By Andrew Griffiths
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Contemplate the tradition of the twenty-first century: every one morning, you listen a half-dozen advertisements at the radio earlier than your ft contact the ground. by way of the top of the day, hundredsperhaps thousandsof advertising messages have distinct you. And but little is known approximately how advertising impacts our lives and society.
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Extra resources for 101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising
8. 9. 10. 34 101 Advertise 29/6/06 3 1:41 PM Page 35 Making television advertising work for you Television advertising is the most accessible and the most influential form of advertising. There are not too many consumers who don’t spend some time watching television during their day. To say that a lot of businesses advertise on television is an understatement as this media really is the number one in terms of usage. To create a television commercial that is effective is not necessarily a hard thing to do, however, like all advertising there is a right way and a wrong way to go about it.
Weekend papers tend to work well because readers are more relaxed, having more time to sit back and enjoy reading their 29 101 Advertise 29/6/06 1:41 PM Page 30 101 WAYS TO ADVERTISE YOUR BUSINESS paper. Check with the newspaper to see if they are planning any features that you may be able to piggyback on. For example, if the newspaper is planning a travel feature on Alaska it would be an opportune time for a travel agent to insert a brochure on trips to Alaska in the same paper. There are lots of options like this to consider and it is worth putting some solid planning into maximising all aspects of your newspaper insert campaign.
This research may then indicate that every paper is read by four people. The total number printed is then multiplied by this figure to give readership figures. 26 101 Advertise 29/6/06 1:41 PM Page 27 ADVERTISING IN NEWSPAPERS When comparing newspapers be certain to compare apples with apples, remembering that everyone will tell you that their newspaper is the best. At the end of the day, a general rule of thumb is that the more your advertisement costs, the more people who may see it. 27 101 Advertise 29/6/06 1:41 PM Page 28 101 WAYS TO ADVERTISE YOUR BUSINESS 9 Newspaper inserts—big results but pick your time Newspaper insert literally means having your business’s promotional brochure put inside the newspaper.