Use a simple layout: Don’t over-complicate the advert – if it looks cluttered people won’t even attempt to understand what it’s about, they’ll simply turn over the page. Use one picture or image as opposed to many
Focus on transmitting one simple clear proposition: The more focused the message, the more impact
Include a picture caption if you have a picture: research shows that people who look at pictures also read the picture caption if it’s there, so make sure you include one
Long copy can be used: There’s no harm in using long copy to explain your product or service in more detail. Just make sure that the ad doesn’t look cluttered or complicated
Stress the Positive Benefits: This is a golden rule of advertising – stress benefits not features. If you’re advertising a skin care product don’t say that it Ã¢â‚¬Ëœreduces wrinkles’. Instead use the phrase Ã¢â‚¬Ëœlook 10 years younger’
Long headlines can be effective: Interestingly research actually shows that long headlines result in higher sales than shorter headlines
Use photographs instead of artwork drawings: Photographs can be likened to the real world and as a result they facilitate recall better than artwork – research suggests by as much as 26%
Check the advertisement in print format: This is vital. Readers won’t see your ad in high definition quality on a desktop. Therefore check to see what it looks like in print format before going aheadÃ¢â‚¬Â¦ it’s amazing how previously easy to read text can become unclear.
Use color: Without color your ad will not only be noticed less but people will also perceive it as being bland before even reading it.
Use the same format and layout again and again: Continuously changing the colors and format of your ads doesn’t help recognition rates. Most people can recognize an advert before even reading the text.
Track the response: This is another golden rule of advertising. Without tracking your advertising you’ll have no idea whether it was a success and whether you should repeat that form of advertising again
Get the Advert Position Right: Always have your adverts placed on the right hand page. The number of extra people that will see your advert makes it worthwhile.
Whatever industry you’re in, one thing’s for sure, you need to advertise in order to grow your business. This is the single, most important objective – to increase your opportunity for success. Without advertising, you might as well close shop and fold. If you want sales you must continuously market to your clients as well as your prospective customers.
Advertising to recruit the best people to your endeavor is essential – people are an organization’s greatest asset.
You need to advertise becauseÃ¢â‚¬Â¦you need to position your company in your industry. You have to make your presence known to your target audience. Whether you need to recruit a senior level Technology Specialist, or promote the expertise you offer so that potential customers can evaluate your products and services – you need integrated print and digital advertising
You need to advertise becauseÃ¢â‚¬Â¦you need to reach out to new customers. Branding advertising drives the demand that generates sales leads. Carefully crafted digital and integrated campaigns give measurable results
You need to advertise becauseÃ¢â‚¬Â¦you need to maintain your relationship with your current clients. Repeat business is what makes your business stay alive. Multiple point of contact marketing is key – with print and digital components to drive and maintain a high level of customer engagement
You need to advertise becauseÃ¢â‚¬Â¦you need to introduce new products and services. You advertise so everyone can buy them
You need to advertise becauseÃ¢â‚¬Â¦ you want to find the most qualified candidates for your organization’s future and get to them before your competitors do. By advertising with specialist media you won’t reach the masses of unqualified individuals, but you will reach the talented and qualified candidates that matter
The strength of specialist publications and channels lies in the way they are used by their audience – the relationship is built on trust, on market knowledge, on editorial independence, and on providing highly relevant content.
Specialist platforms are targeted at a sharply defined group of people and they extend their brand, a brand their communities trust, to the advertising content.
Value . . .
It’s unwise to pay too much, but it’s unwise to pay too little. When you pay too much you lose a little money, that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing you bought it to do.
The common law of business balance prohibits paying a little and getting a lot. It can’t be done. If you deal with the lowest bidder, it’s well to add something for the risk you run.
And if you do that, you will have enough to pay for something better.