by Chuck McKay | Feb 20, 2006 | Uncategorized
1) If people don’t know you exist, they can’t buy from you. (You’ve heard before that it pays to advertise). 2) Just because customers don’t complain doesn’t mean they are happy. 3) Don’t assume that everyone is like you. Other people don’t watch the...
by Chuck McKay | Feb 5, 2006 | Ad Writing / Copywriting, Advertising / Marketing Strategy
I’m uncomfortable with most clever or creative advertising. Clever and/or creative is dangerous, because it’s too easy to get sucked into the creativity, and forget that our purpose is communication and persuasion. If your attention is drawn to the...
by Chuck McKay | Jan 21, 2006 | Ad Testing, Advertising Frequency, Advertising Schedules / Scheduling
You’ve decided to run a series of newspaper ads, and the paper wants to know how much space to reserve for your ad. Is bigger always better? In terms of increased readership, yes. But it also comes with an increase in cost. You need to take both into account to...
by Chuck McKay | Jan 16, 2006 | Ad Testing, Advertising Frequency, Advertising Schedules / Scheduling
In most cases, a single exposure to an ad has very limited value. It takes a campaign of advertisements to effect shoppers, although truthfully this will vary slightly by medium. For instance, a supermarket that buys two adjacent full page newspaper ads every Thursday...
by Chuck McKay | Jan 7, 2006 | Advertising 101
Originally published January 7, 2006. Too many times we design an advertising schedule to reach the “average consumer.” If you look at the usage of media by consumers, it’s easy to come up with averages. It’s much harder to schedule your ads...
