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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
blog: http://www.blogspot.acornservice.com
tel: 0161 278 1919


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. June / 19 / 2024

T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices - The Verge
T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

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

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

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

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

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

Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing? - Investopedia
Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

TEC requires political influencers to disclose payment - The Texas Tribune
TEC requires political influencers to disclose payment  The Texas Tribune

New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1 - Redheaded Blackbelt
New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1  Redheaded Blackbelt

Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content - Nielsen
Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV - Orlando Sentinel
Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV  Orlando Sentinel

FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ... - Broadcast Law Blog
FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ...  Broadcast Law Blog

Study explores whether advertising contributes to or leads to declines in happiness - Phys.org
Study explores whether advertising contributes to or leads to declines in happiness  Phys.org

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand - The National Law Review
Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand  The National Law Review

Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ... - TheWrap
Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ...  TheWrap

500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes - AccessWire
500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes  AccessWire

Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More - Inc.
Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

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

Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data - MediaVillage
Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders - QSR magazine
Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders  QSR magazine

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

SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising - Yahoo Finance
SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising  Yahoo Finance

Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction - PBS NewsHour
Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction  PBS NewsHour

Elon Musk flies to Cannes to win back advertisers - Financial Times
Elon Musk flies to Cannes to win back advertisers  Financial Times

'Modern Family' cast reunites in funny new advertisement - Good Morning America
'Modern Family' cast reunites in funny new advertisement  Good Morning America

Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million - MarketWatch
Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million  MarketWatch

Advertible Makes Its Case To SSPs For Running Native Channel Extensions - AdExchanger
Advertible Makes Its Case To SSPs For Running Native Channel Extensions  AdExchanger

Magnite's SpringServe Powering Video Advertising for YTV in Japan - StockTitan
Magnite's SpringServe Powering Video Advertising for YTV in Japan  StockTitan

Amazon's AI image generator for advertisers adds new feature - About Amazon
Amazon's AI image generator for advertisers adds new feature  About Amazon

'We're all just fumbling around': Advertising on Substack remains a Wild West for brands - Modern Retail
'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

Digital Advertisers Are Debating What Counts As 'Premium Content' - Business Insider
Digital Advertisers Are Debating What Counts As 'Premium Content'  Business Insider

Ohio regulator on track to change 'non-gambling' promotions - iGaming Business
Ohio regulator on track to change 'non-gambling' promotions  iGaming Business

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

Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging - The Drum
Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

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

PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More - PRINT Magazine
PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising - Yogonet International
Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising  Yogonet International

Some Advertisers Are Bargain Hunting on X. It May Not Be Enough - The Information
Some Advertisers Are Bargain Hunting on X. It May Not Be Enough  The Information

Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline - Little Black Book - LBBonline
Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline  Little Black Book - LBBonline

Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ... - Yahoo Finance
Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ...  Yahoo Finance

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

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

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

GroupM and Internews Increase Advertising Investment on Asia Pacific News Websites - Branding in Asia Magazine
GroupM and Internews Increase Advertising Investment on Asia Pacific News Websites  Branding in Asia Magazine

Beyond rainbow filters: Real support for Pride Month | Advertising - Campaign Asia
Beyond rainbow filters: Real support for Pride Month | Advertising  Campaign Asia

Advantage Solutions to sell digital advertising platform Jun Group for $185 million - StockTitan
Advantage Solutions to sell digital advertising platform Jun Group for $185 million  StockTitan

What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising' - The Register
What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising'  The Register

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

How Telegram's Ads Network Will Impact Advertisers & Creators - Unchained
How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

UK advertising and research exports reach £18bn - Research Live
UK advertising and research exports reach £18bn  Research Live

Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools - Performance Marketing World
Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

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

Griezmann feels the full force of EURO 2024 pitch side advertising - Yahoo Sports
Griezmann feels the full force of EURO 2024 pitch side advertising  Yahoo Sports

Texas mandates payment disclosure for political influencers - Chron
Texas mandates payment disclosure for political influencers  Chron

Romanian legislative bans advertising for electronic cigarettes and vapes - Romania-Insider.com
Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

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

Jana Steward can provide all display advertising needs - Erwin Record
Jana Steward can provide all display advertising needs  Erwin Record

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

Commercial sponsor advertisements approved for all regular-season football games - NCAA.org
Commercial sponsor advertisements approved for all regular-season football games  NCAA.org

How AI will impact the advertising world according to OpenAI - Fast Company
How AI will impact the advertising world according to OpenAI  Fast Company

Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ... - PR Newswire
Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

These 3 trends will dominate advertising: Spotify's Lee Brown - Yahoo Finance
These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - WBBJ-TV
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM) - Defense World
Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

Getting up close and personal: The new focus making digital dominate global ad spend - Euronews
Getting up close and personal: The new focus making digital dominate global ad spend  Euronews

Oscar Mayer Creates Beauty Advertising. Sort of - Muse by Clio
Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

One minute in Cannes with: Uber Advertising - Performance Marketing World
One minute in Cannes with: Uber Advertising  Performance Marketing World

'Poppi' Prebiotic Soda facing claims of misleading advertising and health concerns - ABC7 News
'Poppi' Prebiotic Soda facing claims of misleading advertising and health concerns  ABC7 News

Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising - Business Wire
Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide - Marcellus Drilling News
United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman - Cryptonews
Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

Briefing: TikTok Announces AI Avatars for Advertising - The Information
Briefing: TikTok Announces AI Avatars for Advertising  The Information

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

Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts - StreetInsider.com
Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

Biden campaign launches advertising attack on 'convicted criminal' Trump - redlakenationnews.com
Biden campaign launches advertising attack on 'convicted criminal' Trump  redlakenationnews.com

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - GV Wire
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  GV Wire

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

2 million SF Bay Area residents targeted in tourism campaign - SFGATE
2 million SF Bay Area residents targeted in tourism campaign  SFGATE

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

The ANA Says Advertisers Are Spending Way Less On MFA – But Programmatic Ain’t Fully Transparent Yet - AdExchanger
The ANA Says Advertisers Are Spending Way Less On MFA – But Programmatic Ain’t Fully Transparent Yet  AdExchanger

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

T-Mobile ticked off for dodgy FWA advertising - Telecoms.com
T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters - The Guardian US
Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters  The Guardian US

Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction - KTVB.com
Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

Anzu and dentsu partner to advance intrinsic in-game advertising with - Pocket Gamer.Biz
Anzu and dentsu partner to advance intrinsic in-game advertising with  Pocket Gamer.Biz

More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads. - Insideradio.com
More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads.  Insideradio.com

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

United Airlines seat ads: How to opt out of targeted advertising - Fast Company
United Airlines seat ads: How to opt out of targeted advertising  Fast Company

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Bowling Green Daily News
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

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

Advertising Club of Madras closes entries for MADDYS 2024 - Animation Xpress
Advertising Club of Madras closes entries for MADDYS 2024  Animation Xpress

Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles - Arise News
Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - WBAP News/Talk
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

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

How Retailers Became Ad Platforms - HBR.org Daily
How Retailers Became Ad Platforms  HBR.org Daily

Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics - Hollywood Reporter
Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

IAB warns buyers and sellers against Made for Advertising sites - RadioInfo Australia - Radioinfo
IAB warns buyers and sellers against Made for Advertising sites - RadioInfo Australia  Radioinfo

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Jackson Hole News&Guide
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

Jo Jackson, CEO of D&AD steps down from her position - ETBrandEquity
Jo Jackson, CEO of D&AD steps down from her position  ETBrandEquity

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