|Breast Cancer Information|
How To Make Your Advertising Work!
Many believe that when it comes to advertising, it's a necessary evil.
At least that's how some businesses approach it. Some view it as simply a tool to showcase price and product while others see it as a way to counter their competitor's ads. Know what? They're all wrong.
Here's what you should be thinking about when putting together an advertising campaign:
1) Who am I trying to reach?
Hard to believe: Some of my client's advertising approach prior to working with them was basically, "I have this amount of money to spend so how much can I buy with it?" This was usually followed by a call to their favorite radio station, or to a television station carrying their favorite program and asking for rates.
Granted there are many, many choices when contemplating where to place your ad dollars and it can be very confusing given all the choices that are out there. Especially for example, when you call radio stations and every account executive tells you that their station is number one. That's why it helps to have experienced people on your side who can help you choose the best media mix for your ad dollars. Of course it make sense at this point to put in a plug for my agency, but if you want to get a better understanding of what is involved, refer to the four questions above. For example, "Who am I trying to reach?" means who is your target customer? Every retail or service oriented business has a target customer base and once you've established yours it will help in narrowing the list of possible media choices.
Many businesses put off advertising until they feel they need it. The truth is, if you have a business that sells products or services you need to advertise all the time, not just when you have excess inventory or sales are down.
I'm sure you've seen and heard many auto dealers advertising "red tag" or "tent sales". This approach is a quick hit type of campaign designed to move inventory but the end result is usually just a waste of ad dollars. Instead piling on these price driven ads and doing battle with every other dealer advertising in a similar way, these auto dealers would be smarter to concentrate on building their brand through consistent advertising and separating themselves from their competition with solid points that answer questions on consumer's minds like, "What will you do for me that the others won't?" "Why should I shop at your dealership?" "What makes your dealership different?" along with coming up with a clever branding image that makes them easy to remember when the consumer is in the market for a car if not now, down the road.
Yes, money talks. But if everyone is shouting the same thing like, "We'll save you money!" the consumer has no incentive to visit one dealer over the other.
Last but certainly not least is the importance of the message itself. Time and time again I'll hear or see a campaign where it's obvious the media buy was well executed but the message is muddled or confusing or worse, boring. If you're going to go through all the trouble and expense of putting together an ad campaign, make sure the message cuts through the clutter in a clever, creative way because that is what branding (getting people to remember your business) is all about.
So how do you make advertising work? Remember that establishing a budget, determining who your target customers are, careful planning, consistency, and a clever message will put you on the road to success.
Like what you've read? Want to read more? Visit The Eisenberg Agency web site at: http://www.eisenbergagency.com
Hal Eisenberg is an award winning copywriter, creative director, and owner of The Eisenberg Agency, an ad agency specializing in cut-through-the-clutter ads that get results.
Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines
The success of a business plan stands or falls on its ability to get potential investors to take a moment to read it. Nothing works better for doing this than well-written headlines designed to interrupt and engage investors. Here are five fundamental rules for writing and incorporating headlines into your business plan.
Avoid The Big Advertising Mistakes
Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:
The Truth in Advertising
Most of us have seen at least a dozen different toothpaste commercials that claim, "Three out of four dentists recommend...." You may have wondered, as I did, how each of these claims could be possibly be true. They are based on statistical evidence, so why are there such varied results? If you listen to advertising, there seems to be no clear consensus on which health-related products--aspirin, cough syrup, antihistamines--are the best.
Successful Print Advertising Designs
Do you often see print advertisements outdoors, as much as you see Web advertisements when you surf through the Web? I'm pretty sure that you have entirely different views and reactions upon seeing and actually taking notice to these two different kinds of advertising. The differences may vary in their use of color, typefaces, and space.
It is difficult to miss a Hummer, but how many companies could afford to run one to promote their business? The answer is, of course, very few and it is doubtful whether GM's overgrown offspring would be the most suitable promotional vehicle for many of them. What then are the alternatives and how could businesses benefit from using a vehicle as an advertising medium?
The Key To Marketing New Ideas!
Imagine tossing a pebble into a crystal clear pond on a still day, & watching the ripples make their way to the shore. A tiny cause has a massive effect.
Take Your Radio Ads to the Next Level
Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway.
Write Attention Getting Advertisements
The most important aspect of any business is selling the product or service. Without sales, you aren't generating any income and your business will die. All sales begin with advertisments. To build sales the ad must get the buyer to act. The ad writer must know what he or she wants the buyer to do.
Business Cards: Why Waste Valuable Space?
So many business people neglect this valuable asset that may be used for a multitude of messages.
B2B Marketing Health and Elder Care Services
Quality Care Options is an established company advocating for the right of all seniors to receive excellent service and product. The organization recommends Certified Senior Approved Services to its elderly clientele.
Top 9 Reasons To Advertise
Advertising is not for every company. But some require it because their market is big and constantly changing and evolving. Consider this, up to 30 percent of the people in the US move each year. Or, you may be locked into a battle with a competitor. People do business with companies they know and trust. Advertising can help build awareness, so that eventually consumers will trust your offer.
What Does the Back of Your Business Card Say?
Business cards with nothing on the back are wasted opportunities to sell.
Consider These Pressing Facts Before You Renew Your Yellow Page Ad
Your Yellow Page Ad Deserves More than 10 Minutes of Thought a Year
Using The Popularity of Celebrities and Currrent Events to Promote Your Business
In this article, we want to explore the idea of using the popularity of celebrities and current event (news) topics to help market any internet business.
6 Ways To Get More Sales From Your Advertisement
To bring great sales success, a great advertising technique is not the only parameter. You must know what it is that your customers are actually buying. They are not buying your product or service, they are buying what it will do for them. Use the answers to this to set up your advertising masterpiece.
Get Better Results from Your Advertising with a Disruptor
When you spend money on an advertisement you want to get the best return possible. To do that you need to get people to STOP and LOOK at your ad.
How to Write Great Headlines
According to experts, just changing the headline of an ad or sales letter has been known to dramatically improve the effectiveness of an ad or sales letter by up to 1700 percent! Yes, headlines are that powerful--and that important!
Media, the Internet, Yellow Pages, and Your Business
If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.
Super Secret Tip For Using PPC Search Engine Advertising Successfully
It's not about traffic; it's about generating leads. That's right. It only took me eight words to give you the secret super tip on using pay-per-click (PPC) search engines successfully. It's not about generating traffic to your website; it's about generating leads from the traffic for which you are paying. This slight shift in understanding about where the value resides in PPC search engines could make all the difference when it comes to capitalizing on the web promotional resource known as PPC.
Boost Headline Believability With Specifics
Don't use vague generalities in your headlines. Be as specific as possible. For example, you may want to put a date into your headline, or a profit increase of some specific percentage, etc. When you use something specific, like a date, an exact dollar amount, or an exact quantity in a headline, it suddenly becomes more believable.
|home | site map|
|Copyright © 2005 Bisey.net|