Ad Talk 101 Blog

Straight Talk about Advertising
November 24, 2008

Advertising Rules of Thumb – Part 3 of 3

Author: Mark - Categories: Advertising Tips

  1. Do not spread your budget across too many media.
  2. Determine the media that works best for your business
  3. If the media that works best for you is a mass media, dominate it or don’t use it.
  4. To make your ad work, it needs to be believable.To be believable you need to be specific with your claims.Avoid words like biggest or best.Replace with actual numbers or some sort of definitive descriptions.
  5. Advertise when your product is moving; promote when sales are slow.
    November 17, 2008

    Packages and Long Term Commitments – Part 2 of 3

    Author: Mark - Categories: Advertising Tips

    When you are presented with a package from an advertising media representative, ask yourself this: is this package designed to help my business or the media selling it? By nature, packages are cookie cutter solutions. Every business is unique. Even businesses in the same industry may have different strategies, market areas, and customer profiles. So the rule of thumb is not to buy packages. Buy what gets you the most audience for the money. And whenever possible, negotiate added value that works for your unique business. This way you make the package that works for you.

    Any agreement longer than 3 months is a long term agreement. You need all the flexibility you can get with your ad budget. You also want the media to work as hard as possible for your business. Make them earn your business every three months. Long term agreements such as 12 month contracts may be lower than short term rates, but we have found it is usually better to pay a little more to get what you want than being locked into a schedule that often forces you to waste advertising to fulfill a commitment.

    Next time we’ll lay out the advertising rules of thumb.

    November 10, 2008

    Fundamental Changes in Advertising – Part 1 of 3

    Author: Mark - Categories: Advertising Tips

    Before the internet, most advertising budgets went to some form of mass media. But today the internet is becoming the dominant advertising media for more and more business. There will always be a need for mass media advertising. That need has changed by varying degrees depending on the industry. For example, as little as five years ago, car dealers dominated many media such as radio and newspaper. Today, most car dealers have cut back on mass media and increased their internet efforts. This is happening more and more in most other retail sectors.

    The reason for this is a paradigm shift giving the consumer unprecedented control over what advertising they are exposed to. As consumers spend more time with computers and the internet, they spend less time with media such as newspaper, radio, and TV. Consumers can now watch TV on more channels, cable or satellite, and on the internet, raising the cost and complexity for advertisers buying the medium. Downloading TV programs over the internet, premium channel viewing, and DVR’s can almost eliminate all commercial viewing.

    Local radio advertisers are losing audience to mp3 players, satellite radio, and the internet. Newspapers are losing readers to the internet. So if you advertise and are doing it the same way you did 10, 20 or more years ago, you are probably wasting a lot of money.

    I’m not saying you should stop using any of these media. They all still work. They just may not work the same as they used to. So my advice is if you have been advertising for 10 or more years, it is time to reevaluate.

    Next time we’ll evaluate packages and long term commitments.