by: Neil Payne

Culture is a like dropping an Alka-seltzer into a glass – you don’t see it, but somehow it does something. Hans Magnus Enzensberger Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences. Cross cultural communication aims to help minimise the negative impact of cross cultural differences through building common frameworks for people of different cultures to interact within. In business, cross cultural solutions are applied in areas such as HR, team building, foreign trade, negotiations and website design. Cross cultural communication solutions are also critical to effective cross cultural advertising. Services and products are usually designed and marketed at a domestic audience. When a product is then marketed at an international audience the same domestic advertising campaign abroad will in most cases be ineffective. The essence of advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial. However, when an advertising campaign is taken abroad different values and perceptions as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acquired. By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined. Language in Cross Cultural Advertising It may seem somewhat obvious to state that language is key to effective cross cultural advertising. However, the fact that companies persistently fail to check linguistic implications of company or product names and slogans demonstrates that such issues are not being properly addressed. The advertising world is littered with examples of linguistic cross cultural blunders. Of the more comical was Ford’s introduction of the ‘Pinto’ in Brazil. After seeing sales fail, they soon realised that this was due to the fact that Brazilians did not want to be seen driving a car meaning ‘tiny male genitals’. Language must also be analysed for its cultural suitability. For example, the slogan employed by the computer games manufacturer, EA Sports, “Challenge Everything” raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are maintained through the values of respect and non-confrontation. It is imperative therefore that language be examined carefully in any cross cultural advertising campaign Communication Style in Cross Cultural Advertising Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate. For example, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves. Implicit communicators (e.g. Japan) assume the listener is well informed on the subject and minimises information relayed on the premise that the listener will understand from implication. An explicit communicator would find an implicit communication style vague, whereas an implicit communicator would find an explicit communication style exaggerated. Colours, Numbers and Images in Cross Cultural Advertising Even the simplest and most taken for granted aspects of advertising need to be inspected under a cross cultural microscope. Colours, numbers, symbols and images do not all translate well across cultures. In some cultures there are lucky colours, such as red in China and unlucky colours, such as black in Japan. Some colours have certain significance; green is considered a special colour in Islam and some colours have tribal associations in parts of Africa. Many hotels in the USA or UK do not have a room 13 or a 13th floor. Similarly, Nippon Airways in Japan do not have the seat numbers 4 or 9. If there are numbers with negative connotations abroad, presenting or packaging products in those numbers when advertising should be avoided. Images are also culturally sensitive. Whereas it is common to see pictures of women in bikinis on advertising posters on the streets of London, such images would cause outrage in the Middle East. Cultural Values in Cross Cultural Advertising When advertising abroad, the cultural values underpinning the society must be analysed carefully. Is there a religion that is practised by the majority of the people? Is the society collectivist or individualist? Is it family orientated? Is it hierarchical? Is there a dominant political or economic ideology? All of these will impact an advertising campaign if left unexamined. For example, advertising that focuses on individual success, independence and stressing the word “I” would be received negatively in countries where teamwork is considered a positive quality. Rebelliousness or lack of respect for authority should always be avoided in family orientated or hierarchical societies. By way of conclusion, we can see that the principles of advertising run through to cross cultural advertising too. That is – know your market, what is attractive to them and what their aspirations are. Cross cultural advertising is simply about using common sense and analysing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience. by Neil Payne http://www.kwintessential.co.uk/cultural-services/cross-cultural-communication.html

 

by: Nash Ville

Business establishments are busy places. People rush here and there. They are either waiting in line at the concession or in the lobby at intermission. Merchants try to attract customers using different kinds of advertising materials, static posters to be specific. How long will they look at these posters and get jaded? How can your message deliver the exact message and stand out from the crowd? The solution - put your advertising message in motion. With this, you’ll stop shoppers in their tracks with an exciting and attention-grabbing digital advertisement. Consider the fact that the visual appeal of moving or changing images is a proven to be very effective. Digital Advertising via plasma display panels, liquid crystal displays, computer monitors, and televisions are used to enhance traditional advertising. Using computer-generated images for print advertising and large format graphics can be a unique way of showcasing your products. Is this the end of traditional advertising? Not at this point, maybe. There are still several enhancements that advertising experts are trying to generate about digital advertising. Why do leaders in the printing, publishing and pre-press industries join forces to push the acceptance of the digital delivery of advertising materials and to document and demonstrate the advantages of the comprehensive digital advertising environment? Digital advertising has been widely accepted because of its myriad advantages such as dynamic creative elements and interactivity, guaranteed delivery and scheduled display, multiple advertisers with no clutter, co-op revenue opportunities, instant digital changes for season, price, or promotion, rapid ability to update content, timely insertion of trailer loops with advertising content, instant digital programming with informative and entertaining content, and the ability to deliver specific messages to specific audiences in specific locations. It also helps to combine the industries of advertising networks and point of purchase display merchandising. The impact of digital advertising is sensational - whether the presentation is on a single stand-alone floor display or a giant multi-screen format - messages can be delivered with energy, focus and entertainment. When digital advertisements are deployed in public spaces, they present compelling alternatives to traditional media. Digital advertising allows multiple clients to share valuable advertising space at reduced cost per exposure. It also drives them to search out new media alternatives to compliment their existing marketing plans. This tremendous versatility gives operators the option to choose the large format displays of their choice for the greatest impact in their venue. The objective of the Digital Advertising Project to have its students recreate the effects in an interesting advertisement with a manipulated photo using their own images is a simple yet very valuable and timely means of promoting digital advertising. With this concept, they will be able to realize the importance of digital advertising in making our world a better place to live in. They will also be informed about the purposes of these advertisements in helping us out in choosing from a wide range of products that we need in our everyday existence – from the clothes we wear, the foods and the vitamins we eat and take, the best mobile service providers and banking institutions we use, etc. Truly, digital advertising is an innovation destined to become important. The technology media cycle has really fascinated many advertising experts. Technology drives media, media drives societal growth, and marketers track societal growth in an attempt to take advantage of the advertising opportunities that new media presents. The commercial implication of a shift in media consumption patterns leads to a change in advertising spend patterns that turn into big money. Simply, the medium is what advertisers make of it – digital advertising offers a fresh set of opportunities. This article is supplied by our team to propagate the advancement of poster printing technologies out in the market and may refer to other existing articles. About the Author For comments and questions about the article and the author you may contact The Large Format Posters Moderator at 888 888 4211 or visit http://www.largeformatposters.com

 

by: Jon Wuebben

Advertising is a medium that constantly evolves. It changes with the times. It adapts to new technologies. It is unrelenting in its desire to find new and better ways to reach an ever-growing consumer marketplace.

But its not simply advertising that evolves. Consumers and consumer behavior are changing too. As we look at the future of advertising, it's important to look at how the two interact and change together over time.

Without a doubt, the Internet has revolutionized the industry. It has taken the world - and the advertising world by storm. And it has only just begun to make an impact. The Internet has become a global medium with massive potential. Forty years ago, television was considered new media. Fifteen years ago, it was cable. Today, people spend increasing amounts of time online at the expense of other media. The first evidence of this audience migration appeared in 1998 in a Forrester Research report.

The researchers asked PC users which activities they were giving up to spend more time on their computers. 75% of the respondents said they gave up television.

Interactive. That is the real key behind the power of the Internet in advertising. The Internet is really the only medium where we see true interactivity. In addition:

• It means greater viewer involvement.
• It means users can access services according to their interests and their tastes.
• They can request and receive specialized product information, make an instant purchase, all the while saving time and expense.
• The effectiveness of Web advertising appears to relate to the fact that surfing the web is an actively engaging experience, similar to reading magazines.

Consumers also have the choice to "opt-in" to receiving additional information on a particular product or service. In Seth Godin's groundbreaking book, Permission Marketing, he said, "By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness- and greatly improve the chances of making a sale."

All the Rage: Pay Per Click and Natural Search Using SEO

It's no secret what has taken over the business world, in industry after industry. Pay Per Click and Natural Search Using Search Engine Optimization (SEO). Today, being on the first page for your most popular keyword phrase is like having the most memorable prime time television commercial in 1973.
Pay per click advertising on search engines allows you to choose keywords you would like your site to appear under when a potential customer engages in a search. You decide how much you are willing to pay each time a person clicks on the search results. But it can be competitive – and expensive if you are trying to use keywords that are very popular.
Natural Search or Organic Search is the non-biased, non-paid results that come up when you do a search. This can be influenced heavily by what's called "Search Engine Optimization" – the complex and time consuming practice of ensuring that your website is doing all the right things in order to rank high for certain search terms. In this arena, smaller companies can out maneuver large corporations, so there's a lot of excitement generated because of this.
Essentially, that's where the power of advertising is going. It's all about Search. And Search is only going to become more important over the next ten years. If you can get on that coveted first page organically, well then, more power to you!
Web Sites, Banner Ads, etc..

The other forms of on-line advertising vehicles are of course, web sites, banner advertising placed on others sites, newsletters, ezines, and email. They are used in many different combinations, for different purposes at different times. But most savvy companies are using all of them. The value of banner ads has been hotly debated for a number of years. Opponents argue that the click-through rates have gone down so much, that banner ads are nothing but wasted money. But research clearly shows that banners are very effective in building brand awareness. On-line users may not click on a banner, but if they see it enough times, the company's name is drilled into their head. When its time to shop, that product or service is first in their mind. Simply being exposed to the brand as one surf's the web is enough to make a big impression.

The impact of banners on brand awareness was tested for the first time in fall 1996 by Millward Brown International. Three brands were tested including a men's apparel brand, a telecommunications brand and a technology company. The findings were significant and conclusive for each brand. Awareness was significantly greater among the banner-exposed (test) group than the non-exposed (control) group. Specifically, exposure to the ad banners alone increased brand awareness from 12% to 200% in a banner-exposed group.

The study also compared the impact of the banner ads in this test to television and magazine norms from prior Millward Brown studies. The findings were remarkable: Single exposure to a Web banner generated greater awareness than a single exposure to a television or print ad. Rather, the effectiveness of Web advertising seems to stem from the fact that Web usage is an actively engaging exercise.

Newsletters and Ezines

Most smart marketers out there have either a newsletter or ezine nowadays. These types of customer communication and advertising tools will only continue to grow in use and importance. It goes back to the whole "what's in it for me?" issue. The customer wants to be part of the process. They want to learn something. Or keep themselves updated on the latest news. Most of all, they want to get something out of the relationship. They want to do more than buy something, they want to improve their lives in some small way – and they want you to help them do that.

Email Advertising

Email is another of the big three Internet advertising mediums. Companies like Got Marketing, OptinBig.com, and N5R are providing new and exciting email marketing solutions for thousands of progressive firms. Their results are impressive. Consider response rates that average 10 to 20 times those of traditional direct mail. Or campaign Network marketing referral rates as high as 40%. The bottom line is that programs they put together have produced millions of leads for clients. And it's surprisingly affordable. This means that almost anyone can now utilize this advertising medium. But it has to be done smartly, because you don't want your emails to end up in spam filters. That is one inherent problem with email advertising, especially in the past two years.

N5R in particular is now one of the leading direct marketing agencies in North America. They develop innovative one-to-one marketing campaigns that drive a measurable, positive ROI on behalf of their clients by driving acquisition and conversion to trial and purchase for their clients. They have developed award-winning strategies in five major industry sectors. These include Internet Marketing and Online Contests/Promotions, Permission Based Email Marketing, Text Messaging, Success Based Email.

In Internet Marketing and Online Contests/Promotions, marketers can gather and compile behavior and preference data from prospects and customers and use this information to send targeted and relevant information. Developing ongoing programs of one-to-one communication is cost effective and measurable. Contests are the quickest and most effective way to gather this data and build relationships with customers. It's very possible to build a permission-based database of over 50,000 prospects in only 6 weeks, increase web site traffic by 900%, improved online sales revenue by 1,000%, and achieve $40 million in sales from leads generated by an online promotion.

With Permission Based Email Marketing, loyal clients are just an e-mail away. Where traditional marketing campaigns fail, e-mail can shine through. E-mail marketing allows companies to speak one-to-one with their audience in a respectful, intelligent and creative way. It is extremely cost-effective, provides the foundation for future marketing initiatives, and delivers measurable results.

Text Messaging or SMS (Short Message Service) is a technology that allows people to send and receive short (up to 160 characters) written messages on cellular phones. It is already hugely popular in Europe and Asia and is growing rapidly in North America. SMS marketing offers the following benefits:

One-to-one communication with your target group, anywhere, anytime reach, low campaign cost, and very measurable data. Imagine if your mobile phone received an email message, "You're only a block from a Starbuck's; stop in for a 20% discount on your latte." The data is available and marketers are starting to tap into these resources.

Success Based Email is free email deployment where companies only pay for results. This "pay-per-click" approach is based on the premise that companies will only pay for each email that receives a "click-through" from the recipient. Not only does the new approach enhance the value of marketing dollars spent on such campaigns, the move will likely trim total dollars spent.

For example if 100,000 emails are sent, 70% are opened and 15% of the recipients actually click on a link in the email then clients will only be charged for the 15,000 people that clicked on the link, not for the other 85,000 that didn't. The return on investment (ROI) or cost savings inherent in this new approach will be very appealing to permission-based marketers. The bottom line is that marketers will now pay for real, measurable results.

The Next Step

Compared with other media, the Web is still limited in its bandwidth offerings. But it's getting better every day. With the continued improvement of bandwidth development, we will soon be positioned well to create full-featured multimedia advertising on the Internet. Once a majority of consumers have DSL capability and the computer power to access it, there will be some incredible things happening. Sites like tvtonic.com are already offering some very compelling visual and audio imagery in the form of movie trailers and music videos.

Market researchers, futurists and industry experts predict that interactivity through multiple technologies and devices will change how consumers interact with marketers. Interactive advertising will soon be everywhere. So, in effect, it could be considered the age of mass customization in advertising. Advertisers will have the tools to narrow their targets and address Web ads to individuals and not to a demographic or psychographic group. Why market a commercial to 1 million people, most of who aren't in the target audience, when the same ad could be shown to 10,000 people who are very interested in the product or service? Most of those will even give their name and address.

Interactivity will also be a part of television. Interactive TV will be the norm in the near future, and this too is another exciting opportunity. There will be total integration between TV channels and advertisers web sites. While we are watching TV, we will be able to interact with what we are seeing, ordering hamburgers from the McDonalds down the street or communicating with the local car dealer that we are interested in buying a car. Clicking on products we see in TV shows and ordering them will be easy. Your TV will keep track of what you are watching. Your TV will even know what kind of car you own because you'll tell for the free oil change you're offered in exchange. The oil change will be compliments of DirecTV, and it is only good at Jiffy Lube, which has paid to be the official oil-change provider for DirecTV." That's the way it will work.

Service Initiative Advertising

Another major trend is what I call "Service Initiative Advertising". Let's face it; consumers are tired of advertising as usual. Many people say they hate commercials. The success of Tivo and satellite radio can attest to this. They want more from their advertising. And who could blame them? People are inundated with advertising today- every where they go. Service Initiative Advertising takes the whole process one step further. Essentially how it works is that it requires advertising to offer some value to the consumer.
For example: Kraft Foods creates a website that offers busy mothers a source for quick recipes for the family evening meal. The idea isn't to push Kraft products, but to promote Kraft as a brand that offers a service to customers. There have been companies who positioned their entire marketing strategy on this tenant. Now, it will become a key part of advertising for almost everyone. The consumer wants to know you care.

It's important to realize that advertising mediums of the past will still be here. But, they may look a little different in the future. Direct mail will always be around as long as people like to receive mail. And despite external challenges, the U.S. Postal service will still be around. TV and radio will be here too.

But the future is here. And advertising will never be the same.

One thing that is certain is that it will continue to be as exciting and dynamic as it has been in the past. But now, the consumer is a part of the process.
Copyright © 2005 Jon Wuebben
About Jon: Jon Wuebben is a professional Website Copywriter, SEO Copywriter and Advertising Copywriter with 10 years experience in B2B & B2C copywriting and marketing. He has provided copy for a number of organizations including Ford Motor Company, Kia Motors America, Harmon Kardon, JBL, Infinity, Advertising Agencies, small and medium sized businesses and pro bono for a variety of non-profit groups. He can be reached at (909) 437-7015, or online at http://www.CustomCopywriting.com for any copywriting project you may have or if you would like more articles or a Complimentary Website Copy analysis. Need a custom newsletter or e-zine article written? Call Jon Today at (909) 437-7015 or email jon@customcopywriting.com for a professional Website Copywriter, SEO Copywriter, or Advertising Copywriter.

by: Daegan Smith

Whether you are checking your email, shopping on a website or just searching for information, online ads are everywhere! A new marketing landscape, the Internet offers a new and cheaper advertising space, as compared to traditional spaces like print, television, radio and outdoor advertising. It’s a revolution of sorts and small and home business owners are making the most of it.

For a home based start up, online advertising is a potent tool that can maximize visibility, drive traffic to the company’s website, up the sales and build a solid brand in the process. Going to an expensive advertising agency to run your campaign would most definitely burn a hole in your pocket. The good news is you don’t have to do that. Just remember the twin mantras of focus on what you want and a strong dose of imagination; and you’ll be on your way.

Take the guesswork out of online advertising

Online advertising is not a function of elaborate guesswork and a myriad of hits and misses. Like the traditional offline version, online advertising must also follow some basic rules. Know what you want your advertising to do, where to get it and what to do with it once you have it. Here are some guidelines to get you started.

http://www.marketingprofs.com/preview.asp?file=/2/honabach1.asp

1. Define your advertising objective: Shut the door, switch off the lights, take a deep breath and think why you need to advertise. Clearly define the goals you want your advertising program to achieve. Is it generating new leads, increasing the number of hits on your website, making your company visible in the market place or to increase on/off -line sales? Each goal will have a different advertising path. You can only expect your program to maximize returns, if you know for sure what you want your advertising to do.
   
   
   
2. Decide “where” you want to be seen: It makes a difference to be seen in the right places. Like in offline advertising, the placement of your ad is very crucial to success. Advertising (Co-advertising for higher benefits) on websites that are most relevant to your line of business would be the best place. Also consider top Search Engines, Online Yellow pages, Service Provider directories and large sites or networks. Explore trade –specific websites for a more focused audience.
   
   
3. Tailor the message for your target audience: when you want the caveman to listen, beat your chest! Craft your message to appeal to the target audience. Your message for a visitor on a trade forum’s website would be different from what you say to the guy clicking on your ad on a home business site. The trick here is to align your message to the mindset of your audience. Equally important is that the message should convey the promotional goals your advertising desires to accomplish. So if you are selling ice to an Eskimo shopping in an Internet mall, don’t forget to mention the discount on your season sale!
   
   
4. Be Creative: In a marketplace teeming with new ads you can easily get clobbered on the head with run-of-the-mill ad copy. Your most valuable asset in this crowd is your creativity, which will make your ad stand out. Be creative not only in the copy, but also in the placement of the advertisement. An online contact lens clinic pulls hundreds of people every day to take an eye test with a simple ad. The small 1” X 2” banner says, “ Think You Don’t Need an Eye Test?” in the same format as you see on the reading sheet in an optometrist’s clinic, with alphabets running vertically in a decreasing order. This is a classic example of a simple but creative idea getting the desired results.
   
   Add more depth to your advertisement by using rich media like HTML, DHTML, Java and layered ads. Use animated messages doubled with pull down menus for better use of space and for expanding possibilities of response.
   
   
5. Choose the advertising medium well: They say, “Well Begun is Half Done”. If you are going to spend a sizeable amount of money on creating and placing ads, they should do more than just wiggle and pop. To maximize response, choose the advertising medium carefully. You have several choices like banner ads, contextual advertising, ezine advertising etc. Research and read on various formats and the factors for each one’s success. Then decide on what format works best for your campaign. Once you have decided on the format, it is equally important to choose the vendor. If you have decided on banner advertising, research and list the websites that would give you the maximum exposure to the right kind of audience. Check out the option of using advertising networks and the pay-per-click options as well. http://a1portal.com/
   
   Once your campaign has been set in motion, take care to monitor response and be ready to change or completely redo your copy and the advertising vehicles you use. Keep a track of the ROI (Return on Investment) for every advertising purchase that you make. This way you can figure out which forms of advertising are working for you and which ones aren’t.

All online advertising is aimed at inducing “action”. Every online ad that you see is built to make you act: ‘Register for a free newsletter’, ‘buy now and save dollars’, ‘get a quote on your requirements’…the list goes on. The thing to remember here is that once the prospect has been pushed into an action, there should be real value for him at the other end of the pop- up. Unless you can fulfill the promise your brand is making, your online ad has been wasted.

A well-planned and well-executed advertising campaign can fuel the growth of your home business tremendously. Use online advertising following some simple guidelines and see how it impacts your sales, visibility and brand building, all at the same time.

Also see: http://www.web-source.net/internet_advertising.htm Daegan Smith is the Ex-NCAA Wrestler Turned Webmaster of Perfect Home Based Business Opportunities - The Net’s Top Growing Source for Home Business Information.

Attention: Webmasters & Web Publishers Make Money with our Free Home Business Content for Reprint at Free Web Site Content

by: chet holmes

How You Can Make Advertising Pay Big Dividends (source: www.chetholmes.com)
McGraw Hill once commissioned an extensive study to determine what marketing weapons make a company famous in it’s market or community.
The study went on to show that advertising created more product, service, or brand awareness than all other marketing weapons combined.
The fact is, we know that Coke is “The Real Thing” because Coke advertises, not because it has good salespeople or does great direct mail.
Advertising stays in front of your prospects when you can’t be there. While a handful of salespeople can only be in front of perhaps a hundred or so prospects per month, advertising can reach thousands of potential buyers each and every month, week, or day.
Studies also show that advertising inspires confidence from your current clients. When current clients see your ad, it reinforces their belief in you.
It makes them feel like they made the right decision to be your client. But advertising can also waste money if you don’t use it properly.
To avoid wasting money, keep these three tips in mind. Don’t spend money on an advertising vehicle if the majority of its listeners/viewer/readers will never buy your type of product or services.
For example, let’s say that you own a commercial real estate company or a business bank. In both cases, you are only interested in business people.
Broad-reaching television or radio stations or general-interest daily newspapers base their rates on how many consumers they reach.
An examination of their audiences may easily show you that a high percentage of their listeners or readers are not business people, yet you will have to pay to reach all of them.
Conversely, there are more specialized advertising vehicles that target a far greater percentage of your potential buyers.
A business radio program or a business publication will offer you an audience comprised mostly of your potential buyers.
If you do advertise, do not expect that a single ad, or even a few ads, constitute effective advertising. Effective advertising needs to be consistent and steady.
However: If you don’t have the budget to take a full advertising schedule, I often recommend that my clients buy one, well placed ad in the ideal magazine and then use that piece for years sometimes with a banner that says: “As Seen In Industry Today.”
This ad then works very hard for you as a direct mail piece, promo piece, or even a hand out at a trade show.
Don’t spread your advertising too thin. Some years ago, a corporate training company launched its services by buying a few spots per week on seven different radio stations.
Since it was not on any one station long enough to give its message a chance to take root, the advertising was a total failure.
The company should have taken its entire budget and sunk it into one or (at the most) two primary vehicles. Each advertising vehicle has a loyal audience.
You are far better off having a heavy schedule in one vehicle, where you have a chance to break through the clutter and get noticed, than to take a few spots in a half-dozen vehicles in which you get lost in the commercial clutter.
Today, repetition and concentration are the keys to successful advertising.
Another important point along the lines of advertising smart is that cable TV today can virtually change your life in a week. I know a fellow who has an electronic repair business.
He would fix VCR’s, TV’s, Toasters, etc… and he also would come to your home to hook up your entire entertainment system if you needed him to do that. The name of the business was Mr. Tim’s Home Electronic Repair and Installation Service.
First, on my advice, he took an insert in the newspaper. (An “insert” is a flyer that is printed separately and “inserted” into the newspaper as a loose piece of paper).
This is generally a very good way to go with B2B in a trade journal or B2C in a newspaper.
These are good because they fall out of the magazine or newspaper onto your desk or kitchen table and they are less expensive to buy than printing your ad right in the vehicle of choice.
When I ran magazines and newspapers, we discouraged them because we NEEDED ads in the magazine/newspaper, but when we had a client we were going to lose over lack of response, we ALWAYS recommended the insert because they almost always worked.
So Mr. Tim’s Home Electronic Repair and Installation Service took the newspaper insert in the local newspaper and bought, specifically, the major neighborhoods where he felt they have more time than money.
That’s the other beauty of newspaper inserts is that you can generally buy a small piece of the circulation to test the idea or to concentrate geographically. This worked for months for Mr. Tim, as people kept the insert around until they needed him.
But one of the people that spotted that insert was the local cable salesperson who told him he could make him famous. Mr. Tim thought TV would be WAY too expensive, but, as it turns out, in some markets, you can buy just a neighborhood. You can buy by zip code.
So for $200 per week, Mr. Tim was on TV like 60 times per week, spread all over 50 different cable channels.
It was amazing. You’d be watching re-runs of Seinfeld and there would come this Mr. Tim’s Home Electronic Repair and Installation Service ad and his phone would ring. It worked great.
Then one day he walks into a bike shop and someone recognized him from his TV ad. He was becoming famous from this mere $200 per week.
Not for everyone, but if you sell B2C, look into local cable and concentrate with a lot of spots.
Every business action requires some kind of cost justification. Does the effort justify the cost? Company X advertised its professional educational materials.
When it seemed as though the advertising was not working, the company was going to cancel its ad campaign.
Then it discovered a startling correlation between its advertising and its direct-mail efforts: Its direct-mail response went up by 30% in the months it advertised to the same audience.
This is typical. The more penetration you can get to the same audience, the better the possibility that you will get noticed.
In the ’90s, getting noticed is everything. In today’s commercial clutter, you get noticed only by continually reaching the same potential customer with a consistent theme, message, look, and feel.
If you advertise in a print medium (magazine, newspaper, etc.), you will find that most publications will rent you their mailing lists.
This means you can direct mail to the same audience to which you are advertising! This is a very smart usage of marketing dollars.
Look at the lifetime value. If you have an inexpensive product, your advertising has to deliver a high number of leads, or every lead has to turn into a repeat customer.
For example, say your average customer spends $25 with you. If you are spending $1,000 per month on advertising, you will need to attract 40 new customers per month to break even on the ad, not counting any of your other costs, such as product costs and overhead.
If those customers are one-time buyers, then you have to find a way to make your advertising more effective or less expensive. If they become regular buyers, then you can accept lower response rates.
The key here is to look at the “lifetime value” of a customer. A customer who spends $25 a month and comes to your store only once is only worth $25 to you.
But if you can get that customer to be a repeat customer, then that customer is worth $300 a year, or $1,500 over five years!
Most business people do not understand the power of advertising; they do not realize that each new $25 customer is potentially a $1,500 customer!
Advertising brings in the customers, but it is your job to keep them buying from you.
Advertising promotes word-of-mouth
Often, a loyal customer will see your ad while with a friend or business associate. Your customer will show your ad to the friend and say, “Hey Joe, now this is a really great company/product/service.”
Joe will come into your business, and you will ask him how he heard of you. He will say that his friend referred him and never think to mention that it was your advertising that prompted the friend to open his mouth in the first place.
I headed up a Neilson study that tracked hundreds of ads and the response rate each ad generated. Each month, a computer printout listed the ads and how much response each had generated. The first printout came and it looked like this:

• X Company…………22 responses
• Y Company……...….20 responses
• Z Company………….23 responses
• K Company………..223 responses
• J Company……….….26 responses

In the midst of all the other ads generating responses in the low 20’s, one ad was generated more than 200 responses!
Turning to the ad, we expected to find some totally new or unique offer, product or service.
Instead, we found that the product advertised was nearly identical in price and features to four or five other products in the same publication.
Thus, it wasn’t the product that made the response jump so significantly, it was the ad! After a year of tracking the highest response generating ads, we learned that, for the most part, the ads that pulled the greatest response followed four primary rules:
Rule No 1: Is it distinctive? You must design advertising that is so distinctive looking (or sounding, if you’re on the radio) that it pops out of the clutter.
In print, the first goal of high-response-oriented advertising is that it be visually distinctive. On radio, the audio must be distinctive. Naturally, TV has both visual and audio possibilities.
I ran a TV spot advertising a free seminar I’m doing with Jay Abraham. Among other images we used in the spot, I put a shot of me throwing a double side kick (I have 23 years of karate training) to the head of a business owner (we’re both in suits).
What’s the point of that? One point. It makes you want to find out “what the heck is going on there?” Today, 70% of TV watchers are muting out the commercials.
But if you see something really intriguing, you will UN-mute just to see what the heck is happening there.
There’s a spot running right now where this kid sprays his mother with a squirt gun and she pulls the hose out of the sink and nails the kid with it.
I saw that spot several times and it finally got my goat. I wanted to see what they were advertising.
So make your ad distinctive. Something that makes it STAND OUT.
Rule No. 2: Tell me what you want to tell me. If you page through a magazine, you will quickly notice that you do not read the ads that make it difficult for you to figure out what they are selling.
“Clever” is only better if it is “super clever.” Clever headlines that do not tell you what they are trying to sell are simply not effective.
Most ads in most publications today don’t have headlines that tell you what they are trying to sell. In the information age, don’t hint around; say what you want to say, right in the headline.
A good headline follows these four criteria:

• It tells you what the product or service is.
• It starts with the word you or your (not always, but mostly).
• It contains a benefit to the reader. Most companies brag about themselves, rather than talk about the benefit to the reader (prospect).
  High-response-oriented advertising focuses like a laser beam on the benefit to the customer.
• It makes the consumer want to read on.

The headline is the ad for the ad. If the headline isn’t good, no one will read the rest of the ad. Responses to ads have jumped ten fold by simply changing the headlines.
Rule No. 3: The body copy should…
Be curiosity driven, unfolding the story you want to tell.
By highly benefit oriented. So many ads talk about features, when it is benefits that motivate buying.
Give you a reason to take action now! Can you offer something for free that will help you engage the potential customer?
Rule No. 4: Ask for the order. Too many ads do not give explicit instructions as to what action you would like the customer to take: “Order today and save,” or “Call us today and receive this free….”. You must always ask for the order!
Summary
Advertising is a powerful tool for becoming a well-known player in any market.
Even if you take a small schedule and a small ad, by consistently letting it run in an appropriately targeted vehicle, over time that ad will have an impact. People will see your logo and it will register.
Advertising supports everything else you do in your business. But it is only part of a total package.
You must have other marketing, and you must make sure, ultimately, that you are treating the customer like gold. Happy customers will spread the word faster, and advertising will help facilitate that. Happy advertising!
Chet Holmes is President and CEO of Jordan Productions, an international training firm that helps companies accelerate growth using Chet’s proprietary techniques. See www.chetholmes.com to attend a webinar about Chet’s concepts.

About The Author

Chet Holmes is author and creator of the popular business series Guerrilla Marketing Meets Karate Master with Jay Conrad Levinson, Business Growth Masters, and Zero to $100 Million.
Chet charges $5,000 an hour and has been paid fees up to $1 million dollars from a single client. He's personally had 50 Fortune 500 clients and has 60 products selling in 19 countries.

by: Ken Hill

1. Target your advertising.

The more targeted the e-zine is for your offer, the greater your response will be for your proven ad.

2. Track your ads.

Don't leave your ad campaigns to guesswork. Use ad tracking to show you exactly which e-zines and ads are most profitable.

3. Run your ad for multiple issues.

You'll get a better response, and possibly save money as many publishers offer special deals on bulk advertising.

4. Spend lots of time writing your headline.

An effective headline will successfully grab your reader's attention and target your audience.

Your winning headline will also get people to read the rest of your ad, leading to more traffic and sales.

If you're new to writing headlines, and need some help check out my "9 Power Packed Headline Formulas" at: http://www.scstats.com/r.cfm?i=5652

5. Don't try to sell your product from your ad.

Write your ads to create interest and get people to visit your site.

From here, your powerful sales page will do the selling for you, and you'll be able to get people to join your e-zine or mailing list for successful follow up.

6. Don't use all caps in your headline.

You'll appear like your yelling at your reader, and your ad will come off as amateurish.

7. Include a "call to action."

At the end of your e-zine ads, include a call to action that tells your reader what you want them to do next (i.e., visit your site or subscribe to your e-zine).

8. Don't be cute or funny with your ad.

You might put your reader in a good mood, but don't count on that translating into more visits to your site or more sales.

9. Offer something for free.

Provide an incentive for visiting your site such as a free ebook, sample chapter, or trial.

10. Subscribe to or view the archives of the
e-zines you would like to advertise in.

You'll be able to see the quality of the content provided, how many ads are published in each issue, and you'll get a good idea of the products those readers are interested in by the ads being run.
Copyright © 2005 Ken Hill
About Ken: Ken's articles have been published in numerous e-zines and web sites all over the net. Keep up to date on his latest articles, and get more new valuable tips by visiting him at: http://kenhill.blogspot.com

by: Allyn Cutts
Advertising doesn't have to wipe out your bank account to be effective. When you learn to negotiate, know when smaller ads are as effective as large ads, ask for discounts, and create an irresistible offer, you're on your way to skyrocketing profit margins!

1. Negotiate
Have you noticed that some people seem to always get the best deals? Yeah, you pay full price and think you did OK until they show up with the same thing, only they paid several hundred dollars less. It really get your goat! How do they do it? They're not afraid to ask for an extra discount.

Yep, don't sell yourself short because you didn't ASK the next time your advertising rep makes an appearance! Even if you're already getting a discount, ask for a bigger one. You have not...because you ask not.

2. Trim
Bigger is always better...or is it? When it comes to advertising, don't be surprised if some of your short ads meet with more success than larger more expensive ads. Trimming down on the size and cost of advertising doesn't mean you'll be trimming the results!

3. Exploit the Freebies
What's the difference between advertising and publicity? ...who's doing the talking. Yeah, when you sell yourself, it's advertising. When someone else is selling you, it's publicity...and it generates credibility and interest that you don't want to miss out on.

Think about the different ways you can get your business in the spotlight. Do you have some news… write a press release? Write some “how to” articles with a short byline at the end and release them to ezines, magazines, newspapers, and other publishers. Why not promote the product of a non-competitor in return for them promoting yours...think of the totally different market they affect!

Yep, there are a lot of ways out there to get free advertisement that will benefit your business. Of course you won't be able to rely solely on the freebies, but hey, you can get a little extra for nothing!

4. Improve Your Offer
Is your deal too good to pass up? If not, you need to improve it. Hey, I'm not talking about cutting prices even more...you've still got to make a profit. You can make the deal sweeter just by increasing the readers knowledge of the value of the product, or adding bonuses that are perceived as valuable, but cost you little.

Motivate buyers with expirations. Yeah, an open ended offer encourages procrastination...which leads ...yep, nowhere. When the customer knows he has until Saturday to purchase an item he'll pay more for on Sunday, he'll make it a priority to head for your shop.

Advertising doesn't have to wipe out your bank account to be effective. When you learn to negotiate, know when smaller ads are as effective as large ads, ask for discounts, and create an irresistible offer, you're on your way to skyrocketing profit margins!

ABOUT THE AUTHOR

Who is Allyn Cutts, and why should you care?
Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers. Allyn is a marketing and sales fanatic, providing measurable marketing solutions that drive huge results for small-to mid-size business clients. Allyn works personally with clients to design and deliver off-line and on-line direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at www.AllynCutts.com and you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays.