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Introduction
A television advertisement or television commercial is a span of
televisionprogramming produced and paid for by an organisation that conveys a
message.Advertisement revenue provides a significant portion of the funding for
most privatelyowned television networks. The vast majority of television
advertisements todayconsist of brief advertising spots, ranging in length from a
few seconds to severalminutes (as well as program-length infomercials).
Advertisements of this sort havebeen used to sell every product imaginable over
the years, from household productsto goods and services, to political campaigns.
Many television advertisements feature catchy jingles (songs or melodies) or
catch-phrases that generate sustained appeal, which may remain in the minds of
televisionviewers long after the span of the advertising campaign. Some of these ad
jingles orcatch-phrases may take on lives of their own, spawning gags or ³riffs´
that mayappear in other forms of media, such as comedy movies or television
variety shows,or in written media, such as magazine comics or literature. These
long-lastingadvertising elements may therefore be said to have taken a place in the
popculture history of the demographic to which they have appeared.
Advertising agencies often use humour as a tool in their creative
marketingcampaigns. In fact, many psychological studies tried to demonstrate the
effect ofhumour and indicate the way to empower advertising persuasion.
Advertisingagencies often use humour as a tool in their creative marketing
campaigns. In fact,many psychological studies tried to demonstrate the effect of
humour and indicatethe way to empower advertising persuasion.
Despite the popularity of some advertisements, many consider them to be
anannoyance for a number of reasons. The main reason may be that thesound
volume of advertisements tends to be higher (and in some cases much higher)than
that of regular programming. The increasing number of advertisements, as wellas
overplaying of the same advertisement are secondary annoyance factors. A
thirdmight be the increasing ability to advertise on television, prompting ad
campaigns byeveryone from cell-phone companies and fast food restaurants to
local businessesand small businesses.
From a cognitive standpoint, the core reason people find advertisements annoying
isthat the advertisement¶s offer is not of interest at that moment, or the presentation
isunclear. A typical viewer has seen enough advertisements to anticipate that
mostadvertisements will be bothersome, prompting the viewer to be mercilessly
selectivein their viewing. Conversely, if an advertisement strikes a chord with the
viewer (suchas an ad for debt relief shown to a viewer who has received a late
notice in the mail),or has entertainment value beyond the basic message, then
viewers tend to stay withthe advertisement, perhaps even looking forward to
viewing it again.
Facts and Figures of Television Advertising 2004-2008
Count of Advertisers and Brands.

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The number of advertisers needed to promote the brands has steadily grown at
ahigher percentage than the number of brands, themselves. In the period
spanning2004 to 2007, the advertisers outnumbered the companies. This gave the
companiesa choice of advertisers so as to get the best deal and the best advertising
strategy.However, in the last year, the number of brands fell. This is due to many
reasonsincluding recession, inflation and vigorous competition. As the number of
companiesin the market started to fall, so did the number of advertisers. The
advertisers arehighly dependent on the companies to generate contracts and hence,
revenue. Inmost companies, although they have a separate advertising department,
theygenerally outsource the creative work to advertising agencies. Therefore, when
thecompanies face a tight financial situation, they generally cut back on their
advertisingexpenditure. This directly impacts the advertisers, whose sole
occupation is theprovision of advertisements. Thus, we can see a steeper fall in the
number ofadvertisers to a gentler fall in the number of brands.
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Average ads/day on a channel.
The medium of TV advertising has seen rapid growth in the pas couple of years.
TVshows have started to invite more advertisements than before. While there were
only197 advertisements in 2004 that served as ³fillers´ during commercial breaks,
as of2007, that number rose by almost 45%. Today, advertisements are not
consideredseparate from the show timings, but are clubbed with the shows and are
taken forgranted. What can also be seen by the graph is, with a decrease in the
number ofbrands and the corresponding fall in the number of advertisers, the
number of break-time fillers has also come down in the last year. With fewer
brands and even feweradvertisers, the number of advertisements that feature in
commercial breaks has alsobeen impacted.
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 Advertisement 1
Mountain Dew¶s ³Bad Cheetah´
Advertisement

This is a campaign that has confined itself to barely three commercials. The
common thing in all these commercials is the group of boys out on a safari. They
are generally roaming about shouting - Do the Dew!
Let us analyze one of the advertisements.
The commercial shows a cheetah running in all its gusto, and one of our models
following it on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then
he puts his hand inside the cheetah¶s mouth...straight down to his stomach, and
pullout a can of Mountain Dew. ³Bad Cheetah´ - he says. The other guys watching
him say to each other - ³Cheetah bhi peeta hain!´ Then they show the cheetah with
all the spots gone except for a few spots which spell out - Do the Dew.
The commercial fails to follow some vital rules of advertising. There is absolutely
no brand positioning. Which bracket of people is it targeting? What benefit is it
giving you?
Secondly, their models seem possessed, running around jungles with
colourfulclothes, jumping on cheetahs and shouting at the top of their voices. The
viewers have no point of reference to identify themselves with either the product or
the advertising tone.
Thirdly, there is no advertising message ± at least nothing that makes any sense.
Why would anyone want to drink something that a Cheetah allegedly drinks? How
did the Cheetah get hold of the can of Mountain Dew in the first place? In fact, this
advertisement has more environmental and wildlife ramifications than any
connection with the product.
Fourthly, it is a very paltry hand at humor. If the intention of the advertisers was to
excite the audience and make them laugh, they have failed miserably. This
advertisement has induced to people only to switch channels because of its
senseless advertising message, theme and conception.
Fifthly and most importantly, the advertisement says nothing at all about the drink,
except, of course, to extol its endearing quality it to Cheetahs. What is the taste?
Does it quench your thirst? Does it make you feel cool? Is it refreshing?
If this advertisement is remembered at all, it is remembered for all the wrong
reasons. From the very beginning of the Mountain Dew¶s ad campaign, it has come
under some very serious firing. When they launched their first ad featuring the
infamous slogan ± ³Do the Dew´, other aerated drink manufacturers immediately
saw its potential by piggybacking on the fame and releasing a parody. The parody
achieved what the original never did. Today, viewers instantly relate this slogan to
³No do here, go do jhaadi ke peeche.´
The Mountain Dew advertisement failed at the ad mantra ± AIDA. Although it did
catch the attention of the viewer the first time it was aired. It did not generate any
interest or desire. It crashed so bad that not only was the ad campaign scrapped,
sow as the product. Even if bottles of Mountain Dew line the shelves of stores
today, its sales barely make a dent in the profits of the company.
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Advertisement 2
Kinetic Blaze Introductory
Advertisement
The Blaze is part of Kinetic's Italiano series of scooters, comprises seven
bestselling true-blue European scooter designs that Kinetic bought from Italian
manufacturerItaljet. With its aggressive and glamorous Italian design, generous
proportions and majestic presence, the very special Blaze makes an instant
celebrity of its rider. The high-spec Blaze also has ample go to match the show ±
with a powerful 165cc, 4valve engine that pumps out 11.6 bhp, coupled with
automatic transmission.
Kinetic Blaze was launched in 2006. The following is an analysis of the
introductory
Advertisement.
In this advertisement, a group of girls are seen going crazy in front of a house. A
guy seeing the crowd of girls asks a nearby shopkeeper if Abhishek or John were
around. The shopkeeper says it is Rohit Verma. He has Kinetic¶s latest scooter and
this is the source of all the commotion.
This advertisement is clearly targeted towards the youth. Not only are the models
used in the age group of 20-30, the entire look and feel of the advertisement is
young and ³hep´. These commercial scores on some points while it fails at others.
First of all, the advertisement develops attention and generates interest. Viewers
are kept in the dark as to the source of the commotion. Interest is heightened when
the shopkeeper answers in the negative to the names of celebrities. When the
name³Rohit Verma´ is mentioned, viewers are all ears (and eyes) to find out more
about him.
The presentation of the product, in this case the scooter, is also well done. It looks
glamorous, and the difference in size and shape are also highlighted without words,
heightening the impact. The product and the brand are not lost in the
advertisement, and viewers not only identify the product, but also remember it.
Its market targeting and brand positioning are clearly defined. The target is the
middle income male youth. It is positioned as a scooter for men and the first in
ushering in a new market segment for scooters with its innovative design and
target market.
However, the advertisement itself fails to generate a desire for more information or
for purchase. This desire is evoked by the fact that the scooter is new and
innovative. If the same advertisement was broadcast for a scooter that had already
been launched in the market, it would not have done well. So, in a way, this
advertisement
Works for the product since it is new, but considered solely from the advertising
point
Of view, it does not make a big impact.
The advertisement also fails to answer some of the basic questions that consumers
have while watching the commercial. What sets this scooter apart from the other
scooters in the market? It is obvious that the look and feel of the scooter is
definitely innovative. However, all new products sport a new appearance, in fact, it
is imperative that they do so. So in terms of performance, how does it differ? What
is its USP? Why should the consumer choose to buy this product, when he can be
sure of the performance of tried-and-tested scooters?
From the advertising point of view, the commercial lacks originality and creativity.
Showing a crowd of screaming girls to enhance the psychological value of a
product is not new. Many advertisements for motorbikes, furniture, cars etc.,
showcase models to give the product an ³oomph´ factor and increase its appeal.
Also, from a logical standpoint, why would the girls favor a guy based only on the
fact that he has this scooter? How does it award him star status?
The advertising message is vague and unappealing. It is understood that the
product is being positioned as ³your Shortcut to Fame´. But, how? Most motorbike
advertisements try to project their product as one that will give the owner an edge
with the ladies. The advertisement says much, but tells little.

Advertisement 3
Gillette¶s ³Champions´ Advertisement

Gillette is a brand of Procter & Gamble currently used for safety razors among
other personal hygiene products. It is one of several brands originally owned by
The Gillette Company, a leading global supplier of products under various brands,
which was acquired by P&G in 2005.
The Gillette Fusion is a five-bladed razor released in 2006. There are two different
versions of the Fusion available: the Gillette Fusion, and the Gillette Fusion Power.
All share the characteristic five blades on the front, and a single sixth blade on the
rear that acts as a "precision trimmer". In addition, the Fusion Power is battery
powered and emits "gentle micro pulses" that are claimed to increase razor glide.
With the release of Gillette Fusion, P&G also launched their new advertising
campaign called ³Gillette Champions´. The following is an analysis of the first
advertisement broadcast in this series.
This advertisement features the Gillette champions -- Tiger Woods, Thierry Henry and
Roger Federer. The commercial is called ³Today´ and all the three Champions explain
how important it is in their professional and personal lives to µBe Your Best Today¶.
The advertising campaign exploits the influencing power of brand ambassadors.
The Gillette µChampions¶ are Roger Federer (No.1 Tennis Player), Thierry Henry
(No.1Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is
varied to include Rahul Dravid to cater to Indian sensibilities.
The advertisers try to use the concept of transference or association to enhance the
image of their product and brand. The attributes of quality, performance and
excellence exuded by these personalities are projected onto the product and the
brand. This builds brand image and a favorable attitude towards the new product.
A sense of polish and ³class´ underscores the entire advertisement. It plays on the
viewers¶ ³feel-good´ sensations. The advertisement comes across as smooth and
urbane.
However, it does feel as if the advertisers are trying to hard by roping in three (or
four) brand ambassadors. Most advertisers feel that having celebrities or stars
advertise their product influences the consumers more than an advertisement that
does not feature them. But, there is something called too much stress on the
influence of brand ambassadors.
There seems to be little relevance amongst the slogan, the advertisement and the
Product. Gillette may be the best a man can get, but how does that help the
µChampions¶ in their respective sports? Form a logical standpoint, how does the
new

Razor blade assists the players?

The audio of the advertisement bears little or no relevance to the advertising
message. The advertisement talks about focusing on the present, but says nothing
about the new blade.
Nevertheless, overall, the advertisement comes across as suave. The brand image
of Gillette is maintained and even enhanced by this advertisement. The
advertisement succeeds in generating a desire and action to purchase in spite of the
drawbacks of the advertisement.

Advertisement 4
Orbit White Chewing Gum ³Cow´
Advertisement
Orbit is one of the world's largest selling chewing gum brands. In India, the brand
shares the market leadership with Center Fresh brand. Orbit was launched in India
in2004. This was India's first Sugar free chewing gum and together with
Perfetti'sHappydent, this brand has rejuvenated the chewing gum segment in India.
Orbit can be termed as a functional chewing gum. The brand when launched
differentiated itself from the existing chewing gums with its "sugar free ³property.
Globally the Orbit brand adopts the tagline "For a good clean feeling no matter
what" in India, Orbit uses " for healthy teeth and prevents tooth decay " as its main
message.
Orbit White launched their most popular advertising campaign with the ³Cow´
series.
The following is an analysis of the first advertisement in this series.
The advertisement showcases a mad animal specialist, Dr. Bhatawdekar,
whospeaks in µButler-English¶. He expounds the special quality of Orbit White
Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His
conclusion is that if it works for the cow, it¶ll work for you too.
This commercial tries its hand at humor in drawing attention and generating
interest.
It succeeds to quite an extent in this intention, but also fails at few places.
The caricature of the doctor succeeds exceedingly well. Viewers immediately recall
the product, the brand and the entire advertisement on any reference to
Dr. Bhatawdekar.
The product and brand are duly highlighted. They are not lost during the telecast of
the advertisement. The commercial¶s message is wound around the product,
making the product and brand as much a part of the advertisement as the rest of the
characters and the concept.
The advertisement also successfully plays to the sense of humor of the viewers.
Any reference to the product results in immediate association to the doctor and his
cow volunteer. This gives viewers a light-hearted view of the product.
Nonetheless, there have been instances where the sentiments of viewers have been
hurt. In such cases, it seems that the concept that starts out as funny turns out to be
a gross miscalculation of the sense of humor of the viewers.
The characterization of the doctor and the way he speaks in English can be
construed as offensive by many viewers. Since the doctor is a deliberate attempt at
making fun of bad grammar, viewers who are insecure of their oral abilities may
find the advertisement offensive.
Overall, the advertisement has no class. Viewers can be put off by the commercial
on grounds that it displays no sophistication. The attempt at humor can be seen
astending towards slapstick comedy ± and a very poor attempt at that.
However, the advertisement does not fail completely. The product and brand
areimprinted in the minds of the consumer. Any reference to the product
bringsremembrance of the humorous advertisement. And consumers purchase the
product,even if only out of a sense of absurdity.
Advertisement 5
VISA¶s Pierce Brosnan Advertisement
Visa Inc. operates the world's largest retail electronic payments network and is one
ofthe most recognized global financial services brands. Visa facilitates
globalcommerce through the transfer of value and information among financial
institutions,merchants, consumers, businesses and government entities.
Visa gained the attention of television viewers in 2003 with a µTuk Tuk¶, featuring
Pierce Brosnan in Bangkok. The following is an analysis of the advertisement.
A limousine drives through the streets of Bangkok, only to be thwarted by a
trafficjam. Pierce Brosnan winds down his window and catches the eye of a tuk tuk
driver.The driver, delighted to have James Bond in the back seat, revs the engine
and pullsa wheelie, beginning a stunt-filled and effects-laden ride through the
alleyways,restaurants and shops of Bangkok. The tuk tuk arrives at the hotel just as
Brosnan¶sdining partner pulls up in a limousine.
Zhang Ziyi steps out and apologise for being late. The tuk tuk collapses,
totallyexhausted by the trip across town. Brosnan reaches for his jacket pocket and
throwshis VISA card to the driver. Later in the evening, the tuk tuk driver pulls up
with abrand new tuk tuk, revving his engine and beckoning for Brosnan and Zhang
Ziyi tojoin him. The tagline: ³Visa: All it takes.´
This advertisement can be considered a success. It does a lot of things right
andgains not only the attention and interest of the viewers, but also builds a strong
brandimage and remembrance.
The product is clear and highlighted. The brand, too, is not lost during the course
ofthe advertisement. The product and brand is the core of the advertising
message.Any attempt to analyze the commercial otherwise would prove fruitless.
The advertisement retains a ³dashing´ air, quite literally. The commercial
successfullydraws on the sophisticated action of James Bond and highlights it
exceedingly well inthe tuk tuk mad-dash through the city.
The advertisement stays true to the image of James Bond. The
commercialmaintains the charm of James Bond. It also includes a lot of stunts that
can beimmediately associated to James Bond. This succeeds in drawing the
attention andgenerating interest among the viewers.
The brand, VISA, is associated with sophistication and quality. With
thisadvertisement, they reinforce this image and add to it a certain panache and
³active´participation.
If the advertisement comes under any criticism at all, it is from a purely
logicalstandpoint. When Brosnan hands over his VISA card to the tuk tuk driver,
the driverreturns with a new and better powered tuk tuk. However, there are those
who arguethat anyone would have disappeared with the card and spent all the
money.
Nevertheless, for those who appreciate honesty, this advertisement succeeds.
Thecommercial generates good feelings in the minds of the viewers. The product
andbrand are remembered. Additionally, the brand image is improved and
remembered.
Advertisement 6
Surf Excel¶s Advertisement
(Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959, introducing the first
detergentpowder into the country. At the time, housewives used laundry soap bars
to washclothes. Surf offered them significantly better clean, with much less effort.
Thepromise of µsuperlative whiteness¶ ± the articulation of a great clean at the
time,connected with consumers and helped to establish the brand.
Surf was the first national detergent brand on TV; the brand used TV to
effectivelyeducate their consumers on how to use detergent powders in a bucket
for a better wash.
Surf Excel made a big ³splash´ with their ³Daag Achhe Hain´ advertising
campaign.
The following is an analysis of the first such commercial.
The advertisement features a brother and sister duo walking home from
school,when the little girl falls into a puddle of mud. Crying, she looks to her
brother for help.Her brother gets an idea and starts ³beating up´ the puddle of mud,
demanding anapology. After a time and a lot of mud on his uniform, he stands up
and says, ³Sorrybola.´ The narrator then removes all apprehensions of dirt and
stains and says,³Daag Acche Hain.´
This advertisement is universally well-loved. This is so because it does a lot of
things
right. It makes use of children¶s appeal to get the advertising message across.
The advertisement does what seldom others do ± cater to the emotions
andsentiments of the viewers ± and succeeds with it. Not only do the children
lower yourguard to the advertisement, but the story, too, warms the heart of the
viewers.
The advertisement generates a sense of bonding. Viewers without siblings, too,
canrelate to the advertisement and the actions of the little boy. The advertisement
alsoexudes certain warmth that reflects itself in the viewers.
The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for
itssuccess. By showing a little boy and girl, the advertisement draws the attention
of theviewers. When the little girl falls into the puddle and starts to cry, it creates
interest inthe minds of the viewers. When the tagline is spouted, it builds, in the
viewers, adesire to know more. This desire often leads to action.
Although there is no obvious targeting, it is done so through indirect means. Most
mothers are concerned when their children come home in dirty and messy clothes.
This advertisement, not only sends out the message that Surf Excel will help you
was
them out, but that also there is no need to fear stains.
Although the advertisement does not centre on the product or brand, both
areremembered. The product and brand are subtly introduced to the viewers such
that itsub-consciously enters their minds without any jarring highlights on the
product or brand.
This advertisement also does what the majority do not. It focuses on the
peoplerather than the product. The sentiments, actions and emotions of the people
arehighlighted and showcased throughout the advertisement in one form or
another. Theproduct is kept discreetly tucked away and does not overpower the
commercial.
Although Surf Excel is a premium brand, this advertisement caters to all the
incomegrades and all classes of people, across age groups. The brand and product
arepositioned as accessible to all people, whoever and however they may be. The
brandimage created through this advertisement is phenomenal.
The advertisement leaves people with a warm feeling. This feeling also transfers
tothe product and brand. Thus, this advertisement can definitely be called
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TV Advertising
The best part of advertising on TV is that there is a market for almost any product
or
service; you just need to know how to reach it.
Whether you are selling paint thinner, a circular saw, door stop, or block of cheese,
with proper marketing it will sell.
What are they keys to successful advertising?Obviously, you have to have
acommercial that doesn't make your viewers want to change the channel.Also,
youneed to think of who your market is.For example, lets say you are selling a
block ofcheese.Think to yourself who is going to be interested in good
cheese.What timeof day?What channels?What show?Well, obviously it doesn't
take an expert tofigure out that a cooking or food based channel might be a good
place to start.Perhaps a show that deals with low-carb food might be a more
specific area to lookat.Time of day, is fairly irrelevant here so any time would do.If
you are selling thecircular saw, try Home and Garden shows and channels or do-it-
yourself shows.
Most companies look at television commercials as an advertising vehicle for
"theother guy." The corporate giant. The big business with lots of disposable cash.
Infact, TV is a very affordable medium that can increase your company's profits
greatly.
Before you make an investment in television advertising, there are certain
keyelements you need to consider. Once you understand the process of writing,
creatingand producing a commercial, you're ready to hit the airwaves.
Effective TV commercials mergevid eo andaudio into a powerful sales tool. But
don't
think one is more important than the other. Audio and video go hand-in-hand.
For example, turn down the volume on any commercial. You should be able to
identify the benefits of purchasing a product just from the video.
The same holds true for audio. Close your eyes and listen to the announcer. If
theaudio doesn't explain the product in detail, then the commercial isn't
effective.Potential customers should be able to hear your message even if they're
not in theroom to see it.
Always use a strong audio and video combination when creating your own
commercial.
Use your audio to explain the advantages of owning your product. You'd use words
like "convenient, portable, lightweight."
However, there are no words more important than your call to action. What do you
want your viewer to do? Tell them to call now. Order now. Visit their local dealer.
Think of television as an intimate medium. If you're advertising a restaurant, don't
justuse a shot of your building's exterior. Use a close-up of your food in your
commercial.And show people eating your food. If you're producing a Public
ServiceAnnouncement(PSA) about drunk driving, don't just use a shot of a crowd
of peopleat a funeral. Show a tear streaming down a child's face
Combining sight and sound should spark your viewers' emotions and help
themidentify with your product. And if they can identify with your product, you're
morelikely to get the sale!

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Advertising Success
Marketing and Advertising Success is like shooting a game of snooker....
No matter if you play snooker or not, this applies to everyone and their quest for
marketing success.
Many people are constantly searching for "the key" to success and in doing so miss
out on the most important LESSON of the search.
It is not about finding "the key". It is about learning.Learning and getting better
through practice. Think about it.When you play a game of pool (or any game) - did
you learn the game overnight?No.Did you learn the game in a week? A month? A
year?If you practice every day you might get good enough to enter a few
tournaments and maybe win a few here and there. Practice more and you win
more.
The funny thing about pool is similar it is to the search for success.
You must practice to get better. It is not about reading a book on how to get better
±
you have to get out there and do it. There are a lot of mistakes to be made in the
process to become a better snooker player. Lots of missed shots. Lots of bad shots
that somehow go in. But you could never repeat the exact shot because it was a
fluke.
Only through repetitive practice do you get better and consistent. Then you find
some
areas of the game you are better at. Maybe you are really good at the side pockets,
or maybe it is the bank shots. So you use those to your advantage and keep trying
to
get better at the other areas of the game. Once you have gotten good at the game -
you never forget how to play another game. Sometimes, you are just about to win
the
game but you scratch on the black ball.
How many times have you been so close to major success breakthrough and
something small distracts you and turns you off course? So what you are searching
for is not a key is a step you must take.And that step is action.
You must be moving forward at all times, practicing and practicing the skill you
wantto master. Only through practice will you ever become successful. It will not
happenovernight.It will not happen easily. You must work at; find out what is right
for youand what is wrong for you. Some things will work, and when you find them
- keep atthem. Those things that don't work for you - practice at them. You will get
better atthose areas if you practice.
Think about each of these as a skill you need to master before you can win
tournaments:
Sales skills, marketing, advertising, time management goal setting follow up idea
generation partnerships delegation etc...
So, stop your searching for that ever so elusive key to marketing and advertising
success when it is right in front of you.
Having a poor response is not the medium's fault. Often the problem is the
message.Advertising is not a quick fix solution to marketing your company or
product. It takesplanning, testing and constant exposure to have an impact on your
business. Donecorrectly, advertising can be a winning strategy.

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Conclusion
The goal of advertising is to cost-effectively reach a large audience and
attractcustomers. If done correctly, advertising can enhance the success of your
business.Here are 10 advertising tips to pay attention to:
1.Go after your target audience: An advertising campaign should be geared to
your niche market. It is a common mistake to create generic ads that do not
speak the language or grab the attention of your potential customers.
2.Use One Message: A high response rate ad usually conveys a single message.
NordicTrack's message of the "World's Best Aerobic Exerciser" was simple
andcompelling. Your small business advertising needs to quickly communicate
itscore message in 3 seconds or less. If you are fearful and overwhelmed
bytechnology, which computer book do you buy? "DOS for Dummies" began a
best-selling phenomena because its message was easily understood and to the
point.
3.Establish an image: You can recognize the McDonald's arches while whizzing
by on the highway. Likewise, there are plenty of products that you recognize
bytheir packaging or logo. Image counts when it comes to advertising
andpromoting your business. Too many advertisers do not work to build a
consistent image.
4.Don't try to be everything to everyone: No product or service will appeal to
everyone. Many business owners, including corporate executives, try to come
upwith ways to reach every market. Typically, this does not work. It can
spelldisaster for small businesses, who cannot afford to spread themselves too
thin.Therefore, find your market and be everything you can be to that audience.
5.Test your ads in advance: If you have the time or money to invest in focus
groups, you should test your ads on other people. Do they understand andaccept
the message that you are trying to convey?There are other less-expensive ways to
test your ads as well: questionnaires, for example.
6.Monitor your ads: It is very easy to ask new customers or clients where they
heard about you. As simple as this is, many entrepreneurs do not bother to do so.
It is advantageous to know which ads generate business.
7.Think outside the square: there are a variety of ways to get the attention of your
audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall)
means.
8.Create Curiosity: Successful business advertising does not sell a product or
service. NordicTrack's ads sold the free video. Once a potential customerwatched
the video, they contacted the company for more information. The endresult,
millions of dollars of sales. Create ads that generate interest and make thecustomer
want more information.
9.Keep your message simple: Ensure your call to action is clear. What is the
most important part you'd like your audience to read or hear and how would
youlike them to respond? This should form the basis of your ad/s in terms of
content,look and feel.
10.Identify which advertising tool is best: For example, classified ads fuel some
businesses while others use flier distribution effectively. For restaurants,
localnewspaper ads are effective because most restaurant patrons live within a
three-to five-mile radius.