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Mortgage Marketing - Broadcast Advertising vs Direct Advertising


Do you know how to design and deploy a marketing campaign?

Even if your ad budget is small you should still plan and measure the results of you advertising. This process is the key to your ultimate success.

You see, there are two types of advertising. The first is broadcast marketing. This category includes TV and radio commercials. While broadcast ads can be effective, they are very expensive and almost impossible to measure.

And you can't manage what you can't measure.

Which brings us to direct marketing. These ads are sent directly to your prospects. Sales letters, coupons, and order ready websites are some examples of this type of ad. But the truth is, any ad that you can accurately measure the results of falls into the category of direct marketing.

The advantage of direct marketing is that it is more science than art. You can key every ad you use and measure the real world results exactly.

This is huge. Through trial and error you can test the effectiveness of your ads. Over time you can gradually improve the pulling power. Eventually you'll have a set of ads that work really well.

More sales for less money.

To get there you must key every ad and keep careful records of the results each produce. Run two ads every time you advertise in any given media. Compare the results and go with the winning ad.

Then write another ad and put it up against your winning ad or control. If it beats your control then use it instead. Keep refining and testing.

This is an ongoing process. Markets change and ads loose their effectiveness after a while. To have a top-notch marketing campaign you must be constantly improving your ads.

To Your Prosperity,

David A. Wells, owner of http://www.Mortgage-Millions.com and author of The Millionaire Mortgage Broker's Marketing Manual, is a mortgage marketing expert who helps mortgage brokers succeed. He can be reached at mortgage@mortgage-millions.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. June / 01 / 2020

The Natural: Elon Musk’s Non-Traditional Approach To Tesla Advertising - Forbes
The Natural: Elon Musk’s Non-Traditional Approach To Tesla Advertising  Forbes

National TV Advertising Fell 27% in April, But Madison Ave. Rushed to ‘Masked Singer’ - Variety
National TV Advertising Fell 27% in April, But Madison Ave. Rushed to ‘Masked Singer’  Variety

AVOD Acquisitions Could Spur Advanced Advertising - Multichannel News
AVOD Acquisitions Could Spur Advanced Advertising  Multichannel News

Personalization isn't the fate of advertising - The Drum
Personalization isn't the fate of advertising  The Drum

Lawyer Advertising Rules on Settlements Passed in Louisiana - Bloomberg Law
Lawyer Advertising Rules on Settlements Passed in Louisiana  Bloomberg Law

Advertisers face tough decisions on buying NFL commercial time - NBCSports.com
Advertisers face tough decisions on buying NFL commercial time  NBCSports.com

Some Thoughts About Combating Racist Content in Advertising - Lexology
Some Thoughts About Combating Racist Content in Advertising  Lexology

Local TV Advertising's Slow Comeback 06/02/2020 - MediaPost Communications
Local TV Advertising's Slow Comeback 06/02/2020  MediaPost Communications

4 most common myths of in-game advertising debunked - The Drum
4 most common myths of in-game advertising debunked  The Drum

Hillsboro Launches Business Advertising Campaign - Loudoun Now
Hillsboro Launches Business Advertising Campaign  Loudoun Now

10 times that Elon Musk proved Tesla doesn't need advertising - Business Insider - Business Insider
10 times that Elon Musk proved Tesla doesn't need advertising - Business Insider  Business Insider

COVID-19 Transforms Out-Of-Home Advertising - Entrepreneur
COVID-19 Transforms Out-Of-Home Advertising  Entrepreneur

How AT&T is adapting its advertising to the coronavirus - Business Insider
How AT&T is adapting its advertising to the coronavirus  Business Insider

Advertising messages during coronavirus - CBS News
Advertising messages during coronavirus  CBS News

This Election Season, Digital Advertising is a Potent Weapon - MediaVillage
This Election Season, Digital Advertising is a Potent Weapon  MediaVillage

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

Advertising Industry Begins Process To Gain Data Certification 06/01/2020 - MediaPost Communications
Advertising Industry Begins Process To Gain Data Certification 06/01/2020  MediaPost Communications

The TV Commercial, Once Advertising’s Main Event, Suffers in the Pandemic - The New York Times
The TV Commercial, Once Advertising’s Main Event, Suffers in the Pandemic  The New York Times

Anheuser Busch InBev : Bud Light King's Advertising Reigns Supreme In Seventh Circuit - marketscreener.com
Anheuser Busch InBev : Bud Light King's Advertising Reigns Supreme In Seventh Circuit  marketscreener.com

Sony is advertising this week’s PS5 event on US television - Video Games Chronicle
Sony is advertising this week’s PS5 event on US television  Video Games Chronicle

League Of Legends Introduces A New Way To Show Advertising In Esports Games - GameSpot
League Of Legends Introduces A New Way To Show Advertising In Esports Games  GameSpot

Tesla shareholders will vote on advertising for first time ever - Business Insider - Business Insider
Tesla shareholders will vote on advertising for first time ever - Business Insider  Business Insider

This Free Advertising School on Reddit Wants to Help New Grads Break Into the Industry - Adweek
This Free Advertising School on Reddit Wants to Help New Grads Break Into the Industry  Adweek

Alphabet to see advertising revenue decline this year but Facebook manages to grow - Warc
Alphabet to see advertising revenue decline this year but Facebook manages to grow  Warc

Monday Sector Leaders: Apparel Stores, Advertising Stocks - Nasdaq
Monday Sector Leaders: Apparel Stores, Advertising Stocks  Nasdaq

Paid Advertising Beyond the Conversion with Susan Wenograd [PODCAST] - Search Engine Journal
Paid Advertising Beyond the Conversion with Susan Wenograd [PODCAST]  Search Engine Journal

Mediatel News: Advertising in a crisis - Mediatel News
Mediatel News: Advertising in a crisis  Mediatel News

Buy Advertising, You Just Might Save American Journalism - PR News - For Smart Communicators
Buy Advertising, You Just Might Save American Journalism  PR News - For Smart Communicators

How The Pandemic Is Changing Advertising - WBEZ
How The Pandemic Is Changing Advertising  WBEZ

How To Harness Effective Visuals In Advertising - Forbes
How To Harness Effective Visuals In Advertising  Forbes

WFA launches data ethics in advertising guide - MobileMarketing Magazine
WFA launches data ethics in advertising guide  MobileMarketing Magazine

Advertising with a made-for-mobile mindset - ClickZ
Advertising with a made-for-mobile mindset  ClickZ

Mobile Advertising Market Report 2020 Geographical Segmentation, Trends, Revenue & Competitive Strategies To 2027 - BіоPhаrmа Dіvе
Mobile Advertising Market Report 2020 Geographical Segmentation, Trends, Revenue & Competitive Strategies To 2027  BіоPhаrmа Dіvе

Sound Publishing offers grants to advertisers - Sequim Gazette
Sound Publishing offers grants to advertisers  Sequim Gazette

Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape - Forbes
Thought Leaders Weigh In On The Post Pandemic Advertising And Media Landscape  Forbes

Greg Hahn Quickly Returns to Advertising, Opening NY Office for Canada’s No Fixed Address - Adweek
Greg Hahn Quickly Returns to Advertising, Opening NY Office for Canada’s No Fixed Address  Adweek

Bundesliga adds crowd noise, attracts more ads | Advertising - Campaign Asia
Bundesliga adds crowd noise, attracts more ads | Advertising  Campaign Asia

Lamar Advertising Company [REIT] [LAMR] Stock trading around $66.30 per share: What’s Next? - The DBT News
Lamar Advertising Company [REIT] [LAMR] Stock trading around $66.30 per share: What’s Next?  The DBT News

The What, Why and How of Programmatic Advertising (and 5 Tips on Using It) - Entrepreneur
The What, Why and How of Programmatic Advertising (and 5 Tips on Using It)  Entrepreneur

Exclusive: New York Times phasing out all 3rd-party advertising data - Axios
Exclusive: New York Times phasing out all 3rd-party advertising data  Axios

Q&A with Buzzfeed's SVP of ad strategy on advertising alongside editorial content during a pandemic - Business Insider
Q&A with Buzzfeed's SVP of ad strategy on advertising alongside editorial content during a pandemic  Business Insider

Global Programmatic Marketing or Advertising Market 2020 | Production Value, Supply Chain Analysis, Market Share, Demand - Cole of Duty
Global Programmatic Marketing or Advertising Market 2020 | Production Value, Supply Chain Analysis, Market Share, Demand  Cole of Duty

Mobile advertising company donates billboard to high school scholar that lost her battle with cancer - The Philadelphia Tribune
Mobile advertising company donates billboard to high school scholar that lost her battle with cancer  The Philadelphia Tribune

Advertising Agency Billing Software Market: Future Development, Top Manufacturers, Trends, Share, Size and Forecast - Cole of Duty
Advertising Agency Billing Software Market: Future Development, Top Manufacturers, Trends, Share, Size and Forecast  Cole of Duty

Trump's coronavirus response renews Iowa 2020 election focus - Los Angeles Times
Trump's coronavirus response renews Iowa 2020 election focus  Los Angeles Times

Advertisers Question Quibi Payments - Los Angeles Business Journal
Advertisers Question Quibi Payments  Los Angeles Business Journal

Podcast Advertising: Is Programmatic the Next Big Thing? - Entrepreneur
Podcast Advertising: Is Programmatic the Next Big Thing?  Entrepreneur

The importance of advertising - Idaho State Journal
The importance of advertising  Idaho State Journal

Q&A: eBay Advertising exec on real intent, cookies and new tech - SmartBrief
Q&A: eBay Advertising exec on real intent, cookies and new tech  SmartBrief

Local Internet Advertising: Advantages And Benefits For Online Sellers And Other - NationEditions
Local Internet Advertising: Advantages And Benefits For Online Sellers And Other  NationEditions

Forecast models: Advertising 90-degree heat again next weekend? - Minnesota Public Radio News
Forecast models: Advertising 90-degree heat again next weekend?  Minnesota Public Radio News

Media Earnings Predict The Future Of Advertising - Forbes
Media Earnings Predict The Future Of Advertising  Forbes

Cloud Advertising Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Amazon Web Services, Oracle Corporation, Google, Rackspace Hostings, IBM Corporation, etc. | InForGrowth - Cole of Duty
Cloud Advertising Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Amazon Web Services, Oracle Corporation, Google, Rackspace Hostings, IBM Corporation, etc. | InForGrowth  Cole of Duty

The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’ - The New York Times
The Atlantic Lays Off 68, Citing ‘a Bracing Decline in Advertising’  The New York Times

Social Advertising Software Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc. | InFor Growth - 3rd Watch News
Social Advertising Software Market 2020-2026 | Comprehensive Study COVID19 Impact Analysis | Worldwide Key Players: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc. | InFor Growth  3rd Watch News

From remote shoots to topical plots, how advertising races to stay relevant in the pandemic - ThePrint
From remote shoots to topical plots, how advertising races to stay relevant in the pandemic  ThePrint

Advertisers signal glimmers of optimism, start spending again - Search Engine Land
Advertisers signal glimmers of optimism, start spending again  Search Engine Land

Global ERP Software for Advertising Agencies Market 2025 Top Manufacturers : Mavenlink, Hubstaff, Workamajig, AgencyHub, SpiraPlan, Producteev - Cole of Duty
Global ERP Software for Advertising Agencies Market 2025 Top Manufacturers : Mavenlink, Hubstaff, Workamajig, AgencyHub, SpiraPlan, Producteev  Cole of Duty

Advertisers Cooling On TV Spots; Comcast Spins Off Blockgraph Into JV - AdExchanger
Advertisers Cooling On TV Spots; Comcast Spins Off Blockgraph Into JV  AdExchanger

Trump campaign plans $1 million advertising attack after Biden's black voters comment - CNN
Trump campaign plans $1 million advertising attack after Biden's black voters comment  CNN

The impact of native advertising across the consumer journey - ClickZ
The impact of native advertising across the consumer journey  ClickZ

David Droga, John Boiler and more advertising icons star in new documentary - AdNews
David Droga, John Boiler and more advertising icons star in new documentary  AdNews

Kellogg's drops advertising from Joe Wicks' YouTube channel after Pringles blunder - FoodNavigator.com
Kellogg's drops advertising from Joe Wicks' YouTube channel after Pringles blunder  FoodNavigator.com

As GDPR turns two, what's changed in the digital advertising world? - The Drum
As GDPR turns two, what's changed in the digital advertising world?  The Drum

Indoor Location-based Search and Advertising Market 2020: Emerging Top Key Players like Apple, Broadcom, Cisco Systems, Estimote, Facebook, Foursquare Labs, Polaris Wireless, Verizon Media - Cole of Duty
Indoor Location-based Search and Advertising Market 2020: Emerging Top Key Players like Apple, Broadcom, Cisco Systems, Estimote, Facebook, Foursquare Labs, Polaris Wireless, Verizon Media  Cole of Duty

LED Billboard Advertising Market Advancements, Behaviour, Challenges, Opportunities, Top Companies and Forecast by 2026| LG Electronics, Toshiba, Panasonic - News Distinct
LED Billboard Advertising Market Advancements, Behaviour, Challenges, Opportunities, Top Companies and Forecast by 2026| LG Electronics, Toshiba, Panasonic  News Distinct

News Outlets Want More Advertisers to Act Like Burger King - The New York Times
News Outlets Want More Advertisers to Act Like Burger King  The New York Times

Global Online Advertising Market Expected to Reach Highest CAGR by 2025 Top Players: Amazon, Aol, Baidu, Facebook, Google, IAC - Cole of Duty
Global Online Advertising Market Expected to Reach Highest CAGR by 2025 Top Players: Amazon, Aol, Baidu, Facebook, Google, IAC  Cole of Duty

Daily Mail owner's print advertising revenues plunge by 70% - The Guardian
Daily Mail owner's print advertising revenues plunge by 70%  The Guardian

Advertising Agency Billing Software Market 2020: Potential growth, attractive valuation make it is a long-term investment | Know the COVID19 Impact | Top Players: Asana, Monday, FreshBooks, AdPlugg, Shortlist, etc. | InFor Growth - 3rd Watch News
Advertising Agency Billing Software Market 2020: Potential growth, attractive valuation make it is a long-term investment | Know the COVID19 Impact | Top Players: Asana, Monday, FreshBooks, AdPlugg, Shortlist, etc. | InFor Growth  3rd Watch News

Food Brands Are Bringing Back Funny Advertisements - Eater
Food Brands Are Bringing Back Funny Advertisements  Eater

Advertisers better figure out their post-coronavirus online strategies 'in a hurry,' analysts say - CNBC
Advertisers better figure out their post-coronavirus online strategies 'in a hurry,' analysts say  CNBC

Calling time on irresponsible junk food advertising to children - New Food
Calling time on irresponsible junk food advertising to children  New Food

Council relaxes rules on outdoor restaurant seating and advertising - South Tahoe Now
Council relaxes rules on outdoor restaurant seating and advertising  South Tahoe Now

COVID-19 Impact on Global Internet Advertising Market 2020: Industry Share, Trends, Growth and SWOT Analysis by Top Vendors, Demand and Forecast Research to 2025 - 3rd Watch News
COVID-19 Impact on Global Internet Advertising Market 2020: Industry Share, Trends, Growth and SWOT Analysis by Top Vendors, Demand and Forecast Research to 2025  3rd Watch News

Programmatic Display Advertising Market 2020 Segmentation, Application, Technology and Analysis Report Forecast to 2026 - Cole of Duty
Programmatic Display Advertising Market 2020 Segmentation, Application, Technology and Analysis Report Forecast to 2026  Cole of Duty

Consortium Administration Company Will Have To Disclose Its Services' Real Conditions After Misleading Advertising In Brazil - Media, Telecoms, IT, Entertainment - Brazil - Mondaq News Alerts
Consortium Administration Company Will Have To Disclose Its Services' Real Conditions After Misleading Advertising In Brazil - Media, Telecoms, IT, Entertainment - Brazil  Mondaq News Alerts

How Agencies & Advertisers Can Make the Most of Paid Media Right Now - Search Engine Journal
How Agencies & Advertisers Can Make the Most of Paid Media Right Now  Search Engine Journal

(Covid-19) Impact Analysis : Contextual Advertising Market Report Examines Latest Trends, Key Drivers Supporting Growth, Trends and Forecast from 2020 to 2025 - Cole of Duty
(Covid-19) Impact Analysis : Contextual Advertising Market Report Examines Latest Trends, Key Drivers Supporting Growth, Trends and Forecast from 2020 to 2025  Cole of Duty

engage:BDR deploys new revenue stream in web advertising - Proactive Investors Australia
engage:BDR deploys new revenue stream in web advertising  Proactive Investors Australia

In-App Advertising Market – Outlook On Rising Application, Revolutionary Trends & Potential Growth Ways 2026 - Cole of Duty
In-App Advertising Market – Outlook On Rising Application, Revolutionary Trends & Potential Growth Ways 2026  Cole of Duty

From Takeovers to Topview ads, what it costs to advertise on TikTok - Digiday
From Takeovers to Topview ads, what it costs to advertise on TikTok  Digiday

Performance Marketing, Advertising Blazes New Trails In Search, Digital 05/15/2020 - MediaPost Communications
Performance Marketing, Advertising Blazes New Trails In Search, Digital 05/15/2020  MediaPost Communications

Product Advertising And Marketing In The Time Of COVID-19 - Media, Telecoms, IT, Entertainment - Canada - Mondaq News Alerts
Product Advertising And Marketing In The Time Of COVID-19 - Media, Telecoms, IT, Entertainment - Canada  Mondaq News Alerts

Mobile Advertising Market Shows a Rapid Growth By 2022 | Applovin, Avazu, Chartboost, Facebook, Flurry, Google - WaterCloud News
Mobile Advertising Market Shows a Rapid Growth By 2022 | Applovin, Avazu, Chartboost, Facebook, Flurry, Google  WaterCloud News

Karan Johar's birthday celebration and the art of shooting advertisements during a pandemic - Moneycontrol
Karan Johar's birthday celebration and the art of shooting advertisements during a pandemic  Moneycontrol

Advertisers Seek to Revise Deal Terms With Streamer Quibi - The Wall Street Journal
Advertisers Seek to Revise Deal Terms With Streamer Quibi  The Wall Street Journal

NFL has an opportunity to revolutionize in-game advertising - NBCSports.com
NFL has an opportunity to revolutionize in-game advertising  NBCSports.com

CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert - The New York Times
CBS Courts Advertisers Virtually, With a Zinger From Stephen Colbert  The New York Times

Advertising Market with COVID-19 Impact Analysis, Industry Analysis, Business Development, Market Size and Detailed Profiles of Top Players: 2026 Foreseen Review - 3rd Watch News
Advertising Market with COVID-19 Impact Analysis, Industry Analysis, Business Development, Market Size and Detailed Profiles of Top Players: 2026 Foreseen Review  3rd Watch News

Video Games Advertising Market 2020: Development, Opportunity, Growth by Top Key Players (BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd, Fiksu, IAD, Kiip etc.) - 3rd Watch News
Video Games Advertising Market 2020: Development, Opportunity, Growth by Top Key Players (BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd, Fiksu, IAD, Kiip etc.)  3rd Watch News

How ecommerce brands can optimize advertising in a recession - ClickZ
How ecommerce brands can optimize advertising in a recession  ClickZ

Fewer advertisers means more bad ads from ad exchanges - Digiday
Fewer advertisers means more bad ads from ad exchanges  Digiday

How advertisers are using TikTok during the recession - Digiday
How advertisers are using TikTok during the recession  Digiday

Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content - Digiday
Digiday Research: 40% of advertisers won’t advertise near coronavirus-related content  Digiday

Robert Zuelsdorf: Idaho Maryland Mine advertisements missing mine's potential damage - The Union of Grass Valley
Robert Zuelsdorf: Idaho Maryland Mine advertisements missing mine's potential damage  The Union of Grass Valley

From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks - The Wall Street Journal
From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks  The Wall Street Journal

Quibi Disappoints Advertisers; Some Upfront Discussions Forego Outcomes-Based Campaigns - AdExchanger
Quibi Disappoints Advertisers; Some Upfront Discussions Forego Outcomes-Based Campaigns  AdExchanger

News publishers new tactic: Emphasize the good news to lure back coronavirus-weary advertisers - Digiday
News publishers new tactic: Emphasize the good news to lure back coronavirus-weary advertisers  Digiday

TV advertising up 16% in the last two weeks - Best Media Info
TV advertising up 16% in the last two weeks  Best Media Info

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