<?xml version="1.0" encoding="UTF-8"?>
<feed xmlns="http://www.w3.org/2005/Atom">
   <title>How to Advertise</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/" />
   <link rel="self" type="application/atom+xml" href="http://hiroseno.com/blog/advertising-04/atom.xml" />
   <id>tag:hiroseno.com,2008:/blog/advertising-04//12</id>
   <updated>2008-03-29T21:23:54Z</updated>
   <subtitle>I will show you How to Advertise.</subtitle>
   <generator uri="http://www.sixapart.com/movabletype/">Movable Type 3.36</generator>

<entry>
   <title>Advertising For The Long Haul and Not the Short Term Gains</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/advertising_for_the_long_haul.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.440</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary> New Age Media Concepts issues its first...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[ New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. 

 

"If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is -- that's advertising. If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations." By S.H. Simmons.

 

Welcome to New Age Media Concepts, Inc. where we understand your needs and how to maximize your marketing dollar.

 

Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives.

People have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions.  This is true from something as simple as the pet rock craze of the 1970s to the marketing muscle of Wall Street and the Internet boom of the 1990s.

Context can be many things, singly or simultaneously. To name a few, you may market to your customers within the context of their wants, needs, problems solved, or situation improved. Current and potential advertisers need to be aware of many other contexts, such as social and economic trends or governmental regulations. 

People don't just "buy" a product or a service. They "buy" the concept of what that product will do for them, or help them do for themselves.  People just don't &quot;buy&quot; a laundry detergent, they buy the perceived notion of what that laundry detergent brand says it can accomplish for them. Otherwise every brand in the supermarket will be a no-frills. This is not to say that if a product fails to meet the customers' expectations that product will be successful in the long haul. No amount of advertising and marketing will help a failed product succeed in that scenario. 

To have a successful campaign a product or service must understand that they need to start out with something a consumer needs, wants, or improves their situation and that product or service actually does help the consumer for the long haul.

The New York Times said it best in a recent article, &quot;Companies can't Buy Love with Bargains&quot; Building brand loyalty is more than just hyping the consumer into buying a product, it's gaining their trust and the trust of their family both today and for years to come. One example of great brand building is H.J. Heinz, (NYSE: HNZ) they have been around for decades and they gained the loyalty and trust of the consumer spanning generations, now that is great brand building. 

 

Anyone could hype a brand for short term gains but that doesn't accomplish the goals of the advertiser or the consumer. It looks good initially but what happens when the product isn't flying off the shelves any longer and the consumers have lost trust in the product or the company?. Of course you need new and innovative ways to get your message to the consumer but this message has to be geared to building consumer loyalty and not just hype. Even the largest companies make this mistake and pay for it with decreased sales and profit margins.

 

So whether a consumer is buying a car from Ford (NYSE: F) , a can of beer from Anheuser Busch (NYSE:BUD) or software from Microsoft (Nasdaq:MSFT), the advertiser needs to cater to the needs of the consumer.


Louis Victor has been involved in the investment, advertising, marketing and public relations industries for close to two decades.]]>
      
   </content>
</entry>
<entry>
   <title>Why Your Ads Aren?t Working</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/why_your_ads_arent_working.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.441</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>The president of a manufacturing company...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[The president of a manufacturing company recently asked me, &quot;Why isn't my advertising working?&quot;  Have you ever been asked this question?  Have you ever asked it yourself?

Like most marketing communications questions there are no simple answers.  After all, communication is a high level activity.  There are lots of variables involved.

If your ad results are disappointing, here are the key things to look at:

1) Message  Is what your ad promises compelling?  Is it meaningful to your audience?  If you're not offering something prospective customers want, they won't respond.  If you're not sure what prospects want, ASK!!

2) Audience  Are you reaching the people who make the buying decision for your product or service?  Many big ticket sales involve buying teams or multiple layers within an organization.  Are you reaching everyone you need to?

3) Vehicles  Are you in the best publications (or radio time slots,  TV programs, whatever)to reach your audience with your message?  Look at quantitative AND qualitative data to get a true evaluation of media and vehicles.

4) Frequency/repetition  There are two cardinal rules of human communication:  a) People will notice your ad only when they're interested, and b) People retain about 10% of the messages they're exposed to each day.  So for a communication program to succeed, it must repeat, repeat, repeat. (Current estimates are that it can take 7-9 repetitions of a message for it to sink in.)

5) Attention  Does your ad have stopping power?  Will the intended audience take the time to look?  This usually requires the synergy of an arresting visual and a powerful headline.

6) Objectives  Are you asking advertising to do what it's good at?  Generating inquiries and creating awareness are reasonable ad objectives.  But don't expect advertising to SELL a product.  Good ads set up opportunities to sell.  Your sales channel will need to close the deal.

7) Measuring results  Do you really know what your advertising is achieving?  Are you collecting and reviewing results that relate to your objectives?  For instance, if you expect your advertising program to generate inquiries, measurement that looks at inquiry quantity and quality should be built into your program.

Sound intimidating?  Communication is important to any business but it's complicated.  Fortunately there are experienced consultants and agencies who can help you.

©Copyright 2005 Clairvoyant Communications, Inc.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years' experience developing and implementing successful marketing and communications programs. Sign up for Claire's monthly e-newsletter, CommuniquE at <a target="_new" href="http://www.clairvoyantcommunications.com">http://www.clairvoyantcommunications.com</a> Claire can be reached at 763-479-3499 (claire@claircomm.com)]]>
      
   </content>
</entry>
<entry>
   <title>Unlock The Power Of Online Groups</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/unlock_the_power_of_online_gro.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.442</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>Yahoo Groups: I see countless marketers ...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[Yahoo Groups: I see countless marketers on shoestring budges turn to traffic exchanges for free traffic. If they would spend the time creating online groups rather than clicking for traffic they would see much more quality traffic. By no means am I saying throw in the towel on traffic exchanges as I use a number of them.

Would you rather click a thousand times for 80 unique visitors daily or would you like to receive hundreds or more unique visitors daily. (not mentioning repeat visitors) I thought so...

With hundreds of thousands of people visiting the yahoo group directory you can't help but get excited. I have 18 groups, each one in a different business category of the yahoo directory.

A great way to get your group noticed is to create a group description consisting of html. Don't worry, there are numerous areas on the web where you can learn basic html. Take a tour and see what kind of resources yahoo groups offer. In addition to the welcome page and links, I encourage you to send a automatic file that goes out each week containing cutting edge marketing techniques and resources.

So what are the benefits of owning your own group? Heres a few for example, members who are joining you group to post their business are now part of you opt-in list. These same people come back daily to post their business or product creating residual exposure to your business. Most of the posters are in it for the quick riches which will never happen. With the proper training and exposure, these people will buy into you business join your down line just from the daily exposure of your business on the group.

When you start reaching several thousand members you will start working your way up the yahoo group directory since groups are ranked by the number of members you have. You will not only create residual traffic with your members but also with visitors locating your group in the yahoo directory. When you feel comfortable with your ranking open a new group in a different yahoo biz category. You can start your own yahoo group here. Remember to use the principles above to create a massive residual traffic flow.

Msn Groups: I would like to introduce another group to you, "msn groups." These group are ranked by group activity which is not hard to achieve with what you have just learned. Take a look at different members groups to gain a feel for whata they are promoting and running things. Once again these groups are very friendly to posting your business or product. As you can see, link structures are setup different from a yahoo group. Links Are Uploaded to a link directory from your computer to the group site. You can get your msn group started by searching for msn groups.

You also have the option to e-mail members as much as you like with the msn groups feature. Remember that is important not to spam your members as it will lead to unsubscriptions which leads lower activity lower ranking. I usually e-mail my members twice a month at the most. I have found it very effective to release information on your latest articles and free e-books. Giving away free information will gain you respect and a good reputation which will pay huge dividends later on!

Once you get these two groups running you will be able to cross promote them with each group. You will be getting a majority of the same members in each of these groups which will bolster your ranking and create residual traffic.

The most effective ways to market groups are to promote them in traffic exchanges and classified ads.

Author: Corey Morehouse; Egroup Specialist
<a target="_new" href="http://finance.groups.yahoo.com/group/Web_Marketing_Secrets">http://finance.groups.yahoo.com/group/Web_Marketing_Secrets</a>]]>
      
   </content>
</entry>
<entry>
   <title>The TV Shoot, The Spoiled Brat, And A Painful Lesson</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/the_tv_shoot_the_spoiled_brat.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.443</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>It was two days before our shoot. I was ...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign. At that time, with my agency being in its infancy stage, we were taking in any client we could, which is why I was seated across from the &quot;Redneck  Crazy Man&quot; as I liked to refer to him. He owned a string of low end rental car shops and his only redeeming quality was that he was a quick pay.

For this particular shoot, my script involved an NBA star and a good looking young boy I had cast through a local talent agency. The boy had been in a few commercials and he knew how to take direction which is crucial when it comes to working with children.

As I was going over the script, the client stopped me mid-sentence, put a picture of a boy in front of me and said, &quot;What ya think about this kid?&quot; Not sure what he had up his sleeve this time, I looked at the picture of the 10 year old boy. &quot;He's cute, why?&quot; I asked. &quot;Cause he's gonna be in the commercials.&quot; He said deadpan. &quot;But I've already cast a boy through the talent agency who's perfect! He's coming in tomorrow to do the radio spot and he's contracted to do the TV shoot the following day.&quot; I replied. &quot;Don't care&quot;. He said. &quot;This here boy is my grandson and if he isn't in the commercials there ain't going to be any commercials.&quot; I looked at the picture again and looked back at my redneck crazy man client and shrugged. How bad could he be? I was about to find out.

The next day at our recording studio the &quot;cute&quot; grandson I'll call Jake in this article to protect all concerned, came in with his mother to do the radio commercials I had originally scheduled with the professional child actor. I gave Jake the script and because he had never been near a microphone, I began to coach him as to how close he should get to it, how to be careful about pronunciation, etc. &quot;Let's try a few lines&quot; I said, and that's when the fun began.

Jake I quickly learned, had speech problems. The client's name had a couple of &quot;R&quot;s in it and Jake pronounced &quot;R&quot;s like &quot;L&quot;s making the name of his granddad's car rental company sound like a Lithuanian side dish. In addition, he would put a &quot;th&quot; on all words containing an &quot;S&quot;. No matter how many takes he did, the copy came out sounding like a foreign language. Jake grew restless and complained to his mom that he was bored and wanted to go home. And after a couple of hours of futility I ended up salvaging what I could and hoped the listeners were bilingual.

The following day Jake showed up (late) with his mom for the television shoot. Our crew had already been there several hours setting up for our first scene while the NBA star was in makeup. Jake looking bored, grabbed a basketball and started bouncing it on the court right next to one of the sound engineer's high end reel to reel tape machines. &quot;Be careful bouncing that ball so close to that machine.&quot; I told him. &quot;That is a very expensive piece of equipment.&quot; &quot;Who cares?&quot; He replied deadpan. &quot;If it breaks, my grandfather will pay for it.&quot; That's when I knew we were in for a long day.

As I tried to get him to focus on the lines he was to deliver (in that special foreign language of his) his eyes went right to the craft services. &quot;Donuts!&quot; he cried as he dropped the ball right on the tape machine and began stuffing his face. I had rewritten most of the lines trying carefully to edit out any &quot;R&quot; words but the name of the company couldn't be avoided. When he was not causing mischief or complaining to his mom that he was bored, Jake was hungry or he was tired, sprawling around on the basketball court while I tried diplomatically to get him back in front of the camera. At one point I found him trying to flirt with some of the female crew telling them that when his grandfather &quot;kicked&quot; this would all be his. As I steered him into makeup, the makeup artist said, &quot;My, what cute little boy!&quot; &quot;I'll get back to you at the end of the day to see if you have reassessed that opinion&quot; I whispered to her.

The grandson was not only confrontational and rude to the crew but also to the NBA star as well who looked like he wanted to crush the little runt a few times. The rest of the shoot went as smoothly and after about 10 hours of work, I prayed we had enough film to choose from to finish the :30 second spot.

The makeup artist came up to me later in the day and when I asked her if she still considered the boy cute, I seem to remember her response including the word &quot;strangulation&quot;.

What was the lesson in all this? Well despite what you have heard, the client isn't always right. In fact, sometimes the client is dead wrong. It all depends on your relationship and chemistry as to how you handle a difficult situation such as this. Don't be afraid to assert yourself in showing the client what's best for his advertising and marketing plan for it will benefit both of you in the long run. Just as he is an expert in his business, so too are you in yours. And if you are ever in a situation such as the one I've just described, the &quot;grin and bare it&quot; approach may be your only option!

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results.

Visit his web site at  <a target="_new" href="http://www.eisenbergagency.com">http://www.eisenbergagency.com</a>
Mailto: <a href="mailto:halacious@eisenbergagency.com">halacious@eisenbergagency.com</a>.]]>
      
   </content>
</entry>
<entry>
   <title>A $40 Million Dollar Little Known Referral Strategy</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/a_40_million_dollar_little_kno.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.444</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>Would you like to know how a car wash ch...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[Would you like to know how a car wash chain with only 12 locations has cleaned over 33,373,975 cars and has an annual revenue of over $40 Million (that is not a misprint) using little to no paid advertising?

Well, sit forward because I'm about to tell you.  The company name is "Car Spa" and here's how I discovered their brutally effective referral strategy.  I often go to Taco Bell to have lunch and read a book. I noticed a little flyer next to their cash register.

A few days later I stopped in with my family to get a frozen yogurt and right next to the cash register was the same flyer.

The next day, I took my family to our favorite buffet restaurant and low and behold, there was a stack of Car Spa flyers.

I then started asking the people at these locations what the deal was with the Car Spa flyer that they had next to their cash register and they all said that some old guy comes around every week and replinishes their stack.

I asked them, "Do you have some type of reciprocal arrangement with Car Spa?"  They all said, "No... they asked if they could put their flyers there as a gift to our guests and we said sure."

Here's a copy of the referral flyer that Car Spa uses to drive traffic. http://www.marketingbestpractices.com/temp/car_spa.pdf

Pretty simple. Notice the 48 hour guarantee.

They're All Over the Place!

Before you knew it, I started noticing their little discount flyers ALL OVER THE PLACE.

The copy center I use had a stack of Car Spa flyers.

The barber I use had a stack of Car Spa flyers.

The oil and lube place I use had a stack of Car Spa flyers.

The local handicraft shop my wife goes to had a stack of Car Spa flyers.

My son's dentist had a stack of Car Spa flyers in his office.

My local chiropractor friend had a stack of Car Spa flyers in his office.

An apartment complex office I visited had a stack of Car Spa flyers.

Everywhere I went, I saw a stack of Car Spa flyers.  It was amazing.  The have these little "referral lead generation magnets" all over the place.

So I Finally Visited Car Spa

And it wasn't any surprise that they were so busy that it took about 15 minutes of waiting just to get my car into their car wash.

I then went inside their office to wait for my car and noticed that they did NOT have one flyer from another business inside their office.

They were able to get all those other businesses in the area to send them referrals without having to do one reciprocal referral arrangement.  And they did it simply by asking the business owners.  That's all.

Car Spa probably gets 100 times the amount of referrals of any other business in the area as a direct result of this simple referral tactic.

If you have a brick and mortar business, what's stopping you from doing the same thing?  All it takes is a couple of hours a day and a handful or referral flyers to pass out.

Copyright 2005 David Frey

David Frey is the author of the best-selling manual, "The Small Business Marketing Bible" and Senior Editor of the highly-acclaimed, "Small Business Marketing Best Practices Newsletter."  To get your free lifetime subscription simply visit<a target="_new" href="http://MarketingBestPractices.com">http://MarketingBestPractices.com</a>]]>
      
   </content>
</entry>
<entry>
   <title>Advertainment is Sneaking Into Music, Movies, TV and More</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/advertainment_is_sneaking_into.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.445</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>The very name &quot;advertainment&quot; sends thri...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[The very name "advertainment" sends thrilling vibrations up the spine of anyone with marketing in their blood or communication in their genes. And it produces a strong shiver of disgust from many of my colleagues in the music industry.

"I don't want my songs to be involved in advertising," they say, forgetting entirely that by wearing branded running shoes, a t-shirt hawking Fender guitars and a baseball cap emblazoned with the Peavey logo, their very lives are involved in advertising. Plus, if they attend an awards show, they happily state the brand and designer names of everything they're wearing.

They further ignore the fact that radio itself is a form of advertainment. What gets played has little to do with musical accomplishment or artistic merit, but is directly related to the backing of large corporate distributors. I have been told to budget anywhere from a quarter of a million dollars to $350,000 in promotional costs to obtain national radio play on (the appropriately-named) commercial radio stations. Is it any wonder that corporations are seeking ways to build a little brand awareness into the songs?

Turn on any rap, urban or hip hop station and you can start counting the product mentions in the lyrics, some paid-for, some just happenstance. In the electronic-pop field, I have done it myself. On my "Electro Bop" album are songs such as "Paranormal Radio" (which begins as a documentary about American Technology Corporation's HyperSonic Sound system), "Sheena Sez" (about talk radio host Sheena Metal), and "Check the Tech" (about the joys of watching the TechTV channel).

Has this advertainment hurt acceptance of the album? Not that I've noticed. Many e-mails from around the world cite "Paranormal Radio" as their favorite track. Not one person has complained about the ad messages, I assume because the audience for my dance-oriented music is pleased to receive information about technology and a far-out rock-talk jock such as Ms. Metal.

Ads and entertainment go hand-in-wallet in many other ways, some pretty strange. In music alone, we have all wondered about Bob Dylan's "Love Sick" in Victoria's Secret commercials (not to mention Mr. D himself smirking between shots of the lovely bodies wearing the lingerie). But don't overlook Keith Richards in the "Cover Girl" ad while "Honky Tonk Women" plays, or Willie Nelson's "Red Headed Stranger" in the Herbal Essence spot, or Iggy Pop's liquor/drug/sex-soaked "Lust for Life" blasting throughout the Royal Caribbean commercials. (Love to work with the Account Executive who was able to sell that concept!) By contrast, Sting crooning from the back seat of a Jaguar seems a very model of demographic compatibility.

And that's the point: ads and public relations are routinely dismissed as silly, annoying, intrusive or a waste of time right up to the moment when they are delivering facts the reader or listener wants. Then, suddenly, the sponsored message is viewed as helpful and instructive. Therefore, the trick is to achieve the right match between audience and message.

One problem is choosing your media. Just listing advertising outlets can be daunting: TV, radio, outdoor, newspapers, magazines, transit, direct mail, Internet banner. Many of these have subsets: paid inserts (advertorial) in newspapers and magazines, sponsored "newsbreaks" and infomercials on broadcast media, static or animated announcements at stadia, those dreaded 'Net pop-ups, brand names on sports uniforms and equipment (can you say NASCAR?), etc.

One of the most enjoyable categories for producers of both music and advertising is viral 'Net marketing, which has had some notable success stories such as BMW Films, the Seinfeld AmEx campaign, and of course, Burger King's Subservient Chicken.

We haven't even considered cooperative advertising, which can be anything from myriad logos at the bottom of an event poster to the branded music tones and flashing-light Intel trademark that ends every other commercial for someone else's computer products.

But it extends further. Consider: Magazines that sell cover stories; product placement in movies and TV (and yes, live theater); branded clothing; bumper stickers; even fliers stuck on parked cars. There are ad messages on private automobiles (and those anti-humanistic trucks that some insist are called SUVs). Pull up behind a vehicle in traffic and you can read an ad for the car dealership on the license plate frame, plus another piece of public relations for the state on the plate itself. (Come on, you don't think it's hype to put "Land of enchantment" on every vehicle licensed in the state of New Mexico?)

You might think that this plethora of options makes it easier for firms to get their messages across to their targeted demographics, but a good case can be made for the opposite view. TV audiences are turning to Tivo and pay-per-view. Radio audiences are discovering XM and Sirius Satellite Radio. Newspaper readership is becoming an oxymoron. Motion picture audiences can be heard groaning, mocking or booing the pre-feature commercials.

This means there are a lot of people working on new ways to get the product benefits into the brains of the consumers. I do it with humorous radio scripts and subliminally seductive music, but there are going to be some innovations in our industry, and at the risk of appearing foolish, I'm going to make a few predictions. Within the next few years, we'll see:

* Debit card scanners in TV sets, so you can order during a commercial with the flick of your remote.

* Barcodes in songs, so you can download from iTunes by swiping your XM or Sirius player with your Visa or MasterCard.

* Credit cards built into wristwatches, so your "plastic money" is always close at hand.

* Links to product sites in every scene of DVD movies or computer games. Do you want the shoes in the Tony Hawk Pro Skater game? Click-click-click and they're on their way to you via FedEx (note product placement for the big competitor to United Parcel Service).

* Broadcasts of infotainment and advertainment will pop up everywhere: in public restrooms, at the Starbucks, at traffic signals, at the gas pump, on your mailbox, in the packages you purchase, in the parcels that arrive at your door, etc.

* Captive broadcasts. Just as you can preview the music on packaged CDs (available in EU now, but coming soon to the USA), the product benefits, price points and warranty information will play as soon as you lift up a product in the store.

* Digitized logo placement in the rebroadcasts of syndicated TV shows ("Hey, we can sell the product placement another three times!")

* Branded ingredient lists on menus.

* Corporate artwork that takes you on a virtual tour of the company.

* Interactive ads, where you get to play Jerry Seinfeld and/or Superman (or the driver of the BMW) in a five-minute escape from reality (and from reality TV).

* Holographic projections of commercials from postage stamps, car and house keys, magazine covers and ad pages, etc.

And these are just the changes we'll be seeing in the next few years. We're not even discussing the opportunities for advertainment once we move beyond traditional broadcast methodology; when microchips are embedded under your skin, YOU will be the receiver for TV, radio, satellite, telephone, and global positioning system signals. And at that point, the possibilities for marketing communication via advertainment are going to become truly mind-boggling.

Are these prospects exciting, frightening, or both? My view is positive. After all, a lot of these new forms of communication are going to need my scripts and my music.

# # #

Scott G is president of G-Man Music & Radical Radio. His music is on commercials for Verizon Wireless, Goodrich, Monaco Motor Coaches, BAE Systems and more. A creative director of the National Association of Record Industry Professionals (NARIP) and a member of The Recording Academy (NARAS), he writes about music for MusicDish.com and the Immedia Wire Service. The G-Man's albums are released by Delvian Records and are on Apple's iTunes. He can be reached via <a href="http://www.gmanmusic.com." target="_blank">http://www.gmanmusic.com.</a>]]>
      
   </content>
</entry>
<entry>
   <title>Do You Really Need a Brochure?</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/do_you_really_need_a_brochure.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.446</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>Traditional brochures typically tell the...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[Traditional brochures typically tell the story of your company, i.e. they give evidence that you or your company have the wherewithal in personnel, capital, clout and expertise to perform the services you say you can perform or deliver the product you're selling. They are usually 3 or 4 panel affairs, printed on glossy paper, and featuring nice graphics or photographs. Think of company brochures as a resume for your business...Thus they are part of your "collateral" package.

But do you need a company brochure? Producing a company brochure is often time-consuming and expensive. The money and effort spent creating a company brochure may be better used on another marketing method.

Four questions to help you decide if you need a company brochure:

1. Do your competitors use company brochures?

That doesn't mean your biggest competition printed a brochure in 1992 and still have 1000 copies sitting around their office in dusty boxes. If you see your competitor's brochure when you make calls to potential clients, if they're mailing them out to your target area, handing them out at association meeting, etc., then you need one, too.

2. Do your clients ask for one?

If your clients expect a company brochure, then you should have one available. The more costly the service or product you provide, the longer the buying process will take your customer. Brochures and accompanying sales literature are often passed up the decision-making chain along with the purchase order. They are a way for the purchasing agent/buyer to back up their choice of vendor and product.

3. Is your service or product something visual?

If you're a graphic designer, photographer, kitchen remodeler, lighting consultant or if you have an aesthetic product, then you probably need a brochure. People will want to see examples. A company brochure is a good place to showcase your best work. If your selling stainless-steel wingnuts, then the customer will probably be more interested in a product sheet.

4. Is your service or product very complex, unusual or very specific? If your product or service is complicated or rare, you may need a company brochure to explain what you're selling and why. For instance, if your company provides second-tier program management for subgrantees, you are going to need to explain your company to potential clients. If you're a French restaurant owner, you won't need a company brochure (but give out menus).

Segarin Monk is a marketing specialist promoting social betterment programs for governments and non-profit organizations. He believes in high-integrity, pass-it-on, pay-it-forward marketing. See more articles from this author at: <a target="_new" href="http://marketingyogi.blogspot.com/">http://marketingyogi.blogspot.com/</a>]]>
      
   </content>
</entry>
<entry>
   <title>How To Write Really Good Ads</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/how_to_write_really_good_ads.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.447</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>All sales begin with some form of advert...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[All sales begin with some form of advertising. To build sales,this advertising must be seen or heard by potential buyers, andcause them to react to the advertising in some way. The creditfor the success, or the blame for the failure of almost all ads,reverts back to the ad itself.

Generally, the "ad writer" wants the prospect to do one of thefollowing:

Visit the store or website to see and judge the product for himself, or immediately reach for his credit card or write a check and send for the merchandise being advertised.

Phone for an appointment to hear the full sales presentation, orwrite for futher information which amounts to the same thing.

The bottom line in any ad is quite simple: To make the reader buy the product or service. Any ad that causesthe reader to only pause in his thinking, to just admire the product, or to simply believe what is written about the product--is not doing it's job completely.

The "ad writer" must know exactly what he wants his reader to do,and any ad that does not elicit the desired action is an absolutewaste of time and money.

In order to elicit the desired action from the prospect, all adsare written according to a simple "master formula" which is:

1) Attract the ATTENTION of your prospect

2) INTEREST your prospect in the product

3) Cause your prospect to DESIRE the product

4) Demand ACTION from the prospect

Never forget the basic rule of advertising copywriting; If the adis not read, it won't stimulate any sales, if it is not seen, itcannot be read; and if it does not command or grab the attentionof the reader, it will not be seen!

Most successful advertising copywriters know these fundamentalsbackwards and forwards. Whether you know them already or you'rejust now being exposed to them, your knowledge and practice ofthese fundamentals will determine the extent of your success asan advertising copywriter.

Get CONTENT For Your Website

<a target="_new" href="http://www.InstantAuthors.com">http://www.InstantAuthors.com</a>]]>
      
   </content>
</entry>
<entry>
   <title>Increase Business By Being Nice</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/increase_business_by_being_nic.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.448</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>I have been reading articles on increasi...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[I have been reading articles on increasing sales using search engine optimisation as well as writing them for a very long time and I have not seen many which point out the best way to increase sales.

The answer is obvious yet often overlooked; you just have to be as good to your customers as you would expect any other site owner to treat you.

The World Wide Web is vast and the choices are many, it doesn't matter what you want you have probably got a choice of 30,000 to 3,000,000 sites to pick from.Our customers will become repeat customers if they are provided a personal service that exceeds their expectations.

The Internet has been a boom for many people, businesses have sprung up and their owners have managed to make a living from them, some more than others.

The Internet has also taken away the contact we used to have with shop assistants, we no longer see shopping as a personal experience and I think this is a real shame.You can't ask questions, you can't see the goods you are buying and you don't get a feel for the person you are dealing with.

It is down to us, the seller, the owner, the customer service manager to provide a personal service to these people who entrust us with their hard earned cash to provide not only value for money but also a service that will leave them with a warm glow in their heart and a need to return to us for further purchases.

We will also get the benefit of the most valued advertising; FREE word of mouth recommendations are invaluable and must never be underestimated.One person shows off their newly acquired goods and says how fabulous your site is to 2 or 3 people and then those people tell 2 or 3 people so on and on it goes.Before soon you have loyal customer base.

Remember that it takes a long time to build a solid reputation but only one mistake to destroy it.It takes a lot of hard work and sometimes you have to swallow your pride and say " the customer is always right", we all know that is not always the case but even an awkward customer has mellow moments and friends (well most of them do).

Mark White has worked in I.T. for the last 15 years and currently runs 3 websites.


<a href="http://sunspeks.com/" title="replica oakley" target="_blank">http://sunspeks.com/</a>


<a href="http://tendollardownloads.com/" title="budget software" target="_blank">http://tendollardownloads.com/</a>


<a href="http://phone-bits.com/" title="mobile phone accessories" target="_blank">http://phone-bits.com/</a>


And administrates for <a href="http://freetraffictip.com/members" title="free traffic" target="_blank">http://freetraffictip.com/members</a>]]>
      
   </content>
</entry>
<entry>
   <title>Driving Customers to You - Your Car as a Marketing Vehicle</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/driving_customers_to_you_your.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.449</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>You can turn your vehicle into a rolling...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked. Here are some of the best ways to use your vehicle as a marketing tool.

Bumper stickers are so inexpensive that you may want to print enough for employees, friends, family members, customers and others. Publisher Susan Sabo of <a target="_new" href="http://www.SmallDogsPress.com">Small Dogs Press</a> made bumper stickers saying, &quot;I do bad things for love,&quot; along with the Small Dogs web site URL. The line is from one of their books, and everyone who sees the bumper sticker wants one. Sabo sells them at her web site, and gives them away at book fairs. Of course, she has one on her car, and says she has given them to all of her friends, too.

License plate frames are a favorite of car dealers and auto repair shops, but they can work for any business. You can have them custom made with your business name or slogan, along with a phone number or URL.

Magnetic signs are an easy and low-cost way to put a lot of information on your car. Put them on both sides of the car, and make sure the lettering is large enough to read, even from a distance and when the vehicle is in motion. Personal chef Sue Gaughenbaugh added an effective twist to this idea. She bought a supply of magnetic business cards and placed them around the sign on her truck. When customers see her truck in a parking lot, they can pick up a card to take with them. Gaughenbaugh started getting calls from new customers within days of putting the take-away magnetic cards on her truck.

Vinyl decals and window stickers are a highly visible way to promote your web site. Put the URL in large letters across the width of your rear windshield. After all, you never know who might be behind you in traffic.  This is most effective if you have a catchy and descriptive domain name. Custom stickers are available at prices starting under $20.

You can order many of these items from local printers and sign shops. Or, do an online search for companies that can create bumper stickers, magnetic signs, decals and other promotional items.

And when you are ready to go all-out, consider a vehicle wrap. These vinyl decals look like a custom paint job and cover your entire vehicle with bright, high-quality graphics. This is not a do-it-yourself project, but you can hire companies such as www.coloredink.com to design and install the graphics. At an estimated cost of $3,500, this option is much more expensive than the others described here, but it will certainly make an impression on the other drivers you encounter.

When your car is a traveling billboard, the time you spend in traffic will become more productive.

Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you <a target="_new" href="http://www.IdeaLady.com/">attract customers and make yourself famous</a> with creative strategies that help your business excel. Get free tips and discover what she can do for you at <a target="_new" href="http://www.IdeaLady.com/">http://www.IdeaLady.com/</a>.]]>
      
   </content>
</entry>
<entry>
   <title>Change, or Reinforce?</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/change_or_reinforce.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.450</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>Do you know about the distinction - and ...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?

If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.

Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium.

For example, suppose you own a bookstore and every couple of months you send a newsletter to all residences within a two mile radius.

Now, if you have good market share and you're profitable, you won't want to rock the boat. You'll want to reinforce existing behaviors (which include buying at your store).

On the other hand, if you just opened a new bookstore and need to take market share from other bookstores, then you want change existing book buying behavior.

Another example: Suppose your employee safety program has worked well for the past year and you want to maintain the practices that led to this longest-ever period without an accident. Your communication would reinforce. On the other hand, if the safety record was unacceptable, you would try to get change through your communication.

In a change situation, we want to upset the status quo, to challenge existing beliefs and ways of doing things. That means the words and style could be somewhat inflammatory.

We can do this by making bold claims or allegations: Just listen to, or look at, advertising claims like these: "If you shop at Joe's Bookstore, you may be paying too much!" or, "Drive a bit further and save a lot more at Jane's Bookstore!"

Change also might be hurried by painting negative scenarios , as in "Unless we get more efficient, senior management will outsource the whole department."

Tactically, change usually demands more communication, as in more often and more words or pages. As you can imagine, it takes more communication to drive change than to stay on the same course.

There are also tactics we can use to reinforce existing beliefs or actions.

To maintain the status quo we can stress a service record, as in, "Serving you with quality and service for 25 years." or "Your performance has been very good over the past year, Betty. Keep up the good work."

Reinforcement does not automatically rule out change; however, it emphasizes incremental and gradual change rather than major and abrupt change.

You can also appeal to shared values or experiences to reinforce. Nothing commits us to staying the course like emotional cues that link good times to the status quo. For example, consider the power of an advertising slogan that begins, "Remember when...." It connects a powerful, positive emotion with a product or service. By extension, the product or service offers an opportunity to relive that good time.

In summary, make a distinction in your communication between reinforcing and changing. Decide which way you want to go, and then choose the appropriate strategies, tactics, and tools.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at:<a target="_new" href="http://www.communication-newsletter.com">http://www.communication-newsletter.com</a>]]>
      
   </content>
</entry>
<entry>
   <title>The Only Bad Advertising Is No Advertising - Or Is It?</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/the_only_bad_advertising_is_no.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.451</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>Depending on whom you ask, you will get ...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[Depending on whom you ask, you will get told many &quot;truths&quot; about advertising. The question I have for you today is this ? &quot;Is the only bad advertising, no advertising?&quot;

Before we begin, it might help us to agree on what advertising is, so here's one definition:

&quot;Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media.&quot;

In other words, someone is trying to &quot;sell&quot; us on something ? be it a product, or a service, or just picking up the phone. Advertising is all about getting people to do something ? well, for the majority of us, it should be.

So, if advertising is about selling stuff, then perhaps we can answer our question now: &quot;Is the only bad advertising, no advertising?&quot; Of course not! You could create a really bad advert that did a terrible job of selling? and that would easily be a bad advert.

&quot;Repetition, repetition, repetition!&quot;

Is the battle cry of the ardent advertiser. &quot;You must have repetition to have an impact.&quot; Do you believe this? A healthy dose of scepticism is always handy at a time like this. But before you start patting yourself on the back thinking that you're right I think you might want to hear this.

Repeating an advert works. Studies have shown conclusively that a 'sale' regularly occurs between the fifth and eighth exposure to a sales message (sure it can happen sooner, the point is that one-hit-wonders are rare). So repeating an advert works ? BUT? and this is quite an important &quot;but&quot;? the advert must be having an effect (or working) for the repetition to be meaningful.

Flogging a Dead Horse

Permit me to explain. If your advert tanked on the first run you may have a bad advert on your hands. You will need to think carefully about what you do next. Experience tells us that this might be a fluke or a freak of circumstances so it warrants at least another run ? may be two.

However, if the advert is not performing at all well after a couple of exposures to your market place, exposing that advert continuously will NOT (I repeat NOT) improve it. In this instance, repetition is quite simply a waste of time and money.

However, if your advert worked well then keep running the advert. For how long you might ask? The answer to that is actually very easy. Keep running performing adverts until the numbers tell you to stop. That's right, let the sales numbers tell you when that advert needs a rest.

Great Adverts Need A Vacation Too

Adverts are like people, they get tired and need a break. Just because an advert eventually loses some steam doesn't mean that after a suitable 'rest' it cannot go right back to work ? performing flawlessly.So how do the numbers tell you when to pull the advert or give it a rest? When all the costs of running the advert outweigh the sales the advert is bringing in. Remember to take a more pragmatic view and consider the long term sales value of a new client. In a previous article I explained that a client you acquire  has a 'lifetime value' not just a 'now-time value'. Include the future sales this client will bring you when deciding if the advert is no longer effective.

Size Does Matter!

So how big should your advert be? That's easy, it should be 'dominant'. After all, your advert is trying to do its first job ? CATCH ATTENTION! This is easier to achieve with a larger advert. All things being equal on the page, the bigger ads get more 'eye time' than the smaller adverts. As with all things though, there are exceptions to the rules and a small advert developed properly will outperform a big advert that is poorly designed.

There are other advertising 'secrets' we copywriters have learned that help us gain the edge when writing adverts. For instance we know whether colour makes a difference and when to use it, we know which single colour out performs all other colours and why, and we know which fonts (yes fonts) make a difference to an advert? but sadly I'm out of space again so we'll have to save those tidbits for another time.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of EBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit <a target="_new" href="http://www.JamesBurchill.com">http://www.JamesBurchill.com</a> for details.]]>
      
   </content>
</entry>
<entry>
   <title>The Benefits of Specific Advertising</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/the_benefits_of_specific_adver.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.452</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:54Z</updated>
   
   <summary>The great Claude Hopkins (Author of Scie...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[The great Claude Hopkins (Author of Scientific Advertising) once said, &quot;Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever.&quot; 

To say, "Best in the world," "Lowest price in existence," etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make.

--- A Dog & Pony Show

It's true that people accept a certain license in 'sales talk.' A person may say, "Highest quality" without seeming a liar, although you realise other brands are just as good. We expect a sales person to 'sell' and we excuse some enthusiastic exaggeration. It's for that reason general statements count for very little. And a person inclined to grand statements and superlatives must expect their claims to meet a healthy dose of scepticism.

However, someone making a specific claim is either telling the truth lying. We know advertisers cannot lie in the best mediums, so a definite statement is usually accepted. Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.

--- Just The Facts Ma'am

This is very important to consider in written or personal salesmanship. The weight of an argument may often be multiplied by making it specific. Say that one brand of light bulb gives more light than another and you leave some doubt. Say it gives 354% more light and people realize that you have made tests and comparisons.

A dealer may say, "Our prices have been reduced" without creating any marked impression. But when he says, "Our prices have been reduced 27 per cent" they get the full value of their announcement.

--- The Pre-emptive Advantage & Specificity

In the old days all beers were advertised as "Pure." The claim made no impression. The bigger the type used, the bigger the folly. After millions had been spent to impress a platitude, one brewer pictured a plate glass where beer was cooled in filtered air. They pictured a filter of white wood pulp through which every drop was cleared. They told how bottles were washed four times by machinery. They he went down 4,000 feet for pure water. How 1,018 experiments had been made to attain a yeast to give beer that matchless flavour. And how all the yeast was forever made from that adopted mother cell.

Now don't misunderstand ? any brewer might have easily made these claims. They were mere essentials in ordinary brewing. But this one company was the first to tell everyone about them, while the others simply kept repeating the worn out statement "pure beer." This one brewer made the greatest success that was ever made in beer advertising.

--- The Art of Leverage

Remember, one advertising statement may take as much room as another, yet a definite statement is many times more effective. The difference is vast. If a claim is worth making, make it in the most impressive way you possibly can.

All these effects must be studied. 'Salesmanship-in-print' can be very expensive. A salesperson's loose talk matters little when it's simply one-on-one. However, when you are 'talking' to many at great cost, the weight of your advertising claims is important.

Remember, no generality has any weight whatever. It's like saying, "How do you do?", when you have no intention of inquiring about one's health. And specific claims when made in print are taken at their value.

So the next time you are dreaming up adverts and offers for your business ? BE SPECIFIC!

Author: <a target="_new" href="http://www.JamesBurchill.com">http://www.JamesBurchill.com</a> - James is a freelance writer and consultant]]>
      
   </content>
</entry>
<entry>
   <title>5 Newspaper Advertising Myths Revealed</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/5_newspaper_advertising_myths.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.453</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:55Z</updated>
   
   <summary>What I&apos;m about to reveal are myths that ...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[What I'm about to reveal are myths that most people thinkare 'true.'

They seem set in stone yet they are deadly to theadvertiser.

I'm certain you'll be surprised. Certainly you may evendoubt what I reveal to you. But I've discovered that thesemyths must *NEVER* be followed - unless of course you likethrowing your hard earned money down the drain!

There are essentially five common 'Newspaper And MagazineAdvertising Myths'?

Before I go any further I have a proviso to what I'm aboutto reveal to you about advertising. Here it is?

Everything I talk about here has one goal: To help you make more money - substantially more, with your marketing, sales, and advertising.

If you're looking for 'pretty' advertising or advertisingthat looks good without getting you leads and orders thenyou should look elsewhere.

So when you're reading through these advertising myths andfacts, be aware that I'm only talking about newspaper andmagazine advertising that makes money - plain and simple!

So let's get started?

****************************************

Advertising Myth 1: Your ad must first 'look good' before it is placed in any publication

****************************************

Many people (not your prospects by the way!) judge newspaperand magazine advertising on the 'look and feel' of the ad.In fact one of the mysteries of the modern worldis having advertising awards for aesthetically appealingads. That's just plain nuts!

It doesn't matter how good your ad looks. What countsis how much money you made from the ad!

Of course I'm not saying your ad cannot look good. What I'msaying is your number one objective is to get the sale (orat least a response.

Never forsake this goal for creating a good looking ad!

****************************************

Advertising Myth 2: Your company name needs to be prominent in the ad

****************************************

Regardless of how familiar your company or service is toyour prospects you should always place your company name atthe bottom of the ad. Never ever put your company name atthe top of the ad.

****************************************

Advertising Myth 3: You should never use a reply coupon because it looks 'unprofessional'

****************************************

Many design agencies frown on response coupons because onceagain they don't look 'good.' A coupon has the ability to*double* your response instantly.

You must therefore have a very good reason not to use acoupon in your ads. (By the way I've never come up with agood enough reason - unless of course you're restricted tospace!).

****************************************

Advertising Myth 4: You should use a design agency to create your ads

****************************************

Like all professions there are good and bad design agencies.However only use a design agency that uses 'direct response'advertising principles.

All other design agencies will never get the results youshould expect with your newspaper and magazine advertising.

In almost every case you are better equipped to create your own advertising rather than using a design agency.

You'll save thousands of dollars and almost certainly makemore money from the advertising you create.

****************************************

Advertising Myth 5: Your ad must not have too much copy (words) and have lots of white space

****************************************

This is the number one mistake people make with theirnewspaper and magazine advertising.

You cannot ever hope to get a high response to youradvertising if you don't give people a reason (or severalreasons) to respond. This means that your ad needs to be*FULL* of copy.

Contrary to popular belief an ad crammed full of relevantand benefit written copy always *substantially* wins over anad without lots of copy.

***

So there you have it. If you want more sales and moresuccess from your newspaper and magazine ads you must stepoutside the box.

You must break from tradition. You must forget aboutcreating good looking ads. Do this and I promise yoursales and profits will soar!

JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during 'Internet alchemy' experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client 'double-dog-dared' him to prove you can get front page coverage for $0. The details and that 'dumb stunt' are now part of EBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit <a target="_new" href="http://www.JamesBurchill.com">http://www.JamesBurchill.com</a> for details.]]>
      
   </content>
</entry>
<entry>
   <title>Radio and Television Ads: Clever Vs. Annoying</title>
   <link rel="alternate" type="text/html" href="http://hiroseno.com/blog/advertising-04/2007/05/radio_and_television_ads_cleve.php" />
   <id>tag:hiroseno.com,2007:/blog/advertising-04//12.454</id>
   
   <published>2007-05-05T00:09:06Z</published>
   <updated>2008-03-29T21:23:55Z</updated>
   
   <summary>Ever heard or seen a radio or television...</summary>
   <author>
      <name></name>
      
   </author>
         <category term="advertising" scheme="http://www.sixapart.com/ns/types#category" />
   
   
   <content type="html" xml:lang="ja" xml:base="http://hiroseno.com/blog/advertising-04/">
      <![CDATA[Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window?

What makes one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on!

One of the most successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail. There is a fine line between writing a spot people will laugh and identify with and writing one that falls flat on its face and unfortunately most spots fall into the latter category. The best advice on using humor in ads that I can give you is this: hire a professional who specializes in writing humorous ads. I say this because the majority of advertisers that attempt to write their own funny ads fail miserably. The main reason is because it takes a trained writer to know how to create an ad that includes not only genuinely funny copy, but also perfect timing and the right amount of copy needed to pull it off. Having said this, if you still insist you've written a funny spot for your business the best way to find out is to read it to some unbiased ears which means someone other than your wife, husband, or best friend. Humor in itself is subjective but for the most part if it's funny they'll laugh, and if they don't get it, even if you think it's a real knee slapper, it's time to try another approach. I've written thousands of ads most containing humor but even I don't know for sure how well they will be received once they hit the airwaves. Another tricky part about putting humor in ads is that it takes more time to establish the bit, which means you have less time for the rest of the copy.

The same rule goes for putting voice impersonations in your radio ads. I tend to use voice impressions that I or others do in radio spots from time to time and it can be a real attention getter. However, this can also backfire as I've heard spots where voice impersonations were used just for the sake of putting them in the spot with no real message or tie-in to the product or service. Once again, this is wasted ad dollars.

You may have heard or seen ads you thought were extremely annoying and wondered why the advertiser even bothered. What they've learned is that even bad spots will eventually stick in the mind with enough repetition. The problem here lies with whether what ends up sticking is a negative reinforcement. There's a national jeweler who comes to mind that likes to do his own radio commercials. His nasally voice and dry as sand delivery while quite annoying, have become his trademark. So in essence his annoyance is part of his brand. Successful? Perhaps, but you'd be hard pressed to get me to shop there.

Remember that besides being clever, your ad has to deliver the goods.In other words, ads that are clever just for the sake of being clever won't accomplish much. Have you ever had someone tell you about a funny spot but when you asked who the ad was for, they can't remember? That's a case of the copywriter indulging his or her own cleverness and missing the main point. Your copy must also give the listener or viewer a reason to call or come by and most important, remember your name!

Sometimes a &quot;call to action&quot; works well. This could be in the form of a price point, a special time sensitive sale or a &quot;radio/TV coupon&quot; in which the listener or viewer is told to mention they heard or saw the spot for a special price. It could also involve having the listener or viewer respond immediately as in, &quot;the first 25 people to call now receive...&quot; however, make sure your phone lines can handle the response.

In today's world it takes a clever message to be heard, seen, and remembered above all the mindless advertising banter. And if done right, all the other ads can become &quot;advertising wallpaper&quot; for your clever, stand out, ad campaign!

Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results.

Visit his web site at  <a target="_new" href="http://www.eisenbergagency.com">http://www.eisenbergagency.com</a>  
Mailto: <a href="mailto:halacious@eisenbergagency.com">halacious@eisenbergagency.com</a>]]>
      
   </content>
</entry>

</feed>
