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Suggest You - Advertising 101 - How to Create Better Ads
An S corporation is a type of corporation that the IRS recognizes. S corporations follow taxation rules that differ from those that regular corporations follow. A main difference is that S corporations are exempt from double taxation. This is because the owner declares the income a corporation receives in individual tax returns. Corporations are not subjected to taxation of the income. The taxation rules follow those of sole proprietorship and partnership businesses. However, they enjoy the limited liability (protection) corporations receive.To apply for an S corporation status, you need to incorporate your business. To do this, you need to file formal paperwork called the “articles of incorporation” and pay the appropriate fees. Once you have done the necessary steps to incorporate, you will be able to apply for an S corporation tax status. You do so with the IRS by f
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
2. Flight strategies save money
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do quality advertising are expensive
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through broadcast, cost effective.
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information,
If purchasing a laser cutting machine is too costly for you, seeking the help of laser cutting service providers is your best option. Laser cutting service providers make use of high precision, high-speed and high power laser cutting machines to cut wide variety of materials including metal, plastic, rubber, wood, stone, glass and other composite materials.Laser cutting technology is advantageous, especially if you are in the metal fabrication business since laser can cut sheet and tubular profile metals and multi-dimension metals with extreme precision. Metals cut by a laser are clean, distortion free and need not undergo further processing. Hence, you can significantly reduce production expenses and production time if you use this technology.The most commonly used lasers for cutting are CO2 lasers (carbon dioxide lasers) and Nd:YAG lasers (neodymium-doped, yttr
"Advertising is a science, not an art"
Definition: The word advertising is from the root Latin advert: ad (to) vertere (turn), which means to call attention to. To advertise means: “to describe or praise publicly, usually to promote for sale.”
Advertising is a special form of communication intended to persuade consumers to respond in a positive way toward a product, service or idea. In Washington, DC, the home of many non-profit advocacy organizations it means to persuade or to change minds.
In other words the goal of advertising is to influence people:
-to buy something,
-to think well of something,
-to ask they take a particular action.
Contrary to popular opinion, advertising is a testable, provable, science, not an art. Effective advertising relies on a few simple strategic formulas. Done well however advertising can be done artfully. And should be.
It pays to advertise.
The basic purpose of advertising is to inform. Often, simply giving basic information about a product or service is sufficient. i.e., classified ads are simple information ads.
“Top of Mind awareness.”
Memory is the cornerstone of creative strategies in advertising. The basic assumption of this strategy is that the media environment is cluttered and memory is limited. Since memory is limited, it is important that our advertising give customers something worth remembering, otherwise they will simply forget you.
Frequency and repetition is crucial. Frequency and repetition is crucial. How many times do you have to tell a dog to sit in order for her to learn how?
Advertising exists along a continuum. Short-term traffic builders vs. long-term awareness builders.
1. Pricepoint ads are only sale advertising: Jerks.
2. Awareness and Image: Pulls.
How does Advertising really work? It creates:
1. AWARENESS, which creates:
2. INTEREST, which creates:
3. MOTIVATION, which creates:
4. DEMAND, which creates:
5. ACTION!
THE IMPORTANCE OF STRATEGY
I. Advertising is part of a larger plan
The most successful companies have an advertising or marketing plan as part of their larger business plan. Advertising is only one method of communication in this plan. It must be linked to other communication strategies to be truly effective
II. Starting to advertise
A. Position your product. This means to understand how your product looks and feels compared to other similar products in the marketplace. Jeep is positioned as an upscale outdoorsy anyplace-anytime vehicle, compared to Volvo, which is positioned as a sensible, safe, financially secure “investment in security”. Position means to be placed in a certain way in the consumers mind. Having a unique sales position means you can create a unique sales message:
1. Against other similar products (market segment)
2. In new areas (market penetration)
B. Create a strategy
1. Marketing Strategy is the master plan
a. in which you determine actual product, price,†distribution, promotional effort
b. From Marketing Strategy grows creative strategy
2. Creative Strategy is what you say and how you say it. You can't have a good ad without the following:
Major Checkpoints of Creative Strategy
1. Objective: What the advertising should do
2. Research: Is there any and what does it tell us about perceptions, both positive and negative.
Qualitative vs. Quantitative.
3. Target Audience: Who is your consumer exactly. It's ok to have more than one target.
4. Key Consumer Benefit: Why should they buy your product?
5. Support/lnformation: A reason to believe that benefit
6. Tone and Manner: A statement of the product "personality" or the personality of the "statement"
III. What works best
A. The three parts of any Ad
1. Benefit Statement: Headline
a. Get your basic message here and see it from the consumers side
b. Keep it simple
c. Inject news
d. Don't be afraid of Long Headlines (Research shows more sales)
2. Illustrations vs photos
a. Photos generally better
b. Inject story appeal
c. Keep it simple
3. Information/support
a. Support claim or promise
b. Don't be afraid of long copy. Resistance does not increase after 100 words.
c. Testimonials help, although cliched
4. Call to action--What do you want the consumer to do?
a. Coupons
b. Telephone
c. Visit
5. Forget everything but Rule 1. Benefit, benefit, benefit
IV. Media Strategy --Winning a place in the consumers mind
A. Campaigns--A series of ads with a single goal similar in style and execution, slightly different in message.
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
2. Flight strategies save money
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do quality advertising are expensive
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through broadcast, cost effective.
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information, c
Roof cleaning of asphalt shingle roofs are a fairly new niche market that many pressure washing companies have started to notice. The process of cleaning asphalt shingle roofs is fairly simple if you educate yourself on how roofs are installed, possible problems and situations to avoid, and what type of stains you need to remove. Most pressure washing companies that begin roof cleaning find that there is a considerable amount of technique and skill required when cleaning roofs. Any contractor that performs roof cleaning should be aware of how roofs are installed. Failure to understand roof installation methods can cause thousands of dollars in damages by a pressure washing contractor. It's imperative that the pressure wash contractor use extremely low pressure to avoid damaging the shingles and that the roof is inspected prior to the commencement of the job. Remember, most
Frequency and repetition is crucial. Frequency and repetition is crucial. How many times do you have to tell a dog to sit in order for her to learn how?
Advertising exists along a continuum. Short-term traffic builders vs. long-term awareness builders.
1. Pricepoint ads are only sale advertising: Jerks.
2. Awareness and Image: Pulls.
How does Advertising really work? It creates:
1. AWARENESS, which creates:
2. INTEREST, which creates:
3. MOTIVATION, which creates:
4. DEMAND, which creates:
5. ACTION!
THE IMPORTANCE OF STRATEGY
I. Advertising is part of a larger plan
The most successful companies have an advertising or marketing plan as part of their larger business plan. Advertising is only one method of communication in this plan. It must be linked to other communication strategies to be truly effective
II. Starting to advertise
A. Position your product. This means to understand how your product looks and feels compared to other similar products in the marketplace. Jeep is positioned as an upscale outdoorsy anyplace-anytime vehicle, compared to Volvo, which is positioned as a sensible, safe, financially secure “investment in security”. Position means to be placed in a certain way in the consumers mind. Having a unique sales position means you can create a unique sales message:
1. Against other similar products (market segment)
2. In new areas (market penetration)
B. Create a strategy
1. Marketing Strategy is the master plan
a. in which you determine actual product, price,†distribution, promotional effort
b. From Marketing Strategy grows creative strategy
2. Creative Strategy is what you say and how you say it. You can't have a good ad without the following:
Major Checkpoints of Creative Strategy
1. Objective: What the advertising should do
2. Research: Is there any and what does it tell us about perceptions, both positive and negative.
Qualitative vs. Quantitative.
3. Target Audience: Who is your consumer exactly. It's ok to have more than one target.
4. Key Consumer Benefit: Why should they buy your product?
5. Support/lnformation: A reason to believe that benefit
6. Tone and Manner: A statement of the product "personality" or the personality of the "statement"
III. What works best
A. The three parts of any Ad
1. Benefit Statement: Headline
a. Get your basic message here and see it from the consumers side
b. Keep it simple
c. Inject news
d. Don't be afraid of Long Headlines (Research shows more sales)
2. Illustrations vs photos
a. Photos generally better
b. Inject story appeal
c. Keep it simple
3. Information/support
a. Support claim or promise
b. Don't be afraid of long copy. Resistance does not increase after 100 words.
c. Testimonials help, although cliched
4. Call to action--What do you want the consumer to do?
a. Coupons
b. Telephone
c. Visit
5. Forget everything but Rule 1. Benefit, benefit, benefit
IV. Media Strategy --Winning a place in the consumers mind
A. Campaigns--A series of ads with a single goal similar in style and execution, slightly different in message.
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
2. Flight strategies save money
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do quality advertising are expensive
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through broadcast, cost effective.
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information,
Economic pressures developed within the framework of a global marketplace have led to unprecedented numbers of mergers and acquisitions over the past decade.The number of mergers and acquisitions involving US companies alone in 2004 reached 376 with an aggregate total paid of US$22.64 billion. In comparison, in 2003, the total amount paid was US$12.92 billion.However, statistics show that the failure rate of most mergers and acquisitions lies somewhere between 40-80%. If one were to define ‘failure’ as failure to increase shareholder value then statistics show these to be at the higher end of the scale at 83% (Cnnfn.com 1999). The facts highlight a worryingly poor success rate for international mergers and acquisitions. Why?Many business commentators are now acknowledging that failure does not have its roots simply in financial, monetary and legal issues b
II. Starting to advertise
A. Position your product. This means to understand how your product looks and feels compared to other similar products in the marketplace. Jeep is positioned as an upscale outdoorsy anyplace-anytime vehicle, compared to Volvo, which is positioned as a sensible, safe, financially secure “investment in security”. Position means to be placed in a certain way in the consumers mind. Having a unique sales position means you can create a unique sales message:
1. Against other similar products (market segment)
2. In new areas (market penetration)
B. Create a strategy
1. Marketing Strategy is the master plan
a. in which you determine actual product, price,†distribution, promotional effort
b. From Marketing Strategy grows creative strategy
2. Creative Strategy is what you say and how you say it. You can't have a good ad without the following:
Major Checkpoints of Creative Strategy
1. Objective: What the advertising should do
2. Research: Is there any and what does it tell us about perceptions, both positive and negative.
Qualitative vs. Quantitative.
3. Target Audience: Who is your consumer exactly. It's ok to have more than one target.
4. Key Consumer Benefit: Why should they buy your product?
5. Support/lnformation: A reason to believe that benefit
6. Tone and Manner: A statement of the product "personality" or the personality of the "statement"
III. What works best
A. The three parts of any Ad
1. Benefit Statement: Headline
a. Get your basic message here and see it from the consumers side
b. Keep it simple
c. Inject news
d. Don't be afraid of Long Headlines (Research shows more sales)
2. Illustrations vs photos
a. Photos generally better
b. Inject story appeal
c. Keep it simple
3. Information/support
a. Support claim or promise
b. Don't be afraid of long copy. Resistance does not increase after 100 words.
c. Testimonials help, although cliched
4. Call to action--What do you want the consumer to do?
a. Coupons
b. Telephone
c. Visit
5. Forget everything but Rule 1. Benefit, benefit, benefit
IV. Media Strategy --Winning a place in the consumers mind
A. Campaigns--A series of ads with a single goal similar in style and execution, slightly different in message.
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
2. Flight strategies save money
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do quality advertising are expensive
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through broadcast, cost effective.
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information,
At one point the Federal Trade Commission had considered that United States based franchisors were to provide franchise disclosures to the potential buyers of foreign countries. This of course is problematic since it is widely known that foreign based companies often steal us trade secrets and copy products and business methods. The Federal Trade Commission agrees which is interesting because most government agencies are calling for additional transparency, which is allowing our foreign competitors. It is almost as if US government agencies are purposely trying to kill our country.I agree with the Federal Trade Commission’s Franchise Groups take on this subject and believe no excessive disclosure be given to foreign franchise buyers as it would be used against American Franchisors. And to that point the huge 200 plus page franchise disclosure given to US consumers is al
4. Key Consumer Benefit: Why should they buy your product?
5. Support/lnformation: A reason to believe that benefit
6. Tone and Manner: A statement of the product "personality" or the personality of the "statement"
III. What works best
A. The three parts of any Ad
1. Benefit Statement: Headline
a. Get your basic message here and see it from the consumers side
b. Keep it simple
c. Inject news
d. Don't be afraid of Long Headlines (Research shows more sales)
2. Illustrations vs photos
a. Photos generally better
b. Inject story appeal
c. Keep it simple
3. Information/support
a. Support claim or promise
b. Don't be afraid of long copy. Resistance does not increase after 100 words.
c. Testimonials help, although cliched
4. Call to action--What do you want the consumer to do?
a. Coupons
b. Telephone
c. Visit
5. Forget everything but Rule 1. Benefit, benefit, benefit
IV. Media Strategy --Winning a place in the consumers mind
A. Campaigns--A series of ads with a single goal similar in style and execution, slightly different in message.
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
2. Flight strategies save money
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do quality advertising are expensive
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through broadcast, cost effective.
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information,
Packaging materials are used to keep products identified, protected and undamaged during delivery. There are different types of packaging, depending upon the types of products being packaged. The most important and popular one is encapsulated air plastic sheeting, which is commonly known as bubble wrap and uses encased air bubbles in the midst of plastic sheeting to protect goods from shock during transportation. This is an ideal packaging material for lightweight goods and can be shaped to wrap around any size of product. If the product is heavy then these products may deflate the sheeting, making it ineffective.Corrugated cardboard is another important packaging material. It cushions the goods and provides a protective shield, due to the rigidness of the board. It is better used for heavy items. Unfastened fill peanuts are made of durable polystyrene. However, this is
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
2. Flight strategies save money
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do quality advertising are expensive
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through broadcast, cost effective.
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information, can target psychographically.
Disadvantages: Very few magazines isolate specific areas, so there's plenty of wasted circulation. Lack of reach with specialty publications. Require many different placements.
Newspaper.
Advantages: Can target specific areas with regional placements, large space units are emotionally impressive, newspaper has an urgent, timely feel, and there's room for longer copy or more photography.
Disadvantages: Normally a retail medium, not usually good for impact or awareness. Limited reach. Poor reproduction
Direct mail
Advantages: Highly targeted, good for long, informative messages.
Disadvantages: Not a prestigious or "important" medium, relatively expensive to produce in 4-color, big impact or large numbers. This medium works best when linked to response offers. It is private and quiet in nature.
Outdoor and transit advertising
Advantages: Easy to target, great for short "reminder" messages.
Disadvantages: Public transportation users become primary target, uses up too much budget if done right, can't stand alone as primary medium, "good" locations are very limited.
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