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Add You - Why Your Ads Aren't Working
Did you know generating positive media coverage is four times more effective than advertising? Getting exposure in the media is far-reaching, utterly credible and free. As an added bonus you may well attract an audience that you never anticipated. But talking to reporters can be risky and threatening for first t
4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they’re interested, and
In the beginning, Yellow Pages ads were, well, yellow. With black type. Then, in an effort to jump start sales, the clever people who invented Yellow Pages in 1886, the Reuben H. Donnelly Corporation, figured an inexpensive way to add red to the ads. Red borders, red type. Higher rates.With the mono
Like most marketing communications questions there are no simple answers. After all, communication is a high level activity. There are lots of variables involved.
If your ad results are disappointing, here are the key things to look at:
1) Message Is what your ad promises compelling? Is it meaningful to your audience? If you’re not offering something prospective customers want, they won’t respond. If you’re not sure what prospects want, ASK!!
2) Audience Are you reaching the people who make the buying decision for your product or service? Many big ticket sales involve buying teams or multiple layers within an organization. Are you reaching everyone you need to?
3) Vehicles Are you in the best publications (or radio time slots, TV programs, whatever)to reach your audience with your message? Look at quantitative AND qualitative data to get a true evaluation of media and vehicles.
4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they’re interested, and b
What Is The Difference Between Advertising and PR?Advertising and PR are two different functions, however, many business do not know the difference. Since spending your advertising budget and your PR budget effectively is crucial, how can you expect to accomplish this important goal unless you understand t
If your ad results are disappointing, here are the key things to look at:
1) Message Is what your ad promises compelling? Is it meaningful to your audience? If you’re not offering something prospective customers want, they won’t respond. If you’re not sure what prospects want, ASK!!
2) Audience Are you reaching the people who make the buying decision for your product or service? Many big ticket sales involve buying teams or multiple layers within an organization. Are you reaching everyone you need to?
3) Vehicles Are you in the best publications (or radio time slots, TV programs, whatever)to reach your audience with your message? Look at quantitative AND qualitative data to get a true evaluation of media and vehicles.
4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they’re interested, and
Everywhere we go, we are bombarded by a myriad of pesky ads. You name it, they are all over the place. Television, radio, billboards, magazines, news bulletins, the internet, buses, ATM screens, flyers, street signs, mailboxes and even people wearing ads. Advertising is all about attention. Grabbing people’s atte
2) Audience Are you reaching the people who make the buying decision for your product or service? Many big ticket sales involve buying teams or multiple layers within an organization. Are you reaching everyone you need to?
3) Vehicles Are you in the best publications (or radio time slots, TV programs, whatever)to reach your audience with your message? Look at quantitative AND qualitative data to get a true evaluation of media and vehicles.
4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they’re interested, and
Today’s high-tech world is deluged with more information than ever imaginable. In spite of all the promises of the paperless office, statistics show that exactly the opposite is happening. It is projected that by 2005 there will be 50% more paper than there was in 1995! Those who have tried the paperless solutio
3) Vehicles Are you in the best publications (or radio time slots, TV programs, whatever)to reach your audience with your message? Look at quantitative AND qualitative data to get a true evaluation of media and vehicles.
4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they’re interested, and
Everyone is a writer. Writing is the basis of all wealth, as my mentor says. You need to be writing (something) every single day. You can’t keep all that stuff bottled up inside. It’s not good for you. Write, write, write.Everyone is in marketing. Your words, actions, emails and convers
4) Frequency/repetition There are two cardinal rules of human communication: a) People will notice your ad only when they’re interested, and b) People retain about 10% of the messages they’re exposed to each day. So for a communication program to succeed, it must repeat, repeat, repeat. (Current estimates are that it can take 7-9 repetitions of a message for it to sink in.)
5) Attention Does your ad have stopping power? Will the intended audience take the time to look? This usually requires the synergy of an arresting visual and a powerful headline.
6) Objectives Are you asking advertising to do what it’s good at? Generating inquiries and creating awareness are reasonable ad objectives. But don’t expect advertising to SELL a product. Good ads set up opportunities to sell. Your sales channel will need to close the deal.
7) Measuring results Do you really know what your advertising is achieving? Are you collecting and reviewing results that relate to your objectives? For instance, if you expect your advertising program to generate inquiries, measurement that looks at inquiry quantity and quality shou
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