Radio Advertising Commandments – Part 1

In my last article “Local  Advertising  – The Biggest Mistakes” we took a look at the major media available for local advertisers to market their products. To follow up, I’d like to discuss the many uses of Radio. Sort of the 10 Commandments Of Radio  Advertising . This will take up several pages, for sure, so I’ll start by asking the most obvious radio questions.

Q: How do I know if radio will work for me & why should I use radio?

A: I usually have gotten these questions when a client is afraid & can’t stomach the idea of paying for an Advertisement that they can’t physically hold on to. In other words, they think that if they can’t SEE their Ad, then no one else can. They seem to have a hard time believing that a disembodied radio voice can move people to buy their product.

Yes, it’s probably true that most advertisers get their feet wet with print  advertising . Your typical print advertiser will place an Ad in a local weekly or daily newspaper and bingo, the next day – traffic. The results can be quite immediate.

Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.

Local radio  advertising  can turn off a new advertiser who expects immediate results, but it doesn’t have to be this way. Here are 10 reasons why “immediate results” are hard to come by:

1) the spots were not aggressive enough

2) the offer was not strong enough

3) there was not enough weight (number of spots) booked

4) the wrong local radio station was used to reach the desired market

5) not enough radio stations were booked

6) only radio was used

7) spots were poorly placed throughout the day

8) the production was poorly executed or the wrong announcer used

9) timing of the campaign was off

10) the new client had no name recognition

This brings me to Commandment #1

Don’t Underestimate The Power of Radio.

The voice is a wonderful thing.

Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrassing behaviour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.

In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to do things that are not on your priority list.

Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.

You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a “I’ve got to see this when it comes out!” memory.

It is the same subliminal effect that radio can create.

The problem faced, is that most radio production quality can often be sub-standard.

Let’s face it – the radio station copywriters are under the gun to write & produce dozens of spots a day & there just isn’t enough time to write super creative & dynamic commercials. Even if the copywriter can squeeze out something really hot, there is often a lack of voice-over talent to make it happen. Let’s not talk about the studio engineer’s backlog!

This doesn’t mean that you can’t have an effective radio spot come out of a radio station. It just means that to make it more effective, you may have to go to a third party production house to get your spots professionaly produced.

This brings me to Radio Commandment #2

Get The Best Creative Production Possible

Why do you want the best creative possible? Well, there are several reasons.

1) it makes your  advertising  more effective

2) the cost of your campaign can actually be lower if more people respond to a better commercial, as fewer spots are necessary to make the same impact

3) better creative is more memorable.

4) strong creativity entertains and sells at the same time

5) powerful creative radio spots get people talking about the spot & consequently the product

“OK,” you’re saying, “but this sounds like it’s going to cost a fortune!”

Nothing could be further from the truth. What will cost you a fortune, is a radio  advertising  campaign that falls flat because the production was not up to scratch!

Remember,  advertising  is an investment if you eventually get back more than you paid. It’s a fortune if you don’t get back anything!

In order to make sure that there’s a payback, I highly recommend you look at all the variables and creative production is high on the list!

This brings me to Radio Commandment #3

Develop A Strategy & Stick With It

There are many ways to use radio. Short campaigns, long campaigns, image building, promotions, product launches etc.

The first thing to be aware of is that new advertisers have to develop name recognition with a station’s audience. This isn’t as important for long time advertisers who have used other media, but it is crucial for first-timers.

Well known advertisers are seen as reliable and trustworthy. The longer you advertise, the more favour you win with listeners. It is like money in the bank.

I advise all new advertisers to start with an introduction campaign to highlight who they are, what their product is and the benefits of shopping at their store.

This doesn’t mean that you can’t break the rules and have a grand opening with a fantastic door crasher special. Certainly that will work. But ideally, the best results for that type of scenario come when a “teaser campaign” precedes the grand opening.

Let me state that much of the advice offered here is what I believe to be the “safe route” to effective radio  advertising . Even under less optimal conditions, radio can be quite effective!

What you want to do, however, is not succeed by throwing tons of money into your  advertising , but rather cover all the essentials so that you have an effective and cost efficient campaign.

Good planning can go a long way.

In my next article I’ll continue with commandment #4

Use The Right Music Bed

Most Effective & Inexpensive Form of Advertising

Through the years, inflatable  advertising  has proven to be an extremely efficient and attractive way to draw attention and acquire brand recognition. No longer does your mascot or brand logo need to be restricted to the flat and boring 2D plain of everyday  advertising .

By translating your concept to the inflatable form, your idea immediately gets the 3D puff of life and presence right before your eyes. There are now various companies that help transform the  advertising  idea you have in mind into an inflatable  advertising  campaign, by using high quality materials to make your vision come alive.

Inflatable products are of various kinds, such as Giant Inflatables, Inflatable Golf Packages, Inflatable costumes, Inflatable Tents, Holiday Inflatables, and such like.

For all practical purposes, inflatables are a very efficient and cost effective way to get across your message to your target audience with a solid force that will grab the attention of your potential customer almost immediately. Inflatable  advertising  is used to increase business and obtain a lot more attention, as compared to almost all other kinds of  advertising  methods. What’s more it is quite inexpensive!

 Advertising  inflatable products have come to be an excellent marketing tool for various kinds of venues, whether for high transfer business or for outdoor events. Over the years, innumerable companies have unanimously selected these inflatables as a hugely successful marketing tool.

For example,  advertising  balloons have become a highly cost effective means to get across your ideas. Imagine an idea of yours, or a brand logo imprinted on a giant sized Inflatable Balloon floating slowly in the sky. They can attract attention from miles away! Giant inflatables and  advertising  balloons create an excitement hard to duplicate, and that helps in creating a receptive mind among your customers.

Inflatable balloons, helium blimps and  advertising  inflatables, they come in all kind of different shapes and sizes, in order to attract the attention of customers. Different kinds of  advertising  balloons have the capability of attracting different prospects. Of course, it does depend upon your product too.

All you need to figure out is how to place them at strategic points in order to make your brands stand apart, and have customers completely infatuated by them.

To put it simply, the effectiveness of  advertising  inflatables lies in the statement, ‘when the balloon soars high, the sales dance up higher.’

People keep changing their preferences, and now it seems they are looking for something new. Something special! Inflatable marketing is just the tool of  advertising  to grab onto their attention. Surely, you must have come across various popular sports and caught the glimpse of colorful  advertising  balloons soaring high in the sky above. It is eye catching, largely interesting and incredibly cost effective. Most importantly, it is very innovative.

Inflatable marketing strives at making your product successful and stand out. Be pioneering, be smart and use Inflatable marketing. It is the next best thing among  advertising  solutions.

Introduction to Online Advertising

Our next lesson covers the main items for online advertising. Advertising is probably the most important promotion tool for big brick-and-mortar companies. However, with a SEM businesses, advertising is only a supporting factor. The problem is that the majority of SEM businesses lack the scale to be able to effectively contact large numbers of prospects and clients. Furthermore, there aren’t many places on the Web where prospective clients come in flocks. Therefore, advertising is largely PPC-oriented.

Actually, online advertising is advertising on the Internet. This particular form of advertising is a source of revenue for an increasing number of websites and companies.

A significant number of firms, from small businesses to multinational corporations, incorporate online advertising into their marketing strategy. Online advertisements typically involve at least two separate firms: the advertiser or agency which purchases or sponsors the advertisement and the publisher or network which distributes the ad for display. Because of the close relationship between technical innovation and online advertising, many firms specialize in both. For example, most search engines couple their search service with an advertising program, exploiting the benefits of keyword-based search technology by including ads in search results.

Let’s look closer on the most popular online advertising form as traditional banner. PPC advertising form will be explained in details in 8 lessons of our next Step.

Traditional Banner

A Web banner or banner ad is a widely used form of advertising on the Internet. This kind of online advertising entails embedding an advertisement into a Web page. It is intended to attract traffic to a website by linking them to the advertiser’s website.

Generally the advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, and often employing animation or sound to maximize presence. Images are usually in a high-aspect ratio shape. Banners are usually placed on Web pages that have interesting content, such as a newspaper article or an opinion piece.

The Web banner is displayed when a Web page that references the banner is loaded into a Web browser. This event is known as an “impression“. When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a “click-through”. Many banner ads work on a click-through payback system.

At the base of a click-through system are mathematical calculations of the number of users (users clicking on an ad) divided by impression number. We remember that the term impression means the number of times the ad was delivered. For example, if your banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1%.

It should be noted that banner ad click-through rates have fallen over time, often measuring significantly less than 1% and choice of an appropriate advertising site with high affinity is very important crucial factor in this situation. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads.

When the advertiser scans their log files and detects that a Web user has visited the advertiser’s site from the content site by clicking on the banner ad, the advertiser sends the content provider a small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.

Nine Common Banner Ad Mistakes to Avoid

Banner advertising expert Rob Frankel advises e-marketers to avoid the following mistakes when creating their banner ads:

  1. Overloaded. Too many colors. Too slow to load. Too hard to read. Nobody wants to grow old waiting for your banner ad to load. Frankel advises designing banner ads that will load and view easily with last year’s technology. “Personally, I design pages for people running no more than Netscape 2.0 on the equivalent of a 486 running at 66 MHz and 256 colors,” says Frankel. “That means your art should still be no deeper than eight bits, unless you’re a true minimalist and can bring it in at no more than four.”
  2. Unattractive. People like good-looking stuff. What works for Cindy Crawford can work for you, too. So if you’re not a digital Da Vinci, find someone who is and pay him or her a few bucks to make your banner look great.
  3. Too many bells and whistles. Just because technology offers you bells and whistles doesn’t mean you have to use every one of them. Chances are that the average Web surfer has been through several sites before he or she gets to your banner. Give the reader a break. Don’t overdo motion, movement, or message changes. And allow some time to digest what you’re displaying.
  4. Illiteracy and illegibility. These are the ads that make you scrunch up your face and twist your head trying to make some sense out of the illegible scrawls that some knucklehead thinks are cool. But prospects don’t care how cool you think it looks. If they can’t read it, you’ve lost any chance of their clicking on it.
  5. Missing link. Your banner looks great but isn’t linked to anything. That’s a mistake that anyone should be able to detect and prevent with a simple check.
  6. Link errors. Your banner looks great. The link works… directly to a 404 message (meaning the requested Web page was not found). Maybe this one isn’t your fault. Maybe your webmaster inadvertently forgot to tell you he or she switched servers. But even if it was the webmaster’s fault, who do you think will catch the blame? Keep checking those banner links every few days.
  7. Weak message. The same things that make good ads make good banners. Unfortunately, the same things that make bad ads make horrible banners. If you don’t know how to write and design a clever, compelling message, hire someone who does. Nothing turns off poten­tial prospects more than a really stupid attempt at being clever, an offense usually committed with the aid of a bad pun. Remember that your ad is a representative of you, containing a smattering of your personality and ability. If it looks dopey to a viewer, guess what they’re going to think about you? It’s better to be clear than clever.
  8. Confusing message. Your banner looks pretty, but nobody understands what the heck you’re talking about. This is the number-one mistake made by do-it-yourselfers.
  9. Boring banners. One common mistake is that your banner doesn’t compel your recipients to respond within a certain time frame. Without a deadline, there is no immediacy to act, which means they scroll away until they forget it.

Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer’s interests.

The evidence shows that Web banner ads are restricted by high cost and limited physical banner area. Let’s look at the Marketplace section of SearchEngineWatch.com:

Out of 10 advertisers only 3 are in the SEM services business. These companies – BruceClay, KeywordRanking and MoreVisibility – are the largest players in the industry; they have enough wherewithal to run these ads and enough resources to satisfy a large flow of traffic.

Pay per click advertising

Pay per click or PPC advertising is an arrangement in which webmasters (operators of websites), acting as publishers, display clickable links from advertisers, in exchange for a charge per click. As this industry evolved, a number of advertising networks developed which acted as middlemen between these two groups (publishers and advertisers). Each time a (believed to be) valid Web user clicks on an ad, the advertiser pays the advertising network, who in turn pays the publisher a share of this money. This revenue sharing system is seen as an incentive for click fraud.

Though many companies offer pay per click system as one of their services. Google AdWords and Yahoo! Search Marketing (formerly Overture) and MSN AdCenter are top players in this field.

As far as PPC advertising is the first advertising option for any new on-line businesses it became one of the dominant and widely used marketing tools.

What you should remember:

  1. A Web banner is displayed when a Web page that references the banner is loaded into a Web browser. This event is known as an “impression”. When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a “click-through”.
  2. Banners should be placed on Web pages that have interesting content, such as a newspaper article or an opinion piece.

What Online Advertising Options Are Right for You?

Advertising Options:

Offline advertising has so many outlets that we are all familiar with. It’s easy to understand the differences between TV and Billboard or Newspaper versus magazine, but when you want to advertise in the digital space, the spectrum really gets broad and the pricing differences can be tremendous. I want to explain a few channels where you could digitally advertise that can give you very good returns. The main question is who are you trying to reach?

Who are you trying to reach?

This is a quick one and it’s totally up to you. It is the first question you should ask yourself when thinking about advertising on the Internet. Once you have that figured out, here are a few options that will help you boost your online brand.

Social Media Advertising:

Social media advertising is a great place for small to mid-sized companies to test the waters. Advertising on Facebook, LinkedIn or Twitter are an excellent way to target the very specific audience you are looking to reach. Here is a list of reasons social media advertising is a great place to start: It’s inexpensive On some channels you can spend as little as $5.00 per day It’s familiar You are probably amongst the 600 million people on Facebook, so when you advertise there, you know where your ad is going. It’s highly targeted: On LinkedIn you can target company size, position at the company, rank in the company and of course the area where your target lives – the options are vast. It’s Flexible: If you find that you are talking to the wrong audience, you can make real-time changes to your advertising plan and budget. It has great analytics: You may figure out that your target audience is not men ages 34 – 55 but actually women ages 25 – 30. It’s all in the analytics.

Contextual Advertising:

Between Google, Bing and Yahoo!, you have a lot of options. It’s amazing how targeted you can be with your marketing in search. Not all of the services are offered by all of the channels but a mix with all three can get you: Keyword Advertising: This is the basic function of advertising on any of these channels. Advertising using keywords needs a bit of massaging but it is a great way to target those who are looking for exactly what you are selling.

Highly Geo-targeted options:

You want to advertise to only the people in the neighborhood within 10 miles from your storefront? No problem. Behavioral Targeting: Yahoo! offers this function. This means you can target anyone on the Yahoo! channel who are showing certain behaviors online. For example, if the user is looking at shoe stores online, you can slip your ad in front of them for a special on shoes. Retargeting: This form of advertising offers your business a way to target the user after they have visited your website. You enter a piece of code on the page you want to target and serve ads that are built for that page – after they leave your site.

Mobile Advertising:

Typically mobile is a pay-per-click method of advertising with a comparatively good click-through rate. Mobile advertising is often displayed on games for mobile devices but that doesn’t mean that the CEO of a major company doesn’t enjoy the free version of Words with Friends. Mobile advertising offers: Mobility: Advertising on mobile devices gives you an outlet to put your brand in the hand of a broad audience. Great Branding Opportunities: Videos are often displayed on mobile devices and give you the ability to grab someone’s attention that is standing in line or waiting for a train. The message may not be super timely but it’s one more touch point to let them know you are here. A Broad Reach: Because at the moment, it is very expensive to really geotarget to a micro level, mobile is better for those who want a vast area such as the state where your business offices are located. This broad reach is a great option because the prices for such broad targeting are traditionally less expensive.

Overall, there are plenty of options for targeting your audience online – choosing the right one for you is mainly determined by the simple question. Who do you want to reach? Get that answered and market your company where everyone is hanging our.

Measuring Advertising Success

A comment usually attributed to Lord Leverhulme went something like, “I know that half of my marketing spend is wasted, but I’m not sure which half.”

Whether they know it or not, this is this situation most companies are in today, I would go further and say 80% of your prospects come from 20% of your marketing but which 20%? Leverhulme didn’t have the advantage of the Internet back in the 20s but you now have some big advantages.

Imagine being able to cut out the wasted spend and do more of what is working! It isn’t difficult it just needs a simple database, better use of your web site and maybe a little planning.

Whether it is paying £20 per month to put a business card in the local store, a yellow pages advert or a piece in the local/national press; you need to know whether it is worth doing. When it comes to more expensive  advertising  then you really need to know how many leads you are getting for your money and how many of those are converting to sales. If you use pay-per-click and have multiple adverts running then maybe we can show you how to track the exact success of each one.

If the ‘Call To Action’ of your  advertising  is to call you then you need to ask where people found your details or have a separate number for each campaign if that is practical for you. You need to do this every time and you need to record the results. Whether on paper or on computer you need to track every prospect:

  • Name
  • Contact details
  • Product/service they are interested in
  • Likely buying timescale
  • Where they heard about you
  • Core product/service bought
  • What additional products/services have they been offer

That is the bare minimum and you will have to add to this for your own business purposes but without this core data you are doomed to continue wasting a large portion of your marketing budget.

If you have a web site then you can get clever. If you don’t have a web site then go get one, now! Seriously, you can have a web site for around £20 plus the time and effort of setting it up. There is enough information freely available to allow you to create a compelling web experience for your customers and get the message out there that you exist. If you know nothing about the internet and can’t afford to get a third party to do the development for you then choose a web host that offers one of the easy web creators.

Every piece of  advertising  you do will have a web site address (URL) on it so that people can go to your web site to find out more about what you have to offer. The vast majority of companies drive people to their home page and in doing so most of them lose valuable information on where the visitor came from. If you are getting links to your site from other places on the internet then it is possible to include information in those links to track where they came from. If you don’t have the knowledge to do this then simple create a new web page for each advert and have people reading that advert go to that unique page.

After a while you can see through your web statistics how many people arrive at these unique pages. An easy way of judging the success rates of all your  advertising . Go back and read that part again and then make a note to do it. This is a free way of measuring marketing success and one of the easiest to implement. It is more than that though, it allows you to customize each landing page to the advert that brought people in, it allows you to test different landing pages to see which ones give the best conversion rates. Never forget the bottom line, you are trying to get people to spend their money in your direction.

Then you can stop paying for the adverts that are not bringing in visitors, adjust the ones where the conversion rates are low and do more like the ones that are working for you.

The Impact of Advertising on Society

The impact of the advertising company on the society at large has been enormous. Unprecedented sales have been made the world over by listing products and services on TV. The American society belongs to the Television age that loves to just sit and watch all sorts of things on television.

In a world that’s increasingly becoming one small global village, companies cannot help but take advantage of the various mediums created to advertise their goods and services.

Research has shown that immense profit has been recorded by most companies who have invested hugely in advertising. Although no one knows the origin of advertising, time has proven that people’s opinion to buy have been greatly influenced by the impact of advertising.

Show a product over and over again as extremely good for acne, coupled with dazzling pictures of women with clear and bright skin and you will notice the increased demand for the product in the coming weeks and months. The art of advertising has often been criticized by its detractors as a form of deceptive propaganda.

Critics has accused advertising companies of falsely using the power of sound and visual to convince unsuspecting buyers to purchase products that don’t offer what they promise. However you look at this, this is business and companies will use any market strategy that is available to them to sell their product.

Why then do advertising companies spend millions of dollar on marketing their products and services to prospective buyers? The answer is not farfetched! People all over the world want to see results. People need to be convinced all the time that they are actually paying for a good or service that works.

If it’s a cleaning product, people want to visualize the results this product will produce and if it’s a meal they also want to see it cooked and served. There’s power in visualization. It triggers off the imagination which in turn helps to convince the mind.

For some reason, People who watch most commercials on televisions never stop to think for once that this could be all make-believe. As soon as they see a commercial, they begin to actually dream of acquiring the actual product. That’s the power of advertising that has been utilized by some good companies to sell their products and also been used as a medium by some other companies to actually take advantage of potential buyers.

Television commercial/advertising has been in the forefront of the creative industry for over two decades now. The number of advertising companies that have sprang up during this time cannot be numbered.

Needless to say that advertising companies now form a major part of the development economy of many nations. They have created numerous forms of employment for artists, computer scientist, graphic artists, public relations personnel, modelling agencies and models to mention but a few.

Almost all listed fortune 500 companies owe a part of their success to their utilization of efficient advertising companies. In this regards, there are various types of advertising companies. Like in any other industry, there are leaders and there are toddlers.

Certain advertising companies have clearly defined themselves as leaders in business with strong competitors coming fast behind. Others however have however barely managed to make a success of their career and are just merely existing and on the verge of extinction.

Like every other business out there, only the persistent and strong willed will win. Advertising is a serious business. It is not some sort of joke. To be better explained, it is a business that is cut out for the witty. The world of advertising is witty, fast and fiercely competitive. In other words, it’s a world where only the fittest survive.

All said and done, it cannot be denied that advertising has it cons, however its pros outweigh the former. It is indeed a dynamic innovation both in television and in the Arts. It has triggered off imagination and creativity. The advent of the computer and the internet has greatly expanded the mediums and forms of advertising in the world today. No longer is advertising limited to television now but also to other forms of media and multimedia.

Online Advertising

Whether you are checking your email, shopping on a website or just searching for information, online ads are everywhere! A new marketing landscape, the Internet offers a new and cheaper advertising space, as compared to traditional spaces like print, television, radio and outdoor advertising. It’s a revolution of sorts and small and home business owners are making the most of it.

For a home based start up, online advertising is a potent tool that can maximize visibility, drive traffic to the company’s website, up the sales and build a solid brand in the process. Going to an expensive advertising agency to run your campaign would most definitely burn a hole in your pocket. The good news is you don’t have to do that. Just remember the twin mantras of focus on what you want and a strong dose of imagination; and you’ll be on your way.

Take the guesswork out of online advertising

Online advertising is not a function of elaborate guesswork and a myriad of hits and misses. Like the traditional offline version, online advertising must also follow some basic rules. Know what you want your advertising to do, where to get it and what to do with it once you have it. Here are some guidelines to get you started.

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  1. Define your advertising objective: Shut the door, switch off the lights, take a deep breath and think why you need to advertise. Clearly define the goals you want your advertising program to achieve. Is it generating new leads, increasing the number of hits on your website, making your company visible in the market place or to increase on/off -line sales? Each goal will have a different advertising path. You can only expect your program to maximize returns, if you know for sure what you want your advertising to do.
  2. Decide “where” you want to be seen: It makes a difference to be seen in the right places. Like in offline advertising, the placement of your ad is very crucial to success. Advertising (Co-advertising for higher benefits) on websites that are most relevant to your line of business would be the best place. Also consider top Search Engines, Online Yellow pages, Service Provider directories and large sites or networks. Explore trade –specific websites for a more focused audience.
  3. Tailor the message for your target audience: when you want the caveman to listen, beat your chest! Craft your message to appeal to the target audience. Your message for a visitor on a trade forum’s website would be different from what you say to the guy clicking on your ad on a home business site. The trick here is to align your message to the mindset of your audience. Equally important is that the message should convey the promotional goals your advertising desires to accomplish. So if you are selling ice to an Eskimo shopping in an Internet mall, don’t forget to mention the discount on your season sale!
  4. Be Creative: In a marketplace teeming with new ads you can easily get clobbered on the head with run-of-the-mill ad copy. Your most valuable asset in this crowd is your creativity, which will make your ad stand out. Be creative not only in the copy, but also in the placement of the advertisement. An online contact lens clinic pulls hundreds of people every day to take an eye test with a simple ad. The small 1” X 2” banner says, “ Think You Don’t Need an Eye Test?” in the same format as you see on the reading sheet in an optometrist’s clinic, with alphabets running vertically in a decreasing order. This is a classic example of a simple but creative idea getting the desired results.

    Add more depth to your advertisement by using rich media like HTML, DHTML, Java and layered ads. Use animated messages doubled with pull down menus for better use of space and for expanding possibilities of response.

  5. Choose the advertising medium well: They say, “Well Begun is Half Done”. If you are going to spend a sizeable amount of money on creating and placing ads, they should do more than just wiggle and pop. To maximize response, choose the advertising medium carefully. You have several choices like banner ads, contextual advertising, ezine advertising etc. Research and read on various formats and the factors for each one’s success. Then decide on what format works best for your campaign. Once you have decided on the format, it is equally important to choose the vendor. If you have decided on banner advertising, research and list the websites that would give you the maximum exposure to the right kind of audience. Check out the option of using advertising networks and the pay-per-click options as well. [http://a1portal.com/]

    Once your campaign has been set in motion, take care to monitor response and be ready to change or completely redo your copy and the advertising vehicles you use. Keep a track of the ROI (Return on Investment) for every advertising purchase that you make. This way you can figure out which forms of advertising are working for you and which ones aren’t.

All online advertising is aimed at inducing “action”. Every online ad that you see is built to make you act: ‘Register for a free newsletter’, ‘buy now and save dollars’, ‘get a quote on your requirements’…the list goes on. The thing to remember here is that once the prospect has been pushed into an action, there should be real value for him at the other end of the pop- up. Unless you can fulfill the promise your brand is making, your online ad has been wasted.

A well-planned and well-executed advertising campaign can fuel the growth of your home business tremendously. Use online advertising following some simple guidelines and see how it impacts your sales, visibility and brand building, all at the same time.

Also see: http://www.web-source.net/internet_advertising.htm

The Forgotten Advertising Medium

Too often those of us that own an online business forget that there’s another  advertising  medium that business owners have been using for years, with excellent results.

That medium is Newspaper  Advertising . Any online business owner that is not using the option of  advertising  in newspapers is losing potentially thousands of dollars per year.

Although print newspapers have lost some of their readership to online news sources there are still millions of homes in America that still buy newspapers, either by newsstands or home delivery.

Reading the newspaper is a habit for many families because there is something for everybody–sports, comics, crosswords, the food section, classifieds, etc. You can reach certain types of people by placing your ad in different sections of the paper that would appeal to your target market. People expect  advertising  in the newspaper. In fact, many people buy the paper just to read the ads from the supermarket, movies or department stores.

As you look through your newspaper, you’ll notice some businesses that advertise regularly. Observe who they are and how they advertise their products and services. More than likely, their  advertising  investment is working if they continue to place ads.

There are many advantages to  advertising  in the newspaper. From the advertiser’s point-of-view, newspaper  advertising  can be convenient because production changes can be made quickly, if necessary, and you can often insert a new advertisement on short notice. Another advantage is the large variety of ad sizes newspaper  advertising  offers. Even though you may not have a lot of money in your budget, you can still place a series of small ads, without making a sacrifice.

Before placing an ad in your town’s daily newspaper you may want to place a few test ads in the local papers that publish less often and are not as expensive, like the Penny Pincher or American Classifieds (formerly Thrifty Nickel). If you get a good response to your ad in the smaller publications, chances are they will pull well in the larger more well-known papers. If your response is not what you were hoping for try rewriting the ad and placing it again. Since the rate is less expensive for the smaller local publications you should be able to do this as often as needed until you get the response you were expecting.

Some things to know about newspaper  advertising :

1. Newspaper circulation drops on Saturdays and increases on Sundays, which is also the day newspapers are read most thoroughly.

2. Position is important, so specify in what section you want your ad to appear. Sometimes there’s a surcharge for exact position… but don’t be afraid to pay for it if you need it.

3. Request an outside position for ads that have coupons. That makes them easier to cut out.

4. If a newspaper is delivered twice daily (morning/evening), it often offers “combination” rates or discounts for  advertising  in both papers. You usually can reach more readers, so this kind of  advertising  may be something to consider.

Other important tips to remember are:

* Before you advertise, have in mind a definite plan for what it is you want to sell.

* Create short, descriptive copy for your ad. Include prices if applicable. Consider using a copywriter or ask your newspaper for free copy assistance.

* Face your products toward the inside of the ad. If the product you want to use faces right, change your copy layout to the left.

* Be sure to include your company name and logo, address, telephone number and website url in the ad.

* Neat, uncluttered and orderly ads encourage readership. Don’t try to crowd everything you can in the layout. If the newspaper helps you with the layout, be sure to request a proof of the final version so you can approve it or make changes before it is printed.

* Always make sure you are satisfied with what your  advertising  says and how it looks before it goes to print.

Print Advertising Vs Online Advertising

Online advertising has experienced such a rapid growth that many well known researchers are already predicting it will run into multiple billions of dollars in the near future. That certainly does not come as surprise as internet users are steadily increasing as well. Besides the increasing number of new users, the old ones are spending more and more time browsing the net. The realization that these numbers can run into staggering amounts is enough to inspire any entrepreneur to expose his business on the web. This situation will certainly have a tremendous effect on traditional print and media advertising. Print advertising versus online advertising is a dilemma that many companies are currently faced with.

There are thousands of budding businessmen and women that are internet savvy. Launching their company on the web is a logical step as this lucrative opportunity is simply too good to pass by. Advertising trends have clearly shifted from the traditional media to online. With the economy in the downturn situation as it is, research has shown that large companies are seriously cutting down on print advertising. The online option has proven to be more effective profit wise. The prospects of increased sales and the cost effectiveness of online advertising have also given many new hope of prosperity.

This is due to the fact that there are numerous benefits involved when purchasing online. Stressful situations like congested traffic, hunting for a parking space and long queues can be avoided. To top it all it can be done in the comfort and security of your home. There are disadvantages as well. Misleading advertisements that promote inferior products is a huge problem. The best way to avoid becoming a victim is to make use of reputed dealers with secure web sites.

While online marketing is on the increase, the power of print advertising should certainly not be underestimated. The traditional brochure or flyer can in certain cases be much more effective than their online counterpart. The old methods cannot be written off that easily or entirely for that matter. Postcard and flyer marketing in the targeted neighborhoods can be very rewarding. This is a huge advantage that print advertising has over online advertising. Full-color brochures work wonderfully at meetings and events. There are quite a number of customers that do not have access to the World Wide Web. Sending out brochures to existing ones keeps them in touch with happenings in the business. Another area where it is advisable to use brochures would be on cold calling.

Through print media specific areas of business can receive direct mail and therefore ensure maximum turnover. Marketers can make constructive use of both options to make it work in their favor. Depending on your type of business, careful budget planning that includes all aspects of marketing strategies should be made. In this way you will not lose out and reap the highest benefit of the market. This is after all what marketing success stories are all about; skillful and cost-effective advertising campaigns.

Mobile Advertising – Integral Part of Any Marketing Campaign

Mobile advertising is advertising through mobile phones or other devices like iPad. An integral part of any advertising campaign, mobile advertising is fast gaining popularity due to its quick, wider reach and its potential to track the effectiveness of a campaign. As the number of mobile users across the world continues to surge (studies show that the trend is likely to continue for several years), mobile media is evolving rapidly. Apart from simple mobile phones, smart phones based on Wi Fi or Wimax have also emerged as a popular means of promoting products and sending out social messages.

Forms of Mobile Advertising

Mobile advertising is done in several forms but the most common one is banner ads of varied sizes. Mobile web banner or web poster ads appear on the top of a page or bottom of a mobile screen. Another very popular form of mobile ads is the SMS advertising which contributes significantly to the global mobile marketing revenues. Other forms of cell phone advertising include MMS advertising, advertising within mobile games, videos or in-application ads which appear when an application is being loaded or before it is loaded. Another advantage of this mode of advertising is that its effectiveness can be measured in a variety of ways, such as on the basis of number of view and clicks. A recent introduction is interactive ads, which allows mobile users to interact with the advertiser.

Importance of Mobile Advertising

Mobile advertising is likely to emerge as the necessary driver for the development and commercialization of the mobile internet. It is an important tool for monetizing mobile content and applications. However, an effective cell phone advertising campaign can only be developed if the mobile phone operators, handset vendors, content providers, application developers and advertisers collaborate effectively. So, it must be taken up while taking into consideration the variety of handsets available in the market, their different screen sizes and support technologies.

The high potential of cell phone ad has seen a proliferation of advertising networks that provide the necessary infrastructure for developing mobile ads of various types that suit the specifications and requirements of advertisers. These companies provide their clients with a Software Development Kit or SDK to include mobile ads in the applications for a mobile phone.