What Makes an Effective Ad (Part 2)

In the last couple blogs we have talked about what types of advertising works and what types of ads there are. A call to action ad is pretty self explanatory - you want someone to do something RIGHT THEN. Come to my sale....One Day Only special etc.  Advetorials make you the expert. By using a combination of all of these ads you achieve TOMA and people will assume you are the business to turn to first. TOMA or Top Of Mind Awareness is repetition. Ads have the same look (use of logo or jingle) they are placed constantly in different venues and people think of you when they think of that business. Think of these examples.....I am going to get a Coke, I am going to use a Kleenex, I need to Xerox some copies. All of those are brand names...you may be getting a Pepsi or an Orange soda, you are actually using a tissue and you are making a copy but those brands are so well known quite a few people use the name brands vs. the true name.

Every person on this planet remembers things differently. Some people are readers - they read to remember. Some people are more into listening - some like to view it. So a good selection of newspaper, radio and TV are all ways to get your name out there. But what about all the other ways. The ones outside the box. Billboards may not be for you but advertising on place mats, in small, local papers, shoppers, flyers. Partner with your local pizza delivery place and pay them to put a small mailer on top of their pizza boxes as the send them out. Direct mail is getting easier and more affordable if you know your way around the Postal system. Sponsor an event by yourself or a couple of other businesses. Sponsor a local youth sports team or organization. The more places people see your name the better.

Unless you are an long time business It takes people a minimum of 3 times and more to remember your business. Do a series of ads with a common theme to to get folks attention. Use humor - one of my favorite ads I did a long time ago was for a lobster company that delivered anywhere...I threw a hat on a lobster and we called him "Sandy Claus" for their Christmas season push. A good ad will reach out and engage the customer...even if they don't act right then (and if it is a call to action ad you hope they do) they may remember you down the road.

The advetorial is a tricky ad. You want to seem like the expert but you don't want to much copy or copy that is so dry that it makes the reader quit reading. Doctors, chiropractors, mechanics and real estate can benefit from these types of ads. A basic advetorial answers a question that the reader may have/ask. An example....I now, when the home market is so stagnant, a good time to buy a home? By keeping the answer brief, on point and using a comfortable tone you can set yourself apart as "the expert" by having the answers they want. Include a good picture, have information about your company and offer a free 1st time consultation if they call/email to set an appointment.


A well rounded advertising campaign will capture a large percent of readers/listens/viewers and you get to reap the benefits!