"You can have most wonderful product in world, but if people don't know about it, it's not going to be worth much. There are singers in 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 and 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 on side of a van to delivering leaflets door-to-door or posting printed cards in shop and post office windows. More often 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 reduces 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, 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 from 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 is benefits it contains.
* It must be placed in appropriate media.
Newcomers to business tend to confuse real benefits of advertising, frequently considering it a necessary, and expensive, evil, not long-term investment it really is. In short, effective advertising is 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.