101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising

Overview

Practical tips to help you promote and advertise your products and service, simply, effectively, and without a big budget

Understanding what makes one advertisement work while another fails could save you a small fortune in wasted advertising. From the author of the bestselling 101 Ways to Market Your Business comes a book of proven tips to increase the effectiveness of your advertising. With step-by-step advice on how to make an advertisement, how to buy advertising space, and ...

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Overview

Practical tips to help you promote and advertise your products and service, simply, effectively, and without a big budget

Understanding what makes one advertisement work while another fails could save you a small fortune in wasted advertising. From the author of the bestselling 101 Ways to Market Your Business comes a book of proven tips to increase the effectiveness of your advertising. With step-by-step advice on how to make an advertisement, how to buy advertising space, and how to make sure that your advertisement is working to its full potential, your business will soon be reaping the benefits. Find out how to advertise in newspapers, magazines, on the radio, television, the internet, outdoor signs, and every other conceivable type of media. Build up your business with smart, effective, and affordable advertising.

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Product Details

  • ISBN-13: 9781865089829
  • Publisher: Allen & Unwin Pty., Limited
  • Publication date: 11/28/2004
  • Series: 101 . . . Series
  • Pages: 256
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.77 (d)

Meet the Author

Andrew Griffiths has been a small business owner for over 20 years. He runs a successful marketing company, The Marketing Professionals, and provides practical advice and solutions to both large corporations and small business operators.

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Table of Contents

Acknowledgments xi
Introduction xiii
What's in this book xiv
Section 1 Getting a handle on advertising 1
Does advertising really work? 2
The five most important things you need to know about successful advertising 3
Where does advertising go wrong? 8
How do you know if your advertising works? 9
How much should you spend on advertising? 10
The constantly changing face of advertising 11
Section 2 Advertising in newspapers 13
1 Decide what message you are trying to send 15
2 Keep your advertisement simple, uncluttered and easy to read 17
3 Make your advertisement stand out 19
4 Placement is critical 20
5 Black and white, colour or spot colour? 21
6 Different people read different parts of the newspaper 23
7 Size does count 24
8 You pay for more readers 26
9 Newspaper inserts--big results but pick your time 28
10 Establish credibility by using newspaper advertising 31
11 Don't underestimate the power of the classifieds 33
Section 3 Making television advertising work for you 35
12 What are you trying to sell? 37
13 The steps to making a good television commercial 38
14 Keep a notepad by the television 40
15 Sell the benefits to the consumer 41
16 Make your television commercial stand out from the crowd 42
17 What are demographics and how can you use them? 43
18 The importance of frequency--being seen 45
19 How often should you run television campaigns? 46
20 Persistence--working your campaigns 47
21 Understanding how you pay for television advertising 48
22 Buying television airtime 50
Section 4 Have some fun on radio 53
23 How you can use radio to your benefit 54
24 Where most radio advertising goes wrong 56
25 Keep your message simple 57
26 Get people smiling 60
27 Make your commercial appropriate to the listening audience 62
28 The power of talkback radio--the credibility machine 63
29 When do people listen to the radio? 64
30 Buying smart radio time 65
31 Use the radio to get the phone ringing right now 66
32 Increase the success of other advertising by using the radio 67
33 It's all in the voice 68
34 The outside broadcast 69
Section 5 Telephone directories--important for all businesses 71
35 Choosing the right directory 72
36 Stand out or throw out 74
37 Put some thought into your advertisement--most people don't 76
38 Big, bold questions need answers 77
39 Don't get caught up with what your competitors are doing 78
40 Look at your advertisement from a customer's point of view 79
41 Don't forget the White Pages 81
42 Use pictures to sell your business 82
43 Have a strong, stand out border 83
44 Cut out your artwork and place it on the page 84
45 Dedicate a number to monitor response 85
Section 6 High-impact outdoor signage 87
46 There are lots of options when it comes to outdoor signage 88
47 Decide what you want to achieve from your outdoor signs 90
48 Location determines the message 92
49 Bring the sign to life 93
50 Make the message simple to understand 95
51 Use strong visual images 97
52 Change your outdoor signage regularly 98
53 Outdoor advertising that moves 100
54 Shopping centres--outdoor and indoor 102
55 Look for new highly visible sites 104
56 Don't forget the front of your business 106
57 DIY moving billboards 108
Section 7 Direct mail advertising 111
58 The benefits of direct mail advertising 112
59 Understanding why most direct mail advertising goes wrong 114
60 The importance of a good database 116
61 How to increase the chances of your direct mail working 117
62 The first few seconds are crucial 120
63 Choose your timing wisely 121
64 Test your direct mail before committing 122
65 Make it easy for the customer to act on your message immediately 123
66 Be prepared to keep trying; if it works, keep using it 124
67 Buying databases to get qualified leads 125
Section 8 Advertising in magazines 127
68 Magazines allow you to target specific audiences 129
69 Most magazines are full colour--use this wisely 130
70 Use your magazine advertising to collect a database 131
71 Competitions work well in magazines 132
72 Commit to longer term advertising and save 133
73 Always look for editorial opportunities 134
74 Buy magazine advertising space on standby 135
75 Don't scrimp on the graphic design of your advertisement 136
76 Cut out coupons 137
77 Position, position, position 138
Section 9 Advertising with other businesses 140
78 Form strategic alliances with other businesses 141
79 Share the cost of advertising 142
80 Form a precinct 143
81 Joint mail outs 145
82 Share television commercials 146
83 Take over a page in the newspaper 147
84 Be completely ethical and honest in your advertising 148
85 Swap databases for direct mail 150
86 Ask your partners for direct recommendations 151
87 Increase your buying power by group purchasing media 152
Section 10 Writing your advertisement--the copy is critical 154
88 How to write copy if you aren't a good writer 155
89 Copywriting tools 158
90 Using testimonials for credibility 159
91 Every advertisement or commercial needs a call to action 161
92 If in doubt use a professional or do a course 162
93 Testing your copy to make sure it works 163
Section 11 Using the Internet to advertise your business 165
94 The importance of advertising your website in other areas 166
95 Give people a reason to come back to your site 168
96 The importance of your domain name or web address 169
97 Directional advertising and the Internet 170
98 Linking is advertising--work with others 172
99 Banner advertising--does it work? 173
100 Search engine advertising--what does it mean? 175
101 Constantly review your website and your Internet strategy 176
Bonus Section--20 more advertising tips 178
102 Set up a shopping centre display 180
103 Make some smart promotional giveaways 181
104 Message on hold--the captive audience 183
105 Sell yourself at the movies 184
106 We all get dockets and most of us keep them 185
107 The good old business card 186
108 Letterbox drop to success 187
109 Take your message to the sky 188
110 Flashing lights draw attention 189
111 Painted cows--advertising in the paddock 191
112 Send out media releases for free, instant advertising 192
113 Are your advertising sales representatives asking the right questions? 194
114 What does an advertising agency do and cost? 196
115 Use your business foyer to advertise your business 198
116 Remember every city is different 200
117 The advertising brainstorm--a powerful weapon 201
118 Advertise your brand 202
119 Every letter, invoice, envelope, email and fax has advertising potential 203
120 Research often--attack magazines and newspapers with scissors 204
121 Conduct your own market research to avoid wasting money 205
A final word from the author 208
Glossary of advertising terms 209
Smart advertising words and phrases 214
Blank forms and advertising checklists 227
Recommended reading 236
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