Most Advertising Does Not Workfiled in: advertising
written by David on February 3rd, 2009 |
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A strange comment you may think from an advertising agency, but it is true. It is true because most advertising is done for the wrong reason. Adverts are placed by lots of businesses because their competitors advertise in a particular publication or even worse because they are offered a “cheap deal” by the media owner.
If the deal is in the wrong publication because your audience does not read it, or if the advert does not have a clear message and a call to action then it will not get a response therefore even a cheap deal is a waste of money.
To further add to the problems of advertising for most businesses even if they are in the right publication with a good, clear message most businesses do not measure the effectiveness of the advert. Without this data how do you know if it was a success? If it was a failure don’t you think it would be best to know so you can save your money next time, and if it was a success do more of it?
If you are going to advertise whether on line, in the press, on the radio or TV you need to follow these simple rules.
- Make sure you know who your target audience is
- Make sure the media chosen reaches this audience
- Make sure you have a clear message
- Make sure you have a call to action
- Make sure you create success criteria and define expected returns
- Make sure you put measurement processes in place
With all the above in place you have the potential of developing an advertising strategy that works and delivers positive benefits to your business. Without this, you might as well keep your money in your pocket or set fire to it and watch it burn.
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Good advice. Can I just add that it’s equally important to ensure that your business, people and offers are capable of supporting the ad by delivering on the promises you make. Make good, strong and different claims, just don’t over claim.
If possible, try to support the ad with other communication. If you have a sales force, make sure that they are aware of the ad and it’s message. If the ad is in the press, support it with a web banner – get more bang for your buck and reach a wider audience.
Finally, a plea from an ad agency creative – make your message something that directly relates to a benefit for your audience rather than just talking about your product or service. Too many ad opportunities are ruined by people who are so passionate about their offer that they forget to think about how their audiences will read the message. And keep the communication simple.