Get More From Advertising! 5 Questions to Ask Your Ad Agent

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Before launching your next advertising campaign, learn how to evaluate advertisers and increase the chances of a successful campaign. This class will cover the basic terms used by advertisers to present and sell advertising space, and how you can use the information to compare advertising opportunities.
  • 1. Sigma Free Presents… Get More From Advertising Five Questions to Ask Your Ad Agent Sponsored by: Money Mailer of Gainesville and Fauquier Louisa Murray Provided by Sigma College of Small Business, Inc.
  • 2. Sponsored by: Agenda Introductions Keynote Topic Get More From Advertising! Five Questions to Ask Your Ad Agent Our Sponsor: Money Mailer – Louisa Murray Break – Refreshments and Networking Ask  Questions  Keynote Conclusion Any Time Get More From Advertising! Five Questions to Ask Your Ad Agent Get More From Advertising – Five Questions to Ask Your Ad Agent 2 Copyright 2010 Sigma College of Small Business, Inc.
  • 3. Sponsored by: Review of the 7 Steps for Choosing the Right Promotion Method Describe Audience(s) • Segment the market • Audience priorities and needs • Buying behavior Audience Promotion Objectives • Desired audience action – now and future • Frequency of response • Response volume Objectives Message • Audience priorities and needs • VALUE proposition Message • General and specific messages Budget  • Investment • Expected return v. cost Budget • Risk Methods • Channels • Mix Methods • Frequency Measure the Results • Set goals for response and measure results Results Follow‐up on Response • Plan for follow‐up – start the sales process Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ:  Prentice Hall, 1997), ch20. Follow‐up Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 3
  • 4. Radio  Television  Online Sponsored by: Print  Sponsorships  Trade  Shows  Outdoor  Direct Mail  Promotional Tools Newspaper Magazines Banner Ads AdWords SEO • Types Product Placement Press  Release Public Relations – Advertising Social Networking – Direct Marketing Partnerships Give‐Aways – Public Relations and Publicity Networking Groups – Personal Selling Promotion Events Radio  Television  Online Print  – Sales Promotion Sponsorships  Trade Shows  • Terminology Outdoor  Direct Mail  – Reach – the number of unique potential buyers exposed Newspaper Magazines to the message at least once during specified time  Banner Ads AdWords SEO Product Placement Press  – Frequency – the average number of times that a Release Public Relations potential buyer is exposed over the time period Social Networking – Impact – Qualitative value of an exposure through Partnerships Give‐Aways a given medium (relative to your situation) Networking Groups – Total Exposures – Reach x Frequency Promotion Events  Radio  – Weighted (Quality) Exposures – Reach x Frequency x Imact Television  Online Print  Sponsorships  Trade Shows  Outdoor  Direct Mail  Newspaper Magazines Get More From Advertising – Five Questions to Ask Your Ad AgentBanner Ads AdWords SEO Copyright 2010 Sigma College of Small Business, Inc. 4
  • 5. Sponsored by: Advertising Types Type Objectives Pros Cons Print Awareness Permanence Clutter • Newspaper Attitude Flexibility Moderate to low impact • Magazines Active Medium Lead time (mags) • Newsletters Credibility Electronic & Digital Awareness Higher Impact Brevity/Fleeting • Television Attitude Frequency Clutter • Radio Behavior Mass Coverage “Divided” Audience • Web Advertising Targetability Outdoor Awareness Reach and Frequency Brevity/Fleeting • Billboards Attitude Segmentation Clutter • Transit Advertising Cost “Divided” Audience Impact • Advertising is best for Awareness and Attitude • Using multiple types of promotion provides the best overall impact! Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 5
  • 6. Sponsored by: Question One – Reach What is the reach for this media? Media Reach Terms Newspaper and Magazine Circulation, subscribers Television and Radio Viewers, listeners Web Advertising Site traffic, key word options Outdoor Advertising Vehicle traffic, eyes passed • Other Reach Factors – Effectiveness Buy NOW! – Secondary audience – Individuals vs. households – Subscription vs. newsstand Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 6
  • 7. Sponsored by: Question Two – Audience Is the audience well defined and targetable? • Define Audience Segments – Does the AD audience match your target  audience? • Geographic, demographic, psychographic, behavioral • Segment Targeting Options – Ability to direct message only to specific segments Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 7
  • 8. Sponsored by: Question Three – Frequency What is the frequency and can it be controlled? • Managing Frequency – Can frequency be controlled? – What is the right frequency for your  objectives? • Vehicle exposures vs. Ad exposure – Vehicle exposures = number of “runs” • Typically used for ad pricing – Ad exposures = number of times  average audience is actually exposed • More difficult to calculate Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 8
  • 9. Sponsored by: Question Four – Placement What are the options for placement? • Placement has major affect on IMPACT! • Where will advertising be placed – What page of print media – Time of day for radio – Programs for television – Key Words for Web Advertising • Additional cost for better placement • Special Ad Opportunities • Options – color, interactivity, multiple media Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 9
  • 10. Sponsored by: Question Five – Measurement How are stats validated and can I measure my results? • How are the rate card statistics validated? – Major media have third party validation – Nielson – Smaller and newer media may have none – Web Advertising can give exact numbers • Can the Ad Agent help measure results? – Independent surveys – Analytics for online – Call volumes – AB Testing Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 10
  • 11. Sigma Free Presents… Get More From Advertising Five Questions to Ask Your Ad Agent Sponsored by: Money Mailer of Gainesville and Fauquier Louisa Murray Provided by Sigma College of Small Business, Inc.
  • 12. Sponsored by: 5 Most Important Elements of Any Successful Ad • Clear, Bold Headline – One Central Message – Makes up approx 15% of the front of the ad • Strong, Supporting Graphic – Easily understandable and relatable – A Graphic is more than just a simple picture.  It combines photo(s) and promotional info. • Color That Catches the Eye  – Psychology studies show that the mind remembers better in color than Bk & W.  – Colors evoke specific emotions.  Ex: Red = Attention! Or Warning.  Yellow= hunger.  Soft  Pastels:  relaxation, calmness. • Benefits vs. Features  – Let readers/listeners know how this will benefit them.  Will they save money? Is it   a  safer product for their family/environment, etc? • Offer! – A call to action is imperative!  There has to be a reason to choose YOU.   – $$ incentive with a deadline:  Exp date, Limited Time Offer, Limited Supply. Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc.  12
  • 13. Sigma Free Presents… Get More From Advertising Five Questions to Ask Your Ad Agent Sponsored by: Money Mailer of Gainesville and Fauquier Louisa Murray Provided by Sigma College of Small Business, Inc.
  • 14. Sponsored by: Other Advertising Considerations • Impact – A factor of segments, message, media, placement, etc… – Tough to calculate, but essential to consider • Schedule – Continuous – Flighting – Pulsing • What to do about missing information – Doesn’t mean it isn’t good advertising – Introduces risk Get More From Advertising – Five Questions to Ask Your Ad Agent Copyright 2010 Sigma College of Small Business, Inc. 14
  • 15. Sponsored by: Method Selection Awareness  Behavior  and  Evaluating Cost and Return on Investment Attitude and ROI Evaluate Based on Cost per Desired Outcome Get More From Advertising – Five Questions to Ask Your Ad Agent 15 Copyright 2010 Sigma College of Small Business, Inc.
  • 16. Sponsored by: The Five Questions What is the  REACH for this media? Is the  AUDIENCE well defined and targeted? What is the  FREQUENCY and can it be controlled? What are the  options for PLACEMENT? How are stats validated and results MEASURED? Get More From Advertising – Five Questions to Ask Your Ad Agent 16 Copyright 2010 Sigma College of Small Business, Inc. 
  • 17. Sponsored by: Sigma College of Small Business • Focus Workshops Critical Business  – Leveraging the Online Social Network Areas • Tuesday, May 4, 2010 Strategy and Planning • 10am – 2pm, $199 Marketing and Sales – YouTube: Grow Your Business with Online Video Accounting and  • Tuesday, May 18, 2010 Finance • 9am – 12pm, $99 Operations and  • Upcoming SigmaFree Classes Quality – 5/4 – What’s it Worth? Know the Value of Your  Leadership and  Business Administration – 5/11 – Employee Benefits – Creating the Right  Technology and  Package Innovation Dedicated to the Learning Needs of Small Business! 17
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