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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 Sun. February / 09 / 2025

5 Super Bowl commercials that deserve places in the advertising hall of shame - The Conversation
5 Super Bowl commercials that deserve places in the advertising hall of shame  The Conversation

Does TV food advertising lead to obesity in children? Why some say Canada's rules are too lax — and are hurting our kids - Toronto Star
Does TV food advertising lead to obesity in children? Why some say Canada's rules are too lax — and are hurting our kids  Toronto Star

Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap - Benzinga
Nike Returns to Super Bowl Advertising To Revive Sales After 27-Year Gap  Benzinga

Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps - The Associated Press
  1. Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps  The Associated Press
  2. Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future  Reuters
  3. Brand Innovators Super Bowl Ad Tracker 2025  Brand Innovators

Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic - The Athletic
Can World Cup 2026 match the advertising might of the Super Bowl? - The Athletic  The Athletic

Amazon's advertising business grew 18% in the fourth quarter - CNBC
Amazon's advertising business grew 18% in the fourth quarter  CNBC

Advertising Isn’t A Major Growth Driver For Top News Publishers - AdExchanger
Advertising Isn’t A Major Growth Driver For Top News Publishers  AdExchanger

Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football’ Sets Streaming Records - Hollywood Reporter
Amazon Advertising Revenue Surges to $17.3B as ‘Thursday Night Football’ Sets Streaming Records  Hollywood Reporter

Stagwell CEO: Journalism is being drained by overzealous brand safety censorship - Fortune
Stagwell CEO: Journalism is being drained by overzealous brand safety censorship  Fortune

Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers - Business Insider
Elon Musk's X has signed up a new adtech partner as it looks to bring on more advertisers  Business Insider

How much do 2025 Super Bowl commercials cost? Here's the price tag on ads this year. - CBS News
How much do 2025 Super Bowl commercials cost? Here's the price tag on ads this year.  CBS News

The shocking figure that Patrick Mahomes earns from Super Bowl advertising - Marca English
The shocking figure that Patrick Mahomes earns from Super Bowl advertising  Marca English

Google: annual advertising revenue 2001-2024 - Statista
Google: annual advertising revenue 2001-2024  Statista

Families buy more sugary cereal if advertising targets kids, not adults - NPR
Families buy more sugary cereal if advertising targets kids, not adults  NPR

The NEWSMakers Podcast: Google Advertising - ACHR NEWS
The NEWSMakers Podcast: Google Advertising  ACHR NEWS

Valve ban advertising-based business models on Steam, no forced adverts like in mobile games - GamingOnLinux
Valve ban advertising-based business models on Steam, no forced adverts like in mobile games  GamingOnLinux

The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame - University of Tennessee, Knoxville - News
The Conversation: Five Super Bowl Commercials That Deserve Places in the Advertising Hall of Shame  University of Tennessee, Knoxville - News

OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial - NewsX
OpenAI To Make Super Bowl Advertising Debut With First-Ever TV Commercial  NewsX

Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’ - The Wall Street Journal
Carl’s Jr. Returns to Racy Advertising Years After It Abandoned ‘Bikinis and Burgers’  The Wall Street Journal

Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up - AdExchanger
Amazon Advertising Raked In $17 Billion During Q4, And It’s Still Speeding Up  AdExchanger

Super Bowl LVIII, Cannabis, and the NFL: Why Cannabis Brands Like Silly Nice Can’t Advertise—And Why That’s Wack - stupidDOPE.com
Super Bowl LVIII, Cannabis, and the NFL: Why Cannabis Brands Like Silly Nice Can’t Advertise—And Why That’s Wack  stupidDOPE.com

Starbucks says ‘Hello Again’ by advertising around the Super Bowl - Marketing Dive
Starbucks says ‘Hello Again’ by advertising around the Super Bowl  Marketing Dive

Major U.S. Crypto Companies to Miss Advertising at Super Bowl LIX - Blockchain.News
Major U.S. Crypto Companies to Miss Advertising at Super Bowl LIX  Blockchain.News

SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads - SIU News
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  SIU News

Super Bowl advertising revenue 2003-2024 - Statista
Super Bowl advertising revenue 2003-2024  Statista

Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT - PRODU
Gordon Jones from Comscore: Developing pilot program to unify advertising ratings for TV and OTT  PRODU

Amazon’s bet on Prime Video ads pays off as advertiser pool widens - Marketing Dive
Amazon’s bet on Prime Video ads pays off as advertiser pool widens  Marketing Dive

Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters - Investing.com
Heartland, nostalgia and AI: Super Bowl advertisers mine America's past and future By Reuters  Investing.com

Super Bowl advertising costs revealed including the staggering fee for 30-second advert - SPORTbible
Super Bowl advertising costs revealed including the staggering fee for 30-second advert  SPORTbible

Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads - Digiday
Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads  Digiday

Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records - Entreprenerd
Super Bowl 2025: Three-Peat on the line and expectations for audience and advertising investment records  Entreprenerd

Controversial industry has 3 Super Bowl commercials this year - TheStreet
Controversial industry has 3 Super Bowl commercials this year  TheStreet

New+Orleans-based+advertising+agency+rebrands+after+27+years - New Orleans CityBusiness
New+Orleans-based+advertising+agency+rebrands+after+27+years  New Orleans CityBusiness

Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List - Forbes
Who Will Be Advertising In Super Bowl LIX? Here’s A Partial List  Forbes

Delaware's Carvertise to bring new advertising experience to Super Bowl - Delaware Business Times
Delaware's Carvertise to bring new advertising experience to Super Bowl  Delaware Business Times

Advertising Startup StackAdapt Snags Massive $235M Round - Crunchbase News
Advertising Startup StackAdapt Snags Massive $235M Round  Crunchbase News

Super Bowl: Which brands spend the most on advertising? - Revista Merca2.0
Super Bowl: Which brands spend the most on advertising?  Revista Merca2.0

How Apple’s ‘1984’ Super Bowl commercial changed advertising forever - CNN
How Apple’s ‘1984’ Super Bowl commercial changed advertising forever  CNN

6 B2B paid media platforms where you can advertise effectively - MarTech
6 B2B paid media platforms where you can advertise effectively  MarTech

Another View: Senator calls for Big Pharma to disclose prices on drug advertisements - Marin Independent Journal
Another View: Senator calls for Big Pharma to disclose prices on drug advertisements  Marin Independent Journal

Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle - Modern Retail
Retail media networks are becoming a bigger part of the Super Bowl advertising puzzle  Modern Retail

Snap beats profit estimates on advertising platform strength - Reuters
Snap beats profit estimates on advertising platform strength  Reuters

Disney's Andrew Messina on Creating Unforgettable Brand Moments - Adweek
Disney's Andrew Messina on Creating Unforgettable Brand Moments  Adweek

Looking to expand your online presence? Glenside Local can help you advertise - Glenside Local
Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

Education Workers Launch New Videos, $1.4 Million Advertising Campaign - Business Wire
Education Workers Launch New Videos, $1.4 Million Advertising Campaign  Business Wire

Astronomers seek global ban on space advertising - SpaceNews
Astronomers seek global ban on space advertising  SpaceNews

Global Meta advertising revenue 2024 - Statista
Global Meta advertising revenue 2024  Statista

2024 truth-in-advertising roundup: Notable takeaways for the year ahead - SupplySide Supplement Journal
2024 truth-in-advertising roundup: Notable takeaways for the year ahead  SupplySide Supplement Journal

Fox’s final offer to advertisers: $500K for a :15 ad during the Super Bowl — on Tubi - Digiday
Fox’s final offer to advertisers: $500K for a :15 ad during the Super Bowl — on Tubi  Digiday

Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now) - The Drum
Arthur Sadoun on Publicis Groupe becoming advertising’s biggest holding company (for now)  The Drum

North Allegheny senior heads to state championships for advertising design competition - TribLIVE.com
North Allegheny senior heads to state championships for advertising design competition  TribLIVE.com

OpenAI to debut first Super Bowl ad, joining rivals Google and Meta in AI advertising race - WION
OpenAI to debut first Super Bowl ad, joining rivals Google and Meta in AI advertising race  WION

2025 Update on Super Bowl Advertising and Promotions - Broadcast Law Blog
2025 Update on Super Bowl Advertising and Promotions  Broadcast Law Blog

Scott Pressures FCC to Prevent TEMU And Other Chinese Companies From Advertising During the Super Bowl - The Floridian
Scott Pressures FCC to Prevent TEMU And Other Chinese Companies From Advertising During the Super Bowl  The Floridian

FTC Closes Two "Made In USA" Inquiries - Advertising, Marketing & Branding - United States - Mondaq News Alerts
FTC Closes Two "Made In USA" Inquiries - Advertising, Marketing & Branding - United States  Mondaq News Alerts

SF Zoo Already Advertising the Job ‘Assistant Curator of Giant Pandas' - SFist
SF Zoo Already Advertising the Job ‘Assistant Curator of Giant Pandas'  SFist

As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations - Broadcast Law Blog
As FCC Chairman Announces an Investigation into Alleged PBS and NPR Advertising, a Look at the Underwriting Requirements for All Noncommercial Broadcast Stations  Broadcast Law Blog

Breaking into the big game: Tips for first-time Super Bowl advertisers - Marketing Dive
Breaking into the big game: Tips for first-time Super Bowl advertisers  Marketing Dive

Does the Super Bowl offer enough bang for its hefty advertising buck? - The Hustle
Does the Super Bowl offer enough bang for its hefty advertising buck?  The Hustle

Carl’s Jr. Returns To Racy Advertising Years After It Abandoned ‘Bikinis And Burgers’ - TV News Check
Carl’s Jr. Returns To Racy Advertising Years After It Abandoned ‘Bikinis And Burgers’  TV News Check

50 Brands Will Advertise At Super Bowl 2025: Here’s The Full Commercial Lineup - Forbes
50 Brands Will Advertise At Super Bowl 2025: Here’s The Full Commercial Lineup  Forbes

Elon Musk's X sues Lego, Shell, more companies over advertising 'boycott' from platform - USA TODAY
Elon Musk's X sues Lego, Shell, more companies over advertising 'boycott' from platform  USA TODAY

Schibsted ASA (SBSNF) Q4 2024 Earnings Call Highlights: Revenue Growth Amid Advertising Challenges - Yahoo Finance
Schibsted ASA (SBSNF) Q4 2024 Earnings Call Highlights: Revenue Growth Amid Advertising Challenges  Yahoo Finance

Flyers advertising far-right Proud Boys group found in driveways in Coventry - WLNE-TV (ABC6)
Flyers advertising far-right Proud Boys group found in driveways in Coventry  WLNE-TV (ABC6)

Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott - KFSM 5Newsonline
Elon Musk's X accuses brand giants like Tyson Foods of participating in advertising boycott  KFSM 5Newsonline

City of Newton Advertising For Manager of New Clubhouse at City Golf Course - KNIA KRLS Radio
City of Newton Advertising For Manager of New Clubhouse at City Golf Course  KNIA KRLS Radio

Puppy Bowl is the Super Bowl for some advertisers - Quartz
Puppy Bowl is the Super Bowl for some advertisers  Quartz

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Samsung and Cielo Partner to Redefine Retail Advertising with AI-Powered Digital Signage Technology  rAVe [PUBS]

Netflix’s next phase of advertising growth hinges on in-house ad tech - Marketing Dive
Netflix’s next phase of advertising growth hinges on in-house ad tech  Marketing Dive

Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs - Hollywood Reporter
Warner Bros. Discovery Names New U.S. Advertising Sales Chiefs  Hollywood Reporter

Snap beats profit estimates on advertising platform strength - Yahoo Finance
Snap beats profit estimates on advertising platform strength  Yahoo Finance

From Dad Energy to Pickleball Hustlers and AI, Super Bowl Advertising Promises Entertainment - Inc.
From Dad Energy to Pickleball Hustlers and AI, Super Bowl Advertising Promises Entertainment  Inc.

Digital video advertising spending in the U.S. 2019-2024 - Statista
Digital video advertising spending in the U.S. 2019-2024  Statista

Is Gambling Advertising Restriction The Optimal Solution Or A Conflict Starter? - Washington City Paper
Is Gambling Advertising Restriction The Optimal Solution Or A Conflict Starter?  Washington City Paper

The road ahead for advertising’s new big two – Publicis and Omnicom – in 2025 - The Drum
The road ahead for advertising’s new big two – Publicis and Omnicom – in 2025  The Drum

Elon Musk's X sues Lego, Nestlé and more brands, accusing them of advertising boycott - NPR
Elon Musk's X sues Lego, Nestlé and more brands, accusing them of advertising boycott  NPR

Magnite to help boost advertising on Musk's X - report (MGNI:NASDAQ) - Seeking Alpha
Magnite to help boost advertising on Musk's X - report (MGNI:NASDAQ)  Seeking Alpha

Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2025 - Statista
Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2025  Statista

Super Bowl Food Fight: Glut of Grocery Commercials Will Push Viewers to Eat, Eat, Eat - Variety
Super Bowl Food Fight: Glut of Grocery Commercials Will Push Viewers to Eat, Eat, Eat  Variety

SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads - The Southern
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads  The Southern

Interactive artificial intelligence in advertising - WGN Radio - Chicago
Interactive artificial intelligence in advertising  WGN Radio - Chicago

Marketing Briefing: Why marketers are taking a 'lighter approach' to Super Bowl advertising this year - Digiday
Marketing Briefing: Why marketers are taking a 'lighter approach' to Super Bowl advertising this year  Digiday

Meta’s AI tools attract more advertisers as tech enters ‘defining’ year - Marketing Dive
Meta’s AI tools attract more advertisers as tech enters ‘defining’ year  Marketing Dive

Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows - Hollywood Reporter
Snapchat Hits 453M Daily Active Users As Advertising Revenue Grows  Hollywood Reporter

InspiRAYtion Twenty - pearls before swine - Storyboard18
InspiRAYtion Twenty - pearls before swine  Storyboard18

Your View: The power of brand advertising goes beyond increasing sales - The Morning Call
Your View: The power of brand advertising goes beyond increasing sales  The Morning Call

Now Streaming: Disney reports Q1 DTC advertising revenue down 2% - TipRanks
Now Streaming: Disney reports Q1 DTC advertising revenue down 2%  TipRanks

YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter - Hollywood Reporter
YouTube Advertising Revenues Surge Past $10.5B in Latest Quarter  Hollywood Reporter

Pluto TV signed with programmatic advertising partners - PRODU
Pluto TV signed with programmatic advertising partners  PRODU

Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers - The Associated Press
Aliens, sloths and silliness: Super Bowl ads offer laughs, celebs and surprises to win over viewers  The Associated Press

Sports Media Inc. Introduces New Advertising Tools to Empower Brands for Sporting Events - EIN News
Sports Media Inc. Introduces New Advertising Tools to Empower Brands for Sporting Events  EIN News

Egyptian Outdoor Signs MoU with Stand By to Strengthen Leadership and Expand Presence in Egypt’s Outdoor Advertising Market - Egypt Today
Egyptian Outdoor Signs MoU with Stand By to Strengthen Leadership and Expand Presence in Egypt’s Outdoor Advertising Market  Egypt Today

Watch: Kiwi creative behind Super Bowl ad featuring iconic US advertising characters - New Zealand Herald
Watch: Kiwi creative behind Super Bowl ad featuring iconic US advertising characters  New Zealand Herald

How Going to Commercial During the Super Bowl Works - The New York Times
How Going to Commercial During the Super Bowl Works  The New York Times

Instacart Super Bowl Commercial Bets On Advertising's Toughest Celebrities: Madison Ave. Mascots - MSN
Instacart Super Bowl Commercial Bets On Advertising's Toughest Celebrities: Madison Ave. Mascots  MSN

The Super Bowl ad recipe for politically charged 2025: humor, nostalgia, and a generous helping of A-list celebrities - Business Insider
The Super Bowl ad recipe for politically charged 2025: humor, nostalgia, and a generous helping of A-list celebrities  Business Insider

DailyMotion Revolutionizes Digital Advertising with AI-Powered Predictive Targeting - PRODU
DailyMotion Revolutionizes Digital Advertising with AI-Powered Predictive Targeting  PRODU

Elon Musk's X is suing more advertisers over ad 'boycott' - Business Insider
Elon Musk's X is suing more advertisers over ad 'boycott'  Business Insider

ADVERTISEMENT FOR BIDS Grand Rapids - Mesabi Tribune
ADVERTISEMENT FOR BIDS Grand Rapids  Mesabi Tribune

StackAdapt secures $235M to redefine advertising with AI and automation - Tech Funding News
StackAdapt secures $235M to redefine advertising with AI and automation  Tech Funding News

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