Your basic principle of advertising requires you to completely analyze the answer some question prior to making an effective advertising decisions. Here are the 4 question you should ask yourself:4 Main QuestionsWhat should my advertising accomplish?Who should your advertising speak to?What should your advertising say?What kind of advertising medium should you use?In many kinds of business conditions, these question can have many answers. As you go through these question you should think about each question you should not accept just any answer until you have reviewed and look in to the complete extent possibilities.What Do You Want Your Advertising To Accomplish?The first thing you want to improve on in your advertising plan is know what your precise advertising goals are. You need to be as specific as you can as to why are you advertising and what do you want accomplish. You will want your advertising to expand your business, for your advertising program to work, you have to be very precise. Here are some goals you may what to achieve in your advertising:You may want to increase familiarity of your business.You want to entice your competitors customers to your website.You want to multiply the good chance of keeping your current customers and building their loyalty.You want you produce instant sales and sales leads.There is a chance you may want your advertising to accomplish all of these goals and even more. You will want to prioritize your goals. Your advertising will work most excellent when it is expanded to meet one goal at a time.Who Should Your Advertising Speak To?Now that you have established your advertising goals, you need to select your purposed audience for your advertising message. Advertising that is aimed at everyone very seldom works. For successful advertising should be written toward a specific customer in mind. You should attempt to picture the individual you need to reach so you can accomplish your advertising goals. You should relate to your targeted customer in all of the following:Demographics: which includes age, income, gender, location of business or residenceBehaviors; your current knowledge of your business, products, services and or vendors they are using, loyalty to your competitors business or your business, etc.Needs, want, or desires: what are the benefits your customer is looking for, the reason on which they will decide if they will use your product or service, and how can your business fulfill there needs.What Should My Advertising Say?Once you have figured out who your target audience will be and what they are looking for. The service or products you offer, you will need to decide what your advertising will say. Your advertising should be written to inform a message that can be seen as something is important by your intended customers. You should write your advertising to persuade your audience, describing the most important benefits of your service or product in your advertising. You should keep in mind Attention, hold Interest, arouse Desire, motivate Action the analog is AIDA.Where Should You Place Your Advertising?You will find that every month, there are new and updated advertising options become available. You can place advertising on television stations, on grocery carts, in airports, buses and any where else you can locate. You want to place your advertising where your target customer will have the highest likelihood of hearing or seeing your advertising. There is no good or bad setting place to advertise. You need to look at your advertising goals, your advertising budget, as you look at your media choices.
It is my contention that every small business owner ought to have books on advertising, marketing, public relations, and promotion. After all, if you don’t advertise how can you expect your future customers to know about the services and products which you provide? If you don’t invite them to come in and shop, or explain to them the value of those things which you provide, it’s doubtful they will ever show up with their money to make purchases.Perhaps, it is for this reason that over the years I’ve collected and unbelievably huge library of nonfiction business books. Recently, I’ve been trying to go through all these books, and get rid of the ones I did not want. However, I still have stacks of books that I cannot afford to give away, because they’re just too important. When it comes to advertising and public relations there is a very good book which I’d like you to read. The name of the book is;”Advertising and Public Relations,” by Toni ApgarAlthough this book is over two decades old now, it’s probably one of the best books of its kind, and it doesn’t have all the hype that the newer business books have. It is my contention that this book should be used in colleges to teach the fundamental principles of advertising. The Public Relations component of this book is extremely interesting, and it ties in the interrelated workings of advertising.Far too many business owners just do not understand how to create and prepare ads, and they rely on graphic designers, who often do a lot of experimenting on their dime, and other professionals such as sales people, which do not always understand exactly what they are selling. If you, as a small business owner have an intimate knowledge and working experience in advertising you will consistently get more bang for your buck. Perhaps, that’s why I recommend that you own this book in your business library as well.