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7 Questions to Ask Before You Advertise


Most business owners and managers keep a fairly close eye on their marketing budgets.

And nothing throws a budget out of whack faster than advertising.

Advertising, or paying good money to get your message in front of your target market, still has a place in your marketing mix, although it's not quite as effective as it once was.

If you're going to advertise, you need to be smart about it -- or you can quickly find yourself with a blown budget and not much to show for it. Below are seven questions to ask yourself before writing out that check.

1. Do you need to generate customers/traffic/leads/etc. right away? If so, then you better pull out your wallet. Advertising is hands down the fastest way to get your message in front of your target market. (You're paying for placement after all.)

2. Do you have another way to get the word out about your business? For instance, do you have a customer database or an e-zine list? If so, then you might be better off sending an e-mail (assuming you have customers' e-mails). Although technically e-mail announcements fall under advertising, I'm not counting it in this particular case because it's more or less free (or very low cost).

Perhaps you have a good news angle and a good relationship with a reporter. Or you have a high-traffic Web site and/or blog. Or maybe you're an active volunteer with a large organization and can use networking to get the message out.

But if none of those really apply, then you'd better take a closer look at advertising.

3. Do you need to augment your other marketing efforts? Maybe you have articles featured on a Web site targeted to your customer base. Great when your article is front and center and not-so-great when your article is buried in archives. A little advertising on that site can keep you in your target market's sight all the time. Or maybe you struck gold and got a big article written about your company in the perfect trade publication. Fantastic for that month and not-so-fantastic for the other 11 months of the year. Or maybe it's taking you longer than you'd like to drive traffic to your Web site. Advertising is good for speeding things along.

Frequency is king when it comes to marketing -- if you're out of your customers' sight, you're probably out of their mind when it comes to buying time. Advertising is a good way to beef up or speed up what you're already doing.

4. Are other marketing methods not appropriate in this situation? Let's say you want to have a sale. But your customer database is small (or nonexistent). Your Web site has minimal traffic. And you aren't going to get any bites from the media since having a sale isn't news. What do you do? Run some ads.

5. Would you rather save time than money? Let's face it. Running an ad is easy. Other marketing methods are more time-consuming. If you want your marketing to be easy, then advertising is about as easy as it's going to get. (Now there is a caveat to this one, because you can hire people to do some of those marketing tasks, such as updating Web sites, running PR campaigns, etc. However, not everything can be hired out so you still might be stuck spending time you don't have.)

6. Are you planning to test a new campaign or a new product/target market? Running small, inexpensive ads can be a good way to test certain marketing aspects before launching big, expensive, time-consuming campaigns. If you want to penetrate a new market or if you have a new product to launch or a new marketing message to try, buy some ads and see what the response rate is. Another strength of advertising is control -- you have total control over your test.

7. Do other marketing approaches never quite measure up? It happens. Advertising in one or two specific media outlets seem to generate more sales and more leads then anything else you've tried. If that's the case, then don't mess with it. As the old saying goes, if it ain't broke, don't fix it.

Creativity Exercise -- Advertising and your business

Is advertising right for your business? Try this exercise and see.

1. What's your biggest marketing challenge right now? Write it down.

2. Go through the above list of questions and ask yourself each one. Does it apply to your situation? If it does, write that down too.

3. Do some brainstorming. In what ways can you use advertising to solve your marketing challenges? What media would work best? Online? Print? Radio? Television? Direct mail? Something else? Make up an ad for a variety of media.

Now do the exact opposite. Think of ways advertising WON'T work for your business. Brainstorm at least 25 reasons why advertising won't work for your specific situation. Be silly. It's a good way to loosen you up.

4. Go back and reread both your pro and con lists. Now read your ads. Do you like what you came up with? Do any of them resonate with you, even now after coming up with your list of objections?

You may have just come up with your next advertising campaign.

Michele Pariza Wacek is the author of "Got Ideas? Unleash Your Creativity and Make More Money." She offers two free e-zines that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.TheArtistSoul.com. Copyright 2005 Michele Pariza Wacek


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. November / 20 / 2019

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Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency - Forbes
Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency  Forbes

Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet - Forbes
Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet  Forbes

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

Online advertising in Germany - Lexology
Online advertising in Germany  Lexology

Disrupt: Navigating Facebook Advertising | 2019-11-20 - FenderBender
Disrupt: Navigating Facebook Advertising | 2019-11-20  FenderBender

The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising. - Slate
The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising.  Slate

Facebook: Advertisers to get more tools to control where ads appear - The Mercury News
Facebook: Advertisers to get more tools to control where ads appear  The Mercury News

TripAdvisor Launches its First Self-Serve Advertising Platform - PRNewswire
TripAdvisor Launches its First Self-Serve Advertising Platform  PRNewswire

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online

Why Amazon success requires a holistic approach to SEO and advertising - DigitalCommerce360
Why Amazon success requires a holistic approach to SEO and advertising  DigitalCommerce360

Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash - CCN.com
Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash  CCN.com

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Here's Apple's Next $10 Billion Business - Motley Fool
Here's Apple's Next $10 Billion Business  Motley Fool

California sues Juul over misleading advertising, sales to youth - Mountain View Voice
California sues Juul over misleading advertising, sales to youth  Mountain View Voice

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations - PRNewswire
We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations  PRNewswire

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market - Business Wire
SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market  Business Wire

Digital Remedy Launches New Flip OTT Advertising Platform - MarTech Advisor
Digital Remedy Launches New Flip OTT Advertising Platform  MarTech Advisor

ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: What is Gua Sha? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: What is Gua Sha?  Coeur d'Alene Press

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations - Business Insider
Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations  Business Insider

“Twitter Ban” – No More Political Advertisements - The Suffolk Journal
“Twitter Ban” – No More Political Advertisements  The Suffolk Journal

Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters - PRNewswire
Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters  PRNewswire

Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass - Marketing Land
Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass  Marketing Land

On Branding and Advertising | News For The Workers Comp Industry - WorkersCompensation.com
On Branding and Advertising | News For The Workers Comp Industry  WorkersCompensation.com

SEC: Investment Act Adviser Advertisement & Compensating Solicitors - The National Law Review
SEC: Investment Act Adviser Advertisement & Compensating Solicitors  The National Law Review

Borough Of Ellwood City Advertising Board Vacancies, Tax Collector – Ellwood City, PA news - EllwoodCity.org
Borough Of Ellwood City Advertising Board Vacancies, Tax Collector – Ellwood City, PA news  EllwoodCity.org

As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths - PRNewswire
As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths  PRNewswire

SEC Proposes to Modernize the Advertising Rule for Investment Advisers - Lexology
SEC Proposes to Modernize the Advertising Rule for Investment Advisers  Lexology

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction - Sports Collectors Daily
Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction  Sports Collectors Daily

Juul Is Sued by New York Attorney General for Advertising to Underage Users - TheStreet.com
Juul Is Sued by New York Attorney General for Advertising to Underage Users  TheStreet.com

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers - JD Supra
SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers  JD Supra

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Thanksgiving recomendations - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Thanksgiving recomendations  Coeur d'Alene Press

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price? - Yahoo Finance
Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price?  Yahoo Finance

Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising - MediaVillage
Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising  MediaVillage

Socially conscious advertising works, but not for the reasons you think - Campaign US
Socially conscious advertising works, but not for the reasons you think  Campaign US

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers - Yahoo Finance
Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers  Yahoo Finance

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

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you  Coeur d'Alene Press

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Barnstable County Fair wins advertising awards - News - Cape Cod Times
Barnstable County Fair wins advertising awards - News  Cape Cod Times

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

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ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid  Coeur d'Alene Press

Prince Andrew BBC fallout: BT joins Advertising Week and KPMG in severing ties with duke - The Drum
Prince Andrew BBC fallout: BT joins Advertising Week and KPMG in severing ties with duke  The Drum

To help ward off Amazon, CPG advertisers are seeking data relationships with retailers - Digiday
To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

SEC Proposes Amendments To Advertising And Solicitor Rules - JD Supra
SEC Proposes Amendments To Advertising And Solicitor Rules  JD Supra

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them - Variety
Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them  Variety

SEC To Overhaul Investment Adviser Advertising Rule - Lexology
SEC To Overhaul Investment Adviser Advertising Rule  Lexology

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

Spain: News on the online gambling advertising Code of Conduct - Lexology
Spain: News on the online gambling advertising Code of Conduct  Lexology

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

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Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Microsoft Advertising Editor Has Been Redesigned - Search Engine Roundtable
Microsoft Advertising Editor Has Been Redesigned  Search Engine Roundtable

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Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising  Rapid TV News

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield? - Simply Wall St
Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield?  Simply Wall St

Digital publishers want to grow non-advertising income as display revenue tanks - CampaignLive
Digital publishers want to grow non-advertising income as display revenue tanks  CampaignLive

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

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

On a new wicket: Why Indian brands are advertising in foreign leagues - Business Standard
On a new wicket: Why Indian brands are advertising in foreign leagues  Business Standard

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

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

WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment - PMLiVE
WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment  PMLiVE

Publishers look to new revenue sources amid squeeze on digital advertising - City A.M.
Publishers look to new revenue sources amid squeeze on digital advertising  City A.M.

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

Val Morgan launches programmatic advertising, brand refresh and content play - CMO
Val Morgan launches programmatic advertising, brand refresh and content play  CMO

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

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

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

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Advertising Week joins exodus from Andrew's Pitch@Palace - More About Advertising
Advertising Week joins exodus from Andrew's Pitch@Palace  More About Advertising

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

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

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

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

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See the Speech That Stunned a Canadian Ad Award Show Last Week  Muse by Clio

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