By Andrew Griffiths
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From the writer of Tongue Fu! comes a special and encouraging advisor to jumpstart creativity and make principles POP! a strong device for marketers, businesspeople, authors, and someone who desires to get away massive, the POP! approach is a enjoyable, interesting, strategic method for making messages practical, unique, and Pithy-to generate quick intrigue and word-of-mouth buzz.
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Extra resources for 101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising
Promoting a cost-effective option to other products/services 7. promoting a convenient aspect of a business, such as open long hours, easy parking. Of course there are a lot of other benefits that can be promoted but these will give you some direction. Anyone viewing a television commercial wants to know what’s in it for them. When planning your television commercial make sure you keep asking this question throughout the process. As mentioned at the beginning of this section, I recommend you spend some time watching television, with a notepad handy, to detail what you see on television.
Full-colour advertisements can be used very well in newspapers but the advertisement needs to be well designed and the fact that the printing process is not as sharp as laser printers or glossy magazines needs to be taken into consideration. Use colour to draw attention to the advertisement rather than highlight what is in the advertisement. Make your advertisements less complex colour wise and don’t clutter the advertisement. 22 101 Advertise 29/6/06 1:41 PM Page 23 ADVERTISING IN NEWSPAPERS 6 Different people read different parts of the newspaper When thinking about where to place your advertisement keep in mind that different people will read different parts of the paper.
This is highly beneficial for businesses that rely on attracting customers from the suburbs close by. A word of warning, though, it is more and more common for inserts to be done mechanically as part of the printing process. There was a time when they were all inserted by hand, which meant the type of insert you used didn’t really matter. With the use of machines to do the inserting there are much stricter parameters for the dimensions of inserted material, so it makes good sense to talk to the newspaper before you print up 100 000 catalogues, only to have them rejected as unsuitable for inserting.