Why It Pays To Advertise

Written by Adrian Kennelly

Continued from page 1

Returning to basics, all advertisements must followrepparttar general AIDA principle. They must attract attention, generate and retain interest, create desire, and stimulate action.

But what will best achieve this objective: classified or display?

The answer depends on a number of things, not least of all an understanding of what these two methods involve, how they differ and what similarities, even overlap, might exist.

Classified advertising, sometimes called 'lineage', generally employs just words, without embellishment, other than perhaps a few words emboldened, and sometimes impact lines or boxes aroundrepparttar 145084 advertisement. Where these minor forms of decoration are included,repparttar 145085 format is frequently referred to as 'semi-display'.

Display advertisements, onrepparttar 145086 other hand, are designed to stand out fromrepparttar 145087 crowd, using a variety of techniques including: occupying a set position onrepparttar 145088 page, taking up a specified amount of space, including graphics and illustrations, adopting a variety of fonts, and so on. The argument is that display advertisements are more noticeable, more profitable than their counterparts buried amongst countless others inrepparttar 145089 classified columns. Hencerepparttar 145090 far higher cost of display advertising.

The following main points will help you decide:

* Classified ads are usually cheap and are excellent for generating enquiries. Many successful classified advertisers userepparttar 145091 two-stage enquiry method, allowingrepparttar 145092 customer to obtain further information before placing an order. A major benefit for dealers isrepparttar 145093 chance to build a useful mailing list for future offers.

* Display advertising is best for selling straight fromrepparttar 145094 page. Readers are more likely to trust their money to someone who has paid for a larger advertisement than someone whose advertisement occupies a tiny space among so many competing entries. Classified advertising is rarely effective for selling off-the-page except for very low cost items, commonly Ј10 or less.

* Classified advertising can be used to test interest in your product before venturing into more costly display advertising.

* Classifieds can be used to test and compare advertising sources.

* Classified advertising is generally unsuitable for anything that requires a lot of 'telling' to accomplishrepparttar 145095 task of selling. Too much grey matters in classifieds is boring and readers can easily lose interest halfway. If it can't be said in a few words, try display advertising.

* For classified advertisements,repparttar 145096 words themselves must dorepparttar 145097 job of selling. Sometimes a maximum wordcount is set and every word must pay its way. Conversely, display advertising allows a variety of other techniques to be used to attract and retain reader interest. Based on what they say about a picture being worth ten thousand words, it follows that, ifrepparttar 145098 design, style or appearance of your product is important torepparttar 145099 potential customer, display advertising is usually best. Ifrepparttar 145100 product markets well 'sight unseen', classified ads might be appropriate.

* Classified ads usually focus on a single offer. Display advertisements can include several products, or an invitation to send for further information, obtain a catalogue, send for samples, and so on.

Adrian Kennelly is the webmaster of DirectoryGold Web Directory & Portal, featuring an Article Directory

We English - a nation of (RSS) shopkeepers

Written by Steve Hawker MSc

Continued from page 1

First, too few ofrepparttar big merchants have understoodrepparttar 144919 power of marketing via RSS feed and affiliation. These sluggish retail giants, many with a long-standing presence on English high streets, are missed by those of us with neighbourhood corner shops. We want to pass business their way, for a small commission. So, take note please big merchants,repparttar 144920 costs of setting-up and maintaining RSS feeds, and paying us small commissions, are far outweighed byrepparttar 144921 value of increased sales.

It seems that some ofrepparttar 144922 ‘giants’ have been caught off-guard byrepparttar 144923 cost-effectiveness of this new technology and approach to marketing in combination. It’s simply a matter of them re-writing their product lists in XML and offeringrepparttar 144924 coded feeds to affiliate networks. When they do so, I suggest humbly that they seek out networks offering small shopkeepers like me an unlimited number of feeds at no cost, and that they avoid studiously any ‘exclusive’ deals.

Some merchants are quicker to exploit new technologies than others; that’srepparttar 144925 way markets work. The most agile survive:repparttar 144926 least agile suffer. This creates an opportunity for small and medium sized merchants who are inherently more agile than larger competitors. We English shopkeepers, need them to master RSS technology and affiliation quickly, to plugrepparttar 144927 gaps inrepparttar 144928 market left by big merchants.

Recently, for example, I’ve been hunting English merchants who can offer me affiliated RSS feeds for used and new cars. I have also been hunting similar merchants capable of offering me regularly updated RSS feeds for package holidays and real estate. Cars, package holidays and houses are justrepparttar 144929 sort of products that would sell well in my shop, yet there are big gaps inrepparttar 144930 market there right now.

To conclude, Napoleon was right: we English are a nation of shopkeepers. Many, like me, love our work. To continuerepparttar 144931 tradition, what this particular English shopkeeper needs is two things. Additional, big merchants offering affiliated RSS feeds with broad appeal and smaller merchants offering narrower, deeper feeds that cater for niche interests.

Steve Hawker is a partner at http://www.ehawker.co.uk E-mail him at: info@ehawker.co.uk © Steve Hawker 2005. All rights reserved. This article must be reproduced in its entirity.

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