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Advertising Primer for Fast Learners


Advertising, when done well is a very effective way to increase your customer base and ultimately grow your bottom line.

Many businesses have no idea how to advertise; they do a little bit here and a little bit there and end up saying that advertising doesn't work. Advertising, like everything else in business, requires a systematic, consistent approach. Even when you are getting results, tweaking a good message can make it a great message.

Fundamentals of good advertising:

1. Use a great title?not a cute title but one that grabs attention and communicates what the purpose of the ad is. If you start the ad with the name of your business, you will discourage a large portion of prospective customers from reading your ad because if they don't know what you do they will often assume you are not speaking to them.

2. Test titles and messages on an on-going basis and measure the response, small adjustments in the ad can increase response by 100% or much more.

3. Take the response you got from an ad and divide the cost by the response to see if it was worthwhile. An ad that doesn't elicit a response is too expensive no matter how little you spent on the advertising. Give it time don't just advertise once.

4. Don't advertise everywhere. Initially choose one medium and one company for your advertising and stick with it. Once you have figured out what works add another medium or company to the mix.

5. Before you place your ad, look at the characteristics of the audience and consider if it matches your target market. Don't make the mistake of assuming everyone is your target market because they are not. Even if your product has a broad appeal when you consider all factors of who buys you will be able to identify demographic or specialized interest groups that will provide a better return on your advertising investment.

6. Don't always blame the medium for your lack of result. Once you have identified the unique characteristics of your market it's incumbent on you to speak to that market using phrases, and communication styles that they relate to. If the publication, radio station, TV station etc. has thousands or hundreds of thousands in their audience and no one responds after a few weeks of advertising, take a good look at what you are advertising and more importantly how you are communicating the information.

7. When you have developed an ad that is working, test small changes to see if you can boost the ad response even more. Make one change at a time to ensure you can identify what the strongest pluses of the ad are.

8. Have you ever heard someone say that they turned their money over to a money manager of some sort and before they knew it, they had lost thousands or hundreds of thousands of dollars? You wouldn't do anything that foolish would you? Well then why would you turn full control of your advertising dollars to a media sales person for them decide what to advertise and how to communicate it in an ad? Most media reps have your best interest at heart?they want you to get results because it will make their next sale to you that much easier but the ultimate beneficiary of successful advertising is you and you had better be involved. Ask your rep to educate you about their medium and give you some information on their audience. Take the time to read it. Advertising is not an expense; it's an investment and requires attention to ensure success.

9. If a prospect reads your ad, is there something in the ad that says what you expect them to do? Do you ask them to call and give an accurate phone number or do you want them to come into your store and you give them the address. I don't know how many times I have seen ads that left off the address or the phone number has a wrong digit or isn't there at all. If they need to make an appointment, clearly articulate that in the ad.

10. When someone responds to your advertising, make it easy for him or her to do what you expect. If they have to keep playing telephone tag to try to connect with you then it's going to reduce the effectiveness of your advertising dramatically.

Nancy Fraser is the President of Nota Bene Consulting. She has been helping clients improve their advertising results and grow their businesses for over 20 years. Free advertising and marketing information in Notable News http://www.notable-marketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. June / 02 / 2020

Trump's Executive Order Threatens to Leverage Government's Advertising Dollars to Pressure Online Platforms - EFF
Trump's Executive Order Threatens to Leverage Government's Advertising Dollars to Pressure Online Platforms  EFF

15 Advertising Agencies In Phoenix To Know - Built In
15 Advertising Agencies In Phoenix To Know  Built In

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

All-Weather Marketing Part 1: The business case for advertising in a downturn - The Drum
All-Weather Marketing Part 1: The business case for advertising in a downturn  The Drum

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

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

Diamond Resorts Announces Legal Win to Protect Members from False Advertising and Financial Scams - PRNewswire
Diamond Resorts Announces Legal Win to Protect Members from False Advertising and Financial Scams  PRNewswire

TV advertising in India gets huge lockdown boost | WARC - Warc
TV advertising in India gets huge lockdown boost | WARC  Warc

‘There isn’t a talent pipeline problem’: Confessions of a black advertising exec - Digiday
‘There isn’t a talent pipeline problem’: Confessions of a black advertising exec  Digiday

German BGH Issues Ruling on Cookie Consent - The National Law Review
German BGH Issues Ruling on Cookie Consent  The National Law Review

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

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

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

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

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

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

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

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

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

Advertisers face risks in supporting George Floyd protests - Business Insider
Advertisers face risks in supporting George Floyd protests  Business Insider

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

Madison Avenue Wants Heavy Ad Rate Cuts. TV Networks Are Trying to Resist (EXCLUSIVE) - Variety
Madison Avenue Wants Heavy Ad Rate Cuts. TV Networks Are Trying to Resist (EXCLUSIVE)  Variety

When It's Not Busy Disappearing Protesters, Chicago Is Advertising for Uber - VICE
When It's Not Busy Disappearing Protesters, Chicago Is Advertising for Uber  VICE

Facebook Shop a No Brainer for Advertisers, Says 5-Star Analyst - Yahoo Finance
Facebook Shop a No Brainer for Advertisers, Says 5-Star Analyst  Yahoo Finance

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

Advertisers Want Agility & Insight: Meredith's Borsa – Beet.TV - BeetTV
Advertisers Want Agility & Insight: Meredith's Borsa – Beet.TV  BeetTV

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

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

The Virtual Upfronts: 10 Ways Advertisers Should Adjust their TV Thinking in the Quarantine Era - MediaVillage
The Virtual Upfronts: 10 Ways Advertisers Should Adjust their TV Thinking in the Quarantine Era  MediaVillage

Public relations and advertising competitions during a pandemic - Nevada Today
Public relations and advertising competitions during a pandemic  Nevada Today

Revised In-game Advertising Market Analysis And Know The COVID-19 Impact In Short- And Long-Term - Cole of Duty
Revised In-game Advertising Market Analysis And Know The COVID-19 Impact In Short- And Long-Term  Cole of Duty

Global Interactive Advertising Market – Industry Analysis and Forecast (2020-2027) – By Type,... - Azizsalon News
Global Interactive Advertising Market – Industry Analysis and Forecast (2020-2027) – By Type,...  Azizsalon News

Global Tv Advertising Market with Covid-19 Effect Analysis | likewise Industry is Booming Globaly with Key Players CBS, Comcast, News, Viacom, Fisher Communication, etc - Cole of Duty
Global Tv Advertising Market with Covid-19 Effect Analysis | likewise Industry is Booming Globaly with Key Players CBS, Comcast, News, Viacom, Fisher Communication, etc  Cole of Duty

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

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

Bharat Rajamani of KPMG joins US Advertising Agency Pvt Ltd as CEO - BW Businessworld
Bharat Rajamani of KPMG joins US Advertising Agency Pvt Ltd as CEO  BW Businessworld

Danone's CDO Doat: Context Is Critical for Advertising – Beet.TV - BeetTV
Danone's CDO Doat: Context Is Critical for Advertising – Beet.TV  BeetTV

The Pitch: Advertising and marketing news for 5.26.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.26.20  RichmondBizSense

Advertising market to 'rebound swiftly' after pandemic cutbacks - The Times
Advertising market to 'rebound swiftly' after pandemic cutbacks  The 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

Facebook's advertising revenue in Australia is up 16% to more than $670m - AdNews
Facebook's advertising revenue in Australia is up 16% to more than $670m  AdNews

Programmatic Advertising Market Will Hit Big Revenues In Future With Top Key Players Rubicon Project, Adroll, Adobe Marketing Cloud, DoubleClick, Choozle, AdReady, DataXu - Cole of Duty
Programmatic Advertising Market Will Hit Big Revenues In Future With Top Key Players Rubicon Project, Adroll, Adobe Marketing Cloud, DoubleClick, Choozle, AdReady, DataXu  Cole of Duty

Moving Walls acquires Ahoy’s ad-tech platform to strengthen location-based advertising stack - M4G Team
Moving Walls acquires Ahoy’s ad-tech platform to strengthen location-based advertising stack  M4G Team

Connected TV advertisers gravitate to multi-DSP model as Amazon, Roku push their own bidders - Digiday
Connected TV advertisers gravitate to multi-DSP model as Amazon, Roku push their own bidders  Digiday

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

Global Online Advertising Management Software Market Expected to Reach Highest CAGR by 2025 Top Players: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix - Cole of Duty
Global Online Advertising Management Software Market Expected to Reach Highest CAGR by 2025 Top Players: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix  Cole of Duty

global Experiential Advertising Agency Services analysis 2020- 2024 forecast - Cole of Duty
global Experiential Advertising Agency Services analysis 2020- 2024 forecast  Cole of Duty

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

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

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

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

Sound Publishing offers grants to advertisers - Peninsula Daily News
Sound Publishing offers grants to advertisers  Peninsula Daily News

Big brands are telling TV networks they might not be buying as many ads as planned - Marketplace
Big brands are telling TV networks they might not be buying as many ads as planned  Marketplace

Advertising Market (COVID-19 UPDATED) 2020 | Deep analysis of the market with Top key players and Future Forecasts To 2025 | Bell Media, Adams Outdoor Advertising, Captivate Network, CEMUSA - Newark Now
Advertising Market (COVID-19 UPDATED) 2020 | Deep analysis of the market with Top key players and Future Forecasts To 2025 | Bell Media, Adams Outdoor Advertising, Captivate Network, CEMUSA  Newark Now

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

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

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

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

Internet Advertising Market 2020 Business Scenario – Alphabet , Facebook , Baidu , Yahoo! Inc , Microsoft , Alibaba , Tencent , Twitter , Aol(Verizon Communications) , eBay , Linkedin , Amazon , IAC , Soho , Pandora - Cole of Duty
Internet Advertising Market 2020 Business Scenario – Alphabet , Facebook , Baidu , Yahoo! Inc , Microsoft , Alibaba , Tencent , Twitter , Aol(Verizon Communications) , eBay , Linkedin , Amazon , IAC , Soho , Pandora  Cole of Duty

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

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

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

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

Experiential Advertising Agency Services Market Impressive Gains including key players Deutsch R/GA Antianti Televerde Leo Burnett Ansira UVIAUS Ketchum MDC Partners Ryzeo Adelante Live 451 Agency 4EON Antianti Activent Marketing - Cole of Duty
Experiential Advertising Agency Services Market Impressive Gains including key players Deutsch R/GA Antianti Televerde Leo Burnett Ansira UVIAUS Ketchum MDC Partners Ryzeo Adelante Live 451 Agency 4EON Antianti Activent Marketing  Cole of Duty

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

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

Global Social Media Advertising Software Market Witnessing Huge Demand in upcoming Years Forecast 2020-2027 - WaterCloud News
Global Social Media Advertising Software Market Witnessing Huge Demand in upcoming Years Forecast 2020-2027  WaterCloud News

Digital Billboard Advertising Market Size, Analytical Overview, Growth Factors, Demand - openPR
Digital Billboard Advertising Market Size, Analytical Overview, Growth Factors, Demand  openPR

Native Advertising Market 2020 Opportunities and Share by 2027 Top Key Players – Polar, Nativo, Others, Sharethrough, Livefyre and More - Cole of Duty
Native Advertising Market 2020 Opportunities and Share by 2027 Top Key Players – Polar, Nativo, Others, Sharethrough, Livefyre and More  Cole of Duty

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

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

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

‘Every state is different’: Inside Pepsi’s regional approach to increasing its advertising - Digiday
‘Every state is different’: Inside Pepsi’s regional approach to increasing its advertising  Digiday

AI advertising platform for protection launched - FT Adviser
AI advertising platform for protection launched  FT Adviser

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

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

Latest News 2020: Demand Side Platforms (DSP) For Programmatic Advertising Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP), DoubleClick, etc. | InForGrowth - 3rd Watch News
Latest News 2020: Demand Side Platforms (DSP) For Programmatic Advertising Market by Coronavirus-COVID19 Impact Analysis With Top Manufacturers Analysis | Top Players: Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP), DoubleClick, etc. | InForGrowth  3rd Watch News

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

If advertisers forget indie agencies now, they'll be lost for good - Campaign US
If advertisers forget indie agencies now, they'll be lost for good  Campaign US

Lay's salutes heroes of tough times with 'Heartwork' - ETBrandEquity.com
Lay's salutes heroes of tough times with 'Heartwork'  ETBrandEquity.com

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

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

Potential Impact of COVID-19 on Interactive Advertising Market Overview, Regional And Restraint Analysis By 2020 – 2026 - Cole of Duty
Potential Impact of COVID-19 on Interactive Advertising Market Overview, Regional And Restraint Analysis By 2020 – 2026  Cole of Duty

Move and win roundup: Week of June 1, 2020 | Advertising - Campaign Asia
Move and win roundup: Week of June 1, 2020 | Advertising  Campaign Asia

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

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

League of Legends Adds New Way for Sponsors to Advertise During Esports Matches - GameRant
League of Legends Adds New Way for Sponsors to Advertise During Esports Matches  GameRant

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

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

TV advertisers want new rights to pull out of ad deals - Digiday
TV advertisers want new rights to pull out of ad deals  Digiday

Kroger Precision Marketing at 84.51° Appoints Nancy Winé Vice President of Advertising Sales - And Now U Know
Kroger Precision Marketing at 84.51° Appoints Nancy Winé Vice President of Advertising Sales  And Now U Know

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

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

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

52% of advertisers plan to increase spending this summer, survey finds - Marketing Dive
52% of advertisers plan to increase spending this summer, survey finds  Marketing Dive

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

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