Advertising Lingo for the Advanced Salesperson
Questions to Ask Yourself About Your Ad
- Does the visual take advantage of a demonstrable benefit of the property?
- Does the headline involve the reader emotionally?
- Does the headline work with the visual?
- Does the copy persuade the reader with facts, not puffery?
- Does the copy close with a call to action?
Consider these factors in making your media-buying decisions.
- Reach means conveying your message to as many prospects as possible in your market area. For the best reach, use several types of media.
- Frequency means the number of times your message is delivered in a particular time period. Frequency should be emphasized for building name recognition or promoting a quick sale. Emphasizing frequency usually means using fewer media more often.
- Continuity indicates how long a particular promotional effort will run. Emphasizing continuity usually means using fewer, tested media for a long period.
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