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What Makes Advertising Successful?


MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:
   
1. PERSUASIVE SELLING COPY. The wording is the single most important element in determining a successful ad. What counts most is what you say and how you say it.

2. PLACEMENT IN APPROPRIATE PUBLICATION. This might seem obvious, but it is often neglected. If the right people don't see your ad, they can't respond.
   
3. SPACE/PRICE IN PROPORTION. You simply can't sell high priced merchandise from a small classified or one inch ad space. These should be considered as a low cost means of building a mailing list by asking readers to write for more information. If you expect to sell directly from an ad, the size of the ad will have to increase in proportion to the selling price. Two or three inches of space for items selling for 42 to $5... half or full page for items selling for more than $5 up to $20. When the price goes above $20 it is usually best to run inquiry ads and follow up with a printed sales presentation. There are exceptions, but this is a fairly safe rule to follow.

4. TESTING ALL THE ELEMENTS. Unlike institutional advertising (toothpaste, cars, soap, etc.) which must rely on extensive market research, analysis, surveys and a lot of psychology to achieve success, mail order selling has a built-in "watchdog" to guard against waste and loss, and to help assure that every dollar spent will produce a profit...or at least tell you why it didn't, so you won't make the same mistake twice. This method (unique to mail order) is called KEYING. By inserting a number or letter (or combination) into every ad you run, you can tell which ad works in which publication and in which issues it works best. More sophisticated forms of this testing technique can be carried thru by trying a new headline, a different testimonials,guarantees, etc. The testing technique know no limits, but there is also danger in becoming test-happy. To use the testing principle effectively, be certain that the results will justify the time and expense of making the test. If it merely means adding to your paperwork without adding profit or reducing cost,it isn't worth it.

Copyright 2004 by DeAnna Spencer
This article may be reproduced freely on the Internet as long as the resource box remains intact.

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
DeAnna is the publisher of the ezine, Prospecting and Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
To thank the publishers/webmasters that use my article, I offer
one free solo ad.  Simply fill out the contact form on my contact
page listing the url it was used on or sending me a copy of the
ezine it was used in.  Once I confirm the location of the article,
then we can make arrangements for the solo ad.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Note to publisher/webmaster:  Feel free to remove the part about the solo
ad when you get ready to publish the article.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. August / 11 / 2020

LoopMe Ties Brand Outcomes to Connected TV to Amplify Advertising Effectiveness - Odessa American
LoopMe Ties Brand Outcomes to Connected TV to Amplify Advertising Effectiveness  Odessa American

Official suggests residents subsidizing advertising for The Villages - Villages-News
Official suggests residents subsidizing advertising for The Villages  Villages-News

The Growing Global Movement to End Outdoor Advertising - Inter Press Service
The Growing Global Movement to End Outdoor Advertising  Inter Press Service

The Pitch: Advertising and marketing news for 8.11.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 8.11.20  RichmondBizSense

Univision Swings To Q2 Loss Due To 40% Plunge In Advertising Revenue, But Says Q3 Showing Steady Gains – Update - Deadline
Univision Swings To Q2 Loss Due To 40% Plunge In Advertising Revenue, But Says Q3 Showing Steady Gains – Update  Deadline

UBCO researchers link advertising to uptick in youth vaping - EurekAlert
UBCO researchers link advertising to uptick in youth vaping  EurekAlert

Clorox believes advertising is critical in a recession | WARC - Warc
Clorox believes advertising is critical in a recession | WARC  Warc

Out-of-Home Advertising Is Becoming More Digitally Driven - eMarketer
Out-of-Home Advertising Is Becoming More Digitally Driven  eMarketer

Muralist restores historic advertising artwork in Beloit | Local News - Gazettextra
Muralist restores historic advertising artwork in Beloit | Local News  Gazettextra

House GOP super PAC adds $45M to fall advertising - Politico
House GOP super PAC adds $45M to fall advertising  Politico

Quebecor's OOH Advertising Inventory now Even More Accessible via Broadsign Reach and Campsite Programmatic Purchasing Platforms - Digital Signage Connection
Quebecor's OOH Advertising Inventory now Even More Accessible via Broadsign Reach and Campsite Programmatic Purchasing Platforms  Digital Signage Connection

Asiaray Secures Concession Rights for Chengdu Tianfu International Airport's Advertising Media - ACROFAN USA
Asiaray Secures Concession Rights for Chengdu Tianfu International Airport's Advertising Media  ACROFAN USA

Advertising's Most Debatable, Overused Term: 'Premium' 08/11/2020 - MediaPost Communications
Advertising's Most Debatable, Overused Term: 'Premium' 08/11/2020  MediaPost Communications

Why brands like Anheuser-Busch are taking more advertising in-house - Business Insider - Business Insider
Why brands like Anheuser-Busch are taking more advertising in-house - Business Insider  Business Insider

Search Advertising Software Market : Huge Growth Opportunity by Trend, Key Players and Forecast 2026 - Chelanpress
Search Advertising Software Market : Huge Growth Opportunity by Trend, Key Players and Forecast 2026  Chelanpress

WarnerMedia shakes up leadership amid rollout of HBO Max - Business Insider - Business Insider
WarnerMedia shakes up leadership amid rollout of HBO Max - Business Insider  Business Insider

Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed - TV Technology
Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed  TV Technology

Healthcare Advertising Market Size, Industry Analysis Report by Trends, Demand, Technology, Forthcoming Developments, Growth Challenges and Opportunities By Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi - Chelanpress
Healthcare Advertising Market Size, Industry Analysis Report by Trends, Demand, Technology, Forthcoming Developments, Growth Challenges and Opportunities By Johnson & Johnson Services, Pfizer, Merck & Co, Novartis AG, Sanofi  Chelanpress

Ireland MP: Airbnb deliberately advertising West Bank homes as 'in Israel' - Middle East Monitor
Ireland MP: Airbnb deliberately advertising West Bank homes as 'in Israel'  Middle East Monitor

Sponsored: In-game advertising, the compliance perspective - Gamasutra
Sponsored: In-game advertising, the compliance perspective  Gamasutra

Advertising Market 2020 Real Time Analysis And COVID-19 Impact On Top Manufacturers – WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG, Havas SA, Focus Media Group, AVIC Culture Co. Ltd., Guangdong Advertising Co. Ltd. - Chelanpress
Advertising Market 2020 Real Time Analysis And COVID-19 Impact On Top Manufacturers – WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG, Havas SA, Focus Media Group, AVIC Culture Co. Ltd., Guangdong Advertising Co. Ltd.  Chelanpress

IPS Partners with Advantage Software to Transform the Payables Lifecycle for Advertising Agencies and Marketing Companies - Yahoo Finance
IPS Partners with Advantage Software to Transform the Payables Lifecycle for Advertising Agencies and Marketing Companies  Yahoo Finance

SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: How to wear a face mask properly - FOX 35 Orlando
SPONSORED ADVERTISING BY ADVENTHEALTH: House Calls: How to wear a face mask properly  FOX 35 Orlando

Why MedCity News should be your go-to advertising partner - MedCity News
Why MedCity News should be your go-to advertising partner  MedCity News

JW Player names advertising demand chief for EMEA - Digital TV Europe
JW Player names advertising demand chief for EMEA  Digital TV Europe

Outdoor Advertising Market to 2026: Growth Analysis by Manufacturers, Regions, Types and Applications - AlgosOnline
Outdoor Advertising Market to 2026: Growth Analysis by Manufacturers, Regions, Types and Applications  AlgosOnline

Cross-Channel Advertising Software Market Size, Historical Growth, Analysis, Opportunities and Forecast To 2025 - AlgosOnline
Cross-Channel Advertising Software Market Size, Historical Growth, Analysis, Opportunities and Forecast To 2025  AlgosOnline

Social Advertising Software Market Emerging Trends, Opportunity, Industry Overview And Growth Analysis Forecast To 2027 - Levee Report
Social Advertising Software Market Emerging Trends, Opportunity, Industry Overview And Growth Analysis Forecast To 2027  Levee Report

Virginia Draft Regulations Include Strict Advertising Restrictions Similar To Tennessee - GamblingCompliance
Virginia Draft Regulations Include Strict Advertising Restrictions Similar To Tennessee  GamblingCompliance

Global Programmatic Display Advertising Platform Market Growth And Segment Forecast 2020-2027 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE, Etc. - Levee Report
Global Programmatic Display Advertising Platform Market Growth And Segment Forecast 2020-2027 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE, Etc.  Levee Report

Despite Short-Term Advertising Downturns, Esports Outlook Remains Positive - eMarketer
Despite Short-Term Advertising Downturns, Esports Outlook Remains Positive  eMarketer

News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue - The Wall Street Journal
News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

TikTok prepares advertisers for possible app ban - Reuters
TikTok prepares advertisers for possible app ban  Reuters

Advertising Agency Mother Signs 61000 SF Office Lease in Brooklyn - REBusinessOnline
Advertising Agency Mother Signs 61000 SF Office Lease in Brooklyn  REBusinessOnline

AI applications for digital out of home advertising - ClickZ
AI applications for digital out of home advertising  ClickZ

Online Display Advertising Services Market Complete survey 2020-2027 Insights, Demand, Analysis, Manufacturers, Type and Application - Levee Report
Online Display Advertising Services Market Complete survey 2020-2027 Insights, Demand, Analysis, Manufacturers, Type and Application  Levee Report

ASK THE BOARD: Advertising in Unprecedented Times - Digital Signage Connection
ASK THE BOARD: Advertising in Unprecedented Times  Digital Signage Connection

Auto sector returns to advertising in Q2 2020 - ETBrandEquity.com
Auto sector returns to advertising in Q2 2020  ETBrandEquity.com

Advertising Revenues Projected To Decline In 2020 Worldwide - Forbes
Advertising Revenues Projected To Decline In 2020 Worldwide  Forbes

Adverty Partners with SuperAwesome to Enable Kid-Safe Advertising - ExchangeWire
Adverty Partners with SuperAwesome to Enable Kid-Safe Advertising  ExchangeWire

The Future of Advertising - AdNews
The Future of Advertising  AdNews

Cord Cutting Seems Disastrous for TV Advertising - 24/7 Wall St.
Cord Cutting Seems Disastrous for TV Advertising  24/7 Wall St.

Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy - The Newark Advocate
Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

Threat actors behind Smaug ransomware are advertising their RasS platform on the Dark Web forum - www.computing.co.uk
Threat actors behind Smaug ransomware are advertising their RasS platform on the Dark Web forum  www.computing.co.uk

Facebook bans pro-Trump super PAC from advertising on its platform - Fox Business
Facebook bans pro-Trump super PAC from advertising on its platform  Fox Business

CAPITOL RECAP: State launches $5 million advertising campaign to promote face coverings in Illinois - Journal Gazette and Times-Courier
CAPITOL RECAP: State launches $5 million advertising campaign to promote face coverings in Illinois  Journal Gazette and Times-Courier

Global Augmented Reality for Advertising Market To Witness A Pronounce Growth During 2027:Google Metaio NGRAIN Leo Burnett Total Immersion Zappar - Levee Report
Global Augmented Reality for Advertising Market To Witness A Pronounce Growth During 2027:Google Metaio NGRAIN Leo Burnett Total Immersion Zappar  Levee Report

Lawsuit accuses Sanderson Farms of misleading chicken advertising - Clarion Ledger
Lawsuit accuses Sanderson Farms of misleading chicken advertising  Clarion Ledger

CTV spending sees strong growth amid broader revenue decline - Business Insider
CTV spending sees strong growth amid broader revenue decline  Business Insider

Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising - AdExchanger
Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising  AdExchanger

Local Advertisers Take Over Facebook, Give National Brands The Brush-Off 08/10/2020 - MediaPost Communications
Local Advertisers Take Over Facebook, Give National Brands The Brush-Off 08/10/2020  MediaPost Communications

Evening Standard to Cut One-Third of Staff as Covid-19 Hits Advertising - Editor And Publisher Magazine
Evening Standard to Cut One-Third of Staff as Covid-19 Hits Advertising  Editor And Publisher Magazine

Trump campaign restarts TV advertising with spots slamming Biden - POLITICO
Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

2020 Digital Video Advertising Market - GlobeNewswire
2020 Digital Video Advertising Market  GlobeNewswire

Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group - The Spokesman-Review
Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group  The Spokesman-Review

Mobile Native Advertising: A Better Way to Reach Ideal Customers - Marketing Tech Outlook
Mobile Native Advertising: A Better Way to Reach Ideal Customers  Marketing Tech Outlook

Rapid TV News - Advertising falls but Scripps enjoys second-quarter revenue boost - Rapid TV News
Rapid TV News - Advertising falls but Scripps enjoys second-quarter revenue boost  Rapid TV News

Apple’s Ad Network Gets ‘Preferential Access To Users’ Data’ vs Facebook, Google, Others - Forbes
Apple’s Ad Network Gets ‘Preferential Access To Users’ Data’ vs Facebook, Google, Others  Forbes

Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected - ClickZ
Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected  ClickZ

86000 car trips: Good sign for advertisers - Manteca Bulletin
86000 car trips: Good sign for advertisers  Manteca Bulletin

Maxwell House Coffee Class-Action Claims Deceptive Advertising - The National Law Review
Maxwell House Coffee Class-Action Claims Deceptive Advertising  The National Law Review

Venatus Expands In-Game Advertising Offering With Frameplay - MarTech Series
Venatus Expands In-Game Advertising Offering With Frameplay  MarTech Series

'Game of Thrones' Earned Starbucks $2.3 Billion in Free Advertising With a Fake Coffee Cup - Showbiz Cheat Sheet
'Game of Thrones' Earned Starbucks $2.3 Billion in Free Advertising With a Fake Coffee Cup  Showbiz Cheat Sheet

ViacomCBS Takes Q2 Advertising Hit But Manages To Beat Revenue Forecasts - Deadline
ViacomCBS Takes Q2 Advertising Hit But Manages To Beat Revenue Forecasts  Deadline

Joe Biden Announces Elections Ad Buy Totaling $280 Million - The New York Times
Joe Biden Announces Elections Ad Buy Totaling $280 Million  The New York Times

Global Mobile Advertising Software Market 2020 – Impact of COVID-19, Future Growth Analysis and Challenges | Marin Software, DoubleClick, Sizmek, Kenshoo, Choozle - NJ MMA News
Global Mobile Advertising Software Market 2020 – Impact of COVID-19, Future Growth Analysis and Challenges | Marin Software, DoubleClick, Sizmek, Kenshoo, Choozle  NJ MMA News

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

97.9 The Hill and Chapelboro.com Establish the Community Nonprofit Advertising Fund - Chapelboro.com
97.9 The Hill and Chapelboro.com Establish the Community Nonprofit Advertising Fund  Chapelboro.com

Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement - Social Media Today
Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

How To Optimize Your Spending On Amazon Advertising - MarTech Series
How To Optimize Your Spending On Amazon Advertising  MarTech Series

Survey: COVID-19 prompts shift to digital advertising - CMO
Survey: COVID-19 prompts shift to digital advertising  CMO

‘We’ll get briefs we couldn’t access before’: Inside Channel 4’s push for programmatic advertisers - Digiday
‘We’ll get briefs we couldn’t access before’: Inside Channel 4’s push for programmatic advertisers  Digiday

Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M - Medical Marketing and Media
Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M  Medical Marketing and Media

OOH Advertising Market Growth in Future till 2027 | Demand | Share | Revenue and Forecast Report - Chelanpress
OOH Advertising Market Growth in Future till 2027 | Demand | Share | Revenue and Forecast Report  Chelanpress

The future of luxury advertising – A discussion between Michaela Vybohova and Jacques Burga - America Daily Post
The future of luxury advertising – A discussion between Michaela Vybohova and Jacques Burga  America Daily Post

Advertising Management Platform Market 2020 Growth Analysis 2027 and Top Performing Players - Snapchat (Flite), Google, Thunder, Celtra, Flashtalking, etc. - Market Research Posts
Advertising Management Platform Market 2020 Growth Analysis 2027 and Top Performing Players - Snapchat (Flite), Google, Thunder, Celtra, Flashtalking, etc.  Market Research Posts

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

Impact of Covid-19 on Display Advertising Software Market to Witness High Demand During 2020-2027 with Top Key Players | DoubleClick ,Marin Software - Reports Watch
Impact of Covid-19 on Display Advertising Software Market to Witness High Demand During 2020-2027 with Top Key Players | DoubleClick ,Marin Software  Reports Watch

UK advertisers pulled more than £1.1bn spend during Covid lockdown - The Guardian
UK advertisers pulled more than £1.1bn spend during Covid lockdown  The Guardian

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

We banned advertising for cigarettes. Should we do the same for SUVs? - GreenBiz
We banned advertising for cigarettes. Should we do the same for SUVs?  GreenBiz

As Major League Baseball begins to play ball again, advertisers clamor for ad time - CNN
As Major League Baseball begins to play ball again, advertisers clamor for ad time  CNN

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship - Business Wire
AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship  Business Wire

Advertising Budget: Rules Of Calculation And Planning - FinSMEs
Advertising Budget: Rules Of Calculation And Planning  FinSMEs

Advertising & Marketing: Introduction - Lexology
Advertising & Marketing: Introduction  Lexology

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

The Science of Ayurveda and the Advertising of False Remedies in a Pandemic - JURIST
The Science of Ayurveda and the Advertising of False Remedies in a Pandemic  JURIST

Hulu Ads For $500? Streamer Makes Bid for Small Advertisers - Variety
Hulu Ads For $500? Streamer Makes Bid for Small Advertisers  Variety

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

An anti-Trump Republican group is courting ‘soft’ Trump supporters in Pennsylvania with $1 million in ads - The Philadelphia Inquirer
An anti-Trump Republican group is courting ‘soft’ Trump supporters in Pennsylvania with $1 million in ads  The Philadelphia Inquirer

Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’ - The Wall Street Journal
Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

As Trump Pushes Into Portland, His Campaign Ads Turn Darker - The New York Times
As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

Facebook Boycott: Starbucks and Diageo to Pull Ads - The New York Times
Facebook Boycott: Starbucks and Diageo to Pull Ads  The New York Times

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

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