Fan Identification Solution for Advertising - Sports Video Group
Genius Sports Launches FanHub ID, First Unified Fan Identification Solution for Advertising  Sports Video Group

Our Political Advertising Policy for 2024 Primary and General Election - canadianrecord.com
Our Political Advertising Policy for 2024 Primary and General Election  canadianrecord.com

Political Issue Advertising: The Blessing and the Curse! - Radio World
Political Issue Advertising: The Blessing and the Curse!  Radio World

AJ Styles Featured On 12/8 WWE SmackDown Advertising - Fightful
AJ Styles Featured On 12/8 WWE SmackDown Advertising  Fightful

IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023 - MediaPost Communications
IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023  MediaPost Communications

Advertisers Can Learn from Political Marketers - Street Fight
Advertisers Can Learn from Political Marketers  Street Fight

Internationally Recognized Advertising Studio Calls for Industry Reform as UN Climate Change Conference Convenes - Yahoo Finance
Internationally Recognized Advertising Studio Calls for Industry Reform as UN Climate Change Conference Convenes  Yahoo Finance

French Companies Created These Zany Vehicles To Advertise Products During The Tour de France - The Autopian
French Companies Created These Zany Vehicles To Advertise Products During The Tour de France  The Autopian

National Advertising Division alerts FTC to company's melatonin advertising claims - Nutritional Outlook
National Advertising Division alerts FTC to company's melatonin advertising claims  Nutritional Outlook

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

Advertisers flee X after Musk rant - The Hill
Advertisers flee X after Musk rant  The Hill

UK advertising authority bans airline adverts over “greenwashing” - Airport Technology
UK advertising authority bans airline adverts over “greenwashing”  Airport Technology

Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... - WDW News Today
Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

New law prohibits retailers from selling, marketing, advertising e-cigarettes to minors - KAMR - MyHighPlains.com
New law prohibits retailers from selling, marketing, advertising e-cigarettes to minors  KAMR - MyHighPlains.com

CAIA: Ottawa Anti-Salmon Farming Billboards Removed for False Advertising - SeafoodNews
CAIA: Ottawa Anti-Salmon Farming Billboards Removed for False Advertising  SeafoodNews

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Advertising foods high in fat, sugar or salt (HFSS) - Lewis Silkin
Advertising foods high in fat, sugar or salt (HFSS)  Lewis Silkin

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Progressive portrayals in advertising drive short-term sales and long-term brand equity: Ruchira Jaitly, Diageo India CMO - Storyboard18
Progressive portrayals in advertising drive short-term sales and long-term brand equity: Ruchira Jaitly, Diageo India CMO  Storyboard18

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Are Robust Financials Driving The Recent Rally In Vertoz Advertising Limited's (NSE:VERTOZ) Stock? - Simply Wall St
Are Robust Financials Driving The Recent Rally In Vertoz Advertising Limited's (NSE:VERTOZ) Stock?  Simply Wall St

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

The in-game advertising (IGA) opportunity | NATIONAL - NATIONAL Public Relations
The in-game advertising (IGA) opportunity | NATIONAL  NATIONAL Public Relations

IAB on the Hill: Advocating for Digital Advertising to Policymakers - IAB
IAB on the Hill: Advocating for Digital Advertising to Policymakers  IAB

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

IAB Releases First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity - MarTech Series
IAB Releases First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity  MarTech Series

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Amazon Strikes Three-Year Streaming Ad Pact With IPG Mediabrands - Variety
Amazon Strikes Three-Year Streaming Ad Pact With IPG Mediabrands  Variety

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MysterVibe Launches OOH Vibrator Advertising Campaign in a UK First  Femtech Insider

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Elon Musk calls for Disney CEO Bob Iger to be fired over ad buys after company pulls money from X - New York Post
Elon Musk calls for Disney CEO Bob Iger to be fired over ad buys after company pulls money from X  New York Post

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies - Investopedia
How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

The 16 Hottest Adtech Companies Solving the Industry's Big Challenges - Business Insider
The 16 Hottest Adtech Companies Solving the Industry's Big Challenges  Business Insider

Advertisers will ramp up spend on creators in 2024, IAB forecasts - Yahoo Finance
Advertisers will ramp up spend on creators in 2024, IAB forecasts  Yahoo Finance

Walmart is the latest advertiser to pull ads from Elon Musk’s X - CNN
Walmart is the latest advertiser to pull ads from Elon Musk’s X  CNN

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

Media buyers: ‘Advertisers are not responsible for keeping X afloat — or shutting it down’ | Analysis - Campaign Asia
Media buyers: ‘Advertisers are not responsible for keeping X afloat — or shutting it down’ | Analysis  Campaign Asia

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Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

Walmart stops advertising on X, adding to growing list of companies - Fox Business
Walmart stops advertising on X, adding to growing list of companies  Fox Business

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Town addresses 'fraudulent invoice' from HopNews, media advertising policy  Hopkinton Independent

TV Advertising: Content providers says partnerships with third party platforms is key to growing audiences - Digital TV Europe
TV Advertising: Content providers says partnerships with third party platforms is key to growing audiences  Digital TV Europe

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

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Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

DoubleVerify Report Exposes Key Trends & Opportunities for Advertisers in 2024 - Adgully
DoubleVerify Report Exposes Key Trends & Opportunities for Advertisers in 2024  Adgully

Horrifying moment Massachusetts advertising agent's lifeless body is DUMPED from his white Porsche SUV and lef - Daily Mail
Horrifying moment Massachusetts advertising agent's lifeless body is DUMPED from his white Porsche SUV and lef  Daily Mail

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Only around a third of ad dollars reach 'intended audiences,' ANA finds  Marketing Brew

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Clickbait ad farms Made for Advertising - AdNews
Clickbait ad farms Made for Advertising  AdNews

TV Advertising: ITV boss says main focus is to grow digital advertising across ITVX - Digital TV Europe
TV Advertising: ITV boss says main focus is to grow digital advertising across ITVX  Digital TV Europe

Scope3 Expands Carbon Measurement Capabilities to Include DOOH Advertising - MarTech Series
Scope3 Expands Carbon Measurement Capabilities to Include DOOH Advertising  MarTech Series

Elon Musk demands Disney's Bob Iger resign after pulling ads from X - after telling him and other advertisers - Daily Mail
Elon Musk demands Disney's Bob Iger resign after pulling ads from X - after telling him and other advertisers  Daily Mail

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - ABC News
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

Lack of Diversity, Inclusion in advertising; Women stereotyped, abysmally low representations of LGBTQ+, people with ... - Storyboard18
Lack of Diversity, Inclusion in advertising; Women stereotyped, abysmally low representations of LGBTQ+, people with ...  Storyboard18

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

After Musk tirade, X faces prospect of more advertisers fleeing - Reuters
After Musk tirade, X faces prospect of more advertisers fleeing  Reuters

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

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Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025”  Hollywood Reporter

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Balkan study finds global brands spend billions advertising on misinformation sites  EURACTIV

What is the controversy about Walmart pulling their advertising from X? - AS USA
What is the controversy about Walmart pulling their advertising from X?  AS USA

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Exposure wins Hendricks global ‘cultural’ agency of record status  More About Advertising

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Trump is stepping up his advertising in Iowa, where governor has backed DeSantis  ABC News

Walmart (WMT) Has Stopped Advertising on Elon Musk's X - Bloomberg
Walmart (WMT) Has Stopped Advertising on Elon Musk's X  Bloomberg

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UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims  The Guardian

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