Does advertising really work?
Where does advertising go wrong?
How do you know if your advertising works?
How much should you spend on advertising?
The constantly changing face of advertising
1Decide what message you are trying to send
3Make your advertisement stand out
5Black and white, colour or spot colour?
9Newspaper inserts—big results but pick your time
11Don’t underestimate the power of the classifieds
12What are you trying to sell?
13The steps to making a good television commercial
14Keep a notepad by the television
15Sell the benefits to the consumer
18The importance of frequency—being seen
19How often should you run television campaigns?
20Persistence—working your campaigns
22Buying television airtime
23How you can use radio to your benefit
24Where most radio advertising goes wrong
25Keep your message simple
26Get people smiling
29When do people listen to the radio?
30Buying smart radio time
31Use the radio to get the phone ringing right now
33It’s all in the voice
34The outside broadcast
35Choosing the right directory
36Stand out or throw out
38Big, bold questions need answers
41Don’t forget the White Pages
42Use pictures to sell your business
43Have a strong, stand out border
44Cut out your artwork and place it on the page
45Dedicate a number to monitor response
48Location determines the message
49Bring the sign to life
52Change your outdoor signage regularly
53Outdoor advertising that moves
54Shopping centres—outdoor and indoor
55Look for new highly visible sites
56Don’t forget the front of your business
57DIY moving billboards
58The benefits of direct mail advertising
60The importance of a good database
62The first few seconds are crucial
63Choose your timing wisely
64Test your direct mail before committing
67Buying databases to get qualified leads
68Magazines allow you to target specific audiences
69Most magazines are full colour—use this wisely
71Competitions work well in magazines
72Commit to longer term advertising and save
73Always look for editorial opportunities
74Buy magazine advertising space on standby
76Cut out coupons
77Position, position, position
78Form strategic alliances with other businesses
79Share the cost of advertising
80Form a precinct
81Joint mail outs
82Share television commercials
83Take over a page in the newspaper
85Swap databases for direct mail
86Ask your partners for direct recommendations
88How to write copy if you aren’t a good writer
90Using testimonials for credibility
92If in doubt use a professional or do a course
93Testing your copy to make sure it works
95Give people a reason to come back to your site
97Directional advertising and the Internet
98Linking is advertising—work with others
99Banner advertising—does it work?
100Search engine advertising—what does it mean?
102Set up a shopping centre display
103Make some smart promotional giveaways
104Message on hold—the captive audience
105Sell yourself at the movies
106We all get dockets and most of us keep them
107The good old business card
108Letterbox drop to success
109Take your message to the sky
110Flashing lights draw attention
111Painted cows—advertising in the paddock
114What does an advertising agency do and cost?
115Use your business foyer to advertise your business
116Remember every city is different
117The advertising brainstorm—a powerful weapon
118Advertise your brand
Glossary of advertising