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Why Your Ads Aren't Working


The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?

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) 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 should be built into your program.

Sound intimidating? Communication is important to any business but it's complicated. Fortunately there are experienced consultants and agencies who can help you.

©Copyright 2005 Clairvoyant Communications, Inc.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, Communiqué, at http://www.clairvoyantcommunications.com Claire can be reached at 763-479-3499 (claire@claircomm.com)


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. August / 05 / 2020

Podcast advertising to hit $1 billion in 2021 - Fox Business
Podcast advertising to hit $1 billion in 2021  Fox Business

Top 2 Advertising/Marketing Stocks To Buy In 2020 - Forbes
Top 2 Advertising/Marketing Stocks To Buy In 2020  Forbes

Choice-First Advertising Will Pave the Way to a Golden Age of Digital Advertising - ExchangeWire
Choice-First Advertising Will Pave the Way to a Golden Age of Digital Advertising  ExchangeWire

Biden unveils quarter-billion-dollar campaign advertising blitz - WHTC News
Biden unveils quarter-billion-dollar campaign advertising blitz  WHTC News

How voters view Donald Trump's political advertisement, “Break In” - YouGov US
How voters view Donald Trump's political advertisement, “Break In”  YouGov US

Times Square advertisers asked not to run Hindu temple ad - Washington Post
Times Square advertisers asked not to run Hindu temple ad  Washington Post

How to change your Google advertising settings - The Verge
How to change your Google advertising settings  The Verge

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

Fox posts lower quarterly profit on decline in advertising revenue - Fox Business
Fox posts lower quarterly profit on decline in advertising revenue  Fox Business

Dallas-Fort Worth Advertising & Marketing Firms - Dallas Business Journal - New York Business Journal
Dallas-Fort Worth Advertising & Marketing Firms - Dallas Business Journal  New York Business Journal

ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers - Deadline
ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers  Deadline

Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence - Ad Law Access
Ghirardelli Defeats White Baking Chips False Advertising Claims Premised On Faulty Survey Evidence  Ad Law Access

Facebook has been barely impacted by big advertisers' boycott — here's why - TNW
Facebook has been barely impacted by big advertisers' boycott — here's why  TNW

Sam's Club Partners With Button and Rakuten Advertising - MarTech Series
Sam's Club Partners With Button and Rakuten Advertising  MarTech Series

Mediavine Integrates with Centro's Basis Programmatic Advertising Platform - PRNewswire
Mediavine Integrates with Centro's Basis Programmatic Advertising Platform  PRNewswire

National TV Advertising Fell 9% in June, Down 19% Since Pandemic - Variety
National TV Advertising Fell 9% in June, Down 19% Since Pandemic  Variety

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

After more than 1,000 firms boycotted Facebook, what's next for ads on social media? - CNBC
After more than 1,000 firms boycotted Facebook, what's next for ads on social media?  CNBC

Mega Poultry Producer in Hot Water Over Fowl Advertising: Faces Joint Lawsuit - VEGWORLD Magazine
Mega Poultry Producer in Hot Water Over Fowl Advertising: Faces Joint Lawsuit  VEGWORLD Magazine

California Wine Drinkers Lose BevMo False Advertising Suit - Bloomberg Law
California Wine Drinkers Lose BevMo False Advertising Suit  Bloomberg Law

Graffiti Use in Advertising or Goods: Copyright Questions - The National Law Review
Graffiti Use in Advertising or Goods: Copyright Questions  The National Law Review

COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio - Rome News-Tribune
COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio  Rome News-Tribune

FTC report highlights concerns with dealer advertising and add-on products - JD Supra
FTC report highlights concerns with dealer advertising and add-on products  JD Supra

If advertising works, there's no way it doesn't contribute to obesity - The Drum
If advertising works, there's no way it doesn't contribute to obesity  The Drum

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

UK Group Calls for Treating SUVs Like Cigarettes and Banning Advertising - Treehugger
UK Group Calls for Treating SUVs Like Cigarettes and Banning Advertising  Treehugger

Mowi USA and Mowi Ducktrap face lawsuit alleging deceptive marketing, advertising - SeafoodSource
Mowi USA and Mowi Ducktrap face lawsuit alleging deceptive marketing, advertising  SeafoodSource

Got Milk? returns to advertising with spots by Weber Shandwick - PR Week
Got Milk? returns to advertising with spots by Weber Shandwick  PR Week

Programmatic Display Advertising Platform Market Rising Growth With Keyplayer: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM - Market Research Posts
Programmatic Display Advertising Platform Market Rising Growth With Keyplayer: FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Market Research Posts

COVID And Beyond, Don't Underestimate Mobile Video's Advertising Potential 08/04/2020 - MediaPost Communications
COVID And Beyond, Don't Underestimate Mobile Video's Advertising Potential 08/04/2020  MediaPost Communications

Brands continue to lean heavily on programmatic advertising, IAB says - Marketing Dive
Brands continue to lean heavily on programmatic advertising, IAB says  Marketing Dive

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

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

‘Next Steps’ for Advertising Rule Coming: SEC Official - ThinkAdvisor
‘Next Steps’ for Advertising Rule Coming: SEC Official  ThinkAdvisor

Using a trademark in a domain for comparative advertising - Domain Name Wire
Using a trademark in a domain for comparative advertising  Domain Name Wire

Global Outdoor Advertising Machines Operating Market Demand To Witness a Significant Expansion Post Covid-19 by 2025 - JCDecaux, Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising etc. - Market Research Posts
Global Outdoor Advertising Machines Operating Market Demand To Witness a Significant Expansion Post Covid-19 by 2025 - JCDecaux, Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising etc.  Market Research Posts

New Global Deal Between Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - European Gaming Industry News
New Global Deal Between Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  European Gaming Industry News

AMC Networks Beats Street, Stock Pops As Q2 Profit Dips On Charges & Ad Sales Softer On COVID-19 - Deadline
AMC Networks Beats Street, Stock Pops As Q2 Profit Dips On Charges & Ad Sales Softer On COVID-19  Deadline

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

Microsoft-TikTok Deal Could Resurrect Tech Giant's Digital Advertising Efforts - Cheddar
Microsoft-TikTok Deal Could Resurrect Tech Giant's Digital Advertising Efforts  Cheddar

Pacvue Releases Report On Amazon's Q2 Advertising Growth During COVID-19 - PR Web
Pacvue Releases Report On Amazon's Q2 Advertising Growth During COVID-19  PR Web

Advertising Market 2020 Global Analysis, Trends, Forecast up to 2026 By Top Players Omnicom Group, WPP, Dentsu Inc., PublicisGroupe, IPG - Market Research Posts
Advertising Market 2020 Global Analysis, Trends, Forecast up to 2026 By Top Players Omnicom Group, WPP, Dentsu Inc., PublicisGroupe, IPG  Market Research Posts

Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising - AdExchanger
Trump Might Allow TikTok Acquisition (With Conditions); Adobe Spurns Political Advertising  AdExchanger

AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Se - ACROFAN USA
AIM organizes The 2nd HK Digital Advertising Start-ups X Publishing Promotion Support Scheme Awards Presentation Ceremony and Winners' Sharing Se  ACROFAN USA

‘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

Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged - BroadbandBreakfast.com
Microsoft Moves to Buy TikTok, Deepfake Identification Software, Facebook Advertising Growth Unchanged  BroadbandBreakfast.com

How much TikTok is paying for key roles as it goes on a hiring spree - Business Insider - Business Insider
How much TikTok is paying for key roles as it goes on a hiring spree - Business Insider  Business Insider

Outdoor Advertising Report 2020, Competitive Landscape, Trends, Opportunities and Top Manufacturers - Fairway Outdoor Advertising, EPAMEDIA, Lamar Advertising Company, Outfront Media Inc, Adam Outdoor Advertising, etc - Market Research Posts
Outdoor Advertising Report 2020, Competitive Landscape, Trends, Opportunities and Top Manufacturers - Fairway Outdoor Advertising, EPAMEDIA, Lamar Advertising Company, Outfront Media Inc, Adam Outdoor Advertising, etc  Market Research Posts

Paid advertisement controversy rattles Korean YouTube industry - The Korea Herald
Paid advertisement controversy rattles Korean YouTube industry  The Korea Herald

YouTube Creators Turn To Subscriptions As Advertising Revenue Implodes - Moguldom
YouTube Creators Turn To Subscriptions As Advertising Revenue Implodes  Moguldom

Digital Display Advertising Market with Covid-19 Pandemic Analysis, Growth Rate, New Trend Analysis & Forecast To 2024 | Key Players: SocialHi5, ReportGarden, Digital Business Development Ltd - Market Research Posts
Digital Display Advertising Market with Covid-19 Pandemic Analysis, Growth Rate, New Trend Analysis & Forecast To 2024 | Key Players: SocialHi5, ReportGarden, Digital Business Development Ltd  Market Research Posts

ADVERTISEMENT FOR BID | Legal Announcements - Daily Record-News
ADVERTISEMENT FOR BID | Legal Announcements  Daily Record-News

Advertisement for Bids | Legal Announcements | oanow.com - Opelika Auburn News
Advertisement for Bids | Legal Announcements | oanow.com  Opelika Auburn News

How to change Google advertising preferences - MobiGyaan
How to change Google advertising preferences  MobiGyaan

Antiques and Collecting: The art of advertising - Agri News
Antiques and Collecting: The art of advertising  Agri News

Google Announces New Digital Advertising Privacy Tools - Digital Information World
Google Announces New Digital Advertising Privacy Tools  Digital Information World

United States Advertising Market share forecast to witness considerable growth from 2020 to 2028 | By Top Leading Vendors - WPP, Omnicom Group, Dentsu Inc., PublicisGroupe - Market Research Posts
United States Advertising Market share forecast to witness considerable growth from 2020 to 2028 | By Top Leading Vendors - WPP, Omnicom Group, Dentsu Inc., PublicisGroupe  Market Research Posts

Vegan food company provokes with M*** F*** advertising campaign - The Guardian
Vegan food company provokes with M*** F*** advertising campaign  The Guardian

Impact of COVID-19 Pandemic on ERP Software for Advertising Agencies Market Trends, Size, Competitive Analysis and Forecast to 2024 - Market Research Posts
Impact of COVID-19 Pandemic on ERP Software for Advertising Agencies Market Trends, Size, Competitive Analysis and Forecast to 2024  Market Research Posts

Covid-19: How brands are getting more bang for their advertising buck - Marketing Week
Covid-19: How brands are getting more bang for their advertising buck  Marketing Week

Meredith Teams With Kroger To Provide Inventory, Targeting, Data To CPG Advertisers 08/04/2020 - MediaPost Communications
Meredith Teams With Kroger To Provide Inventory, Targeting, Data To CPG Advertisers 08/04/2020  MediaPost Communications

Twitter prepares to pay up to $250 million for using security data for advertising - CyberScoop
Twitter prepares to pay up to $250 million for using security data for advertising  CyberScoop

Corra Group Prepares for a Surge in Background Checks as Advertising and Entertainment Groups Return to Production - Benzinga
Corra Group Prepares for a Surge in Background Checks as Advertising and Entertainment Groups Return to Production  Benzinga

The Advertising Industry Can't Stay This White - Built In
The Advertising Industry Can't Stay This White  Built In

‘The Italians are back’: Fashion advertising roars back to life for publishers - Glossy
‘The Italians are back’: Fashion advertising roars back to life for publishers  Glossy

Inflight Advertising Market Size 2020 COVID-19 Impact, Industry Analysis, Key Players, Growth Prospects, Revenue, Production, New Development, Business Share, Global Trends and Forecast To 2024 - Market Research Posts
Inflight Advertising Market Size 2020 COVID-19 Impact, Industry Analysis, Key Players, Growth Prospects, Revenue, Production, New Development, Business Share, Global Trends and Forecast To 2024  Market Research Posts

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

Arjun Pulijal advertised to Elderly Vice Head Of State of Advertising And Marketing at Capitol Records - D1SoftballNews.com
Arjun Pulijal advertised to Elderly Vice Head Of State of Advertising And Marketing at Capitol Records  D1SoftballNews.com

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

How the world’s biggest advertisers are spending (or not) as the pandemic grinds on - Digiday
How the world’s biggest advertisers are spending (or not) as the pandemic grinds on  Digiday

Lawmakers Push FTC to Investigate Online Advertisers Tracking and Selling of Consumers' Data - Nextgov
Lawmakers Push FTC to Investigate Online Advertisers Tracking and Selling of Consumers' Data  Nextgov

Advertising Stocks Face New, Major Challenge With Apple’s iOS 14 - Forbes
Advertising Stocks Face New, Major Challenge With Apple’s iOS 14  Forbes

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

6sense’s Advertising Capabilities Pull Ahead of ABM Pack with Native Retargeting - MarTech Series
6sense’s Advertising Capabilities Pull Ahead of ABM Pack with Native Retargeting  MarTech Series

DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised - Tax Foundation
DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised  Tax Foundation

Native Advertising Software Market Will Be Massively Influenced By Macroeconomic Factors 2020-2026 | StackAdapt, Nativo, Sharethrough, TripleLift. - Market Research Posts
Native Advertising Software Market Will Be Massively Influenced By Macroeconomic Factors 2020-2026 | StackAdapt, Nativo, Sharethrough, TripleLift.  Market Research Posts

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

D.C. Council backtracks on advertising tax; delays vote to address budget hole - The Washington Post
D.C. Council backtracks on advertising tax; delays vote to address budget hole  The Washington Post

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow - Digiday
Streaming advertising’s tipping point: Viewership has shifted and ad dollars are expected to follow  Digiday

Header Bidding: Now a Top Priority for Programmatic Advertisers - Benzinga
Header Bidding: Now a Top Priority for Programmatic Advertisers  Benzinga

Google Bans "Coronavirus Beatdown" Drum Instrumental Single by Eddie Edwards from Advertising on Google - EIN News
Google Bans "Coronavirus Beatdown" Drum Instrumental Single by Eddie Edwards from Advertising on Google  EIN News

Legal Advertisements: Wednesday, July 5, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: Wednesday, July 5, 2020 | Legal Advertisements  Imperial Valley Press

‘Hooked on the Facebook drug’: Media buyers say smaller brands will return to the platform, but bigger brands will continue to boycott - Digiday
‘Hooked on the Facebook drug’: Media buyers say smaller brands will return to the platform, but bigger brands will continue to boycott  Digiday

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

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

People of Color Drive Culture. They Will Save Advertising - Adweek
People of Color Drive Culture. They Will Save Advertising  Adweek

CCPA Roll-Out Causes Havoc for Facebook Advertisers - Search Engine Journal
CCPA Roll-Out Causes Havoc for Facebook Advertisers  Search Engine Journal

Retired Advertising Executive Lists Manhattan Duplex for $27.95 Million - Mansion Global
Retired Advertising Executive Lists Manhattan Duplex for $27.95 Million  Mansion Global

Quora Launches Lead Generation Forms for Advertisers & This Week’s Digital Marketing News [PODCAST] - Search Engine Journal
Quora Launches Lead Generation Forms for Advertisers & This Week’s Digital Marketing News [PODCAST]  Search Engine Journal

Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19 - eMarketer
Digital Video Ad Spend Keeps UK Advertising Afloat amid COVID-19  eMarketer

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

About Ad Age Leading National Advertisers 2020 - AdAge.com
About Ad Age Leading National Advertisers 2020  AdAge.com

Facebook Fails to Appease Organizers of Ad Boycott - The New York Times
Facebook Fails to Appease Organizers of Ad Boycott  The New York Times

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

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

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

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

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