| |
| |
|
Advertising Information |
|
|
|
What the Newspaper Ad Person Won't Tell You
Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. Newspapers have been there in every step of the typical store owner's life from the very beginning. Newspapers covered his birth, his high school graduation, his engagement, his marriage, the death of his parents and everything else. Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily. Many, if not most, retailers, lay out their own ads. It is said that over the years, merchants have come to believe the only way to get it right is to do it themselves. This thinking has given rise to the new breed of newspaper salesperson. No training, just a list of customers and the daily question "Gotchyur ad ready yet?" You should understand the newspaper's weaknesses and learn to avoid them whenever possible. The Skinny for and against newspapers. There is no proof full page or double-truck ads are more effective than half page ads. The savings can be spent on a concurrent radio campaign or billboards. The same with color. It looks great, but the increased cost many times does not justify the small increase in readership. Forget the color and go with more frequency. The paper is delivered daily, but there is no need for an ad every day as the paper reaches the same readers. 3 times a week works just fine. Spend the difference in the shopper or on a supporting radio campaign. Newspaper coupons will have a better rate of redemption with a radio chaser. Especially if the coupons are NOT in a Sunday paper competing with 85% of all coupons weekly. Think about a coupons on Tuesday with siupportiung radio to drive them to it. What the newspaper ad person won't tell you: Less than half of newspaper readers read the entire paper. Most are skimmers. How many times through the paper does it take for you to find your own ad? Over half of every paper is ads. Almost as bad as TV. More than two-thirds of the Sunday brick is ads. Newspaper rates are climbing faster than the space shuttle. The smallest of ads in the smallest papers can cost over $100. One time, one shot and POW!, its at the bottom of the bird cage. Newsstand and subscriptions prices are rising, too. 75 cents an issue is rapidly losing to 4 quarters. Most papers offer no competitive protection. Your ad can be placed side-by-side with the competition. Get the salesperson to guarantee you separation. Daily newspaper numbers are dwindling. There are only a few more than 1000 daily papers. Smaller communities must rely on weeklies or papers from another area with a "local" section. Newspapers are still a formidable advertising force. Find ways to continue to use the paper to increase store traffic, but do it with other advertising so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper. For more about advertising, get my article "Do Your Radio Ads Work?" MailTo:RadioAds@BigIdeasGroup.com ©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Secrets of Getting Free Advertising The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your own objectives without cost that it literally boggles the mind just to think of listing them. Small Cards, Big Ideas: Alternative Uses for Business Cards Aggressive business card marketing isn't about handing your business cards out to everyone you see.The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it. Placemat Ad Advertising Starting a placemat ad business can create more business for you; free advertising and income all while helping other local small businesses advertise their business all at a reasonable price.This is an idea not new by any means, but it can prove to be very profitable to you if done right. 9 Tips for Better Billboards It is a given that billboard advertising "outdoor" is not a "quick fix". If sales are down, you can't quickly put up a few boards to boost the numbers. Change, or Reinforce? Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium. How To Make Your Resource Box Sell Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website. 10 Ways to Advertise Your Business For Free! At some point many small business owners are left with no or a small amount of capital to promote their business. But many entrepreneurs utilize these free or low budget yet effective tactics to promote their business online and offline. What To Do With Your Business Cards Without a plan to distribute your cards, there's no need to print them in the first place.Many fall into the trap of thinking all the thinking about business cards is over once the order is placed. What Colors Make Your Services Most Attractive? This information is based on the principles of Laws of Attraction, Law of Allowing and Law of Deliberate Creation. And the Universal Laws of Energy (like attract likes) proven by Quantum Physics. Why Not Use the Humble Fax in Your Advertising Strategy? When my daughter complained recently about the prohibitive cost of news media advertising, we had a discussion about the ways in which she could sell her range of body products (hand creams, lip balms etc). I explained to her that huge firms like K Mart wouldn't spend millions of dollars annually for advertising if it wasn't necessary. Science of Advertising and How to Benefit From It It is very important to realize that persons buy from you. It is the mind at other end of the internet who will decide a sale from you. The Seven Second Race: How to Draw Attention Your Ad You've decided to launch your advertising campaign but you have no idea what would inspire others to buy from you. Or maybe you've already run some ads to no avail. If You Lost 70% of Your New Customers, Would You Notice? Buyers Don't Rely on the Yellow Pages Like They Used toCustomers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline. Whats The Frequency? The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree. Driving Customers to You - Your Car as a Marketing Vehicle You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked. Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract Advertisers that are beginning to focus on the young Hispanic market have been given a gift in the form of Latino television programming. Now mind you it's not your typical Latino television programming that you would find on Univsion, this programming is geared towards the large and most overlooked demographic, U. How To Write Kick-Ass, Profit Pulling Adverts For Your Business? Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'.. Direct Mail Catalogs & Brochures: Write Captions That Sell Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. Effective Promotions Through Local Classified Sites Today's online marketplace is extremely competitive. People want to market their products and services with the most cost effective manner possible. Cable TV Advertising; Mobile Detailing Customers If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity.
|
| home | site map |
| © 2006 |
