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Effective Advertising

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					                                                                                      Certificate III Small Business Management
                                                                                               Code No: 2304ACC February 11
                                                                                       Western Business Enterprise Centre VUT



                                                              Effective Advertising
Essentials
Use a benefit headline
A headline in a newspaper advertisement serves the same purpose as a headline in a news
story: It grabs the attention of readers, it motivates them to read on, it 'pre-sells' them on the
message that follows. A headline is your first and best chance to attract interest in your ad.
Make the most of it.

Use a dominant element
The initial goal of your advertising is to attract attention. It's your w a y of 'flagging' customers
as they travel through the newspaper. Whether it's an eye-stopping photograph or illustration,
or a hard-selling headline, use a dominant element to attract readers to your message.

Don't overcrowd your ad with illustrations and information that might distract readers from your
message. If you sell ten styles of overcoats, pick one or two of your more eye-catching styles to
feature in the ad and tell customers there are plenty more to choose from in your store. If
you're having a storewide sale, an all-type ad, rather than one packed with illustrations, is often
a more effective way to attract customers.

Make your copy complete
By the time customers are through reading your ad, they should know the answers to questions
like: How much does it cost? What sizes and colours are available? How will purchasing this
product or ordering this service benefit me? Always include prices. Saying only that the prices
are 30% off leaves them wondering about the original price. State clearly how much the
advertised product or service costs and how much customers will save.

Include related items
Don't miss the opportunity to promote related merchandise or services. By co-ordinating items
in your advertising you save time for customers. That's a favour they'll appreciate and
remember.

Urge readers to buy now!
There are several ways to build urgency into your message. For example, you can limit the
time of the sale or remind them that the sale comes only ‘once a year'. You can also limit the
availability of the merchandise or service with phrases like 'while stocks last' and 'one week
only!'

Use colour whenever possible
In a recent NABA study, colour ads outscored the same ads in black and white by 83%.
Consider the increased power of newspaper colour as you plan your next ad.

Make your name prominent
It's your time to shine. Make sure your business name and logo are easy to find and easy to
read. Famous labels and prestige brand names are always important to include in your ads, but
yours is the name you want customers to remember.

Tell customers how to reach you
Include your telephone number and address in every ad. Many retail advertisers even include a
small map showing customers how to reach their store.

Use simple language

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                                                                    Certificate III Small Business Management
                                                                             Code No: 2304ACC February 11
                                                                     Western Business Enterprise Centre VUT


 Many of your customers might not understand the trade terms that are familiar to you. So use
 everyday language. Think of your ad as a conversation with customers.

 Deliver on promises
 The surest way to lose customers is to make advertising claims you can't back up. Go easy on
 the superlatives. If you claim your prices are unbelievable, readers are likely to agree. If every
 other week you advertise’ the best deal ever' readers begin to think it's no big deal.

ASK YOURSELF THIS
 The best way to judge whether or not an ad will be effective is to put yourself in the customer's
 place and ask yourself a number of questions. The answers to these questions will tell you
 whether you've created an effective ad or if it's really time to go back to the drawing board.

 Headline
     o Does the headline grab my attention?
     o Does the headline interest me to read on?
     o Does the headline sell a customer benefit of the merchandise
        or service?
     o Does the headline motivate me to buy?
 Illustration
     o Does the illustration add to the appeal of the product or
        service?
 Body Copy
     o - Does the body copy satisfy my interest in the product or
        service? -Does the body copy tell me how purchasing this
        product or service will benefit me?
 Contact
     o ... Does the ad provide the information I need to make contact
        with the advertiser?
 Logo
     o Is the store name easy to rind? Is the store name legible? –
 White Space
     o Is the ad easy to read? Does each item in the ad stand out?
 Colour
     o Would colour makes me more interested in purchasing this
        product?
 Layout
 - Does the layout guide my eye easily through the ad?
     o Does the ad focus attention on key points about the
        advertised item?




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                                                                  Certificate III Small Business Management
                                                                           Code No: 2304ACC February 11
                                                                   Western Business Enterprise Centre VUT



         Ad size and Position on Page adds readers and multiplies results
                     The BIGGER the advertisement,
                          The STRONGER the readership
                             The GREATER the Result
Advertising is a communication process. And the measure of all effective advertising is how
successfully it communicates its message to its target audience. Effective communication not
only depends on the 'copy and style' of the advertisement, but also on its personal relevance
for the audience it reaches. However, to succeed, advertising must first be noticed before other
attributes can work. Naturally, level of visibility is directly related to the size of the
advertisement. Because of this, newspaper advertising offers many outstanding advantages.
Given the message is 'right', press advertisers can attract maximum exposure on a page,
dominate facing pages or, by running multiples of ads, saturate an entire edition.

Advertisers consider advertising an investment. Returns are high, or not, depending on where
and how they invest. Press advertisers benefit by appearing in a permanently visible medium
where an ad doesn't disappear in seconds but is available for as long as readers want. More
people read a morning newspaper than view a main news program on any commercial station
and nine-out-of-ten newspaper readers read every page. For these reasons, press advertisers
appear in far superior sales environments and attract very strong opportunities to be seen.

Research within 48 hours of reading confirms strong recall of press ads when compared to
other media. One-third of all readers note specific advertisments. More than half of readers
noted double-page ads while noting of broken space, half and full pages grows as ad size
increases. Therefore illustrating that press advertisers can increase the impact of their
advertising, simply by increasing the size of their ad.

Positioning also plays an important role in maximising impact and improving return on
advertising investment. Contrary to popular belief, effective positioning isn't a matter of
securing a spot on an early right-hand page. Research shows there's no real difference in the
impact of an ad on a right-hand page and one on a left-hand page. An ad appearing at the
bottom and towards the outside edge of the page has a higher chance of being noticed and
read by more people, regardless of where it appears in the paper.

Collectively, the superior twin-tiered benefits of ad size and most efficient position-on-page
allows press advertisers to take best advantage of research-proven ways to effectively use the
medium. Ads of all types and sizes can be designed to achieve maximum exposure.

All News Group Metropolitan Newspapers offer easily accessible research information on the
effectiveness of press ads of virtually every product type, by ad size, position, percentage of
readers by age, sex, income and occupation. A key benefit not offered by most media.




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                                                                      Certificate III Small Business Management
                                                                               Code No: 2304ACC February 11
                                                                       Western Business Enterprise Centre VUT


10 Reasons why It Pays To Advertise
      1. Whether business is good or slow you want your share of whatever business is
         available. Consistent newspaper advertising schedule can give you a competitive edge.
      2. When money is tight, consumers are careful how they spend. The kind of
         information they find in newspaper ads helps them decide what, when and
         where to buy.
      3. Newspaper advertising influences shopping decisions. Three in every five food
         and grocery shoppers read supermarket 'specials' advertising in newspapers.
         Eight-in-ten of those who bought 'specials' look through food ads in the paper.
      4. Today more people live in two-income households. They have additional dollars to
         spend on the goods and services they want. Your competitors will bid for their
         share of that business - and yours.
      5. You can't control most factors in your marketplace: rent, labour, wholesale
         prices, transportation costs and, of course, the competition. But you can control
         your own promotional strategy. Remember that your advertising is not just a
         cost of doing business. It's a proven sales tool that can return your investment
         many times over.
      6. Once you build your business, you must keep it going with consistent advertising.
         If you cut or eliminate your advertising, you could lose the customers you've
         fought so long and hard to gain. Winning them back is pretty much like starting all
         over again.
      7. Newspaper advertising is an integral part of your sales effort. Your advertising
         helps to pre-sell customers and closes the sale faster.
      8. Your market is never static. Some of your customers are always leaving while
         new people arrive. Your newspaper advertising is an effective way to introduce
         your business to these new arrivals
      9. It's A FACT: Over any given period, any business that advertises below the
         industry average has sales below the industry average.
You need to maintain a continuous advertising presence in order to reach the relatively few
people who are 'active' in the market for a particular item or service at a given time. We call this a
'thin’ market'. On any given day only one-in-ten thousand people are in the market to buy a motor
vehicle while just 2 percent of Australians are actively buying a new dwelling. If you are not in the
market at the same time, you're' out of it'.




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                                                                  Certificate III Small Business Management
                                                                           Code No: 2304ACC February 11
                                                                   Western Business Enterprise Centre VUT


                                     Inserts Motivate the Buying Impulse
          Newspaper inserts are most likely to be read, retained and acted upon.
Regular newspaper advertisers develop a relationship with customers over time. Inserts in
newspapers are extremely effective because they capitalise on this bond between a person and their
newspaper. Due to this relationship, a newspaper is the ideal method for the delivery of inserted
catalogues, with more than three in five newspaper buyers reading your insert.
Readers Have A Strong Bond With Their Paper And Inserted Catalogues.
Readers of newspapers are highly involved, and use newspapers as a regular source of
information. To them, an insert becomes a bonus, something extra they value, to assist them
with decisions for their weekly and major purchases. Inserts that become part of the
newspaper inherently involve readers more than inserts received unsolicited through the
letterbox:
Inserts Standout.
A significant benefit of a newspaper insert is its ability to use colour to stand out in a
predominantly black and white environment. Their lift-out format also allows them to be easily
retained for future reference. More than a quarter of newspaper readers retain inserts for at
least three days.
Inserts Are Passed On.
Newspaper catalogues are not only retained but are also passed on to other members of the
household. At least 40% of householders say that someone else in the home looks at the
catalogue.
Inserts Focus Readers On Your Products And Services.
Readers actively scan run-of-paper advertisements for information about your product or
service. With an insert you have the added advantage that the reader is uniquely aware of the
advertiser, and attuned to your message. You also don't have to worry that a competitor may
be advertising on the opposite page.
Newspaper Inserts Are Timely And Effective.
Run-of-press advertising, in conjunction with inserts, increases the level of advertiser
awareness among newspaper readers. Inserts have been used effectively by many
advertisers for a wide range of sales, promotions, and special events, such as Christmas Day
and Mothers' Day.




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                                                                     Certificate III Small Business Management
                                                                              Code No: 2304ACC February 11
                                                                      Western Business Enterprise Centre VUT




                                       Colour Advertising has IMPACT
Colour advertising grabs the reader's attention - leading to more sales opportunities.
 Not every item in a newspaper will be of interest to every person. Readers scan a page for key
 words and images that attract their attention. Colour halts the scanning process and focuses
 the reader's attention on your colour advertisement.
  There is no Doubt that Colour has Impact
  Readers enjoy, notice and become more involved in ideas presented in colour. This was
  demonstrated by the most recent Australian research into newspaper colour. In this study,
  Mitsubishi cars were advertised in two separate newspaper markets - Perth and Melbourne.
  Colour followed black and white advertisements in one city, while this order was reversed in the
  other market. Text and layout was identical for both advertisements. Readers were asked if
  they could remember the advertisement, and how much of it they had read. The results
  showed overwhelmingly that the colour advertisement attracted over 83% more readers who
  noticed it before any other advertising or editorial items on the page. That is nearly double th e
  number who noticed the black and white advertisement.

  Colour advertising not only attracted more readers, but the readers became more involved and
  interested. 50% more people read about the product when it was advertised in colour. Studies
  in America and Britain have found that this higher readership and the greater interest
  generated by colour increased the sales of small consumer items by 42%.

  A study of The Advertiser in Adelaide found that more than two thirds of readers described the
  paper as being more appealing once the paper had introduced colour.

  Magazines are no longer the only medium in Australia where colour advertisements may be
  seen in print. The News Group of Metropolitan Newspapers has made a $1 Billion investment
  in the future of colour newspapers in Australia. By 1995 all News Limited national and
  metropolitan newspapers will be able to print full colour advertisements throughout the paper.
  Coupled with high readership, wide circulation, and distinctive feature sections, News Limited
  newspapers are the most attractive alternative for colour advertising.




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                                                                    Certificate III Small Business Management
                                                                             Code No: 2304ACC February 11
                                                                     Western Business Enterprise Centre VUT


                               How special Features Can Work for You!
 Advertising in Newspaper Feature Sections Reaches the Right People at the Right Time. All
    News Group Newspapers in Australia carry a wide range of daily and special interest
  features that appeal to the broad interests of readers. Features can be linked to specific
     events such as Mothers' Day, National and Regional celebrations, Education and
   awareness campaigns, or to highlight trends within the community, such as health and
                       fitness or "do it yourself' home improvements.
Features target readers whose common link, at a particular time, is their interest in the feature
topic. For an advertiser to reach this diverse group, the only adequate means is via the
newspaper feature.
A feature offers a unique opportunity to target the individual interests of readers within the
wider readership.
Readership of features is driven by the level of reader involvement in the topic. When a feature
is directly related to the interest of readers they are far more involved in the advertising and
editorial content. For example, a new mother is highly motivated to read any special feature on
childcare.
A feature environment offers an excellent way for advertisers to immediately target consumers
who are in the market for the product or service. Features are also able to stimulate long-term
sales by providing product information.
Features target “hot prospects" for advertisers. They attract the right people, who are more
likely to note advertising. The environment of features offers the advertiser the opportunity to
gain both reach and frequency, simply because the feature is likely to be kept and referred to
again and again by those actively involved. A do it yourself mechanic, for instance, would
continually refer to a special feature on car maintenance and repairs.
For a feature to be successful it must adhere to certain guidelines.
It must be
    o Timely.
    o Informative.
    o Personally relevant.
    o Able to capture and maintain reader attention.
    o In an environment where advertising complements editorial.
    o Seen as an essential part of the newspaper.




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