Tuesday, 23rd April 2019
Computers & The Internet Article
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This Month's Magazine

How to tell people about your business!

First you arrive on the Costa, then you decide to open a business, next you start asking yourself how you are going to inform and tell every one about your business and the goods or services that you provide. Unfortunately, there are some general misconc

Having defined the two main elements, the next thing to understand is that the way advertising operates varies by product and market situation for, since some of these valuable exposures to advertising messages are absorbed subconsciously, it is not always necessary that a consumer should remember having seen a given advertisement for it to have an effect on purchasing. Since people are not always aware of their own mental processes concerning advertising, there is not much point asking them when and where they might have seen your advert.

Consequently, as a criterion of the advertising efficiency of magazines, measuring the absorption of product messages is more relevant than ad awareness. Unlike television, magazines offer repeat exposures to the advertising. The typical reader looks at an average page on more than two occasions. Magazine ads can communicate additional ideas, and also make the television and other media advertising work harder.

I get quite annoyed with people who state categorically that the advert has not worked for them; they obviously do not know what they are talking about or are making some excuse for not spending on advertising.

Understandably, most people try to measure the effectiveness of their ads. Of course it is nice to hear from someone who saw your ad, but I took too many college science classes to actually believe there is any real data to be found. Remember plotting data in your physics class? A data graph is meaningless without the error bars. Unless you know the precision of your data, it's pretty hard to draw solid conclusions.

As a small business, before you start,
make sure that your message is right!
Keep the ad simple.
The reader will spend less than one second looking at your ad. Don't squeeze your whole data sheet into a 1/4 page ad. Nobody will read all that stuff! Your ad should deliver one very simple message. What do you want them to see?

Don't hire an agency.
Hiring a marketing firm is a terribly expensive way to go. These firms will try to get deeply involved in your company. They want to help you with marketing strategy, tactics, and execution. Their goal is to weave themselves into the tapestry of your firm so that it will be difficult to remove them later. Often these firms do excellent work, but the cost can be incredibly high.

Do hire a graphic designer.
Running an ugly ad is worse than nothing at all; find someone with the ability to create nice-looking and clean designs. Ask to see their work. Tell them you expect to own full copyright on the results and you expect them to give you the original Photoshop file, not just the GIF/JPG/PNG versions.

"Boring" is bad.
 Ad space is expensive; you need to use it wisely. It's worth the time to brainstorm and try to come up with a creative idea.
You need to sell your company and your products all the time. Everyone knows "Coca Cola", but it does not stop them advertising and saving a fortune, on the contrary, it would defeat their object if they did. You need to advertise when business is good and even more so when business is down. Most of all remember that advertising is only one of the essential parts of your marketing strategy; there is quite a bit more you are supposed to do.
 No matter how hard someone tries to convince you otherwise, marketing is not an exact science.
If you drew a graph of the response rate to a magazine ad, the error bars would be off the ends of the axes.
 
We simply cannot measure ad effectiveness with any precision at all. Measuring advertising effectiveness should reflect this, it requires interpretation and judgment, in other words, common sense.
No matter how hard someone tries to convince you otherwise, marketing is not an exact science


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If you drew a graph of the response rate to a magazine ad, the error bars would be off the ends of the axes.
 
We simply cannot measure ad effectiveness with any precision at all.
Measuring advertising effectiveness should reflect this, it requires interpretation and judgment, in other words, common sense.
The effects of Radio and Television ads should be quite obvious and it is a known fact that in most cases they need the support of other media such as newspapers and magazines.
The decision on whether to advertise on newspapers or magazines depends on what you intend to achieve.
 
1. Magazines offer the ability to reach a targeted audience, whereas newspapers have a very wide coverage but certain market groups may not be frequent readers.
2. A high level of audience receptivity, the editorial environment of a magazine lends authority and credibility to advertising. A substantial number of newspaper readers look at classifieds for a specific purpose, tending to neglect the rest of the content.
3. Newspapers are read quickly and only once with an average life span of 24 hours. Magazines have a long life span, the longest of all media advertising (i.e. National Geographic has the longest of all magazines).
4. The visual quality of magazines is good. With the exception of special printing techniques and inserts, the reproduction quality of newspapers is comparatively poor and limiting.
5. Clutter is a problem with newspaper advertising. Information overload reduces the impact of a single advertisement.

 Choosing Where to Place Your Ad.

  • Identify your targeted consumer and select a magazine that targets the same, you should be able to figure out who reads it.
  • Ask the magazine how many readers they have and also the circulation numbers. Beware that the latter could be made up unless "physically" counted by an independent auditor.
  • If all the companies advertising in the magazine are much larger than yours, this may not be the right place for you to be. Large companies don't always need a focused niche. If a magazine is only selling ads to really big companies, their readership may not be as targeted as you would like.
  • You don't need to be running full-page ads from the start. It's cheaper to run 1/4 page or 1/3 page stuff and sometimes these ads actually get more attention because they will share their page with the content of an article.
  • Repetitiveness is important, so you could start out by running your ads every-other-month instead of every month. It's an easy way to cut your cost in half and still get repeated impressions over time.
  • Finally, be advised that the magazine ad sales people are reading each other's magazines. Once you place your first ad, you are on everybody's radar screen. Expect to get calls from the sales people at every other magazine in the market.

 



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