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101
WAYS TO ADVERTISE YOUR BUSINESS
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ALSO BY ANDREW GRIFFITHS
101 Ways to Market Your Business 101 Ways to Boost Your Business 101 Ways to Really Satisfy Your Customers Secrets to Building a Winning Business
COMING SOON
101 Ways to Balance Your Business and Your Life 101 Ways to Network Marketing
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101 WAYS TO ADVERTISE YOUR BUSINESS ANDREW GRIFFITHS
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First published in 2004 This edition published in 2006 Copyright © Andrew Griffiths 2006 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 per cent 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. Rev. ed. ISBN 978 1 74175 007 2. ISBN 1 74175 007 5. 1. Advertising. I. Title. 659.1 Set in 12/14 pt Adobe Garamond by Midland Typesetters, Australia Printed in Australia by McPherson’s Printing Group 10 9 8 7 6 5 4 3 2 1
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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
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#9 Newspaper inserts—big results but pick your time 28 #10 Establish credibility by using newspaper advertising 31 #11 Don’t underestimate the power of the classifieds 33 Section 3: Making television advertising work for you #12 What are you trying to sell? #13 The steps to making a good television commercial #14 Keep a notepad by the television #15 Sell the benefits to the consumer #16 Make your television commercial stand out from the crowd #17 What are demographics and how can you use them? #18 The importance of frequency—being seen #19 How often should you run television campaigns? #20 Persistence—working your campaigns #21 Understanding how you pay for television advertising #22 Buying television airtime
35 37 38 40 41
Section 4: Have some fun on radio #23 How you can use radio to your be