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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 Mon. June / 17 / 2024

Why some cities are banning fossil fuel advertisements - The Washington Post - The Washington Post
Why some cities are banning fossil fuel advertisements - The Washington Post  The Washington Post

The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White? - The New York Times
The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera - Page Six
Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising - Mozilla & Firefox
Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

Opinion: A bizarre advertising trend: All dads are incompetent buffoons now - The Globe and Mail
Opinion: A bizarre advertising trend: All dads are incompetent buffoons now  The Globe and Mail

Biden campaign launches advertising attack on 'convicted criminal' Trump - The Washington Post
Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post

Lamar Advertising Co's Dividend Analysis - Yahoo Finance
Lamar Advertising Co's Dividend Analysis  Yahoo Finance

Why advertising needs more queer leaders - Ad Age
Why advertising needs more queer leaders  Ad Age

Stagwell and Anzu Announce Strategic Partnership to Transform the In-Game Advertising Experience - PR Newswire
Stagwell and Anzu Announce Strategic Partnership to Transform the In-Game Advertising Experience  PR Newswire

BeautifulBeast Wins Best of Show at AAF American Advertising Awards | LBBOnline - Little Black Book - LBBonline
BeautifulBeast Wins Best of Show at AAF American Advertising Awards | LBBOnline  Little Black Book - LBBonline

Biden’s campaign announces a $50 million advertising blitz highlighting Trump’s conviction - WOWK 13 News
Biden’s campaign announces a $50 million advertising blitz highlighting Trump’s conviction  WOWK 13 News

Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Bozeman Daily Chronicle
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bozeman Daily Chronicle

Lamar Advertising Co's Dividend Analysis - Yahoo Finance UK
Lamar Advertising Co's Dividend Analysis  Yahoo Finance UK

Publishers' top tips for pitching advertisers at Cannes - Digiday
Publishers' top tips for pitching advertisers at Cannes  Digiday

Harnessing AI: Transforming Creative Development In Advertising - AdExchanger
Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline - Hollywood Reporter
Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

New Report Shares Insight into a Cookie-Less, Data-Driven Approach to Advertising | LBBOnline - Little Black Book
New Report Shares Insight into a Cookie-Less, Data-Driven Approach to Advertising | LBBOnline  Little Black Book

Amazon hit with $122 mln US verdict in internet-advertising patent case - Reuters
Amazon hit with $122 mln US verdict in internet-advertising patent case  Reuters

Google's Attempt to Dismiss US Antitrust Case Over Digital Advertising Fails - PYMNTS.com
Google's Attempt to Dismiss US Antitrust Case Over Digital Advertising Fails  PYMNTS.com

United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment - StockTitan
United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  StockTitan

Why Euro 2024 is 'a big step change' for the areas advertisers will rely on - Digiday
Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

Oracle Ads have had it: $2B operation shuts down after dwindling to $300M - The Register
Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - The Caledonian-Record
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  The Caledonian-Record

United selects Magnite's SpringServe for inflight advertising solutions (NASDAQ:MGNI) - Seeking Alpha
United selects Magnite's SpringServe for inflight advertising solutions (NASDAQ:MGNI)  Seeking Alpha

SK Telecom launches AI-powered advertising platform with U.S. startup Moloco - The Korea JoongAng Daily
SK Telecom launches AI-powered advertising platform with U.S. startup Moloco  The Korea JoongAng Daily

Oracle Quietly Exits the Advertising Business - VideoWeek
Oracle Quietly Exits the Advertising Business  VideoWeek

Oracle Is Shutting Down Its Ad Business - Adweek
Oracle Is Shutting Down Its Ad Business  Adweek

Nike’s star footballer formula is looking weary - More About Advertising
Nike’s star footballer formula is looking weary  More About Advertising

Pinterest unveils new AI advertising tools - Mobile Marketing
Pinterest unveils new AI advertising tools  Mobile Marketing

Timely reminder from the ASA to avoid falling foul of advertising codes during UEFA Euro 2024 - The National Law Review
Timely reminder from the ASA to avoid falling foul of advertising codes during UEFA Euro 2024  The National Law Review

Albertsons integrates retail media with connected tv advertising - eMarketer
Albertsons integrates retail media with connected tv advertising  eMarketer

MAGNA Ups Advertising Growth Outlook Following Strong First Half of the Year - Branding in Asia Magazine
MAGNA Ups Advertising Growth Outlook Following Strong First Half of the Year  Branding in Asia Magazine

Mark Truss Appointed as Chair of Advertising Research Foundation Board of Directors - VML
Mark Truss Appointed as Chair of Advertising Research Foundation Board of Directors  VML

6 Top Advertising Trends to Watch (2024 & 2025) - Exploding Topics
6 Top Advertising Trends to Watch (2024 & 2025)  Exploding Topics

Oracle Shuts Down Advertising Business After Spending Over $4 Billion - Business Insider
Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

Mediasmart and TCL enters into partnership for connected TV Advertising - The Times of India
Mediasmart and TCL enters into partnership for connected TV Advertising  The Times of India

Judge says trial is required to decide government's antitrust case over Google's advertising tech - ABC News
Judge says trial is required to decide government's antitrust case over Google's advertising tech  ABC News

Edward Norton’s Challenging New Role Could Put Him in TV’s Battle for Advertising Dollars - Variety
Edward Norton’s Challenging New Role Could Put Him in TV’s Battle for Advertising Dollars  Variety

Publicis launches Cannes Lions AI ‘bullshit detector’ - More About Advertising
Publicis launches Cannes Lions AI ‘bullshit detector’  More About Advertising

Context's Comeback: AI Brings Art and Science Back Together in Advertising – Beet.TV - BeetTV
Context's Comeback: AI Brings Art and Science Back Together in Advertising – Beet.TV  BeetTV

Children’s Advertising Review Unit Finds Popular YouTube Channel in Violation of its Advertising Guidelines - The National Law Review
Children’s Advertising Review Unit Finds Popular YouTube Channel in Violation of its Advertising Guidelines  The National Law Review

Google Faces Trial in US Antitrust Case Over Digital Advertising - RetailWire
Google Faces Trial in US Antitrust Case Over Digital Advertising  RetailWire

Are London creative agency CEOs now an endangered species? - More About Advertising
Are London creative agency CEOs now an endangered species?  More About Advertising

Advertising Week Europe 2024: Navigating the new media landscape | Amazon Web Services - AWS Blog
Advertising Week Europe 2024: Navigating the new media landscape | Amazon Web Services  AWS Blog

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week - World Economic Forum
Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week  World Economic Forum

Google launches Google TV advertising network - Search Engine Land
Google launches Google TV advertising network  Search Engine Land

Advertising and Marketing - Osler, Hoskin & Harcourt LLP
Advertising and Marketing  Osler, Hoskin & Harcourt LLP

Church's Launches Its New Global Advertising Campaign. - WWD
Church's Launches Its New Global Advertising Campaign.  WWD

Fans Want Busch Gardens To Apologize After 'Blatantly False Advertising' - Inside the Magic
Fans Want Busch Gardens To Apologize After 'Blatantly False Advertising'  Inside the Magic

ROKU Launches New Advertising Solution to Aid Platform Revenues - Yahoo Finance
ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

Food Advertising, Labeling, and Litigation Conference - Food and Drug Law Institute
Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

Digital Advertising Market 2024 Comprehensive Research, Market Definition and Business Operation Data Analysis by ... - openPR
Digital Advertising Market 2024 Comprehensive Research, Market Definition and Business Operation Data Analysis by ...  openPR

X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover - The New York Times
X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation - PayPal Newsroom
PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

Laughing Matters: How Cannes' Humor Category Could Change Advertising - Adweek
Laughing Matters: How Cannes' Humor Category Could Change Advertising  Adweek

Can a Senate bill to regulate sports betting ads reach the finish line in this Parliament? - CBC News
Can a Senate bill to regulate sports betting ads reach the finish line in this Parliament?  CBC News

Japan's space agency helps to target advertising with satellite photos of crops - The Register
Japan's space agency helps to target advertising with satellite photos of crops  The Register

Google loses bid to end antitrust case over digital advertising - Honolulu Star-Advertiser
Google loses bid to end antitrust case over digital advertising  Honolulu Star-Advertiser

American Advertising Federation selects new board heads - Martechcube
American Advertising Federation selects new board heads  Martechcube

Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem - AdExchanger
Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem  AdExchanger

Oracle Kills Its Advertising Business - WebProNews
Oracle Kills Its Advertising Business  WebProNews

2024 Guide to X (Twitter) Ads: Specs, Cost, and Tips - Hootsuite
2024 Guide to X (Twitter) Ads: Specs, Cost, and Tips  Hootsuite

RDDT Stock: What to Watch as Reddit Nabs New AI Advertising Deal - InvestorPlace
RDDT Stock: What to Watch as Reddit Nabs New AI Advertising Deal  InvestorPlace

Creative 100: Honoring the Most Innovative Talent Across Advertising, TV, Visual Art and More - Adweek
Creative 100: Honoring the Most Innovative Talent Across Advertising, TV, Visual Art and More  Adweek

Google launches Google TV advertising network - MarTech
Google launches Google TV advertising network  MarTech

What Advertisers Miss In Their Quest To Reach Hispanic Audiences - AdExchanger
What Advertisers Miss In Their Quest To Reach Hispanic Audiences  AdExchanger

Revolutionizing Mattress Marketing: The Benefits of AI Models for Advertising - SpaceCoastDaily.com
Revolutionizing Mattress Marketing: The Benefits of AI Models for Advertising  SpaceCoastDaily.com

IPG CEO Philippe Krakowsky on AI in advertising: beware 'reversion to the mean' - The Drum
IPG CEO Philippe Krakowsky on AI in advertising: beware 'reversion to the mean'  The Drum

Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch - Digiday
Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch  Digiday

Cannes Lions looks to laughter as ad industry feels threat of AI - Financial Times
Cannes Lions looks to laughter as ad industry feels threat of AI  Financial Times

As Google Targets AI Search Ads, It Could Learn a Lot From Bing - WIRED
As Google Targets AI Search Ads, It Could Learn a Lot From Bing  WIRED

Beacon Financial Group Sells 2681 Shares of Lamar Advertising (NASDAQ:LAMR) - Defense World
Beacon Financial Group Sells 2681 Shares of Lamar Advertising (NASDAQ:LAMR)  Defense World

Advertisers can now buy media on the Uber Rides app via their favorite DSP - The Drum
Advertisers can now buy media on the Uber Rides app via their favorite DSP  The Drum

You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising - WIRED
You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising  WIRED

Mirriad Advertising (LON:MIRI) Reaches New 12-Month Low at $0.95 - Defense World
Mirriad Advertising (LON:MIRI) Reaches New 12-Month Low at $0.95  Defense World

Jingle Writers and Singers Feel Impact of AI Song Technology - Billboard
Jingle Writers and Singers Feel Impact of AI Song Technology  Billboard

Entravision Sells Its International Digital Advertising Business – RadioInsight - RadioInsight
Entravision Sells Its International Digital Advertising Business – RadioInsight  RadioInsight

Google: advertising revenue 2023 - Statista
Google: advertising revenue 2023  Statista

Harish Narayanan joins HDFC AMC as CMO and CDO - ETBrandEquity
Harish Narayanan joins HDFC AMC as CMO and CDO  ETBrandEquity

Uber Advertising Announces Exclusive Partnership with T-Mobile Advertising Solutions — Tech Funding News - Tech Funding News
Uber Advertising Announces Exclusive Partnership with T-Mobile Advertising Solutions — Tech Funding News  Tech Funding News

Bans on fossil fuel advertising are coming – and sport should not be exempt - The Conversation Indonesia
Bans on fossil fuel advertising are coming – and sport should not be exempt  The Conversation Indonesia

Walz Tetrick Advertising is crowned 2024 Mr. K Award winner - The Business Journals
Walz Tetrick Advertising is crowned 2024 Mr. K Award winner  The Business Journals

Advertising Ban Gives NRL the Chance to Diversify its Revenue Streams - European Gaming Industry News
Advertising Ban Gives NRL the Chance to Diversify its Revenue Streams  European Gaming Industry News

Roku Exchange Unlocks Access to Roku's Audience and Premium Media | Roku - Roku Newsroom
Roku Exchange Unlocks Access to Roku's Audience and Premium Media | Roku  Roku Newsroom

Climate change: Ban fossil fuel advertising says UN chief - BBC.com
Climate change: Ban fossil fuel advertising says UN chief  BBC.com

Entravision Announces Sale of Its Digital Advertising Representation Business to Aleph Group - StockTitan
Entravision Announces Sale of Its Digital Advertising Representation Business to Aleph Group  StockTitan

TikTok's Jack Bamberger Named Board Chair of American Advertising Federation - SHOOT Online
TikTok's Jack Bamberger Named Board Chair of American Advertising Federation  SHOOT Online

Veterinary Advertising & Sponsorship Opportunities - AAHA - AAHA
Veterinary Advertising & Sponsorship Opportunities - AAHA  AAHA

‘Godfathers of climate chaos’: UN chief urges global fossil-fuel advertising ban - The Guardian
‘Godfathers of climate chaos’: UN chief urges global fossil-fuel advertising ban  The Guardian

IAB/PwC Internet Advertising Revenue Report 2024 - IAB
IAB/PwC Internet Advertising Revenue Report 2024  IAB

Pennsylvania Bill Proposes Restrictions on Gambling Advertisements to Problem Gamblers - Franklin County Free Press
Pennsylvania Bill Proposes Restrictions on Gambling Advertisements to Problem Gamblers  Franklin County Free Press

CEO of Advertising Company Alma:'We have created quite a large and good advertising culture in Georgia' - The FINANCIAL
CEO of Advertising Company Alma:'We have created quite a large and good advertising culture in Georgia'  The FINANCIAL

Google must face £13bn advertising lawsuit - UK court - BBC.com
Google must face £13bn advertising lawsuit - UK court  BBC.com

Paramount Advertising - Paramount
Paramount Advertising  Paramount

Medical Report: What is direct-to-consumer medical advertising? - KYW
Medical Report: What is direct-to-consumer medical advertising?  KYW

Tesla's DMV self-driving false advertising case must go to trial, CA judge rules - Electrek.co
Tesla's DMV self-driving false advertising case must go to trial, CA judge rules  Electrek.co

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