Why It Pays To Advertise

Written by Adrian Kennelly


"You can haverepparttar most wonderful product inrepparttar 145084 world, but if people don't know about it, it's not going to be worth much. There are singers inrepparttar 145085 world with voices as good as Frank Sinatra's, but they're singing in their garages because no one has ever heard of them. You need to generate interest, and you need to create excitement." Donald Trump, American real-estate tycoon

Advertising doesn't cost, it pays! And good advertising can pay you well. Bad advertising, or no advertising at all, invites disaster.

You have to advertise if people are to be made aware of your business andrepparttar 145086 benefits it offers them. Without advertising you rely on word of mouth recommendation or press editorial, both extremely effective, but slow and generally unpredictable.

Advertising takes many different forms, from painting your name onrepparttar 145087 side of a van to delivering leaflets door-to-door or posting printed cards in shop and post office windows. More oftenrepparttar 145088 term applies to classified and display promotions in appropriate media, usually newspapers and magazines, and it is with this definition we concern ourselves here.

Advertising by itself does not sell. It will not sell a bad product (customers will ask for refunds) and it won't open up new markets. It is not a miracle cure that can generate sales for a dying product. Conversely, advertising will not sell your must successful products to people who simply don't want them.

Main Points About Effective Advertising

* It reducesrepparttar 145089 entire population to your target audience and reaches as many of those people as possible at least available cost.

* It must always have an objective. This means having a clear idea about what you want to accomplish in your advertisement. Reasons for advertising include:

* To invite orders or enquiries

* To launch new products

* To publicise price changes.

* The message must attract your target audience, it must interest them, create a desire for your product and prompt people to act (order or ask for further information). This acronym AIDA is one you will encounter many times in advertising.

* It must be truthful and straightforward. The nearer your advertisement is to reality,repparttar 145090 more effective it is.

* Sufficient resources must be allocated to accomplish your advertising objectives.

* Testing is crucial to effective advertising, allowing good promotions to be repeated and bad ones to be eliminated.

* Every aspect of your advertisement must be prepared fromrepparttar 145091 customer's point of view. That person wants to know how you and your product can benefit him. The most important feature of any advertisement isrepparttar 145092 benefits it contains.

* It must be placed inrepparttar 145093 appropriate media.

Newcomers to business tend to confuserepparttar 145094 real benefits of advertising, frequently considering it a necessary, and expensive, evil, notrepparttar 145095 long-term investment it really is. In short, effective advertising isrepparttar 145096 lifeblood of your business. Without it you will surely fail!

Deciding When and How

Advertising can be a major headache for many firms, not just new businesses or those without specialist advertising departments.

But it isn't always costs that are to blame as much as making that vital choice between classified or generally more costly display advertising.

We English - a nation of (RSS) shopkeepers

Written by Steve Hawker MSc


We English are a nation of shopkeepers. Napoleon said so.

As just such a shopkeeper, I have to say that I do love my work. I get up early every morning to check how sales went overnight. How many customers came in? What did they buy? Did they ask for anything that I havenít got in stock? I then checkrepparttar money Ďtakeí to confirm whatís selling well and whatís not. My shop, byrepparttar 144919 way, is a Ď24/7í Internet enterprise.

My next joys are to replenishrepparttar 144920 shelves of my shop with fresh products and remove any old stock. This isnít a manual labour of love though. Itís just a matter of visiting several wholesalers onrepparttar 144921 Ďnet (the affiliate network sites) and ordering stock. These sites offer shopkeepers like me a growing number of RSS product feeds.

I simply selectrepparttar 144922 merchants I want to do business with andrepparttar 144923 products I want to stock. The degree of product selection available to me depends onrepparttar 144924 wayrepparttar 144925 RSS feeds have been set-up. Sometimes, I must take every product a merchant offers me (or none at all); often I can take a group of products from various merchants; usually, I can opt for a specific product with high value to my customers.

Having made my selections (of merchant and product), I downloadrepparttar 144926 RSS feeds. This is an elegant process, wherebyrepparttar 144927 software checks to see if I already haverepparttar 144928 ordered products in stock atrepparttar 144929 desired levels, fills my shelves if I havenít, and removes any stock thatís past its Ďsell-byí date. There are no delivery drivers to monitor; no pallet trucks to push; no returns documentation to fill in. Whatís more, my merchants do most ofrepparttar 144930 merchandising for me: offering me up-to-date photographs, product descriptions, prices and so on, as part of their feeds.

Within an hour, Iíve re-stocked my shop with fresh, desirable produce. Of course, thatís notrepparttar 144931 end of my joy. Oh no,repparttar 144932 rest of my day is spent in gleeful bookkeeping, marketing and so on;repparttar 144933 kind of pleasures undertaken elsewhere in retail management. Thankfully, my wholesalers do much ofrepparttar 144934 data management for me, which makes bookkeeping easier. The suppliers meanwhile send me special offers by email, which is akin to entertaining sales reps. in real world shopping, I suppose.

Iíve just painted a very rosy picture ofrepparttar 144935 modern English shopkeeper. It sounds like an idyllic way to earn a living. Yet, being an English shopkeeper largely reliant on RSS feeds does have its frustrations.

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