12 ad campaign tips
A single ad probably won’t generate much business. The real work is done in multi-ad campaigns. Here are a dozen tips:
Two advertising goals: Attention and Retention
As mentioned in previous articles, there are two types of advertising: image and response. Image advertising – sometimes known as institutional advertising – is...
Multi-tasking = multi-risking
Joseph was talking to me about something he feels is important to the ad staff he manages. “These days, there’s a lot of talk...
A key question: What’s next?
Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect...
A good idea is worth the wait
When I was a kid and jumped to conclusions about something, my father often said, “Hold your horses, son.” That’s an old saying that...
The importance of time management
David Ogilvy, one of the legends of the advertising agency business, was known for his extraordinary efficiency. I once read that he would often...
Qualify your advertising prospects
John Foust, advertising
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time...
The super sales person who wasn’t so super, after all
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to...
Give your advertising some personality
Kirk likes to work directly with his ad clients on their creative strategies. “Making a sale is just the first step in...
One way to make presentations more memorable
Samuel, the ad manager at a community paper, told me about a simple technique his sales team uses at the end of meetings with...