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Suggest You - The Only Bad Advertising Is No Advertising - Or Is It?
As author of a book defending advertising against its many social and economic critics,* here is the one question I am most frequently asked: “What about subliminal advertising?,” to which I typically respond: “What about it? It doesn’t exist!”That’s the short answer. Some elaboration is required.The term “subliminal” means beneath the threshold of perception. Many things are subliminal, such as the circulation of our blood, which we normally do not feel, experience, or perceive moving throughout
Flogging a Dead Horse
Permit me to explain. If your advert tanked on the fir
Over the years, the gift basket has become an increasingly popular gift. A gift basket looks nice, is practical, and can be customized to the individual. At the same time, corporate gifts have also become increasingly popular. They are a way to show appreciation to clients while also solidifying the business relationship. With those two trends, it is only natural that the corporate gift basket has become very popular gift and business tool.When deciding on any corporate gift, it is important the you kno
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 firs
Midland, Odessa TXMidland, TX Economic Development Association, Visitors Center and Chamber of Commerce.Midland, TX Economic Development Association, Visitors Center and Chamber of Commerce share one building, everything is under one roof. The town of Midland is doing well, we have a little competition there already and a market that can certainly handle another market player even before we market the area.The Midland Chamber of Commerce is 100% self funded. They rely on the membership to
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 fir
Now that’s quite a title for a story about business! What the heck has Quantum Physics to do with the day-to-day challenges of a business? The goals in business are obvious: Having an attractive product or service appealing to a large number of customers at an optimum price allowing an optimum profit! And of course the business must grow, because if you don’t grow you just die, right? That is one of the most basic Marketing rules…standing still means dying or in other words going out of business. So what you n
“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 fir
When a new nonprofit is created, the founder or founder(s) generally recruit a small group of people they know and trust to help get things going. These people often wear many hats ranging from janitor to baker to teacher's aide to board member.As the organization begins to grow up, the lines become clearer between serving on the Board and volunteering in the program or office, though people will often continue to serve in multiple roles.Up to this point the Board typically has 4-8, maybe 10, mem
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 fir
Do your customers (and potential customers) know the full value you bring to the table? Before you automatically answer, “Of course, they do!”, consider this: I was at a nail appointment recently and my nail technician mentioned that she had just put her father’s house on the market through a local REALTOR and had received an offer within 2 days. She was probably going to accept the offer, since it was very close to asking price. However, she then made the following comment: “In fact, we’re going to
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’. I
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