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Do Your Adverts Get You More Sales?


Philadelphia retailer and US Postmaster General, John Wanamaker, once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."

If you're spending $10,000 a month on advertising $5,000 is going straight down the tubes. That wastes $60,000 of your hard earned cash every year. Money you could spend on better, more focused marketing.

Imagine if you could work out which half works and spend only on that half. The good news is you can. All will become clear in a little while.

In the meantime let me explain how advertising works.

Broadly there are two types of advertising. One is Branding and Positioning (BAP) and the other is Direct Response (DR) advertising.

Branding and Position concentrates on getting the company's name, or service or product continually at the forefront of its customer's minds. As you can imagine this needs continual advertising activity and can cost megabucks. Companies doing this type of advertising include Coca-Cola, British Airways, Nike and MacDonald's.

These are all major companies and everyone already knows their name and what they stand for.

Why do they do it?

The simple answer is that they're in a highly competitive market. They want to retain their large market share by ensuring that the most recent ad a prospect remembers is for their service or product. So when they're thirsty it's a Coke. If they're hungry it's a Big Mac if they want to fly they choose the World's favorite airline.

Picture the mountains of money that go towards that aim. But picture too the accountants horror - they don't know which campaign makes a profit.

Profit is the one thing that tells you if your campaign is working. If you know your ad makes more revenue than it costs to create, run and service you'd keep running it wouldn't you?

Unfortunately Branding and Positioning (BAP) advertising can't be evaluated. You just don't know whether it's worth doing or not. How do you know which advert finally persuaded your prospect to do business with you.

Interestingly Bill Bernbach one of the founders of modern advertising said that, "Advertising doesn't create a product advantage. It can only convey it."

So why bother doing BAP advertising?

Probably because advertising agencies are happy to use BAP advertising for almost any company. Any slowdown in sales can't be attributed to their adverts. Any increase is claimed to prove the advert is working.

In reality you don't have a clue.

Former Canadian policeman turned fabulously paid copywriter John E. Kennedy coined the phrase, "advertising is salesmanship in print".

Would you tell a salesman to go see a prospect and to strip customer oriented benefits from their presentation? Also would you tell them not to ask for the order? You'd be laughed at and if you insisted you'd probably go out of business and certainly lose your salesmen.

BAP advertising does exactly that to your customer.

In contrast Direct Response (DR) advertising is able to directly relate a specific advert to an increase in sales. Or alternatively highlight a problem ad that needs fixing.

This type of advertising seeks to inform the prospect as to how your product or service improves their life, rights a wrong or smoothes a problem. Additionally, DR advertising almost always asks for a response. Either to call in to buy immediately (unusual), to get a free sample, free report, free voucher, free experience or other intermediary step before buying the target product.

Imagine the calls, letters and emails you can get from advertising that encourage your prospects to take action to contact your company immediately. You get to see whether the campaign is working. That means you can step in and tweak it if it's not.

But it also allows you to test different aspects of your advert to try and increase response further. So for instance you could run two adverts with the headline changed on one, or a different offer on one or a free-phone number against a geographic number.

You can see how every single word and picture in your advert performs. Doesn't that just feel better? You've control over your spend and the customers who are bought for your advertising dollar.

There are many people who would agree that DR advertising is the right way to advertise. But they still don't do it.

Why?

Usually the reason is simply one of ego. Direct Response adverts don't tend to be pretty or to win the Cannes Advertising Lions awards. If you're the head of the company or you're the director of sales imagine how tempting it is top run ads that might win awards?

You already have sales coming in. Running a BAP advert will still get sales coming in. And you might win that Lion at the Cannes awards for best advertising.

You're fooling yourself if you think it's for any other reason. Because almost without exception Direct Response adverts will pull more sales than BAP adverts.

Yet many advertisers don't realise it. They're convinced that an advert has to look "professional" to sell. WRONG!

Do you want more sales?

If you do, and I'm sure you do use the following steps:

Step 1: Learn how your products relate to your users. Which emotions, feelings and beliefs does it generate or speak to?

Step 2: Assess the best way to convey that to your ultimate user.

Step 3: Do the newspapers/magazines/radio/tv channels you've chosen to advertise in get read by your preferred prospects?

Step 4: Check and test each ad with a single entry in your chosen media. (Do not run ad series until you've tested the pulling power)

Step 5: Buy the smallest display ad possible. Then each time it makes money buy the next size up until it starts to lose money. Then go back to the last one that made money - the optimum size.

Step 6: Continually run split tests to find the best pulling direct response for your product

Step 7: Use some of your advertising saved to buy other means of marketing

Jim Symcox, also known as the Marketing Magician has worked as a consultant since the mid 1980's. He is a marketing coach, copywriter and the author of "How to Leap Ahead Of Your Competitors".

web: http://www.acornservice.com
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tel: 0161 278 1919


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. October / 23 / 2019

That's what advertising is now - Campaign US
That's what advertising is now  Campaign US

Quibi Sells Out $150M In Launch-Year Advertising Inventory - Deadline
Quibi Sells Out $150M In Launch-Year Advertising Inventory  Deadline

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

Facebook advertising VP Rob Goldman announces his departure - CNBC
Facebook advertising VP Rob Goldman announces his departure  CNBC

Meredith Sells Money.com to Puerto Rican Advertising Company - Adweek
Meredith Sells Money.com to Puerto Rican Advertising Company  Adweek

Why Miller Lite is scorning social media to fight the new war in beer advertising - Fast Company
Why Miller Lite is scorning social media to fight the new war in beer advertising  Fast Company

What's The Next Growth Engine For Digital Advertising? - Radio & Television Business Report
What's The Next Growth Engine For Digital Advertising?  Radio & Television Business Report

Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign - Yahoo Finance
Adaptive Ad Systems Inc. Expands Advertising Reach at Colleges and Universities in Time for the Beginning of the 2020 Election Campaign  Yahoo Finance

Facebook IQ: Generation Z Wants to See More Diversity in Advertising - Adweek
Facebook IQ: Generation Z Wants to See More Diversity in Advertising  Adweek

Digital Signage Enhances Advertising for Bluewater Promotions Inc. - Yahoo Finance
Digital Signage Enhances Advertising for Bluewater Promotions Inc.  Yahoo Finance

Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku - eMarketer
Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku  eMarketer

A new book documents Avedon’s advertising legacy - Wallpaper*
A new book documents Avedon’s advertising legacy  Wallpaper*

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

TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV - Digital Music News
TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV  Digital Music News

Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers? - Yahoo Finance
Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers?  Yahoo Finance

ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation - Yahoo Finance
ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation  Yahoo Finance

False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter - JD Supra
False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter  JD Supra

How to make your brand worth talking about - AdAge.com
How to make your brand worth talking about  AdAge.com

Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games - Sports Video Group
Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games  Sports Video Group

The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment - TVRev
The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment  TVRev

Why Australia needs a ban on taxpayer-funded political advertising before elections - The Guardian
Why Australia needs a ban on taxpayer-funded political advertising before elections  The Guardian

Daily Forecast: Facebook Is Still King of Social Video Advertising - eMarketer
Daily Forecast: Facebook Is Still King of Social Video Advertising  eMarketer

Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss - Business Insider
Google's copying Facebook, Microsoft's trying to steal ad dollars from Amazon, and WPP's big loss  Business Insider

Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay - AdExchanger
Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay  AdExchanger

New Results Find that Hispanics Feel Underrepresented in Beauty Advertising - Beauty Packaging Magazine
New Results Find that Hispanics Feel Underrepresented in Beauty Advertising  Beauty Packaging Magazine

Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022 - Digital Signage Connection
Minneapolis-St.Paul Metro Transit Extends Exclusive Advertising Contract with Intersection through 2022  Digital Signage Connection

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

Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps - PRNewswire
Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps  PRNewswire

Category: Samsung Ads Leadership Forum at Advertising Week 2019 - BeetTV
Category: Samsung Ads Leadership Forum at Advertising Week 2019  BeetTV

N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18 - WJW FOX 8 News Cleveland
N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18  WJW FOX 8 News Cleveland

13 masterpieces of social advertising in the Russian Empire (PICS) - Russia Beyond
13 masterpieces of social advertising in the Russian Empire (PICS)  Russia Beyond

Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry - JD Supra
Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry  JD Supra

PAC finds effective, inexpensive advertising options through social media - KXLY Spokane
PAC finds effective, inexpensive advertising options through social media  KXLY Spokane

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

California: Entertainment, Media and Advertising Impacted by AB5 - The National Law Review
California: Entertainment, Media and Advertising Impacted by AB5  The National Law Review

Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights - QNS.com
Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights  QNS.com

Taxpayers funded $174m in government advertising last financial year - The Guardian
Taxpayers funded $174m in government advertising last financial year  The Guardian

Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok - CNBC
Netflix and HBO shows are getting pirated on this app that's been bankrolled by advertisers such as Pandora, BET+ and TikTok  CNBC

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

AcuityAds' Updated Algorithm Delivers 15% Increase in Campaign Performance to Advertisers - Yahoo Finance
AcuityAds' Updated Algorithm Delivers 15% Increase in Campaign Performance to Advertisers  Yahoo Finance

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating... - Firstpost
Advertising sector watchdog ASCI upholds complaints against 229 misleading advertisements for violating...  Firstpost

Snapchat’s targeting direct-response advertisers with new dynamic ads product - Digiday
Snapchat’s targeting direct-response advertisers with new dynamic ads product  Digiday

GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements - Marijuana Moment
GOP Senator Links Medical Marijuana Claims To Tobacco Industry Advertisements  Marijuana Moment

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

Facebook advertising VP steps down - AdNews
Facebook advertising VP steps down  AdNews

An 'Always-On' TV Attribution Advertising Partnership Arrives - Radio & Television Business Report
An 'Always-On' TV Attribution Advertising Partnership Arrives  Radio & Television Business Report

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

Amazon nibbles away at Google's search advertising dollars - AdAge.com
Amazon nibbles away at Google's search advertising dollars  AdAge.com

Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV - legal Insurrection
Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV  legal Insurrection

What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist - MarTech Advisor
What Is Display Advertising? Definition, Targeting Process, Types, Networks, Examples, and a Management Checklist  MarTech Advisor

Barcelona strike Supponor virtual advertising deal - SportsPro Media
Barcelona strike Supponor virtual advertising deal  SportsPro Media

Some Advertisers See Loopholes In California Privacy Law 10/23/2019 - MediaPost Communications
Some Advertisers See Loopholes In California Privacy Law 10/23/2019  MediaPost Communications

Facebook changes political advertising rules ahead of expected UK general election - Sky News
Facebook changes political advertising rules ahead of expected UK general election  Sky News

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

DPP develops IMF for advertising | News - IBC365
DPP develops IMF for advertising | News  IBC365

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

Social Chain's Lumaland merger heralded as 'an advertising gamechanger' - The Drum
Social Chain's Lumaland merger heralded as 'an advertising gamechanger'  The Drum

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

The Good Ole Boy & Girl JV Network Welcomes Health Advertisers to Promote Their Products & Services on Targeted Health Email Lists - The Herald Journal
The Good Ole Boy & Girl JV Network Welcomes Health Advertisers to Promote Their Products & Services on Targeted Health Email Lists  The Herald Journal

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

TripAdvisor selects Mother as its new creative agency - AdAge.com
TripAdvisor selects Mother as its new creative agency  AdAge.com

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 10 News Phoenix
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 10 News Phoenix

Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising - LA Magazine
Coverage of Trump's Doral Resort Fiasco Was Worth at Least $1 million in Free Advertising  LA Magazine

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Highest-ranking woman in Pittsburgh advertising is stepping down - Pittsburgh Business Times
Highest-ranking woman in Pittsburgh advertising is stepping down  Pittsburgh Business Times

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

Hyundai Card launches advertising team with Innocean - The Korea Herald
Hyundai Card launches advertising team with Innocean  The Korea Herald

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

Libby named Maine Press Association Advertising Person of the Year - By Staff - Courier-Gazette & Camden Herald
Libby named Maine Press Association Advertising Person of the Year - By Staff  Courier-Gazette & Camden Herald

Brexit date downplayed in government advertising shift - BBC News
Brexit date downplayed in government advertising shift  BBC News

Ethiopia telecoms privatisation can unlock advertising, mobile money - The Africa Report
Ethiopia telecoms privatisation can unlock advertising, mobile money  The Africa Report

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

Is it time to ban political advertising on Facebook? - IPS Journal
Is it time to ban political advertising on Facebook?  IPS Journal

Amazon’s advertising arm is getting so big it held a major conference for brands - GeekWire
Amazon’s advertising arm is getting so big it held a major conference for brands  GeekWire

TikTok explains its ban on political advertising - TechCrunch
TikTok explains its ban on political advertising  TechCrunch

Will Congress Pass the Hotel Advertising Transparency Act of 2019? - Peter Greenberg.com Travel News
Will Congress Pass the Hotel Advertising Transparency Act of 2019?  Peter Greenberg.com Travel News

Trump threatens to sue CNN for ‘falsely advertising as news organisation’ - South China Morning Post
Trump threatens to sue CNN for ‘falsely advertising as news organisation’  South China Morning Post

ENVY Advertising announces the hiring of Ross Culligan and Jax Harney - Shots
ENVY Advertising announces the hiring of Ross Culligan and Jax Harney  Shots

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

New connected TV study debunks 3 common myths about political advertising - AdAge.com
New connected TV study debunks 3 common myths about political advertising  AdAge.com

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

Snapchat Introduces a New Ad Unit for Ecommerce Advertisers - Search Engine Journal
Snapchat Introduces a New Ad Unit for Ecommerce Advertisers  Search Engine Journal

Cracking the code on podcast advertising for customer acquisition - TechCrunch
Cracking the code on podcast advertising for customer acquisition  TechCrunch

Diversity in advertising is actually good for the bottom line - Fast Company
Diversity in advertising is actually good for the bottom line  Fast Company

Juul agrees to restrict youth advertising - The Guardian
Juul agrees to restrict youth advertising  The Guardian

River Rouge sues Detroit over billboard and bus advertising - WXYZ
River Rouge sues Detroit over billboard and bus advertising  WXYZ

Disney bans Netflix from advertising on its entertainment networks - CNN
Disney bans Netflix from advertising on its entertainment networks  CNN

Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say. - The New York Times
Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say.  The New York Times

Advertising Week Briefing: The age of dissonance - Digiday
Advertising Week Briefing: The age of dissonance  Digiday

BOZELL & GRAHAM: No Truth In Washington Post Advertising - The Daily Wire
BOZELL & GRAHAM: No Truth In Washington Post Advertising  The Daily Wire

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