What Online Advertising Options Are Right for You?

Advertising Options:

Offline advertising has so many outlets that we are all familiar with. It’s easy to understand the differences between TV and Billboard or Newspaper versus magazine, but when you want to advertise in the digital space, the spectrum really gets broad and the pricing differences can be tremendous. I want to explain a few channels where you could digitally advertise that can give you very good returns. The main question is who are you trying to reach?

Who are you trying to reach?

This is a quick one and it’s totally up to you. It is the first question you should ask yourself when thinking about advertising on the Internet. Once you have that figured out, here are a few options that will help you boost your online brand.

Social Media Advertising:

Social media advertising is a great place for small to mid-sized companies to test the waters. Advertising on Facebook, LinkedIn or Twitter are an excellent way to target the very specific audience you are looking to reach. Here is a list of reasons social media advertising is a great place to start: It’s inexpensive On some channels you can spend as little as $5.00 per day It’s familiar You are probably amongst the 600 million people on Facebook, so when you advertise there, you know where your ad is going. It’s highly targeted: On LinkedIn you can target company size, position at the company, rank in the company and of course the area where your target lives – the options are vast. It’s Flexible: If you find that you are talking to the wrong audience, you can make real-time changes to your advertising plan and budget. It has great analytics: You may figure out that your target audience is not men ages 34 – 55 but actually women ages 25 – 30. It’s all in the analytics.

Contextual Advertising:

Between Google, Bing and Yahoo!, you have a lot of options. It’s amazing how targeted you can be with your marketing in search. Not all of the services are offered by all of the channels but a mix with all three can get you: Keyword Advertising: This is the basic function of advertising on any of these channels. Advertising using keywords needs a bit of massaging but it is a great way to target those who are looking for exactly what you are selling.

Highly Geo-targeted options:

You want to advertise to only the people in the neighborhood within 10 miles from your storefront? No problem. Behavioral Targeting: Yahoo! offers this function. This means you can target anyone on the Yahoo! channel who are showing certain behaviors online. For example, if the user is looking at shoe stores online, you can slip your ad in front of them for a special on shoes. Retargeting: This form of advertising offers your business a way to target the user after they have visited your website. You enter a piece of code on the page you want to target and serve ads that are built for that page – after they leave your site.

Mobile Advertising:

Typically mobile is a pay-per-click method of advertising with a comparatively good click-through rate. Mobile advertising is often displayed on games for mobile devices but that doesn’t mean that the CEO of a major company doesn’t enjoy the free version of Words with Friends. Mobile advertising offers: Mobility: Advertising on mobile devices gives you an outlet to put your brand in the hand of a broad audience. Great Branding Opportunities: Videos are often displayed on mobile devices and give you the ability to grab someone’s attention that is standing in line or waiting for a train. The message may not be super timely but it’s one more touch point to let them know you are here. A Broad Reach: Because at the moment, it is very expensive to really geotarget to a micro level, mobile is better for those who want a vast area such as the state where your business offices are located. This broad reach is a great option because the prices for such broad targeting are traditionally less expensive.

Overall, there are plenty of options for targeting your audience online – choosing the right one for you is mainly determined by the simple question. Who do you want to reach? Get that answered and market your company where everyone is hanging our.

Ethics in Advertising

Introduction

Ethics have always been an important aspect of every business activity, although the term has meant different things at different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising can not ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government’s job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets.

For any business, customer is very important, and businessman attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is a very powerful and most commonly used tool.

Benefits of advertising

o Communication

The organization has to attract the customer and create a market for its products. For this purpose, advertising is the most powerful and widely used tool for communicating message regarding products/services to a large target audience.

o To raise the standard of living

In our developing economy, adverting with its micro and macro level influences, exerts vast and varied influences that have played key role in raising the standards of physical and material well being of the Indian society.

o To make market competitive

In India, one finds many innovations being introduced which has changed the market structure from seller’s market, and thus the result is more competitive market conditions.

o Product differentiation

It is a fact that advertising brings about products variety through real and psychological product differentiation.

Critical evaluation of advertising

Though many benefits are achieved through advertisements, the ad message is becoming more and more exaggerated. To achieve competitive advantage, advertising magnifies unimportant differences, resorts to clever, tricky product promises, and claims more and more unbelievable benefits. The customer finds many advertisements as false, deceptive, or misleading. Consumers are uncertain regarding whether or not the performance of a product purchased will in fact meet their needs. If they find that the product lacks in quality, advantage, durability etc., as advertised they might not buy it again, and develop an aversion to every other product of that company.

Unethical advertising

Advertisement is considered unethical in the following situations;

o When it has degraded or underestimated the substitute or rival’s product.

o When it gives false or misleading information on the value of the product.

o When it fails to give useful information on the possible reaction or side effects of the product. And

o When it is immoral.

Ways of misleading the consumers

o Many a time, traders entice the customers into their stores by advertising goods at a very low price, but they stock only a handful of such sale items in the store. When the advertised goods are sold out, consumers are steered towards the higher-priced stock or lower quality goods.

Retailers must ensure that reasonable supply of products is available during the sales, and retailers should not purposely avoid it. Retailers should make it clear in the advertisement that how many items on sale are available or when the sale ends.

o Sale offer should be for a limited period. Advertisement should declare that sale offer is for a limited time period. The period of the offer should be made clear in the advertisement only when the advertised goods are available for a limited period or stocks are limited.

o Traders often offer insignificant price reduction. To illustrate, a trader may advertise that the price of product is reduced to Rs.99.95, when the normal selling price is Rs.100.. The trader must include the normal selling price and discounted price in his offer .The trader sale offer is misleading if the trader claims the product is below cost , when the price is not below cost after discounts, rebates and other allowances it is misleading if the trader simply shows a fictitious higher price as normal selling price in the advertisement.

o Advertisement must clearly indicate the total price of goods or services. All price comparison must be truthful and must not intentionally or unintentionally mislead the consumers. Under the Fair Trade Practices Act, retailers have an obligation to ensure that they do not mislead or make false representations to customers with respect to price of the goods. The consumers who shop around and compare the prices of various products are less likely to be deceived by misleading claims consumers should also be aware of what is a reasonable price of goods and not take any advertised discounts at face value.

o While many sales are legitimate or genuine, the consumers should not get attracted to such sales offers i.e., “Hurry…very few days remain for sale”. The consumers should be aware of what to expect when retailers place items on sale and how to avoid being misled by discount advertisements. A marketer should take care to ensure that when goods or services are advertised to be available at a discount or as being on sale, it is a genuine discount or sale.

Remedies to overcome deceptive advertisements

o Cease-and- Desist Orders

The cease-and-desist orders, which prohibit the respondent from engaging any more in deceptive practice, are actually the only formal procedure established by the Federal Trade Commission Act for enforcing the prohibition of ‘ deceptive acts and practices.”

o Restitution

Restitution means the consumer is compensated for any damage caused to him by the product that had advertised claims not adequately substantiated. Restitution is rarely considered because of its severity.

o Affirmative Disclosures

If an advertisement has provided insufficient information to the consumers, an affirmative disclosure might be issued Affirmative disclosure require ‘clear and conspicuous disclosure’ of omitted information. Often the involved information relates to the deficiency or limitations of the product or service possibly relating to matters of health or safety.

o Corrective Advertising

Corrective Advertising requires the advertisers to verify past deception by making suitable amendment in any of its future commercial.

Self Regulation in Advertising

It is our responsibility to regulate our operations. And we must do it ourselves. Self regulation is not a quick-fix solution; it will be completely ineffective with out commitment from and the integrity of one and all. Self Regulation may require the following;

o The development of a self-regulatory code of conduct covering all forms of media that is sensitive to ethics, legalities, decency and truthfulness in advertising.

o Provision for monitoring and accountability, including a policy allowing for the removal of ads that violate the code.

o Greater participation of advertising professionals in the regulatory process.

o The inclusion of non-industry players in the process

o Consumer awareness of the self regulation system.

o Simplification of the complaint process against ads.

o Transparency throughout the entire system.

These reforms will achieve three goals. They will make the industry accountable for its actions. They will make regulators and critics think twice before attacking the industry and finally they will lead the public to trust ads, advertisers and agencies.

Conclusion

Reputable companies and advertising agencies avoid telling lies. They realize the cost of being caught. A dent in trust can prove to be much costlier than the failure of an ad campaign or for that matter, even a brand. The challenge before advertisers and agencies is to ensure that ads reflect our values. We must endeavor to see that “advertising” does not remain a dirty word.

Advertising Effectiveness Trends, a Small Survey

In the day to day running of my business, I am discussing marketing strategies with business owners and marketing managers on a daily basis. If you can earn their trust, then they will be very candid with you, especially if you can help them without trying to sell them something.

What resulted from this were some startling admissions that I did not expect. This had me thinking, it can cost an awful lot, especially for the small to medium business owner, to spend money on good market research. So I wondered what the results would look like after a few months if I were to record the marketing success and failure stories after each visit.

I broke this down into respective industries to give more meaning to the results, and also, if available, lend the reasons to these successes and failures. Now I have decided that three month periods will do for data collection as years of research in marketing becomes outdated by the time it is published in the forever increasing and changing monster that is the modern market place. Always ensure research is current and relevant.

Although some of you may want to see raw data, a summary of my finding is all I am going to share in this article sorry! Please take into account that the sample number is in the hundreds, but certainly not in the thousands. The value of this research comes from the honesty of small to medium sized business owners, and the fact they have usually spent the time to talk about these things in detail.

Here are some general trends that I have found;

o Newspaper and radio advertising return on investment continues to decline rapidly.

o The second most effective form of advertising was word of mouth referrals.

o The most effective form tended to be anything unique, e.g. logo and advertisement placement in unexpected places.

o Advertising on product giveaways tends to have a life span of one week, i.e. a company logo on a free pen typically brings in no new revenue one week after it has been given away.

o Advertising discounts were not as effective at getting people through the door as advertising something new.

o Customer loyalty increased with free giveaways, but not so much with advertised discounts.

o Most business owners were dissatisfied with the follow up frequency of advertising sales reps, i.e. after an initial advertising campaign, contact is not made until after an unacceptable length of time.

To bring relevance to these results, one must take into account that this is a small city (about 122,000) and has a large rural support base in outlying areas. These trends show that a need to provide innovative and well maintained advertising service is apparent in this city. Perhaps this is the same elsewhere.

There were some other interesting facts, but these seven findings had the most valid results statistically. If in the future, some other trends become overwhelmingly evident, then I will revise this article.

New and Cheap Advertising Ideas

When you are in the business world then your major aim is always to surge ahead of your competitors. It is important that your product is of high quality but it is also important to advertise it so that it reaches every household. You can take the example of mobile phone producers. Normally two products have got the same kind of features but the one with higher sales is the one which is well known as compared to the other one. What is being emphasized here is that you need to speak out loud about the product you are offering and that can be done through the proper implementation of  advertising  ideas.  Advertising  is the key to your success in the business.

Generally our conception about the  advertising  is limited to the big banners we see on the roadsides, in the malls and the large scale advertisements in the electronic as well as print media. With the rising popularity of the internet, the pops ups and advertisements on the websites are also now part of the  advertising  industry. For the big business houses these are standard mode of  advertising  but for the smaller businessmen it is a no-no thing because of the higher budgets. There is no need to get disheartened because these are not the only  advertising  ideas or ways to promote your product. Distributing pamphlets, use of salesperson are also the cheap and effective ways of  advertising . One needs to understand that anything that will make sure that the customer gets to know about your product is a way of  advertising .

To name a few of the cheap and better  advertising  ideas you can count on distributing the pamphlets and flyers in the areas that are in your reach. Through these flyers you can also distribute the discount coupons. These coupons will get the people discussing your product and the contemporary wisdom says that the word of mouth is still the best way to go about the  advertising .

In modern times internet has become such a powerful medium that you can achieve unbelievable results with its reach. You can make a website detailing your product or service. Along with this also make use of the various social networking websites like Facebook, orkut etc. by dedicating a page on them to your product. If you can further spend a little more time you can also make a monthly newsletter relating to your product and send a mass email to the people. In the newsletter make sure that you detail all the good things about your product and also offer some good discounts. This is sure to set some of the tongues waging.

Make yourself a regular member of the business sittings in your locality. Discuss about your product with other people. They might give you some nice  advertising  ideas. The more you keep your eyes and ears open the more you are bound to gain. Project yourself as the key player in the niche of your product and make sure that your product as though it is the only viable option available in the market. These  advertising  ideas are sure to make your project a hit in the market.

Measuring Advertising Success

A comment usually attributed to Lord Leverhulme went something like, “I know that half of my marketing spend is wasted, but I’m not sure which half.”

Whether they know it or not, this is this situation most companies are in today, I would go further and say 80% of your prospects come from 20% of your marketing but which 20%? Leverhulme didn’t have the advantage of the Internet back in the 20s but you now have some big advantages.

Imagine being able to cut out the wasted spend and do more of what is working! It isn’t difficult it just needs a simple database, better use of your web site and maybe a little planning.

Whether it is paying £20 per month to put a business card in the local store, a yellow pages advert or a piece in the local/national press; you need to know whether it is worth doing. When it comes to more expensive  advertising  then you really need to know how many leads you are getting for your money and how many of those are converting to sales. If you use pay-per-click and have multiple adverts running then maybe we can show you how to track the exact success of each one.

If the ‘Call To Action’ of your  advertising  is to call you then you need to ask where people found your details or have a separate number for each campaign if that is practical for you. You need to do this every time and you need to record the results. Whether on paper or on computer you need to track every prospect:

  • Name
  • Contact details
  • Product/service they are interested in
  • Likely buying timescale
  • Where they heard about you
  • Core product/service bought
  • What additional products/services have they been offer

That is the bare minimum and you will have to add to this for your own business purposes but without this core data you are doomed to continue wasting a large portion of your marketing budget.

If you have a web site then you can get clever. If you don’t have a web site then go get one, now! Seriously, you can have a web site for around £20 plus the time and effort of setting it up. There is enough information freely available to allow you to create a compelling web experience for your customers and get the message out there that you exist. If you know nothing about the internet and can’t afford to get a third party to do the development for you then choose a web host that offers one of the easy web creators.

Every piece of  advertising  you do will have a web site address (URL) on it so that people can go to your web site to find out more about what you have to offer. The vast majority of companies drive people to their home page and in doing so most of them lose valuable information on where the visitor came from. If you are getting links to your site from other places on the internet then it is possible to include information in those links to track where they came from. If you don’t have the knowledge to do this then simple create a new web page for each advert and have people reading that advert go to that unique page.

After a while you can see through your web statistics how many people arrive at these unique pages. An easy way of judging the success rates of all your  advertising . Go back and read that part again and then make a note to do it. This is a free way of measuring marketing success and one of the easiest to implement. It is more than that though, it allows you to customize each landing page to the advert that brought people in, it allows you to test different landing pages to see which ones give the best conversion rates. Never forget the bottom line, you are trying to get people to spend their money in your direction.

Then you can stop paying for the adverts that are not bringing in visitors, adjust the ones where the conversion rates are low and do more like the ones that are working for you.

Will You Help Me With Advertising?

With consumers increasingly tuning out of mainstream media channels and tuning into their iPods, mobile phones and social networks instead, most advertising is going to a dead letter office. At the same time, consumerism continues to flourish. Advertising is for awareness – not credibility. I’ve never said that advertising will go away – it won’t. Despite all the innovation, traditional brand advertising is not about to go away. These companies are successful brand builders, but they would be hard pressed to achieve elite brand status solely on the marketing strength of Google text ads and “buzz” conversations.

It will change many of the rules of what we think advertising is, what marketing is, and what design is. But the purpose of advertising is to expand the customer base by informing more people of the product’s existence and virtues. The more consumers a company attracts to its product, the more it sells. Although interactive advertising is included in the various revenue categories, total online revenue increased by roughly 11% to $3.7 million last year.

Pixel Advertising is the term given to visual advertisements on the web which have their cost calculated dependent on the number of pixels which they occupy. Pixel advertising gained popularity in the last quarter of 2005 when British student Alex Tew created a web site named The Million Dollar Homepage, and solicited advertisers to buy ad space measured in pixels on the homepage. Google’s foray into television advertising is an important test of whether the Internet giant can use its wildly successful system of search advertising in the biggest of media channels. While it is pursuing efforts in print and radio, TV represents the company’s biggest hurdle to achieving its goal of building a broad platform for advertisers to run targeted ad campaigns, continuously changed based on metrics, across all forms of media. The public secret today in online advertising is that PPC based advertising is saturated. Banners are sliding into the land of irrelevance.

While paid advertising is often one small component of a public relations campaign, the most powerful public relations influence is where the connection between the sponsor and the messenger is invisible. This period of American advertising is called the Creative Revolution and its poster boy was Bill Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this incredibly creative period. The empirical results suggest that if advertising is perceived by producers to be a variable cost then in both provinces producer groups are likely to be overinvesting in advertising.

Advertising is an inescapable part of life, a fact evident each time you turn on the television, drive past endless billboards or sit down to check your email. As a small business owner with a limited budget, you may be more sensitive to the ads surrounding you than most. It also tries to organize all the creative into categories but creative advertising is chaotic– it has never been a science or something easily organized. If you think there’s a formula then you’re wrong. Advertising is not targeted to individual users but may be placed on the site adjacent to content related to advertiser or sponsor interest. Advertising also appears in our weekly newsletter, Housecall.

Advertising is a free speech issue, or at least it ought to be. Because behind today’s anti-ad campaigning there lurks a degrading view of the public as fickle and easily bought off, who must be protected from certain words and imagery by better men and women.

To help create a better experience for users and help encourage users to create better, more focused ads that are more appealing to potential customers, the way ads are ranked changes periodically. By improving the quality of ads and making them more relevant to users, you may be rewarded with a better ranking and reduced cost.It all boils down to what you’re selling,audience, and where and when ads are displayed. Also many advertisers are attacking the market through various channels, and are getting increasingly sophisticated in how they market and measure success. Intrusive ads are bad content.

The best ads are those that are complimentary to the content and blend in with the content. If you look at how some bloggers make money through adsense, it reveals their strategy to monetize from their content. Revenue from the ads are split about 50-50.

5 Important Advertising Tips

1)  Advertising  is Key! Truth is…you can’t afford not to advertise. Statistically speaking, research shows…companies that maintain their  advertising  throughout a recession are poised to reap benefits over their competitors, who do not advertise, especially once the market begins to recover. Therefore, slightly increasing your  advertising  in order to get the edge over your competition is a good idea. However, if you’re not in a position to do that, try to maintain your normal spending levels if at all possible. First and foremost…  advertising  is the promotion of a company’s products or services carried out essentially to drive sales of the products or services, but also, to build a brand identity and communicate any changes or new products or services to the customer base. If you want to grow your company’s profitability and improve your bottom line…you must ADVERTISE!

2) Choose your  advertising  method wisely. Here are some options.

a) Print  advertising : newspapers, magazines, brochures, fliers & direct mail

b) Outdoor  advertising : billboards, kiosks, trade shows and events

c) Broadcast  advertising : Television, Radio and Internet

d) Covert  advertising  or in layman’s terms “product placement”: now this is the  advertising  you see in motion pictures-or with sitcoms on TV…this is a unique form of  advertising  that companies do to showcase their product or service.

e) Public Service  advertising : is traditionally reserved for socially relevant messaging, political integrity, poverty, religious or civic events, nonprofit 501 (c) (3) organizations.

f) Celebrity  advertising : of course this is when a famous person is asked to be a spokesperson for your product or service. Today there are growing companies that bank on the power and influence of celebrity  advertising . In most cases, the celebrity lends instant credibility and influences the target customer base positive manner thereby increasing the company’s profitability.

3) The difference between having an  advertising  plan and having an  advertising  strategy is critical. It’s like this…if you want to get from point A to point B that’s your plan. Your strategy is how you’re going to do it. For example if my plan is to drive to Savannah then I have to formulate a strategy on how I’m going to get there…either by car, plane or train etc. Once I determine the how, then I must map out my route…that’s my strategy. Your  advertising  plan consists of what your goal is. For instance, let’s say your plan is to increase sales by 30% and promote your special July 4th sale including half off of everything in stock. Well the  advertising  strategy must include the execution of the plan. If you want to inform your prospective customers about your sale…you’ve got to figure out “the how factor”…how are you going to get that message across? What vehicle will you use? Then you must strategize an effective campaign relaying the pertinent information to the target audience utilizing a creative advertisement to effectively communicate your message. You may decide to combine flyers, TV, radio & internet along with a celebrity endorsement. So the  advertising  plan and  advertising  strategy are very different but function in partnership…because one doesn’t work effectively without the other.

4) The one key word to use in  advertising  The best word in  advertising  is…”FREE” anything free is going to instantly grab attention and make your customer curious to find out what is being offered for free! However, if you’re limited on what you can offer for free…there are other  advertising  techniques you can use…i.e., special offers are nothing more than good old fashioned “bribery” because you hook the customer with the BUY ONE GET ONE OFFER or Buy TWO GET ONE HALF OFF! This technique is very effective because you have given the customer an incentive to spend more!

5) The most important element in effective  advertising  The industry terminology is called “THE CALL-TO-ACTION.” But I like to call it, the WOW Factor or the “Special Sauce.” In today’s society we are spoiled. Most of us want everything now, at our convenience and deeply discounted. Consumers today don’t want to spend too much time or energy looking for a great deal. Most importantly we look for a quality product or service at a great price. Thus, the key for any company or business…is to offer their target audience something unique that’s going to “knock their socks off!” However, you must offer something that will influence the target customer to take action right away! The WOW Factor equals activation! To make sure you get that activation; you must give it the KISS test; KEEP-IT-SWEET & SIMPLE!

2010 © All Rights Reserved Quality Media Consultant Group LLC

Radio Advertising Commandments – Part 1

In my last article “Local  Advertising  – The Biggest Mistakes” we took a look at the major media available for local advertisers to market their products. To follow up, I’d like to discuss the many uses of Radio. Sort of the 10 Commandments Of Radio  Advertising . This will take up several pages, for sure, so I’ll start by asking the most obvious radio questions.

Q: How do I know if radio will work for me & why should I use radio?

A: I usually have gotten these questions when a client is afraid & can’t stomach the idea of paying for an Advertisement that they can’t physically hold on to. In other words, they think that if they can’t SEE their Ad, then no one else can. They seem to have a hard time believing that a disembodied radio voice can move people to buy their product.

Yes, it’s probably true that most advertisers get their feet wet with print  advertising . Your typical print advertiser will place an Ad in a local weekly or daily newspaper and bingo, the next day – traffic. The results can be quite immediate.

Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.

Local radio  advertising  can turn off a new advertiser who expects immediate results, but it doesn’t have to be this way. Here are 10 reasons why “immediate results” are hard to come by:

1) the spots were not aggressive enough

2) the offer was not strong enough

3) there was not enough weight (number of spots) booked

4) the wrong local radio station was used to reach the desired market

5) not enough radio stations were booked

6) only radio was used

7) spots were poorly placed throughout the day

8) the production was poorly executed or the wrong announcer used

9) timing of the campaign was off

10) the new client had no name recognition

This brings me to Commandment #1

Don’t Underestimate The Power of Radio.

The voice is a wonderful thing.

Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrassing behaviour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.

In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to do things that are not on your priority list.

Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.

You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a “I’ve got to see this when it comes out!” memory.

It is the same subliminal effect that radio can create.

The problem faced, is that most radio production quality can often be sub-standard.

Let’s face it – the radio station copywriters are under the gun to write & produce dozens of spots a day & there just isn’t enough time to write super creative & dynamic commercials. Even if the copywriter can squeeze out something really hot, there is often a lack of voice-over talent to make it happen. Let’s not talk about the studio engineer’s backlog!

This doesn’t mean that you can’t have an effective radio spot come out of a radio station. It just means that to make it more effective, you may have to go to a third party production house to get your spots professionaly produced.

This brings me to Radio Commandment #2

Get The Best Creative Production Possible

Why do you want the best creative possible? Well, there are several reasons.

1) it makes your  advertising  more effective

2) the cost of your campaign can actually be lower if more people respond to a better commercial, as fewer spots are necessary to make the same impact

3) better creative is more memorable.

4) strong creativity entertains and sells at the same time

5) powerful creative radio spots get people talking about the spot & consequently the product

“OK,” you’re saying, “but this sounds like it’s going to cost a fortune!”

Nothing could be further from the truth. What will cost you a fortune, is a radio  advertising  campaign that falls flat because the production was not up to scratch!

Remember,  advertising  is an investment if you eventually get back more than you paid. It’s a fortune if you don’t get back anything!

In order to make sure that there’s a payback, I highly recommend you look at all the variables and creative production is high on the list!

This brings me to Radio Commandment #3

Develop A Strategy & Stick With It

There are many ways to use radio. Short campaigns, long campaigns, image building, promotions, product launches etc.

The first thing to be aware of is that new advertisers have to develop name recognition with a station’s audience. This isn’t as important for long time advertisers who have used other media, but it is crucial for first-timers.

Well known advertisers are seen as reliable and trustworthy. The longer you advertise, the more favour you win with listeners. It is like money in the bank.

I advise all new advertisers to start with an introduction campaign to highlight who they are, what their product is and the benefits of shopping at their store.

This doesn’t mean that you can’t break the rules and have a grand opening with a fantastic door crasher special. Certainly that will work. But ideally, the best results for that type of scenario come when a “teaser campaign” precedes the grand opening.

Let me state that much of the advice offered here is what I believe to be the “safe route” to effective radio  advertising . Even under less optimal conditions, radio can be quite effective!

What you want to do, however, is not succeed by throwing tons of money into your  advertising , but rather cover all the essentials so that you have an effective and cost efficient campaign.

Good planning can go a long way.

In my next article I’ll continue with commandment #4

Use The Right Music Bed

Print Advertising Vs Online Advertising

Online advertising has experienced such a rapid growth that many well known researchers are already predicting it will run into multiple billions of dollars in the near future. That certainly does not come as surprise as internet users are steadily increasing as well. Besides the increasing number of new users, the old ones are spending more and more time browsing the net. The realization that these numbers can run into staggering amounts is enough to inspire any entrepreneur to expose his business on the web. This situation will certainly have a tremendous effect on traditional print and media advertising. Print advertising versus online advertising is a dilemma that many companies are currently faced with.

There are thousands of budding businessmen and women that are internet savvy. Launching their company on the web is a logical step as this lucrative opportunity is simply too good to pass by. Advertising trends have clearly shifted from the traditional media to online. With the economy in the downturn situation as it is, research has shown that large companies are seriously cutting down on print advertising. The online option has proven to be more effective profit wise. The prospects of increased sales and the cost effectiveness of online advertising have also given many new hope of prosperity.

This is due to the fact that there are numerous benefits involved when purchasing online. Stressful situations like congested traffic, hunting for a parking space and long queues can be avoided. To top it all it can be done in the comfort and security of your home. There are disadvantages as well. Misleading advertisements that promote inferior products is a huge problem. The best way to avoid becoming a victim is to make use of reputed dealers with secure web sites.

While online marketing is on the increase, the power of print advertising should certainly not be underestimated. The traditional brochure or flyer can in certain cases be much more effective than their online counterpart. The old methods cannot be written off that easily or entirely for that matter. Postcard and flyer marketing in the targeted neighborhoods can be very rewarding. This is a huge advantage that print advertising has over online advertising. Full-color brochures work wonderfully at meetings and events. There are quite a number of customers that do not have access to the World Wide Web. Sending out brochures to existing ones keeps them in touch with happenings in the business. Another area where it is advisable to use brochures would be on cold calling.

Through print media specific areas of business can receive direct mail and therefore ensure maximum turnover. Marketers can make constructive use of both options to make it work in their favor. Depending on your type of business, careful budget planning that includes all aspects of marketing strategies should be made. In this way you will not lose out and reap the highest benefit of the market. This is after all what marketing success stories are all about; skillful and cost-effective advertising campaigns.

Mobile Advertising – Integral Part of Any Marketing Campaign

Mobile advertising is advertising through mobile phones or other devices like iPad. An integral part of any advertising campaign, mobile advertising is fast gaining popularity due to its quick, wider reach and its potential to track the effectiveness of a campaign. As the number of mobile users across the world continues to surge (studies show that the trend is likely to continue for several years), mobile media is evolving rapidly. Apart from simple mobile phones, smart phones based on Wi Fi or Wimax have also emerged as a popular means of promoting products and sending out social messages.

Forms of Mobile Advertising

Mobile advertising is done in several forms but the most common one is banner ads of varied sizes. Mobile web banner or web poster ads appear on the top of a page or bottom of a mobile screen. Another very popular form of mobile ads is the SMS advertising which contributes significantly to the global mobile marketing revenues. Other forms of cell phone advertising include MMS advertising, advertising within mobile games, videos or in-application ads which appear when an application is being loaded or before it is loaded. Another advantage of this mode of advertising is that its effectiveness can be measured in a variety of ways, such as on the basis of number of view and clicks. A recent introduction is interactive ads, which allows mobile users to interact with the advertiser.

Importance of Mobile Advertising

Mobile advertising is likely to emerge as the necessary driver for the development and commercialization of the mobile internet. It is an important tool for monetizing mobile content and applications. However, an effective cell phone advertising campaign can only be developed if the mobile phone operators, handset vendors, content providers, application developers and advertisers collaborate effectively. So, it must be taken up while taking into consideration the variety of handsets available in the market, their different screen sizes and support technologies.

The high potential of cell phone ad has seen a proliferation of advertising networks that provide the necessary infrastructure for developing mobile ads of various types that suit the specifications and requirements of advertisers. These companies provide their clients with a Software Development Kit or SDK to include mobile ads in the applications for a mobile phone.