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What Makes Advertising Successful?


MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:
   
1. PERSUASIVE SELLING COPY. The wording is the single most important element in determining a successful ad. What counts most is what you say and how you say it.

2. PLACEMENT IN APPROPRIATE PUBLICATION. This might seem obvious, but it is often neglected. If the right people don't see your ad, they can't respond.
   
3. SPACE/PRICE IN PROPORTION. You simply can't sell high priced merchandise from a small classified or one inch ad space. These should be considered as a low cost means of building a mailing list by asking readers to write for more information. If you expect to sell directly from an ad, the size of the ad will have to increase in proportion to the selling price. Two or three inches of space for items selling for 42 to $5... half or full page for items selling for more than $5 up to $20. When the price goes above $20 it is usually best to run inquiry ads and follow up with a printed sales presentation. There are exceptions, but this is a fairly safe rule to follow.

4. TESTING ALL THE ELEMENTS. Unlike institutional advertising (toothpaste, cars, soap, etc.) which must rely on extensive market research, analysis, surveys and a lot of psychology to achieve success, mail order selling has a built-in "watchdog" to guard against waste and loss, and to help assure that every dollar spent will produce a profit...or at least tell you why it didn't, so you won't make the same mistake twice. This method (unique to mail order) is called KEYING. By inserting a number or letter (or combination) into every ad you run, you can tell which ad works in which publication and in which issues it works best. More sophisticated forms of this testing technique can be carried thru by trying a new headline, a different testimonials,guarantees, etc. The testing technique know no limits, but there is also danger in becoming test-happy. To use the testing principle effectively, be certain that the results will justify the time and expense of making the test. If it merely means adding to your paperwork without adding profit or reducing cost,it isn't worth it.

Copyright 2004 by DeAnna Spencer
This article may be reproduced freely on the Internet as long as the resource box remains intact.

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DeAnna is the publisher of the ezine, Prospecting and Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
To thank the publishers/webmasters that use my article, I offer
one free solo ad.  Simply fill out the contact form on my contact
page listing the url it was used on or sending me a copy of the
ezine it was used in.  Once I confirm the location of the article,
then we can make arrangements for the solo ad.
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Note to publisher/webmaster:  Feel free to remove the part about the solo
ad when you get ready to publish the article.


MORE RESOURCES:

Earthtimes (press release)

Online advertising up 11 percent from last year
CNET News, CA - 5 hours ago
Internet advertising revenues for the third quarter were nearly $5.9 billion, representing an 11-percent increase over the same period last year, ...
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Growth In Online Advertising Revenue Slows InformationWeek
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Bristol Herald Courier

TV Ads Contribute to Childhood Obesity, Economists Say
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The researchers used several statistical models to link obesity rates to the amount of time spent viewing fast food advertising, finding that viewing more ...
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Study: Banning fast-food TV ads could dent obesity The Associated Press
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WideOrbit drives the business of selling advertising - maximizing advertising profitability and sales efficiencies. Media companies around the globe rely ...


Advertising pioneer George Beach to be honored
Philadelphia Inquirer, PA - 4 hours ago
By Jane M. Von Bergen The interview was winding down, and longtime advertising executive George Beach had begun to relax a little. ...


Journal Communications Reports October Revenue for Its Publishing ...
MarketWatch - 14 hours ago
For the tenth period 2008, advertising revenues of $32.48 million decreased 3.8% compared to $33.75 million for the 2007 tenth period. ...
Journal revenue down in October The Business Journal of Milwaukee Bizjournals.com
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A Global Strategic Business Report on the Advertising Industry ...
MarketWatch - Nov 19, 2008
The global outlook series on the Advertising Industry provides a collection of statistical anecdotes, market briefs, and concise summaries of research ...


DailyTech

Compromise On Search Deal With Microsoft Could Lift Yahoo
CNNMoney.com - 8 hours ago
Microsoft also wants to build a unified search and display advertising platform, a goal that will be hard to achieve without Yahoo's search business. ...
Yahoo! Is the One for You, Microsoft Motley Fool
AP Technology NewsBrief at 7:33 pm EST TMCnet
Analyst upgrades Yahoo, calling stock cheap MarketWatch
Redmond Channel Partner - DailyTech
all 81 news articles


Digital Signage Leaders Give Digital Out of Home (DOOH) Industry ...
MarketWatch - 1 hour ago
"We expect that gross advertising spending in Q1 for digital out of home networks will be light, but we have already seen significant bookings for Q2 and ...

Advertising - Google News

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