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.

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Reuters

Facebook removes accounts advertising stolen identities
Reuters
(Reuters) - Facebook Inc has removed a number of accounts and pages that advertised and sold social security numbers, addresses, phone numbers, and alleged credit card numbers of dozens of people, following a report by news website Motherboard. FILE ...

and more »

Business Insider

What you need to know in advertising today
Business Insider
Google-parent company Alphabet topped Wall Street targets with 23% revenue growth in Q1, but the better-than-expected performance was not enough to allay worries about rising expenses and the most significant risks of a regulatory clampdown the company ...
Google's Parent Company Spends Like It's Thinking of a Future Beyond AdsNew York Times
Google Parent Alphabet's Earnings Beat Expectations, Investors Still Worry About Advertising Outlook, Gov't ...Deadline
Google CEO tells investors not to worry about Europe's upcoming privacy rulesCNBC
Alphabet
all 463 news articles »

Texas A&M The Battalion

Developing professionalism in advertising
Texas A&M The Battalion
From promoting the logistics of advertising to developing members individually, Aggie Advertising Club (AAC) provides first-hand education and professionalism in advertising. AAC, founded in 1995 at Texas A&M, is a student chapter of the American ...


AdExchanger

Mobile Performance Advertising Is Broken. Here's How To Fix It
AdExchanger
"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today's column is written by Maor Sadra, managing director and chief revenue officer at AppLift. In last-touch and last ...


Director of Advertising
Publishers Lunch Deluxe
W. W. Norton & Company is seeking a Director of Advertising to join its College marketing department. The Director of Advertising will be responsible for directing advertising strategies and analyzing the effectiveness of advertising campaigns. This ...


Seeking Alpha

JC Decaux: Acquisition Or Not, This French Advertising Player Looks Good For Value Investors
Seeking Alpha
JC Decaux SA (OTCPK: JCDXF, OTC:JCDXY) is easily one of the oldest and most established companies within the outdoor advertising space. The management has grown its international footprint over the years beyond its core market of Europe to emerging ...


Chicago Tribune

Reddit to open Chicago office as part of advertising push - Chicago ...
Chicago Tribune
Reddit is opening an office in Chicago, the social media platform's first outside the coasts.

and more »

Business Insider

An advertising executive asked job candidates to apply via text message — and it changed the way he thinks about hiring
Business Insider
Unless, that is, you recently applied for a summer internship via text message at Havas New York — a global advertising company. The hiring campaign — dubbed "Text Me, Harry Bee" — asked internship candidates to text Havas' chief creative officer ...

and more »

Broadcasting & Cable

Viacom Makes Advanced Advertising Deal with Comcast ...
Broadcasting & Cable
Viacom and Comcast said they are teaming up on advanced advertising. A new long-term agreement will integrate Viacom's targeted advertising skill and national reach with technology from Comcast's Freewheel unit and data the on anonymized cable ...
Comcast, Viacom Team on Advanced Advertising EffortsCED
Viacom, Comcast sign advanced advertising pactFierceCable
FreeWheel Gets Bigger Ride Through Advanced Advertising ...Radio & Television Business Report
Viacom Corporate (blog)
all 14 news articles »

Red Herring

Alphabet Posts Strong Quarterly Profits on Advertising Boost
Red Herring
Google's parent company Alphabet has reported a huge profit increase in its latest quarterly earnings report, as it continues to corner the digital advertising market. The Mountain View-headquartered firm, which appears to have emerged from a series of ...

and more »
Google News

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

Tips for Using Paid Advertising

Quite a few business out there can't survive without some... Read More

The Power of...

You certainly must know that Many Big Marketers consider COPYWRITING... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More

Information To Include On Your Business Card

The logo and graphic elements that you include on your... Read More

8 Low Cost Ways To Advertise, Promote and Market Your Business

We all are looking for ways to market our businesses... Read More

How To Make A Fortune With FREE Advertising!

How To Gain FREE Advertising That Will Make You Rich!Okay-Just... Read More

Creativity and Getting Outside of the Box

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

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

What?s the Score?

You may be aware that in a basketball game the... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

Media Savvy - How To Lead, Persuade And Influence

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

Secrets to Profitable Mail Order Products

The most profitable mail order products are simple... Read More

The Shrinking Ad Dollar

CPR CPA CTR... what does it all mean? What it... Read More

Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business

In the marketing world, radio has earned the reputation of... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

Whats The Frequency?

The more things change, some say, the more things stay... 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

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

When Advertising Wears Out

One of the challenges facing marketers is determining the most... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More