The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many "truths" about advertising. The question I have for you today is this ? "Is the only bad advertising, no advertising?"

Before we begin, it might help us to agree on what advertising is, so here's one definition:

"Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media."

In other words, someone is trying to "sell" us on something ? be it a product, or a service, or just picking up the phone. Advertising is all about getting people to do something ? well, for the majority of us, it should be.

So, if advertising is about selling stuff, then perhaps we can answer our question now: "Is the only bad advertising, no advertising?" Of course not! You could create a really bad advert that did a terrible job of selling? and that would easily be a bad advert.

"Repetition, repetition, repetition!"

Is the battle cry of the ardent advertiser. "You must have repetition to have an impact." Do you believe this? A healthy dose of scepticism is always handy at a time like this. But before you start patting yourself on the back thinking that you're right I think you might want to hear this.

Repeating an advert works. Studies have shown conclusively that a 'sale' regularly occurs between the fifth and eighth exposure to a sales message (sure it can happen sooner, the point is that one-hit-wonders are rare). So repeating an advert works ? BUT? and this is quite an important "but"? the advert must be having an effect (or working) for the repetition to be meaningful.

Flogging a Dead Horse

Permit me to explain. If your advert tanked on the first run you may have a bad advert on your hands. You will need to think carefully about what you do next. Experience tells us that this might be a fluke or a freak of circumstances so it warrants at least another run ? may be two.

However, if the advert is not performing at all well after a couple of exposures to your market place, exposing that advert continuously will NOT (I repeat NOT) improve it. In this instance, repetition is quite simply a waste of time and money.

However, if your advert worked well then keep running the advert. For how long you might ask? The answer to that is actually very easy. Keep running performing adverts until the numbers tell you to stop. That's right, let the sales numbers tell you when that advert needs a rest.

Great Adverts Need A Vacation Too

Adverts are like people, they get tired and need a break. Just because an advert eventually loses some steam doesn't mean that after a suitable 'rest' it cannot go right back to work ? performing flawlessly. So how do the numbers tell you when to pull the advert or give it a rest? When all the costs of running the advert outweigh the sales the advert is bringing in. Remember to take a more pragmatic view and consider the long term sales value of a new client. In a previous article I explained that a client you acquire has a 'lifetime value' not just a 'now-time value'. Include the future sales this client will bring you when deciding if the advert is no longer effective.

Size Does Matter!

So how big should your advert be? That's easy, it should be 'dominant'. After all, your advert is trying to do its first job ? CATCH ATTENTION! This is easier to achieve with a larger advert. All things being equal on the page, the bigger ads get more 'eye time' than the smaller adverts. As with all things though, there are exceptions to the rules and a small advert developed properly will outperform a big advert that is poorly designed.

There are other advertising 'secrets' we copywriters have learned that help us gain the edge when writing adverts. For instance we know whether colour makes a difference and when to use it, we know which single colour out performs all other colours and why, and we know which fonts (yes fonts) make a difference to an advert? but sadly I'm out of space again so we'll have to save those tidbits for another time.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of EBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details.

---

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business.... Read More

LED video Displays

LED video displays give you the power to communicate, to... Read More

How to Write B2B Ads That Catch Customers

Are your business-to-business ads working for you? If they are... Read More

The SKINNY on Newspaper Advertising

The SKINNY on NewspapersUsing the paper is considered gospel by... Read More

How To Tame The Buying Beast Inside Your Customer

What if you can understand and control your customer's mind?... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

How to Get People to Read Your Ads Like CRAZY!

Rule One :- The HeadlineThe headline should summarize the whole... Read More

Cinema Advertising is Big Business, So Mergers are a Natural

Cinema advertising has always been an effective marketing tool for... Read More

9 Tips for Better Billboards

It is a given that billboard advertising "outdoor" is not... Read More

Should Your Small Business Hire an Advertising Agency?

So, you own a small business, sales are down and... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating... Read More

Cable TV Advertising; Mobile Detailing Customers

If you own a mobile detailing business or mobile car... Read More

Media Savvy - Treat Them As You Would Your Best Customer

The ability to lead, persuade and influence are integral skills... Read More

Electronic Display Boards

Electronic display boards signify high priority messaging, allowing you to... Read More

The ONLY Type Of Advertising People LOVE!!

Can it be???Is there advertising that people actually love?You bet... Read More

Not Another Calendar! - Choose Advertising Specialties That Sell

As I was searching through a kitchen drawer the other... Read More

50 Surefire Business Card Tips

Business cards are one of the most powerful and inexpensive... Read More

Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page

Stand Out in Ways that Matter to Directory Users A... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

Improve Your Promotional Flyers And Improve Sales

Admittedly, I have not seen your advertising flyer. Then again,... Read More

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

Hiring an Amateur Could Mean a Potential Lawsuit for Your Business

These days, everyone's looking to save a buck. But if... Read More

Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

Humor in Advertising

Many of the most memorable ad campaigns around tend to... Read More

Online Classifieds

Choosing a Classified Website and creating your advertisements.The internet has... Read More

Print Advertising: Knowing What To Put In Your Ads

So you've decided to run a print ad in your... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

How To Write Super-Effective Ads and Sales Letters!

"The more things change, the more they stay the same".... Read More

Five Characteristics of Highly Successful Advertising

Have you ever spent a small fortune on advertising that... Read More