Is advertising part of the marketing plan for your business? Advertising is used to persuade an audience (your potential or current customers/clients) to take action with respect to your product or service. And that action, if you mean a purchase, can take some time. I’ve read numerous studies that it can take anywhere from 13-17 times for someone to see your ad before they purchase. Much of the initial viewing of your ad puts your name in the mind of the buyer. They begin to recognize your name or brand. Once your name becomes familiar, the prospect moves along a continuum to become a customer and hopefully a long-term client. I think some form of advertising belongs in your marketing plan. When I think about advertising I often go back to the basic questions I learned in journalism school: Who, What, Where, When, Why and How. Here are my thoughts on how they relate to advertising:
If you spend time considering these questions, you’ll be well on your way to an effective advertising plan. Sometime in the next month I’ll look at ways to create an effective ad.
Please share your thoughts and experiences on advertising below.