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ADVERTISING TIPS
by Elliott Black, President
EMBA, Inc.
- Frequency is the key: Research shows that it takes a minimum of three impacts to get any kind of recall for print advertising and five impacts for the prospect to take any type of action. One ad will not cut it. Repetition is essential.
- Expand your reach: Make certain the advertising medium
used is the right one to reach your target. Advertise in several
complementary mediums to expand your effectiveness. Explore other
options such as theater playbills, post card decks, billboards,
direct mail, etc.
- Cut through the clutter: Do the unusual to get noticed. Advertise in a different section than your competition. Avoid the holiday advertising traffic jams. Include a special offer. Be creative with your message and graphics.
- Call for action: If at all possible, make the advertisement pro-active to get the reader/listener involved. A special offer can be a good inducement for response.
- Make the response easy: Construct the program to be end-user friendly. Minimize the steps necessary to respond.
- Track your results: Monitor the effectiveness of your advertising campaign. Track each media and each response to determine what seems to work and what doesn't. Do not over-react but set limits and make changes as necessary.
- Plan early and often: Deadlines for advertising occur with alarming frequency and, in most cases, far ahead of publication/air dates. Decide what your objectives are and put your plan in motion. It is best to write the Marketing Communication Plan down and not to just trust it to memory. It will also give you an opportunity to review it for consistency.
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