Marketing With Advertising

Getting a message from advertising today is like trying to take a sip of water from a fire hydrant.  There are so many messages coming at the average consumer, they have to tune it out just to survive.

What you may think of as classic advertising attempts to interrupt a targeted buyer while they are in the process of some other activity, like watching TV or driving a car.  This is known as “interruption advertising.”  It works, but consumers are becoming artful dodgers at ignoring commercials, billboards, radio spots, print ads and all the other ways businesses have traditionally tried to sell.  As a consequence, big business has increased the frequency with which they bombard the consumer with the same message, in the hopes that some of that message gets through.

The fact is that the average business can’t afford the big budgets required to effectively carry out that kind of campaign.   But, take heart!  Advertising your message can produce results with smaller budgets.   Here are a few things you need to know to advertise in a way that works.

• Realize that one ad anywhere will not have any effect.  That’s like throwing a penny in the ocean and waiting for it to rise.   If you can’t afford to advertise several times, then turn to other methods.

• If you have several choices of media, rather than spreading out your message in different places, concentrate on one or two places.   It’s better to have one or two glasses full, than several glasses with ¼ inch.

• Be consistent.  Give it several insertions in your chosen media before you judge.

• Don’t get too clever.  Sometimes the message gets lost in the entertainment.

• Get professional help.  Media is in the business of selling you advertising space. Don’t expect a magazine, newspaper or radio station to be a stand in for good advice.

• Sign a contract for multiple insertions to get a better deal.  If the ads don’t pull in a response, the media will let you off the hook, but you will have to pay a “short rate,” what you should have paid for fewer ads.

• Negotiate for the best rate.  Advertising is down 30%-70%.  Don’t go by the rate card, ask for a better deal. Negotiate for hidden goodies.  Many types of media have the ability to give you things that don’t show up on the rate card like introductions to other people, editorial opportunities and better placement of your ads.

• Go easy on the request for editorial.  This only works with small, local print publications.

• Get to know the ad rep well.  They know how to make deals for better rates, what’s happening with the competition, and where there are opportunities.

• Track it closely.  Use a dedicated website or phone number to measure your response.

• Use a call to action that is a giveaway, rather than an instant sale.   Be sure and get an email address when they respond and add it to your database.

• Drive customers to your website where the selling goes on.

• Be aware that adverting, marketing and public relations have merged.  Use online tools such as your website and publicity to support your

In 2010, spending on advertising was estimated at more than $300 billion in the United States[1] and $500 billion worldwide[citation needed].
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.