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How To Make Your Advertising Work!


Many believe that when it comes to advertising, it's a necessary evil.

At least that's how some businesses approach it. Some view it as simply a tool to showcase price and product while others see it as a way to counter their competitor's ads. Know what? They're all wrong.

Here's what you should be thinking about when putting together an advertising campaign:

1) Who am I trying to reach?
2) What medium will be the most effective to reach them?
3) How much is it going to cost?
4) What will my message be?

Hard to believe: Some of my client's advertising approach prior to working with them was basically, "I have this amount of money to spend so how much can I buy with it?" This was usually followed by a call to their favorite radio station, or to a television station carrying their favorite program and asking for rates.

Granted there are many, many choices when contemplating where to place your ad dollars and it can be very confusing given all the choices that are out there. Especially for example, when you call radio stations and every account executive tells you that their station is number one. That's why it helps to have experienced people on your side who can help you choose the best media mix for your ad dollars. Of course it make sense at this point to put in a plug for my agency, but if you want to get a better understanding of what is involved, refer to the four questions above. For example, "Who am I trying to reach?" means who is your target customer? Every retail or service oriented business has a target customer base and once you've established yours it will help in narrowing the list of possible media choices.

Many businesses put off advertising until they feel they need it. The truth is, if you have a business that sells products or services you need to advertise all the time, not just when you have excess inventory or sales are down.

I'm sure you've seen and heard many auto dealers advertising "red tag" or "tent sales". This approach is a quick hit type of campaign designed to move inventory but the end result is usually just a waste of ad dollars. Instead piling on these price driven ads and doing battle with every other dealer advertising in a similar way, these auto dealers would be smarter to concentrate on building their brand through consistent advertising and separating themselves from their competition with solid points that answer questions on consumer's minds like, "What will you do for me that the others won't?" "Why should I shop at your dealership?" "What makes your dealership different?" along with coming up with a clever branding image that makes them easy to remember when the consumer is in the market for a car if not now, down the road.

Yes, money talks. But if everyone is shouting the same thing like, "We'll save you money!" the consumer has no incentive to visit one dealer over the other.

Last but certainly not least is the importance of the message itself. Time and time again I'll hear or see a campaign where it's obvious the media buy was well executed but the message is muddled or confusing or worse, boring. If you're going to go through all the trouble and expense of putting together an ad campaign, make sure the message cuts through the clutter in a clever, creative way because that is what branding (getting people to remember your business) is all about.

So how do you make advertising work? Remember that establishing a budget, determining who your target customers are, careful planning, consistency, and a clever message will put you on the road to success.

Like what you've read? Want to read more? Visit The Eisenberg Agency web site at: http://www.eisenbergagency.com

E-mail: [email protected].

Hal Eisenberg is an award winning copywriter, creative director, and owner of The Eisenberg Agency, an ad agency specializing in cut-through-the-clutter ads that get results.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. April / 12 / 2021

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

Jun Group Launches Self-Service Advertising Platform for SMBs - GlobeNewswire
Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising - Forbes
How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising  Forbes

3 Ways to Earn Money with Advertising - BBN Times
3 Ways to Earn Money with Advertising  BBN Times

LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising - Sports Video Group
LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising  Sports Video Group

The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork - AdExchanger
The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy - Telecompetitor
Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy  Telecompetitor

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Massachusetts Joins the Digital Advertising Tax Wave - Lexology
Massachusetts Joins the Digital Advertising Tax Wave  Lexology

Advertisers’ Questions Persist as Google Opens FLoCs to External Trials - Adweek
Advertisers’ Questions Persist as Google Opens FLoCs to External Trials  Adweek

Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com - Business Wire
Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com  Business Wire

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking... - MacRumors
Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking...  MacRumors

BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU) - Inside NoVA
BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU)  Inside NoVA

Advertisers spent $240 billion on mobile ads last year: report - The Hindu
Advertisers spent $240 billion on mobile ads last year: report  The Hindu

Katten Wins Record $19 Million+ Award for Client Windstream In False Advertising Case Arising Out Of Windstream's Chapter 11 - PRNewswire
Katten Wins Record $19 Million+ Award for Client Windstream In False Advertising Case Arising Out Of Windstream's Chapter 11  PRNewswire

Despite a Year of Challenges, New Opportunities in TV, Streaming and Advertising Take Center Stage at TVOT LIVE! Spring 2021, a Uniquely Social Event - WFMZ Allentown
Despite a Year of Challenges, New Opportunities in TV, Streaming and Advertising Take Center Stage at TVOT LIVE! Spring 2021, a Uniquely Social Event  WFMZ Allentown

What's with all the blank spaces on our site? We're making room for our new advertising partner. - Greater Greater Washington
What's with all the blank spaces on our site? We're making room for our new advertising partner.  Greater Greater Washington

Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals - Tehran Times
Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals  Tehran Times

Buying Weed Means a Consumer Has More Money, Is Good Advertising Target - Bloomberg
Buying Weed Means a Consumer Has More Money, Is Good Advertising Target  Bloomberg

Chrome Users, Check If Google Is Tracking You With New Targeted Advertising - Mashable India
Chrome Users, Check If Google Is Tracking You With New Targeted Advertising  Mashable India

Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform - Ganjapreneur
Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform  Ganjapreneur

Top 5 Social Media Channels for Paid Advertising | CoFounder - CoFounder Magazine
Top 5 Social Media Channels for Paid Advertising | CoFounder  CoFounder Magazine

Germany tightens up rules around advertising 'junk food' to children - just-food.com
Germany tightens up rules around advertising 'junk food' to children  just-food.com

Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range - Wccftech
Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range  Wccftech

Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act - JD Supra
Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act  JD Supra

Out-of-home Advertising Market : Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2021-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Out-of-home Advertising Market : Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2021-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Pure Michigan Regional Advertising Campaign Launches For Spring And Summer - WSGW
Pure Michigan Regional Advertising Campaign Launches For Spring And Summer  WSGW

Advertising analytics platform DoubleVerify sets terms for $340 million IPO - Renaissance Capital
Advertising analytics platform DoubleVerify sets terms for $340 million IPO  Renaissance Capital

MeWe Names Hollywood Veteran Jeffrey Edell CEO of Zero-Advertising Social Media Service - Yahoo Finance
MeWe Names Hollywood Veteran Jeffrey Edell CEO of Zero-Advertising Social Media Service  Yahoo Finance

First Day Life Permanently Discontinues Certain Advertising Claims for Daily Enrichment Multivitamin Following National Advertising Division Challenge - PRNewswire
First Day Life Permanently Discontinues Certain Advertising Claims for Daily Enrichment Multivitamin Following National Advertising Division Challenge  PRNewswire

1.3 million Clubhouse users' data was reportedly leaked - Business Insider
1.3 million Clubhouse users' data was reportedly leaked  Business Insider

Buzzfeed UK revenue falls as pandemic hits digital advertising - City A.M.
Buzzfeed UK revenue falls as pandemic hits digital advertising  City A.M.

Global Search Engine Advertising Services Market 2021 Trending Research Report | Google Ads (formerly AdWords), Serpstat, Bing Ads, Marin Software, WordStream Advisor – ROUGH Magazine - ROUGH Magazine
Global Search Engine Advertising Services Market 2021 Trending Research Report | Google Ads (formerly AdWords), Serpstat, Bing Ads, Marin Software, WordStream Advisor – ROUGH Magazine  ROUGH Magazine

Misleading advertising: consumer buys a 'green' product and it turns out to be a paper-covered plastic bottle - Entrepreneur
Misleading advertising: consumer buys a 'green' product and it turns out to be a paper-covered plastic bottle  Entrepreneur

Judge orders Charter to pay $19M to Windstream in false advertising suit - FierceTelecom
Judge orders Charter to pay $19M to Windstream in false advertising suit  FierceTelecom

Google’s FLoC poses a threat to identity solutions and advertisers - MarTech Today
Google’s FLoC poses a threat to identity solutions and advertisers  MarTech Today

How to Boost Online Advertising Market 2021 – Industry Scenario, Strategies, Growth Factors And Forecast 2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
How to Boost Online Advertising Market 2021 – Industry Scenario, Strategies, Growth Factors And Forecast 2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

UK Advertising Standard’s Authority and Social Media Influencers - The National Law Review
UK Advertising Standard’s Authority and Social Media Influencers  The National Law Review

We Mail America.com Launches, Delivering Comprehensive and Data-Driven Advertising Solutions - EIN News
We Mail America.com Launches, Delivering Comprehensive and Data-Driven Advertising Solutions  EIN News

What Advertising’s Top Leaders Are Saying About Cannes Lions Going Online-Only for 2021 - Adweek
What Advertising’s Top Leaders Are Saying About Cannes Lions Going Online-Only for 2021  Adweek

Door to Door Advertising Market Professional Survey, Finanacial Overview, Emerging Applications - The Courier
Door to Door Advertising Market Professional Survey, Finanacial Overview, Emerging Applications  The Courier

Tesla starts advertising Model 3 with 93 miles of range on its website in Canada - Electrek
Tesla starts advertising Model 3 with 93 miles of range on its website in Canada  Electrek

Out-of-Home (OOH) Advertising Trend Analysis, Market Revenue, Business Strategies, COVID Vaccine Impact - The Courier
Out-of-Home (OOH) Advertising Trend Analysis, Market Revenue, Business Strategies, COVID Vaccine Impact  The Courier

Merchants group blasts proposed digital advertising tax - Hartford Business
Merchants group blasts proposed digital advertising tax  Hartford Business

Proposed advertising tax gets resistance from eastern panhandle small business - WDVM 25
Proposed advertising tax gets resistance from eastern panhandle small business  WDVM 25

Town of Natick Advertising For Public Safety Dispatchers - framinghamsource.com
Town of Natick Advertising For Public Safety Dispatchers  framinghamsource.com

Impact Of COVID-19 On Digital Advertising Market 2021 Industry Challenges Business Overview And Forecast Research Study 2030 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Impact Of COVID-19 On Digital Advertising Market 2021 Industry Challenges Business Overview And Forecast Research Study 2030 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts - PRNewswire
IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts  PRNewswire

Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal - Milwaukee Business Journal
Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal  Milwaukee Business Journal

FDIC Re-opens RFI on Signage, Advertising Requirements | ABA Banking Journal - ABA Banking Journal
FDIC Re-opens RFI on Signage, Advertising Requirements | ABA Banking Journal  ABA Banking Journal

Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns - CT Examiner
Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns  CT Examiner

Programmatic Display Advertising Market By Key Players (Centro Inc., Between Digital, AppNexus Inc., Rubicon Project Inc.); Based on 2020 COVID-19 Pandemic Disease – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Display Advertising Market By Key Players (Centro Inc., Between Digital, AppNexus Inc., Rubicon Project Inc.); Based on 2020 COVID-19 Pandemic Disease – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Location Based Advertising Market 2021 New Innovations, Technology And Research – Facebook Inc., Foursquare, Google, Proximus Mobility – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Location Based Advertising Market 2021 New Innovations, Technology And Research – Facebook Inc., Foursquare, Google, Proximus Mobility – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Engage Restaurant Goers By Leveraging Out-of-Home Advertising - QSR magazine
Engage Restaurant Goers By Leveraging Out-of-Home Advertising  QSR magazine

Maryland’s New Tax – The Nation's First State Tax on Digital Advertising - JD Supra
Maryland’s New Tax – The Nation's First State Tax on Digital Advertising  JD Supra

Search Advertising Software Market 2021- Key Strategy, Revenue, Opportunity and Key Trends -2026 | WordStream, AdWords, Kenshoo Infinity Suite – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Search Advertising Software Market 2021- Key Strategy, Revenue, Opportunity and Key Trends -2026 | WordStream, AdWords, Kenshoo Infinity Suite – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online - PRNewswire
Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online  PRNewswire

Amazon Just Passed a Major Milestone in the Digital Advertising Market - The Motley Fool
Amazon Just Passed a Major Milestone in the Digital Advertising Market  The Motley Fool

Search Engine Advertising Services Market Insights – Growth, Challenges and Future Scope to 2026| Google Ads (formerly AdWords), Serpstat, Bing Ads – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Search Engine Advertising Services Market Insights – Growth, Challenges and Future Scope to 2026| Google Ads (formerly AdWords), Serpstat, Bing Ads – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Clarence Saunders — Advertising Genius - Memphis Magazine
Clarence Saunders — Advertising Genius  Memphis Magazine

Substantiating Advertising Claims in Three Steps: A How-To Checklist for Advertisers - Lexology
Substantiating Advertising Claims in Three Steps: A How-To Checklist for Advertisers  Lexology

Omnicom PSA contest will advocate increased representation of Asians in advertising - AdAge.com
Omnicom PSA contest will advocate increased representation of Asians in advertising  AdAge.com

Pinterest (PINS) Set to Roll Out Advertising Platform in Brazil - Yahoo Finance
Pinterest (PINS) Set to Roll Out Advertising Platform in Brazil  Yahoo Finance

Mobile Advertising Market Share, Trends and Leading Players By 2027: Google, Facebook, Twitter, Yahoo, Pandora, and others - The Courier
Mobile Advertising Market Share, Trends and Leading Players By 2027: Google, Facebook, Twitter, Yahoo, Pandora, and others  The Courier

Impossible Foods Launches First National Advertising Campaign, "We Are Meat" - Business Wire
Impossible Foods Launches First National Advertising Campaign, "We Are Meat"  Business Wire

Augmented Reality for Advertising Market 2021 Analysis By Top keyplayers |Augmented Pixels, Wikitude, Blippar, Aurasma, Catchoom - The Courier
Augmented Reality for Advertising Market 2021 Analysis By Top keyplayers |Augmented Pixels, Wikitude, Blippar, Aurasma, Catchoom  The Courier

Internet Ad Spending Market Online Video Advertising Market 2021 New Business Strategy Analysis by Top Competitors –Mars Media Group, AdColony, Doubleclick Bid Manager – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Internet Ad Spending Market Online Video Advertising Market 2021 New Business Strategy Analysis by Top Competitors –Mars Media Group, AdColony, Doubleclick Bid Manager – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Letter: The public option: Truth in advertising - Steamboat Pilot and Today
Letter: The public option: Truth in advertising  Steamboat Pilot and Today

Google starts funneling Chrome users into groups to ease targeted advertising - AppleInsider
Google starts funneling Chrome users into groups to ease targeted advertising  AppleInsider

Microsoft Advertising’s New Rollout & More Digital Marketing News - Search Engine Journal
Microsoft Advertising’s New Rollout & More Digital Marketing News  Search Engine Journal

Friday Sector Laggards: Metals & Mining, Advertising Stocks - Nasdaq
Friday Sector Laggards: Metals & Mining, Advertising Stocks  Nasdaq

General Motors Vows to Send More Advertising Dollars to Black-Owned Media Companies - The Wall Street Journal
General Motors Vows to Send More Advertising Dollars to Black-Owned Media Companies  The Wall Street Journal

What Search Marketers Need to Know About Instacart Advertising - Search Engine Journal
What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

iOS 14.5 Ad Tracking opt-in feature could change mobile advertising - Shacknews
iOS 14.5 Ad Tracking opt-in feature could change mobile advertising  Shacknews

Sean Combs Criticizes General Motors For Insufficient Advertising In Black-Owned Media - GM Authority
Sean Combs Criticizes General Motors For Insufficient Advertising In Black-Owned Media  GM Authority

Roseville Businesses Eligible for Free Advertising Services - Roseville Today
Roseville Businesses Eligible for Free Advertising Services  Roseville Today

2021 Shaping Up to be the Year of Programmatic Advertising for Pay TV and Network Service Providers in Europe - MarTech Series
2021 Shaping Up to be the Year of Programmatic Advertising for Pay TV and Network Service Providers in Europe  MarTech Series

Why Connected TV Isn't As Complicated As Advertisers Think - AdExchanger
Why Connected TV Isn't As Complicated As Advertisers Think  AdExchanger

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

US advertising employment increased by 2,200 jobs in March - AdAge.com
US advertising employment increased by 2,200 jobs in March  AdAge.com

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Social Media Advertising Market Is The Second Biggest Market Within Digital Advertising - PRNewswire
Social Media Advertising Market Is The Second Biggest Market Within Digital Advertising  PRNewswire

With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions - The Wall Street Journal
With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions  The Wall Street Journal

Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Barge displaying advertisements sets sail in Volusia County - WKMG News 6 & ClickOrlando
Barge displaying advertisements sets sail in Volusia County  WKMG News 6 & ClickOrlando

Rise and Decline of Adobe's Advertising Business 2021 - Business Insider
Rise and Decline of Adobe's Advertising Business 2021  Business Insider

Is online advertising about to crash, just like the property market did in 2008? - The Guardian
Is online advertising about to crash, just like the property market did in 2008?  The Guardian

Telegram App Is Booming but Needs Advertisers—and $700 Million Soon - The Wall Street Journal
Telegram App Is Booming but Needs Advertisers—and $700 Million Soon  The Wall Street Journal

Google Answers Advertisers Burning Questions About FLoC - Search Engine Journal
Google Answers Advertisers Burning Questions About FLoC  Search Engine Journal

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

How targeted advertising is impacted under Virginia’s CDPA - MarTech Today
How targeted advertising is impacted under Virginia’s CDPA  MarTech Today

The New Realities of Advertising During COVID-19 - Total Retail
The New Realities of Advertising During COVID-19  Total Retail

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative - Forbes
After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative  Forbes

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