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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 Tue. November / 12 / 2019

Zeroing in on Transit Advertising - American Laundry News
Zeroing in on Transit Advertising  American Laundry News

Enforcement Alert: Social Media Advertising - Brewers Association
Enforcement Alert: Social Media Advertising  Brewers Association

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media - Business Wire
Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media  Business Wire

Screenvision: A leader in movie theater advertising is getting into sports - Yahoo Finance
Screenvision: A leader in movie theater advertising is getting into sports  Yahoo Finance

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Is digital advertising a lot less effective than the ad industry believes? - Econsultancy
Is digital advertising a lot less effective than the ad industry believes?  Econsultancy

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

Myths Belong in Stories, Not People-Based Advertising - MarTech Series
Myths Belong in Stories, Not People-Based Advertising  MarTech Series

Rugby World Cup boosts ITV’s advertising revenue - Financial Times
Rugby World Cup boosts ITV’s advertising revenue  Financial Times

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

Unilever, Sky, 02 join advertising blockchain pilot - Ledger Insights
Unilever, Sky, 02 join advertising blockchain pilot  Ledger Insights

Tech industry should not be deciding on political advertising - Financial Times
Tech industry should not be deciding on political advertising  Financial Times

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25% - PR Web
G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25%  PR Web

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

Advertising school launches immersive technology program - UT The Daily Texan
Advertising school launches immersive technology program  UT The Daily Texan

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

2019 – 2020 Political Issue Advertising The Blessing and the Curse! - JD Supra
2019 – 2020 Political Issue Advertising The Blessing and the Curse!  JD Supra

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth - Business Wire
PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth  Business Wire

What's Behind Facebook and Twitter's Different Stances On Political Advertising? - The National Interest Online
What's Behind Facebook and Twitter's Different Stances On Political Advertising?  The National Interest Online

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

ITV to launch new addressable advertising platform - Broadband TV News
ITV to launch new addressable advertising platform  Broadband TV News

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Senior Amazon Advertising Executive Joins Teikametrics - MarTech Series
Senior Amazon Advertising Executive Joins Teikametrics  MarTech Series

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

ITV announces new addressable advertising platform Planet V - IBC365
ITV announces new addressable advertising platform Planet V  IBC365

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

Turkish media censors find ice cream advertisements immoral - Ahval
Turkish media censors find ice cream advertisements immoral  Ahval

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

Amazon Advertising: 3 Unique Ways to Sell Your Product - G2
Amazon Advertising: 3 Unique Ways to Sell Your Product  G2

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Why assumption is the mother of all advertising stereotyping - The Drum
Why assumption is the mother of all advertising stereotyping  The Drum

Billionaire Alastair Mactaggart on his plans to regulate advertising. - Business Insider
Billionaire Alastair Mactaggart on his plans to regulate advertising.  Business Insider

'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken - The Drum
'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken  The Drum

Reality TV 'fuelling men's insecurities about body image' - MyLondon
Reality TV 'fuelling men's insecurities about body image'  MyLondon

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

The SEC brings its adviser advertising rules into the internet age - InvestmentNews
The SEC brings its adviser advertising rules into the internet age  InvestmentNews

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Digital Company ClinicalConnection.com Adds Direct Mail Advertising Solution for Clinical Trial Patient Recruitment - PR Web
Digital Company ClinicalConnection.com Adds Direct Mail Advertising Solution for Clinical Trial Patient Recruitment  PR Web

Couple who bought Columbia home with advertising mural sue over repainting, repair costs - The Pennsylvania Record
Couple who bought Columbia home with advertising mural sue over repainting, repair costs  The Pennsylvania Record

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

Reddit: Here’s How to Change Your Advertising Personalization Preferences - Adweek
Reddit: Here’s How to Change Your Advertising Personalization Preferences  Adweek

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

How WWE Dealt With False Advertising Pre-Taped Match For RAW - Ringside News
How WWE Dealt With False Advertising Pre-Taped Match For RAW  Ringside News

New TripAdvisor China Venture Eyes Digital Advertising Revenues - Skift
New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

Advertising or art? Bristol restaurant asked to remove window signs - Turn to 10
Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

Ben & Jerry’s sued over false advertising for ‘happy cows’ - Boston Herald
Ben & Jerry’s sued over false advertising for ‘happy cows’  Boston Herald

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

Nine reports 'softness' in advertising dragging on earnings - AdNews
Nine reports 'softness' in advertising dragging on earnings  AdNews

McDonald's wins 4 awards from Adman; the largest stage for advertising awards in Thailand - Bangkok Post
McDonald's wins 4 awards from Adman; the largest stage for advertising awards in Thailand  Bangkok Post

What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples - MarTech Advisor
What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples  MarTech Advisor

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

Elizabeth Warren criticizes Twitter's political advertising ban - Axios
Elizabeth Warren criticizes Twitter's political advertising ban  Axios

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Advertising guru Ram Ray passes away - The Hindu
Advertising guru Ram Ray passes away  The Hindu

Emotion: The Super Weapon Of Marketing And Advertising - Forbes
Emotion: The Super Weapon Of Marketing And Advertising  Forbes

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Help us chart Amazon’s growth as an advertising platform - Marketing Land
Help us chart Amazon’s growth as an advertising platform  Marketing Land

An Hour of Advertising with… Storythings' Anjali Ramachandran - The Drum
An Hour of Advertising with… Storythings' Anjali Ramachandran  The Drum

Art or advertising? Bristol board rules Chinese calligraphy will have to go - The Providence Journal
Art or advertising? Bristol board rules Chinese calligraphy will have to go  The Providence Journal

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Advertisers emerge as buyers for ad tech - Digiday
Advertisers emerge as buyers for ad tech  Digiday

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Snap launches dynamic ads to draw more advertisers - Reuters
Snap launches dynamic ads to draw more advertisers  Reuters

SCARY SPICE SCARES TESCO AND THEY PULL ADVERTISING CAMPAIGN - Euro Weekly News
SCARY SPICE SCARES TESCO AND THEY PULL ADVERTISING CAMPAIGN  Euro Weekly News

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

'Regulations on alcohol advertising need to tackle content of ads themselves' - Irish Examiner
'Regulations on alcohol advertising need to tackle content of ads themselves'  Irish Examiner

Nine lowers earnings forecasts after decline in TV advertising revenue - 9News
Nine lowers earnings forecasts after decline in TV advertising revenue  9News

OPINION: Yes, we should regulate political advertising - but we also need transparency - The New European
OPINION: Yes, we should regulate political advertising - but we also need transparency  The New European

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Rapid TV News - US advertisers will allocate nearly $7BN to connected TV in 2019 - Rapid TV News
Rapid TV News - US advertisers will allocate nearly $7BN to connected TV in 2019  Rapid TV News

Arlington students pushing back against vaping use, advertising - Poughkeepsie Journal
Arlington students pushing back against vaping use, advertising  Poughkeepsie Journal

4 Ways to Boost Programmatic Video Advertising ROI This Holiday Season - MarTech Series
4 Ways to Boost Programmatic Video Advertising ROI This Holiday Season  MarTech Series

The Rundown: We've always hated advertising - Digiday
The Rundown: We've always hated advertising  Digiday

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

The big problem with political advertising on social media - City A.M.
The big problem with political advertising on social media  City A.M.

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