How many times do I need to reach my prospect with my advertising message”? The short answer is “it depends”. There are a number of variables to consider here including… 1. Which Advertising medium will I be using? 2. What is the nature of my product or service? 3. Am I introducing a “New” product or concept or promoting an existing one? 4. Am I “Branding” or “Promoting” or both?… Read More »Institutional vs. Promotional Advertising for New or Existing Products and Services

Targeting your advertising effectively is key to success Perhaps the most important aspect of the ability for an advertising message to be effective in bringing results is the ability to specifically target the potential user of a product or service. This can entail “profiling” in which it is generally accepted that the attributes of future customers will most likely resemble those of past customers. The first step in this process… Read More »Targeting Your Advertising

As an “Advertising GURU” for over 40 years, the question most often asked is “How many times do I need to reach my prospect with my advertising message”? The short answer is “It depends”. There are a number of variables to consider in advertising frequency including…1. Which Advertising media will I be using?2. What is the nature of my product or service?3. Am I introducing a “New” product or concept… Read More »What about Frequency? Part 1 by Gary Koeffler – Marketing Success Strategist

As an “Advertising GURU” for over 40 years, the question most often asked is “How many times do I need to reach my prospect with my advertising message”? (advertising frequency) The short answer is “It depends”. There are a number of variables to consider in advertising frequency including… 1. Which Advertising media will I be using? 2. What is the nature of my product or service? 3. Am I introducing… Read More »What about Frequency? Part 2 by Gary Koeffler – Advertising Guru

When does 1 + 1 = 3? When more than one advertising medium is used to promote your product or service. This is called Cross Channel Marketing, Multi-Channel Marketing, Cross-Platform or Cross Media, or even Omni-Channel Marketing. Basically, using more than one advertising medium and tracking conversions. Utilizing prospect diversified habits to get better results. Why is Multi-Channel advertising so effective?  For two reasons. One reason would be to reach… Read More »Marketing for Business Owners

No doubt a reasonable question for sure, but one with more than one answer!Advertising should not be viewed as a cost at all but as an investment.  The investment brings return which will be either positive or negative. To fully understand how to measure the return it is necessary to understand some advertising terms: CPM- “Cost Per Thousand.” This is the cost to reach 1000 people with an impression.CPO- This means “Cost… Read More »Asking the question…. “How much does advertising cost?”

Too many small business owners, advertising can seem like an impossible burden to wrap their heads around. Questions like “Where do I advertise?” “How much do I spend?” And “When is the best time to advertise?” come to mind. As with most endeavors, the answer to the last question begins with the outcome that you desire! Too many times a business owner will simply buy a schedule or place an… Read More »The “Where Do I Advertise” Decision

What is copywriting? It is the creation of the message that ideally will compel the recipient to take action and become a client, customer, or patient. There is a time-proven formula that provides the foundation from which all copywriting can be judged for effectiveness and that is what we are going to discuss here. The formula can easily be remembered by the acronym AIDA. This stands for Attention, Interest, Desire, and Action.… Read More »Copywriting for advertising and marketing

Perhaps the most important aspect of the ability for an advertising message to be effective in bringing results is the ability to specifically target the potential user of a product or service. This can entail “profiling” in which it is generally accepted that the attributes of future customers will most likely resemble those of past customers.The first step in this process is to take a representative sampling of past customers… Read More »Effectively targeting your advertising