Mastering the Art of Effective Advertising: Part 2

Harnessing the Power of Local Media

Don't overlook the potential of local and town newspapers. While they may have smaller readership levels, their advertising costs are significantly lower, potentially offering a better return on investment (ROI). This is particularly true if you can find a publication that aligns with your business niche. By advertising in small-circulation publications, you mitigate risk and minimize investment. If an ad proves successful, you can replicate it in similar publications.

Understanding the Essence of an Advertisement

According to the Concise Oxford English Dictionary, an advertisement is a 'notice or display that advertises something'. It's about presenting or describing a product, service, or event in a public medium to promote sales. If we aim to promote anything for profit, it must surpass previous products and services in quality, or consumers will not choose our product.

Principles of a Good Advertisement

A good advertisement must have stopping power. It should grab attention, diverting people from their current activity and drawing them towards what's being sold. Here are some principles that apply to a good advert:

• The ad should appeal to people outside the target audience without straying from the main targets. This can increase clients and profit.
• The ad should stimulate an action, whether it's an instant purchase or a clickthrough to a website.
• The ad should elicit an emotional response. This doesn't mean overpowering people, but rather showcasing the merits of our product.
• The ad should be helpful, providing valuable information about the service or product.
• The ad should surprise the audience. A catchy headline, a striking visual image, or an unusual opening in the sales presentation can grab people's attention.

The Power of Words

Certain words have a powerful impact in advertising. For instance, 'sex' is a potent word because it's connected to a free, enjoyable pastime that appeals to everyone. This is why many chocolate and car adverts use attractive models. However, this method can sometimes dilute brand recall due to the saturation of 'sex' type adverts.

Therefore, it's crucial to strike a balance:

• For brand advertising, focus on communication.
• For ROI, lean towards raw stopping power.
• Use relevant imagery in adverts (e.g., use chocolate in adverts to sell chocolate).

Stay tuned for more insights in the next part of this series.