Overview: Advertising is anything used to influence people to do business with you. Advertising is part of marketing but is more immediate. It tells of what is happening now or in the immediate future. There are many types of advertising such as print adverts, speeches, videos, TV, Radio, promotional letters, catalogues, signs, window displays, events, sponsorships, banner adds, social media updates etc.
Regulations: Strict EU and National laws exist for advertising. It is not allowed to be mis-leading or untruthful. Check adverts for compliance.
Business Purpose: The key business purpose of advertising is to persuade people to act in a way that will be of advantage to your business
Use of Adverts: Adverts are used to educate and entice people to consider or make changes in their personal behaviour or attitudes
Advert Tactics: Successful advertising campaigns use a variety of appeals depending on the target audience and how they get information.
Advert Appeals: Age, sex, sexuality, religion, culture, language, geography, well being, education, income, politics, technology all impact the advert appeal
Advert Focus: Most adverts focus on characteristics such as quality, price, appearance, location, performance, uniqueness, or availability.
Advert Audience: The advert audience can be local, national or International. One type of advert is highly unlikely to service all three audiences.
Advert Timing: Adverts can be timed to tell customers that your business exists, that it has something new to offer or is changing what it does.
Advertise In-house: Use your business premises as a key channel of advertising. Make sure that the adverts are current, printed and informative
Joint Advertise: Are there businesses that you have a logical association or business relationship with? Promote them to your customers and vis a versa.
Group Adverts: Are there businesses you can agree to have a group advert with? This increases the print space or media time that can be purchased.
Reward Adverts: Adverts that use competitions, discounts, coupons and other rewards are powerful. These are powerful when business is slow.
Local Adverts: These are used to keep your business visible to local customers. Local customers are critical to keeping your business healthy.
Local Channels: Use the local newspapers, magazines, events, and newsletters to promote your business. Social media appeals to a younger audience.
Local Focus: Local adverts should establish your credentials as a local supplier. What sets your business apart from outside competitors?
Content: Always put in ALL your contact details and address. Both locals and visitors read your advert and need to know where you are.
National Adverts: These are used to generate and maintain national interest in your business. Planned them carefully so you stand out from the crowd.
National Channels: National advertising is usually done using newspapers, TV or Radio. It can be expensive and needs careful planning.
National Focus: What is it about your business that makes it special in the country? Try to create an emotional link with your business or product.
Content: Reuse the local content elements to set it apart. Quality, service, friendliness, tradition, culture are powerful hooks.
International Adverts: These promote your business to a non national audience. Usually these have to be in the audiences language and be very culturally sensitive.
Going International: Going international is best done by using national groups who promote businesses abroad. These are always looking for new businesses.
International Focus: International adverts reuse your national and local advantages. A good pitch is why you are different and worth a visit online or offline.
Content: Describe your products and services in detail. Customer recommendations and comments are powerful support internationally