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The Only Bad Advertising Is No Advertising - Or Is It?


Depending on whom you ask, you will get told many "truths" about advertising. The question I have for you today is this - "Is the only bad advertising, no advertising?"

Before we begin, it might help us to agree on what advertising is, so here's one definition:

"Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media."

In other words, someone is trying to "sell" us on something - be it a product, or a service, or just picking up the phone. Advertising is all about getting people to do something - well, for the majority of us, it should be.

So, if advertising is about selling stuff, then perhaps we can answer our question now: "Is the only bad advertising, no advertising?" Of course not! You could create a really bad advert that did a terrible job of selling? and that would easily be a bad advert.

"Repetition, repetition, repetition!"

Is the battle cry of the ardent advertiser. "You must have repetition to have an impact." Do you believe this? A healthy dose of scepticism is always handy at a time like this. But before you start patting yourself on the back thinking that you're right I think you might want to hear this.

Repeating an advert works. Studies have shown conclusively that a 'sale' regularly occurs between the fifth and eighth exposure to a sales message (sure it can happen sooner, the point is that one-hit-wonders are rare). So repeating an advert works - BUT? and this is quite an important "but"? the advert must be having an effect (or working) for the repetition to be meaningful.

Flogging a Dead Horse

Permit me to explain. If your advert tanked on the first run you may have a bad advert on your hands. You will need to think carefully about what you do next. Experience tells us that this might be a fluke or a freak of circumstances so it warrants at least another run - may be two.

However, if the advert is not performing at all well after a couple of exposures to your market place, exposing that advert continuously will NOT (I repeat NOT) improve it. In this instance, repetition is quite simply a waste of time and money.

However, if your advert worked well then keep running the advert. For how long you might ask? The answer to that is actually very easy. Keep running performing adverts until the numbers tell you to stop. That's right, let the sales numbers tell you when that advert needs a rest.

Great Adverts Need A Vacation Too

Adverts are like people, they get tired and need a break. Just because an advert eventually loses some steam doesn't mean that after a suitable 'rest' it cannot go right back to work - performing flawlessly. So how do the numbers tell you when to pull the advert or give it a rest? When all the costs of running the advert outweigh the sales the advert is bringing in. Remember to take a more pragmatic view and consider the long term sales value of a new client. In a previous article I explained that a client you acquire has a 'lifetime value' not just a 'now-time value'. Include the future sales this client will bring you when deciding if the advert is no longer effective.

Size Does Matter!

So how big should your advert be? That's easy, it should be 'dominant'. After all, your advert is trying to do its first job - CATCH ATTENTION! This is easier to achieve with a larger advert. All things being equal on the page, the bigger ads get more 'eye time' than the smaller adverts. As with all things though, there are exceptions to the rules and a small advert developed properly will outperform a big advert that is poorly designed.

There are other advertising 'secrets' we copywriters have learned that help us gain the edge when writing adverts. For instance we know whether color makes a difference and when to use it, we know which single color out performs all other colors and why, and we know which fonts (yes fonts) make a difference to an advert? but sadly I'm out of space again so we'll have to save those tidbits for another time.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of eBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. August / 09 / 2020

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

etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing - MarTech Series
etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing  MarTech Series

13 top advertising headhunters to know right now - Business Insider - Business Insider
13 top advertising headhunters to know right now - Business Insider  Business Insider

Entercom revenue drops 54% in 2Q due to Covid-related advertising decline - Philadelphia Business Journal
Entercom revenue drops 54% in 2Q due to Covid-related advertising decline  Philadelphia Business Journal

What Can Blockchain Really Do for Advertising? A Perfect Use Case With SaTT - Yahoo Finance
What Can Blockchain Really Do for Advertising? A Perfect Use Case With SaTT  Yahoo Finance

After Taking a Pandemic Hit, Billboard Ad Companies See Signs of Hope - The New York Times
After Taking a Pandemic Hit, Billboard Ad Companies See Signs of Hope  The New York Times

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

Muralist restores historic advertising artwork | Local News - Beloit Daily News
Muralist restores historic advertising artwork | Local News  Beloit Daily News

TikTok Prepares Advertisers for Possible App Ban - The New York Times
TikTok Prepares Advertisers for Possible App Ban  The New York Times

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

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

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

Meet the Press Blog: Latest news, analysis and data driving the political discussion - NBC News
Meet the Press Blog: Latest news, analysis and data driving the political discussion  NBC News

Travel Brands Doubled U.S. TV Advertising in July - Skift
Travel Brands Doubled U.S. TV Advertising in July  Skift

Applied Arts 2020 Advertising Awards - Dexigner
Applied Arts 2020 Advertising Awards  Dexigner

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

Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider - Business Insider
Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider  Business Insider

Digital Advertising Leader to Integrate with Google Ads Data Hub - Martechcube
Digital Advertising Leader to Integrate with Google Ads Data Hub  Martechcube

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

New York Times: Thriving Amid The Decline Of Advertising Business - Seeking Alpha
New York Times: Thriving Amid The Decline Of Advertising Business  Seeking Alpha

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

Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising. - The New York Times
Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising.  The New York Times

Pay TV Losses Continue In Q2, Amid Dramatic 20%-25% Advertising Declines 08/10/2020 - MediaPost Communications
Pay TV Losses Continue In Q2, Amid Dramatic 20%-25% Advertising Declines 08/10/2020  MediaPost Communications

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

Biden Unveils Quarter-Billion-Dollar Campaign Advertising Blitz - The New York Times
Biden Unveils Quarter-Billion-Dollar Campaign Advertising Blitz  The New York Times

Mediavine Integrates with Centro’s Basis Programmatic Advertising Platform - Martechcube
Mediavine Integrates with Centro’s Basis Programmatic Advertising Platform  Martechcube

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

Advertising slump during virus crisis hits media jobs - Tech Xplore
Advertising slump during virus crisis hits media jobs  Tech Xplore

Advertising Stocks Face New, Major Challenge With Apple's iOS 14 - Medium
Advertising Stocks Face New, Major Challenge With Apple's iOS 14  Medium

Trackhouse.io launches Affiliate & Advertising Platform - Martechcube
Trackhouse.io launches Affiliate & Advertising Platform  Martechcube

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

How to Create Video Advertising Campaigns for the Long Run - Entrepreneur
How to Create Video Advertising Campaigns for the Long Run  Entrepreneur

Brands need superpower to balance consumer and advertising sentiment in post-lockdown world - Moneycontrol.com
Brands need superpower to balance consumer and advertising sentiment in post-lockdown world  Moneycontrol.com

5x points on shipping and advertising with Chase business cards - Business Insider - Business Insider
5x points on shipping and advertising with Chase business cards - Business Insider  Business Insider

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

How a virtual advertising 'camp' saved internships for 200 students - AdAge.com
How a virtual advertising 'camp' saved internships for 200 students  AdAge.com

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

Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel - Forbes
Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel  Forbes

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

Your chances of getting COVID-19 from flying, how JC Penney is advertising amidst bankruptcy, and more: Datacenter Weekly - AdAge.com
Your chances of getting COVID-19 from flying, how JC Penney is advertising amidst bankruptcy, and more: Datacenter Weekly  AdAge.com

ITV suffers steepest advertising fall ever due to Covid-19 lockdown - The Guardian
ITV suffers steepest advertising fall ever due to Covid-19 lockdown  The Guardian

With COVID crushing advertising, YouTubers turn to subscriptions - Chicago Daily Herald
With COVID crushing advertising, YouTubers turn to subscriptions  Chicago Daily Herald

The Way Forward For Data-Driven Advertising 08/07/2020 - MediaPost Communications
The Way Forward For Data-Driven Advertising 08/07/2020  MediaPost Communications

Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization - MarTech Series
Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization  MarTech Series

KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO] - TVRev
KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO]  TVRev

Wilkes-Barre police issue warning over advertising scam - fox56.com
Wilkes-Barre police issue warning over advertising scam  fox56.com

‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now - Digiday
‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now  Digiday

Lamar Advertising's (LAMR) Q2 FFO & Revenues Miss Estimates - Yahoo Finance
Lamar Advertising's (LAMR) Q2 FFO & Revenues Miss Estimates  Yahoo Finance

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

‘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

Fiat Chrysler Reorders Its Advertising Around Digital Demands - Forbes
Fiat Chrysler Reorders Its Advertising Around Digital Demands  Forbes

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

Lamar Advertising's (LAMR) CEO Sean Reilly on Q2 2020 Results - Earnings Call Transcript - Seeking Alpha
Lamar Advertising's (LAMR) CEO Sean Reilly on Q2 2020 Results - Earnings Call Transcript  Seeking Alpha

New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors' - TAPinto.net
New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors'  TAPinto.net

Gates a useless advertising tool for the Developer - Villages-News
Gates a useless advertising tool for the Developer  Villages-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

Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - MarTech Series
Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  MarTech Series

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

US Podcast Advertising To Top $1 Billion Next Year 08/04/2020 - MediaPost Communications
US Podcast Advertising To Top $1 Billion Next Year 08/04/2020  MediaPost Communications

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

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

The digital advertising industry’s two leaders announce merger - Martechcube
The digital advertising industry’s two leaders announce merger  Martechcube

Advertising Opportunities - Contemporary Pediatrics
Advertising Opportunities  Contemporary Pediatrics

Schoolyard Snacks co-founder Helen Guo made her first $100000 without spending a dime on advertising- here's how - Thinknum Media
Schoolyard Snacks co-founder Helen Guo made her first $100000 without spending a dime on advertising- here's how  Thinknum Media

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

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

Transforming to Win With Digital Ads - Radio World - Radio World
Transforming to Win With Digital Ads - Radio World  Radio World

POLITICAL CAMPAIGN, ADVERTISEMENT SIGNS NOT PERMITTED ON PUBLIC RIGHTS OF WAY - kroxam.com
POLITICAL CAMPAIGN, ADVERTISEMENT SIGNS NOT PERMITTED ON PUBLIC RIGHTS OF WAY  kroxam.com

ViacomCBS to Launch Connected Video Advertising Platform EyeQ - Hollywood Reporter
ViacomCBS to Launch Connected Video Advertising Platform EyeQ  Hollywood Reporter

Advertising And Marketing & Communications Organizer work with DeMellier - D1SoftballNews.com
Advertising And Marketing & Communications Organizer work with DeMellier  D1SoftballNews.com

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 - Business Wire
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  Business Wire

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

Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’ - Forbes
Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’  Forbes

Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript - Nasdaq
Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript  Nasdaq

Cross-Channel Advertising Software Market Analysis And Demand With Forecast Ove - News by aeresearch
Cross-Channel Advertising Software Market Analysis And Demand With Forecast Ove  News by aeresearch

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

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

US sanctions: Carrie Lam and other targeted officials banned from advertising on Facebook - Hong Kong Free Press
US sanctions: Carrie Lam and other targeted officials banned from advertising on Facebook  Hong Kong Free Press

Rangers star Ianis Hagi sets up advertising agency in Romania - Daily Record
Rangers star Ianis Hagi sets up advertising agency in Romania  Daily Record

Global Mobile Advertising Market 2020 | Growth, Share, Trends, Opportunities And Focuses On Top Players | Google, Amazon, Hunt, Twitter, InMobi, HasOffers, Apple (iAd), Adfonic, Flurry - NJ MMA News
Global Mobile Advertising Market 2020 | Growth, Share, Trends, Opportunities And Focuses On Top Players | Google, Amazon, Hunt, Twitter, InMobi, HasOffers, Apple (iAd), Adfonic, Flurry  NJ MMA News

CommerceIQ Launches Industry's First Advertising Managed Service Enabling Consumer Brands - MarTech Series
CommerceIQ Launches Industry's First Advertising Managed Service Enabling Consumer Brands  MarTech Series

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

Google Ads Advertisers Can Now Capture Leads From YouTube - Search Engine Journal
Google Ads Advertisers Can Now Capture Leads From YouTube  Search Engine Journal

Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together - MarTech Series
Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together  MarTech Series

Social Advertising Software Industry Market 2020 Emerging Trend and Advancement - News by aeresearch
Social Advertising Software Industry Market 2020 Emerging Trend and Advancement  News by aeresearch

In-Depth Future Innovations: Cloud Advertising Market SWOT Analysis by Key Players: Cisco Systems, Microsoft, Google, Adobe - Market Research Posts
In-Depth Future Innovations: Cloud Advertising Market SWOT Analysis by Key Players: Cisco Systems, Microsoft, Google, Adobe  Market Research Posts

Vengo teams with National Entertainment Network, launches digital media platform for in-store advertising - Retail Customer Experience
Vengo teams with National Entertainment Network, launches digital media platform for in-store advertising  Retail Customer Experience

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

Black-Owned Media Companies Call for Advertisers to Start Spending - Black Enterprise
Black-Owned Media Companies Call for Advertisers to Start Spending  Black Enterprise

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

Evening Standard to cut one-third of staff as Covid-19 hits advertising - The Guardian
Evening Standard to cut one-third of staff as Covid-19 hits advertising  The Guardian

Impact of Existing and Emerging Mobile Advertising Market Trends 2019-2025 - eRealty Express
Impact of Existing and Emerging Mobile Advertising Market Trends 2019-2025  eRealty Express

Reach Taos County's Largest Local News Audience | Advertise | taosnews.com - taosnews
Reach Taos County's Largest Local News Audience | Advertise | taosnews.com  taosnews

News In The Medicines Price Regulations And Medicines Advertising Rules - Food, Drugs, Healthcare, Life Sciences - Kazakhstan - Mondaq News Alerts
News In The Medicines Price Regulations And Medicines Advertising Rules - Food, Drugs, Healthcare, Life Sciences - Kazakhstan  Mondaq News Alerts

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 Said to Consider Banning Political Ads - The New York Times
Facebook Said to Consider Banning Political Ads  The New York Times

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

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

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