How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention.

Alternatively they'll flick all the way through and then go back to bits they've noticed and that have interested them. They're just as likely to flick through from back to front as they are from front to back.

What all this teaches us is that despite seeming logical, writing for brochures and leaflets in the form of a story that starts at the beginning, goes through the middle and finishes at the end, is not necessarily the best way forward.

Obviously you can't make every page stand alone with a message on it that says "in case you're flicking through backwards or only want to read this page, here's a summary of our corporate profile again." But there are some tricks you can use to get this random reading pattern to work a bit more effectively for you, rather than against you.

A lot depends on the type and style of brochure or leaflet you want to write, of course. In my experience, generally speaking the more specific the purpose of a brochure or leaflet the more likely readers are to read it properly and thoroughly.

If a leaflet contains assembly instructions, or a brochure contains technical specifications of equipment, there's a good chance that readers will start at least near the beginning and then work through towards the end. Once again, that's because readers will only get their full value from the leaflet or brochure - the "what's in it for them" - by reading it properly. Where you get the worst random grasshopper reading, however, is with the less specific documents like "welcome" leaflets or "corporate" brochures. So let's look at how we can minimize the problems with those.

Despite all of the above, often it is still worthwhile to organize your content in a reasonably logical order. Many people do absorb brochures in the usual order, and even if they don't they still expect to find the introduction at the beginning, the substantiations in the middle and the conclusion at the end. This approach is useful for the moderately subject-specific document, like a leaflet about a new service or a brochure about a new line of garden furniture.

The trick here is to put the main points in as crossheadings (some people call them sub-headings) in bold type, so that someone scanning the document will get the gist of your message even if they don't have time to read the body text.

You should also ensure that the crossheadings make sense in their own right and that understanding them is not wholly dependent on their being read in any particular order. Body text should support and expand on each crossheading and lead the reader towards the next one, but without creating a "cliffhanger" (in case the reader is going in the wrong order).

For the more general subject matter - the most likely to be skimmed, scanned, flicked through, read upside down or otherwise not absorbed properly at all - here's some advice from US writer John Butman from "Writing Words That Sell" which he and I co-authored some years back. This is what John calls "chunking:"

"Chunking means that the story you are writing is not, in fact, a story at all. It doesn't have a sequential flow. It's a string of tiny stories, each with its own message. Each chunk is relatively separate and each page or page-spread is also reasonably separate. This approach means that you need to be careful about antecedents - you can't refer to something mentioned on page one, because the reader may have started reading on page twelve."

I find that John's "chunking" approach works particularly well when there is a lot of visual material, with the "chunks" of text acting almost like expanded captions to illustrations. With "chunking" you may also use crossheadings, but their importance in telling the story by themselves is not as critical. Crossheadings here, then, can be more cryptic or abstract provided that they are relevant.

And a quick word about style, particularly if you are writing a "corporate" brochure or leaflet: this medium, equalled only (perhaps) by the "corporate" website is the most prone to suffer from the curse of "corporate speak." Sadly it would be very easy for me to illustrate what I mean just by including excerpts here from corporate brochures I could find in the offices of both small and large companies based in the city where I live. The curse of "corporate speak" lurks everywhere regardless of the environment, rather like cold viruses or headlice.


Catalogues

Many people fail to realize that catalogues should be written. Often their objective in creating a catalogue is to cram in as many products as they can with descriptive copy kept to a few mis-spelled words in tiny type squashed into a corner. These people are the on-paper equivalent of the "stack 'em high, sell 'em cheap" species you encounter in retailing.

However in a retail environment customers can usually pick up the products, have a good look at them, read the on-pack copy and find out all they need to know, so the fact that they're in a no-frills environment doesn't matter too much. When a product is pictured in the small, two-dimensional environment of the printed page it's not only no-frills but also very lonely, unless the product has the support of some well-chosen words to inform readers and encourage them to buy it.

Considering that for many businesses and other organizations their catalogue is their only shop window - or at least represents, potentially, a very significant revenue stream - you would think that everyone's attention and skill would be focused on its written content as much as its other elements. But no. All too often catalogues look as though their copy has been written by a well-meaning high school pupil who can look forward to a glorious future as a street sweeper.

Yes, of course some products that get sold via a catalogue do not need a lot of description and the only words you need to include are choice of colours/sizes/quantities etc.

But what about the "how to order" messages?

I don't know about you, but if I'm thinking of buying something from a catalogue there's nothing that puts me off faster than having to spend a lot of time figuring out how to fill out the form, who to make the cheque out to and where to mail it, etc. The same applies if I have to hunt around for website details.

It's not difficult to get the process right. Simply work out the steps you want customers to take, write them down simply, rough out the order form itself, and then try it out on your mother, your brother, your neighbour, the milkman, or anyone else - provided they are not involved with your organization. That's a cheap and fast way of discovering any flaws in the system, especially small goofs that can get overlooked so easily if you're too familiar with them.

And here's another one. How many times have you looked at a catalogue only to find that crucial information you should keep (like contact details for ordering, delivery information etc) is placed either on the order form itself or on the back of the page the order form is on? The result is when you mail off your completed order form you're obliged to mail that important information away with it. Stupid, huh.

There is no mystery about creating good catalogues - only common sense. It's perfectly okay in my view to keep your writing crisp and concise because it helps to use the space more efficiently. But whatever you do, never lose sight of the fact that the way a catalogue is written and designed says a lot more about your organization than you think. If it is cluttered, unclear and illogical, customers will think your company is too. If it is busy but accessible, clear and easy to understand and logically planned, well - need I say more?

Retailers spend fortunes on the design, layout and flow of their instore displays. Supermarkets can increase or decrease their turnover by thousands, simply by moving the fresh produce from the back wall to the side wall or by putting the bakery beyond the delicatessen or by increasing the aisle width by a few centimetres. Think of your catalogue as a paper-based store or supermarket, and you'll find it easier to give it the consideration and respect it deserves.


Instruction leaflets and manuals

A few years ago I bought a new computer, printer, keyboard and monitor all at the same time. I heaved all the boxes into my office at home and unpacked each piece enthusiastically. There was metal and plastic and cabling and cardboard and polystyrene and bubble wrap all over the floor. My two dogs picked their way through it, sniffing suspiciously as if all these items were chickens lying dead and headless after a fox attack.

I sat cross-legged in the middle, leafing anxiously through the instruction booklets, desperately trying to find the English language pages. When I did, I couldn't understand a word, largely because the instructions a) had been compiled by technical people who assumed substantial prior knowledge even though it was a "home" computer and b) whoever had written the UK version must have been taught English by Donald Duck.

And do you think the manufacturer might have supplied a simple instruction sheet telling me how to bolt it all together? No. Every piece had its own awful instructions but as far as the manufacturer was concerned, each item was on its own.

So I phoned my dear computer guru Jason and booked him to come over the next day and sort it out, despite him telling me it was easy and I could do it myself.

"Just read the instructions," he said.

"I can't understand the ****ing instructions," I shouted back down the phone. "You come and do it, I'll watch what you do, then I'll write it down and send the text to the manufacturers with an invoice for my time. At least that way poor so-and-sos who buy this kit in the future will find out how to get it working without having a nervous breakdown."

There's one very strong point that emerges from this true story. When people read, listen to or watch a set of instructions, they often do it in fairly stressful circumstances, in uncomfortable surroundings, in poor light, etc. Accessibility, simplicity, visibility, and clarity are vital.

People who buy products that require instructions, need to know how to use the product as easily as possible. And because many people are technodorks like me, instructions need to be understood by the lowest common denominator.

Logically then, you might think, the best person to write instructions for technodorks like me is someone who knows every last detail about the product, how it was made, how it works, what it does, and what its inside leg measurement is. In other words, an expert. This could not be further from the truth.

Instructions should never be written by experts, because they know too much. What this means is that they are very prone to making the mistake of assuming the reader knows a little bit about the subject matter already. To an expert, the fact that before you begin assembling the bookcase you need to align sections A, B and C with each other may be so blindingly obvious it's not even worth mentioning. To someone like me it's not just worth mentioning, it's absolutely essential if I'm not to spend the next three hours wondering why on earth I can't find any bolt holes that line up.

Wherever practical, instructions should be written by someone who knows as much as, but no more than, the audience. For any form of instructions to be followed by non-technical users, the writer should assume zero prior knowledge and the best way to ensure s/he does that, is if s/he doesn't have any prior knowledge her/himself. Provided that the writer has a logical mind and the ability to write clearly and simply, s/he can't fail to work out and then write good, usable instructions - because if s/he understands them so will everyone else.

Equally, instructions should not be written by the sales people, the marketing executives, the guys in the lab, the production staff, or anyone else - even you - if there's a risk they might have become familiar with the subject matter. Familiarity can breed if not contempt, at least wrongful assumptions about the audience's existing knowledge. For any product to be used by ordinary folks in the street, try to get the instructions written by someone from a totally unrelated department or even from outside your organization. Failing that, get them tested by one or more typical users who have no prior knowledge of the product, and edit them carefully on the strength of the feedback you get.

There is nothing that will blacken the name of your product and your company faster than a customer like me not being able to put your product together easily.

Although customers like me will get over it after taking a cold shower and asking the brainy next-door neighbour to interpret the instructions, we'll probably remember all those bad things next time we're shopping for the sort of products you sell. And we'll buy your competitor's.

Canadian-born Suzan St Maur is an international business writer and author based in the United Kingdom. In addition to her consultancy work for clients in Europe, the USA, Canada and Australia, she contributes articles to more than 150 business websites and publications worldwide, and has written eleven published books. Her latest eBooks, "The MAMBA Way To Make Your Words Sell" and "Get Yourself Published" and available as PDF downloads from BookShaker.com.

T o subscribe to her free biweekly business writing tips eZine, TIPZ from SUZE, click here.

(c) Suzan St Maur 2003 - 2005

In The News:

Walmart Wants to Take On Amazon in Digital Advertising  The Motley FoolTwo of the world's premiere retailers are battling for the hearts and minds of shoppers everywhere.
Here's how advertisers are getting tech companies to clean up their act or risk losing billions  CNBCAdvertisers haven't been afraid to pull money out of Facebook or YouTube campaigns, following the exposures of controversial *content* hosted on the platforms, ...
Report: 'Church' Advertising 'Miracle Cure' Event in Washington, Despite FDA Warnings It's Just Bleach  GizmodoThe Food and Drug Administration warned the public not to attend a “miracle cure” event being thrown by group using the name Genesis II Church of Health and ...
3 Surprising Targets for Increased Marijuana Advertising Spending on 4/20  Fox BusinessMarijuana sales are rising in the U.S. as more states have legalized medical cannabis, adult-use recreational cannabis, or both. And advertising spending in the ...
Letters: Advertising we can all get behind; a time to celebrate the Culture of Life  Summit Daily NewsPassover and Easter are pro-life reasons to celebrateThe Christian-Judeo time for the celebration of new life and freedom is in many ways a chance to rejoice in ...
Man exposes himself in traffic while advertising for weapons class  WZVN-TVIt happened Thursday evening at the intersection of College Parkway and Cleveland Avenue.
How the power of persuasion goes way beyond mere advertising  The Conversation - UKThere was a time when persuasion was easy to recognise. It was the stuff on billboards and flyers or between the articles in newspapers and magazines.
Amazon Music’s Free Tier Is More Advertising Play Than Spotify Killer, Analysts Say  VarietyAnalysts say that Amazon's move into free streaming music is more of an advertising play than an attempt to take on Spotify and Apple Music.
The people transforming advertising and media, Verizon's DTC move, and ad tech's privacy play  Business InsiderHello! Welcome to the Advertising and Media Insider newsletter. If you got this newsletter forwarded, sign up for your own here. If you have tips or feedback, ...
Advertising Is Growing Amazon's Business, So Let Amazon Help Grow Yours Too  EntrepreneurOne of the largest shows in the world for brands and private label sellers on Amazon recently wrapped in Las Vegas. The Prosper Show, is an annual ...
INTRODUCING: The 10 people transforming advertising  Business InsiderFrom consumer packaged goods to TV to consulting, the most innovative figures in advertising are breaking ground in a variety of industries.
Advertising's backroom boys take the battle to the marketing front  Campaign IndiaConflict of interest and insider trading are just some of the charges that independent production houses are leveling against in-house production houses owned ...
Three tech trends set to impact digital advertising beyond 2019  EconsultancyGlobal digital advertising revenues are on the up, growing 17% in 2018 to reach $251 billion (or 45% of global advertising revenues). This rise is expected to ...
Opinion: Navigating the stigmas, rules and taboos of cannabis advertising  AdAge.comAn unstoppable green wave, the global cannabis market is projected to reach $166 billion by 2025, Euromonitor International says. The marketing dollars ...
Houston startup has created a less intrusive video advertising experience  InnovationMapSteven Jones knows people dislike ads. Actually, he reasons, it's less that they dislike ads, but more that they don't like having those ads interrupt what they're ...
Stop Facebook’s targeted advertising by changing your account settings  Fox NewsLet me be frank: I only keep a Facebook account to engage with listeners of my national radio show. I don't use my personal account. I stepped away from the ...
This cricket season, programmatic advertising goes to bat for brands  Indiantelevision.comWith the ICC Cricket World Cup just around the corner and IPL kicking off, the cricket fever is upon us. For many cricket-crazy Indians, cricket World Cup triggers ...
Why Amazon creates groups of advertising teams  Business InsiderAdvertisers often complain that they have to work with multiple groups within Amazon, but a top advertising exec says there's a method to the madness.
Introducing Fashionista's Real-Time Advertising Private Marketplace  FashionistaThe newest, easiest way to reach Fashionista's loyal audience.
Olympics advertising will transform with new NBCUniversal, LA 2028 partnership  CNBCLinda Yaccarino, chairman of advertising and client partnerships at NBCUniversal, and Casey Wasserman, chairman of LA 2028 and CEO of sports and ...
Podcasting is now a big business. Can it grow its advertising base?  Barron'sPodcasting looks like other forms of digital media, but the business is very fragmented and it is unclear how it can grow its advertising base.
Amazon Plans to Use Digital Media to Expand Its Advertising Business  The Motley FoolAmazon's (NASDAQ:AMZN) advertising business jumped from a small footnote in its earnings report to a $10 billion business in almost no time flat. Amazon ...
Digital Billboards Open-up Advertising To Blockchain, Artificial Intelligence, And Cryptocurrency  ForbesAdvertising is ever changing and evolving and part of that is now the emergence of Digital out-of-home advertising which is reaching new levels of engagement ...
Four Tips For Advertising On Facebook Like A Pro  ForbesDigital advertising is the new norm in the marketing world, and there's a reason why. Not only is it effective, but it costs pennies on the dollar compared to other ...
Researchers Find That an Intense Guilt Trip in Advertising Turns Consumers Off to Brands  AdweekThe patron saint of heavy-handed cause advertising is likely Sally Struthers. Though her intentions for Save the Children are laudable, some of the ads that she ...
Advertising as camouflage  CampaignLiveIn 2008, Anthony Curcio needed 25 men to help him on a job in Monroe, Washington. So he advertised on Craigslist – the pay was good, $28.50 an hour.
Entering Advertising Awards Shows? Here Are 5 Tips for Creating a Winning Entry  AdweekPUNTA CANA, Dominican Republic—If you're going to listen to anyone about how to win at a creative awards show, it should probably be Kevin Swanepoel.
Pepsi isn't ready to start advertising in space just yet  TechRadarRussian company StartRocket plans to make a name for itself (and its customers) by launching glowing billboards into the night sky, and a recent report in ...
Hinge CEO: advertising would be 'antithetical' to our message  The DrumHinge brands itself as the dating app that's 'designed to be deleted'.
Rs 557 crore spent on IPL advertising  Economic TimesOver Rs 557 crore has been spent on advertising in top 10 categories during the first week (Mar 23-31) of the Indian Premier League this year, higher than Rs ...
Advertising is Changing -- Know How to Lean into the Change  EntrepreneurOpportunities are emerging as brands shift strategy for creating *content*, advertising and reaching consumers.
Programmatic Video Ad Platform Good-Loop Could Revolutionize Advertising Forever  ForbesIn 2018 £9.6 billion ($12.5 billion) was spent on digital advertising in the UK alone. Meanwhile more and more people are using ad blockers to avoid online ...
Keith Weed: Advertising is now at a 'trust or bust' moment  Marketing WeekDespite initiatives aimed at tackling bad advertising, stereotyping and building a sustainable future for digital, trust in the marketing industry is plummeting.
Omnicom revs up consulting and commerce offer as advertising drives Q1 growth  The DrumOmnicom's first quarter results appear to buck the holding companies' chase for diversified budgets, with its advertising and healthcare businesses fueling ...
For true transparency around political advertising, US tech companies must collaborate  TechCrunchIn October 2017, online giants Twitter, Facebook and Google announced plans to voluntarily increase transparency for political advertising on their platforms.
79% of Digital Advertisers are Also Using SEO in Their Marketing Strategies  Search Engine JournalNew data reveals that 79% of digital advertisers are also using SEO as part of their marketing strategy in 2019.
Top Digital Advertising Trends For 2019  BW BusinessworldAlex Khan - This year will see exponential growth in advertising revenues from augmented reality apps as immersive computing continues to transform online ...
How Police Drummer Stewart Copeland Found a New Beat—in Advertising  AdweekIn 2005, Stewart Copeland was 21 years out of the best job he'd ever had: playing drums for The Police. Starting in 1979, the trio led the second British invasion ...
CityFibre loses ASA battle over 'fake fibre' advertising  The INQUIRERCITYFIBRE HAS SUFFERED defeat in its battle with the Advertising Standards Authority (ASA), with a judge dismissing the firm's argument that allowing FTTC ...
Tweeting while viewing doesn't diminish TV advertising's reach and often leads to online shopping  IU NewsroomTweeting while viewing 'social shows' on television doesn't diminish TV advertising's reach and often leads to online shopping, a new study from Indiana ...
How Advertising Agencies Are Addressing The Talent Challenge That CMOs Also Face: A Q&A With 360i CEO Jared Belsky  ForbesThe so-called talent challenge gripping the marketing industry is well-documented and central to CMOs' agendas: Addressing it is a core initiative of the ...
Disney In One Buy: How Disney Is Unifying Its Advertising Approach  AdExchangerAt AdExchanger's Programmatic I/O conference in San Francisco on April 30, Laura Nelson, Disney's SVP of advertising solutions and performance advertising, ...
Snap's AR gamble, Verizon Media pitches advertisers, and 5G confusion  Business InsiderHello! Welcome to the Advertising and Media Insider newsletter, where we catch you up on all the big stories our team's been working on this past week.
A Watchful Eye on Facebook’s Advertising Practices  The New York TimesIs the social media giant finally facing consequences for ads that discriminate?
Walmart wants to build its advertising business  CNNNew York (CNN Business) Walmart is serious about giving Amazon a run for its money online. It's so determined that the company bought a startup to help it ...
Sexism in advertising: ‘They talk about diversity, but they don’t want to change’  The GuardianAs #timeTo, the ad industry's answer to #MeToo, gathers momentum, we talk to senior women working in the field.
Antony Davies & James Harrigan: Pittsburgh gun ban just political advertising  Tribune-ReviewMost people know that politicians of all stripes are rarely sincere. Case in point: the Pittsburgh City Council's recent industrial-strength gun-control nonsense.
Your Event's Comprehensive Social Media Advertising Calendar  hypebot.comAdvertising on social media is important to making your next show or event a success, but unstructured bombardment of all social channels will do you little good ...
Pantaloons launches ‘Holiday in Style’ campaign  ETBrandEquity.comPantaloons has unveiled its new campaign, 'Holiday in Style' for this summer. This thematic campaign captures the true spirit of its consumers who wish to make ...
Tanya Dubash tops IMPACT's 50 Most Influential Women in Media, Marketing, Advertising list  Exchange4MediaFaye D'Souza, Shereen Bhan, Priya Nair and Sonali Dhawan among other toppers this year in the list of the industry's top women achievers.
IPL Advertising: All You Need to Know About The Game Of Revenue  KreedOnJust like any other film or TV show, IPL season starts off with a proper trailer. Over the last decade, the cricket league has proved to be a 'game-changer' not only ...
Amazon advertising: Here’s how you can refine your strategy  Marketing LandUnless you have been living under a rock or are one of 10 people who still consider e-commerce is a fad, you know about the explosive growth Amazon has ...
How you can make the most of your YouTube video advertising  Marketing LandIf you're not already using YouTube videos as part of your marketing efforts, you should be. Researchers have found that a majority of consumers (81 percent) ...
2019 Indian elections, IPL season to drive advertising growth  QuartzThe Indian advertising industry is set to have a great 2019 thanks to cricket and elections. Net advertising spends in the country are expected to grow nearly 12% ...
Unilever to pick 'trusted publishers' for digital advertising  ReutersLONDON (Reuters) - Unilever, one of the world's biggest advertisers, will pick a network of “trusted publishers” with which to spend most of its marketing budget, ...
BJP takes lead in advertising on Google, YouTube with Rs 1.21 cr spend  Economic TimesPolitical parties and their affiliates have spent Rs 3.76 crore on advertisements since February 19, 2019, according to the internet giant's Indian Transparency ...
Last stand for Berlin’s ageing concrete advertising pillars  The GuardianGrassroots campaign hopes to save city's Litfaß columns from being destroyed by authorities.
Facebook tightens up rules for political advertisers  The GuardianAdvertisers will be required to provide verifiable public contact details before they can run political campaigns on Facebook, the company has announced, in the ...
How Is Virtual Reality Impacting Video Marketing and Advertising?  ARPostVirtual reality video marketing is a next-level approach with the potential to increase brand awareness and engagement beyond your wildest dreams.
Digital Advertising's Unlikely Giant Killer: Amazon  ForbesIn 2019 it's clear that Amazon is finally getting serious about becoming a full-fledged advertising platform. It's the only company with the reach and resources to ...
Government advertising may be legal, but it's corrupting our electoral process  The Conversation AUThe Coalition government's use of taxpayer money for political advertising – as much as A$136 million since January, according to Labor figures - is far from an ...
George Zimmerman caught advertising on Tinder - then kicked off  TheGrioIn a case that sounds like it's right out of the scenes MTV's “Catfish,” Trayvon Martin shooter George Zimmerman has been booted from the dating app Tinder for ...
From podcast advertising to radio sponsorship, 2019 audio marketing trends  The DrumIn recent years, audio advertising has been boosted by streaming services such as Spotify and SoundCloud, a surge in podcast popularity and a radio ...
Want To Target Millennial Males Via Advertising? Use Artificial Intelligence!  ForbesMillennial males have long been notorious for being difficult to reach via traditional advertising media. So it is with interest that I have been watching Mike's Hard ...
The Future of Restaurant Advertising Is Machine Learning  Modern Restaurant Management“Artificial intelligence” (AI) is probably one of the biggest consumer buzzwords of the last five years and it's picked up extraordinary momentum as products like ...
Taking A Small Ax To The Advertising Agency Business Model  ForbesThe fracturing ad agency business has opened the way for new ways to generate high-volume, good-quality ideas and spots. Small Ax is one such company, ...
Advanced Advertising: Great Content Means Advertisers Have to Up Their Game  Broadcasting & CableJust as the *content* side of the business enjoys the peak TV era, marketers aim for the same level of performance with their ads. Julie Sterling, director of ...
Is Your Church Evangelizing Or Just Advertising? 4 Reasons It Matters  ChristianityToday.comThere are two ways for a local church to reach more people. Advertising or evangelism. And they are not the same thing. There's nothing wrong with advertising, ...
Opinion: Why the Droga5 acquisition is a good thing for advertising  AdAge.comThe Accenture-Droga5 marriage has made waves and may alter the scene, but it doesn't represent a future devoid of ad agencies.
How Motown and ‘The Big Chill’ Revolutionized the Music and Advertising Industries  VarietyMotown Records was in a tough spot in the early '80s, but then came "The Big Chill" soundtrack, which revolutionized music and advertising.
SpotX Fuels Revenue Growth for Philo's Advertising Platform via Demand Facilitation  MarTech SeriesSpotx's Demand Facilitation Services Connects Media Buyers to Premium CTV Inventory. SpotX, the leading global video advertising and monetization platform, ...
The Difference Between PR And Advertising, And Where The Lines Are Fading  ForbesNow, more than ever, the lines between earned, paid and owned media are fading, as PR, advertising and *content* creation become inextricably linked.
Advertising A Game About Weed Is Hard  KotakuA game about growing and selling weed that was released for PC and Mac last week has a bit of a problem: It's a game about growing and selling weed.
Five apps to help you plan your summer trip  ETBrandEquity.comTaking a break this summer? Here's a list of apps that are absolute must-haves.
Radio is the preferred advertising media for political parties for the 2019 General Elections  Business TodayAd insertion on the radio by political parties has increased by 14 per cent this election year, while ad insertion in print has decreased by 9 per cent and by 83 per ...
Why Fernando Machado is the most-loved CMO in advertising  DigidayFernando Machado, the global chief marketing officer of Burger King, had an idea. It was to create a limited edition of the company's Whopper burger, marketed ...
ASCI Upholds Complaints against 145 Advertisements out of 180  MoneylifeIn the month of February, 2019, Advertising Standards Council of India (ASCI) investigated complaints against 243 advertisements, of which the advertisers ...
Global Advertising Market Overview with Demographic Data and Industry Growth Trends 2019-2024  Market Talk NewsGlobal Advertising Market 2019 by Company, Regions, Type and Application, Forecast to 2024 Market Research Report offers complete knowledge, forecast ...
What Percent of Display Ad Spend Comes From Native Advertising?  eMarketerWe forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. The bulk of native ad spend will go to ...
Facebook accused of banning conservative activist from advertising anti-socialism video  Washington TimesFacebook has come under fire from a conservative activist who accused the social network of censoring video footage of his speech slamming socialism.
A Soda Company’s Long Obsession With Outer Space  The AtlanticA proposal for a space-based ad is only the latest iteration of Pepsi's fascination with the skies.
Snapchat ramps up advertising and vows to be better at privacy than Facebook  CNNLos Angeles (CNN Business) When asked about Facebook CEO Mark Zuckerberg's new privacy-focused vision for his company Wednesday, a Snap executive ...
BE Exclusive: 'Create with Google' comes to India; to work with advertising agencies for better creative sol..  ETBrandEquity.comSearch engine giant has brought its new offering 'Create with Google' to India. “The division works with advertising agencies, helping them to create better ...
Facebook’s Ad Algorithm Is a Race and Gender Stereotyping Machine, New Study Suggests  The InterceptFor example, jobs with taxi companies were overwhelmingly delivered to black users and secretarial ads to women, despite neutral targeting preferences.
Study finds stark racial divides in attitudes about Nike's Colin Kaepernick advertisement  PsyPostNon-Black college students are significantly more likely to oppose Nike's advertising campaign featuring former San Francisco 49ers quarterback Colin ...
Amazon's Next Move to Boost Its Advertising Business  Motley FoolThe e-commerce giant will ride the biggest trend in advertising in 2019.
Tribeos Demos Bitcoin Cash-Powered Digital Advertising Marketplace  Bitcoin NewsOn April 3, the digital advertising marketplace Tribeos published a demonstration of software application that utilizes the Bitcoin Cash (BCH) network.
Advertising should make an impression on a person, not just serve an impression to a person  The DrumToday's advertising models often focus on outcome-driven KPIs that help to optimize a campaign tactical effectiveness but do little to improve overall strategy.
3 Lessons Learned From My First Month Working in Advertising  AdweekHenry Ford said that “anyone who stops learning is old, whether 20 or 80.” This concept is especially relevant to people working in the advertising world where ...
Advertising and nostalgia items perform well at Miller & Miller's April 6th auction in Canada  ArtfixDaily1945 Black Cat Cigarettes porcelain sign, one of Canada's most attractive porcelain signs, 50 inches by 48 inches, with detailed graphics, marked “P&M Orilla ...
Brands pour money into Amazon Advertising  AdNewsAmazon more than doubled its ad revenue, says Magna in its latest estimates and forecasts on US media owners' net advertising revenues.
Antwerp introduces new laws on prostitution  The Brussels TimesAntwerp will introduce a new law on prostitution in September. The aim is to better define and index the sexual services offered outside what the law...
What Are Advertisers' Challenges With Using First-Party Data?  eMarketerAdvertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic ...
Advertising truck sighted and cited in Old Town  KeysNews.comA roving billboard truck that displays animated digital advertisements for its clients while driving around the island has been getting attention in recent months, ...
Accenture Is Buying Droga5, an Ad Agency, Making a Bet on Creativity  The New York TimesAccenture is trying to add the kind of creative muscle not normally associated with giant consulting firms with its plans to buy Droga5, an independent ad agency.
Hormel advertising suit reveals what 'natural' meat really means  AdAge.comConsumers want “natural” meat—and the biggest meat companies want to sell it to them. American shoppers are reaching for healthier, more environmentally ...
U.S. advertising groups create privacy bill coalition  ReutersFour U.S. advertising trade groups have banded together to lobby Congress to ensure federal online privacy legislation is less strict than a law scheduled to go ...
Retail Briefing: Walmart is bulking up its advertising business  DigidayYou can get the Retail Briefing delivered to your inbox every Monday, Wednesday and Friday. Subscribe here. Walmart's next move in remaking its image in the ...
Domino’s worker goes viral with hilarious dance routine while advertising pizza  The SunTHE VIDEO surfaced on Twitter showing the enthusiastic lad in East Kilbride. Spinning his sign around and busting some wild moves - he's now gone viral after ...

Top Jingle Companies: What to Look For, What to Expect

The internet offers you the opportunity to seek out jingle... Read More

Create Your Own Business Cards, Part 2

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

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

Media Savvy - How To Manage Your Time To Gain The Best Media Coverage

Did you know generating positive media coverage is four times... Read More

See How to Advertise and Gain More Money to Blast Another Project

We have a Great News that we think that may... Read More

Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that... Read More

Online Classifieds

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

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

Advertising Primer for Fast Learners

Advertising, when done well is a very effective way to... Read More

Why People Fail in Mail Order

Mail order is a very complicated business. Every phase must... Read More

Forgot The Ad Budget? Dont Panic!

Bob is excited about his new business. He secured funding.... Read More

How to Write Ads that Increase Your Business

I caught myself wracking my brain over what kind of... Read More

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

The Benefits of Specific Advertising

The great Claude Hopkins (Author of Scientific Advertising) once said,... Read More

How Do People Know Youre in Business?

One of the most important things to do now that... Read More

Do Your Business Cards Say Who You REALLY Are?

Here are a couple of tips for creating an eye... Read More

Business Cards: Why Waste Valuable Space?

So many business people neglect this valuable asset that may... Read More

How To Create A Better Brochure

Having a quality brochure makes a positive impression on a... Read More

Should Your Small Business Hire an Advertising Agency?

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

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... Read More

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Fax Advertising : Hitting Your Target Immediately

In the business of marketing and advertising, it used to... Read More