Andrew Griffiths 101 Ways to Advertise your business BUILDING A SUCCESSFUL BUSINESS WITH SMART ADVERTISING PLUS 20 BONUS TIPS! 101 WAYS TO ADVERTISE YOUR BUSINESS ALSO BY ANDREW GRIFFITHS 101 Ways to Market Your Business 101 Survival Tips for Your Business 101 Ways to Really Satisfy Your Customers 101 WAYS TO ADVERTISE YOUR BUSINESS ANDREW GRIFFITHS This book aims to provide general ideas and information about running a small business. It is produced without assuming responsibility and is sold with the understanding that the publisher and the author are not engaged in providing professional advice to the reader. This book is not intended to supersede independent professional advice. Neither author nor publisher take any responsibility for loss occasioned to any person or organisation acting or refraining from action as a result of information contained in this publication. First published in 2004 Copyright © Andrew Griffiths 2004 All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without prior permission in writing from the publisher. The Australian Copyright Act 1968 (the Act) allows a maximum of one chapter or 10% of this book, whichever is the greater, to be photocopied by any educational institution for its educational purposes provided that the educational institution (or body that administers it) has given a remuneration notice to Copyright Agency Limited (CAL) under the Act. Allen & Unwin 83 Alexander Street Crows Nest NSW 2065 Australia Phone: (61 2) 8425 0100 Fax: (61 2) 9906 2218 Email:
[email protected] Web: www.allenandunwin.com National Library of Australia Cataloguing-in-Publication entry: Griffiths, Andrew, 1966– . 101 ways to advertise your business: building a successful business with smart advertising. ISBN 1 86508 982 6. 1. Advertising. I. Title. 659.1 Set in 12/14 pt Adobe Garamond by Midland Typesetters, Maryborough, Victoria Printed by Griffin Press, South Australia 10 9 8 7 6 5 4 3 2 1 Contents Acknowledgments Introduction What’s in this book xi xiii xiv Section 1: Getting a handle on advertising 1 Does advertising really work? 2 The five most important things you need to know about successful advertising 3 Where does advertising go wrong? 8 How do you know if your advertising works? 9 How much should you spend on advertising? 10 The constantly changing face of advertising 11 Section 2: Advertising in newspapers #1 Decide what message you are trying to send #2 Keep your advertisement simple, uncluttered and easy to read #3 Make your advertisement stand out #4 Placement is critical #5 Black and white, colour or spot colour? #6 Different people read different parts of the newspaper #7 Size does count #8 You pay for more readers v 13 15 17 19 20 21 23 24 26 101 WAYS TO ADVERTISE YOUR BUSINESS #9 Newspaper inserts—big results but pick your tim