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

Sigma FreePresents…

Provided by Sigma College of Small Business, Inc.

Get More From AdvertisingFive Questions to Ask Your Ad Agent

Sponsored by:

Money Mailerof Gainesville and FauquierLouisa Murray

Sponsored by:

2

Introductions

Keynote Topic

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

Our Sponsor:Money Mailer – Louisa Murray

Keynote Conclusion

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

Break – Refreshments and NetworkingAsk

Questions Any Time

Agenda

Get More From Advertising – Five Questions to Ask Your Ad AgentCopyright 2010 Sigma College of Small Business, Inc.

Sponsored by:Review of the 7 Stepsfor Choosing the Right Promotion Method

Describe Audience(s) • Segment the market• Audience priorities and needs• Buying behavior

Promotion Objectives • Desired audience action – now and future• Frequency of response• Response volume

Message • Audience priorities and needs• VALUE proposition• General and specific messages

Budget • Investment• Expected return v. cost• Risk

Methods • Channels• Mix• Frequency

Measure the Results • Set goals for response and measure results

Follow‐up on Response • Plan for follow‐up – start the sales process

3

Audience

Objectives

Message

Budget

Methods

Results

Follow‐upPhilip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch20.

Get More From Advertising – Five Questions to Ask Your Ad AgentCopyright 2010 Sigma College of Small Business, Inc.

Sponsored by:Radio Television OnlinePrint Sponsorships Trade

Shows Outdoor Direct Mail Newspaper Magazines

Banner Ads AdWords SEOProduct Placement Press Release Public Relations

Social NetworkingPartnerships Give‐Aways

Networking GroupsPromotion Events Radio Television Online Print

Sponsorships Trade Shows Outdoor Direct Mail

Newspaper MagazinesBanner Ads AdWords SEO

Product Placement Press Release Public Relations

Social NetworkingPartnerships Give‐Aways

Networking GroupsPromotion Events Radio Television Online Print

Sponsorships Trade Shows Outdoor Direct Mail

Newspaper MagazinesBanner Ads AdWords SEO

Promotional Tools• Types

– Advertising– Direct Marketing– Public Relations and Publicity– Personal Selling– Sales Promotion

• Terminology– Reach – the number of unique potential buyers exposed

to the message at least once during specified time – Frequency – the average number of times that a

potential buyer is exposed over the time period– Impact – Qualitative value of an exposure through

a given medium (relative to your situation)– Total Exposures – Reach x Frequency– Weighted (Quality) Exposures – Reach x Frequency x Imact

4Get More From Advertising – Five Questions to Ask Your Ad Agent

Copyright 2010 Sigma College of Small Business, Inc.

Sponsored by:

Advertising Types

• Advertising is best for Awareness and Attitude• Using multiple types of promotion provides the best overall impact!



Type Objectives Pros Cons

Print• Newspaper• Magazines• Newsletters

AwarenessAttitude

PermanenceFlexibilityActive MediumCredibility

ClutterModerate to low impactLead time (mags)

Electronic & Digital• Television• Radio• Web Advertising

AwarenessAttitudeBehavior

Higher ImpactFrequencyMass CoverageTargetability

Brevity/FleetingClutter“Divided” Audience

Outdoor• Billboards• Transit Advertising

AwarenessAttitude

Reach and FrequencySegmentationCostImpact

Brevity/FleetingClutter“Divided” Audience

Sponsored by:

Question One – ReachWhat is the reach for this media?

• Other Reach Factors– Effectiveness– Secondary audience– Individuals vs. households– Subscription vs. newsstand



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

Buy NOW!

Sponsored by:

Question Two – AudienceIs 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 messageonly to specific segments



Sponsored by:



• 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

Question Three – FrequencyWhat is the frequency and can it be controlled?

Sponsored by:

Question Four – PlacementWhat 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



Sponsored by:

Question Five – MeasurementHow 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




Sponsored by:


Sponsored by:

5 Most Important Elementsof 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.






Sponsored by:


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



Sponsored by:

Method SelectionEvaluating Cost and Return on Investment

15

Evaluate Based on Cost per Desired OutcomeGet More From Advertising – Five Questions to Ask Your Ad Agent


Awareness and

Attitude

Behavior and ROI

Sponsored by:

The Five Questions

16Get More From Advertising – Five Questions to Ask Your Ad AgentCopyright 2010 Sigma College of Small Business, Inc.

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?

Sponsored by:

Critical Business Areas

Strategy and Planning

Marketing and Sales

Accounting and Finance

Operations and Quality

Leadership and Administration

Technology and Innovation

Sigma College of Small Business

• Focus Workshops– Leveraging the Online Social Network

• Tuesday, May 4, 2010

• 10am – 2pm, $199

– YouTube: Grow Your Business with Online Video• Tuesday, May 18, 2010

• 9am – 12pm, $99

• Upcoming SigmaFree Classes– 5/4 – What’s it Worth? Know the Value of Your

Business

– 5/11 – Employee Benefits – Creating the Right Package

17Dedicated to the Learning Needs of Small Business!