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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 Sat. November / 16 / 2019

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. Twitter says issue ads not part of ban on political advertising  USA TODAY
  5. How Google's New Advertising Policy Trumps Twitter And Facebook's 2020 Approach  Grit Daily
  6. View full coverage on Google News

Is Uber Local Advertising's Duopoly Killer? - Grit Daily
Is Uber Local Advertising's Duopoly Killer?  Grit Daily

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

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

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

National View Column: Unchecked political advertising on social media a threat to our democracy - Duluth News Tribune
National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune

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

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

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

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

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

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

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

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

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

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

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

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

Advertising & Sponsorship Sales Marketing Manager - cynopsis.com
Advertising & Sponsorship Sales Marketing Manager  cynopsis.com

SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers - JD Supra
SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers  JD Supra

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

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

UK Advertisement Authority Goes After Misleading Crypto Advertisement - CryptoGlobe
UK Advertisement Authority Goes After Misleading Crypto Advertisement  CryptoGlobe

Majority of anti-vaccine ads on Facebook were funded by two groups - The Washington Post
Majority of anti-vaccine ads on Facebook were funded by two groups  The Washington Post

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

Cynopsis Media Presents: Advanced TV Advertising and the New Power of Local - cynopsis.com
Cynopsis Media Presents: Advanced TV Advertising and the New Power of Local  cynopsis.com

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

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

At last, some good news for privacy: signs that micro-targeted advertising may be on the way out - Privacy News Online
At last, some good news for privacy: signs that micro-targeted advertising may be on the way out  Privacy News Online

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

Advertising / Partnerships - PW-Philadelphia Weekly
Advertising / Partnerships  PW-Philadelphia Weekly

CCPA's Uncertain Effect on Digital Advertising | Ballard Spahr LLP - JD Supra
CCPA's Uncertain Effect on Digital Advertising | Ballard Spahr LLP  JD Supra

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

Don’t abandon traditional in-home advertising channels, they still work - Marketing Land
Don’t abandon traditional in-home advertising channels, they still work  Marketing Land

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

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

Water authority would pay $30 million to Raiders under proposed decade-long advertising contract for water conservation - The Nevada Independent
Water authority would pay $30 million to Raiders under proposed decade-long advertising contract for water conservation  The Nevada Independent

Globo Loses Share of Official Advertising Funds under Bolsonaro Administration - The Rio Times
Globo Loses Share of Official Advertising Funds under Bolsonaro Administration  The Rio Times

Microsoft Advertising Sends Some Customers Halloween Treats - Search Engine Roundtable
Microsoft Advertising Sends Some Customers Halloween Treats  Search Engine Roundtable

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

SEC Proposes Amendments to the Investment Advisers Act Rules on Advertising and Cash Solicitation - Lexology
SEC Proposes Amendments to the Investment Advisers Act Rules on Advertising and Cash Solicitation  Lexology

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

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

Friday Sector Laggards: Rental, Leasing, & Royalty, Advertising Stocks - Nasdaq
Friday Sector Laggards: Rental, Leasing, & Royalty, Advertising Stocks  Nasdaq

Google Will Restrict User's Data to Advertisers - Security Magazine
Google Will Restrict User's Data to Advertisers  Security Magazine

Rapid TV News - Addressable advertising set to rocket - Rapid TV News
Rapid TV News - Addressable advertising set to rocket  Rapid TV News

ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019 - CSRwire.com
ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019  CSRwire.com

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

LinkedIn Is The Best Free Business Advertising For Attracting Clients - Forbes
LinkedIn Is The Best Free Business Advertising For Attracting Clients  Forbes

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

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

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

Podcast Industry Grapples With the Prospect of Automated Ads - The Wall Street Journal
Podcast Industry Grapples With the Prospect of Automated Ads  The Wall Street Journal

Data from Facebook Pay will power its advertising - TechHQ
Data from Facebook Pay will power its advertising  TechHQ

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

States to expand Google antitrust probe into search and Android businesses - The Verge
States to expand Google antitrust probe into search and Android businesses  The Verge

Spectacular Outdoor Advertising Market 2019| Analysis, Revenue, Price, Market Share, Growth Rate, Forecast to 2026 | Research Industry US - News Obtain
Spectacular Outdoor Advertising Market 2019| Analysis, Revenue, Price, Market Share, Growth Rate, Forecast to 2026 | Research Industry US  News Obtain

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

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

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

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

Tories spend thousands on targeted advertising in Boris Johnson's seat - New Statesman
Tories spend thousands on targeted advertising in Boris Johnson's seat  New Statesman

How Businesses Can Use Wearable Tech for Advertising - TechiExpert.com
How Businesses Can Use Wearable Tech for Advertising  TechiExpert.com

Look Back: Advertisements say it all | News, Sports, Jobs - Parkersburg News
Look Back: Advertisements say it all | News, Sports, Jobs  Parkersburg News

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

As the pay TV bundle unravels, advertisers should stick to sports - AdAge.com
As the pay TV bundle unravels, advertisers should stick to sports  AdAge.com

Why Salesforce is shifting Advertising and marketing Cloud to Microsoft Azure - Market Research Reporting
Why Salesforce is shifting Advertising and marketing Cloud to Microsoft Azure  Market Research Reporting

MILLER ADVERTISING AGENCY INC - Ad from 2019-11-15 | Office Services - Bloomington Pantagraph
MILLER ADVERTISING AGENCY INC - Ad from 2019-11-15 | Office Services  Bloomington Pantagraph

Bloomberg to pour $100M into online advertising campaign attacking President Trump - Yahoo News
Bloomberg to pour $100M into online advertising campaign attacking President Trump  Yahoo News

Social Media Influencers are Earning Big Bucks Thanks to Advertising Boom - Latin Post
Social Media Influencers are Earning Big Bucks Thanks to Advertising Boom  Latin Post

Infinite Energy Center Advertising New Matchups for Starrcade 2019: Bray Wyatt vs. Braun Strowman, Seth Rollins vs. Erick Rowan - 411mania.com
Infinite Energy Center Advertising New Matchups for Starrcade 2019: Bray Wyatt vs. Braun Strowman, Seth Rollins vs. Erick Rowan  411mania.com

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

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

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

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

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

New restrictions on alcohol advertising introduced in Ireland - FoodBev.com
New restrictions on alcohol advertising introduced in Ireland  FoodBev.com

Do advertisements on the side of vans and trucks violate Vermont billboard ban? - Burlington Free Press
Do advertisements on the side of vans and trucks violate Vermont billboard ban?  Burlington Free Press

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

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

Robert F. Kennedy Jr. is the single leading source of anti-vax ads on Facebook - Ars Technica
Robert F. Kennedy Jr. is the single leading source of anti-vax ads on Facebook  Ars Technica

LA Council Seeks Report on Effects of Digital Advertising on Taxicabs - MyNewsLA.com
LA Council Seeks Report on Effects of Digital Advertising on Taxicabs  MyNewsLA.com

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

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

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

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

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

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

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

Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising - The Wall Street Journal
Juul Marketing Chief Leaves as E-Cigarette Maker Suspends Advertising  The Wall Street Journal

TikTok is reportedly trying to poach advertisers from Facebook as the rivalry between the companies heats up - INSIDER
TikTok is reportedly trying to poach advertisers from Facebook as the rivalry between the companies heats up  INSIDER

Art or advertising? Town tells restaurant Chinese calligraphy will have to go - Fall River Herald News
Art or advertising? Town tells restaurant Chinese calligraphy will have to go  Fall River Herald News

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

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

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

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

Truth in Advertising - Ms. Magazine
Truth in Advertising  Ms. Magazine

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

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

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