Why Plane Advertising?

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It might not be an obvious choice for  advertising , airplane  advertising . We think of radio spots, newspaper advertisements, and – if our budget is large – billboards. We don’t often think of the plane  advertising , but we should.

Airplane  advertising  has many advantages over more traditional  advertising  that makes it an ideal, if not obvious choice, for use of the  advertising  dollar. Let’s look at a few.

First, aerial  advertising  is relatively inexpensive compared to other forms of  advertising . You can’t look just at the dollar spent, but the audience reached. That is, when you place a newspaper ad, you consider circulation. Well, you say, that newspaper has a circulation of 100,000, so that many people will see my advertisement.

Not so fast.

Unlike airplane  advertising , not everyone who reads the paper will see your ad. That is, if the advertisement is placed in the local section of the paper, your advertisement will only be seen by those people who read that section (some might only read the front section and the sports page, while others might only read the classifieds).

Once people are reading “your” section, there’s no guarantee they will read the ad you want them to read. Many people don’t read the advertisements at all.

How is plane  advertising  different? It’s different in many ways. For example, you don’t ask potential customers to see your advertisement, you make sure they do. You don’t wonder if they read the airplane message; you know they do. You don’t even have to wonder if they remember the advertisement – studies show they do, when it’s sent to them via banner towing.

Airplane messages are the ideal form of  advertising  because advertisers don’t have to wonder if their ad was seen, they don’t have to worry that it wasn’t read and they certainly don’t have to wonder if it is remembered.

Aerial  advertising  has a nearly 100% “seen” rate, in that the majority of people will look to the sky when they are greeted with some plane  advertising  in the air. The majority of the people who see and read the advertisements will also remember them, so advertisers can be confident that their ads aren’t just seen, they are remembered.

Also unique is that advertisers don’t have to worry they are invading on their potential customer’s spaces. That is, there are no advertisements to place on car windows (which just get thrown away), no living rooms to invade through the television and no billboard to distract driving. While lying on the beach or enjoying a music festival, the potential customer only has to look to the sky to get the message.

Best of all, they remember the ad because it’s novel and creative. They don’t feel as if their lives have been invaded. Certainly, if they want to ignore the banner  advertising , they can roll over on the beach, or not look up from the music festival activities, but since most people report a positive response to banner  advertising , it’s safe to assume the majority of people won’t do that.

Why do banner  advertising ? Because it works. Your aerial  advertising  has a greater chance of reaching the intended audience more than any other form of  advertising .

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More About Advertising Jobs

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We need advertising at almost each step of our life. What will have done if someone would not have told us which are the new products being launched in the market? A world without advertising is just a big vacant space. No billboards, no television ads, no radio jingles. Things would have reached a big stop suddenly. Opting for an advertising job at any point in your career is bound to pay off well in terms of what you will earn as money and experience. Being in the communication industry will help you develop your skills better that will let analyze life with a better understanding.

Advertising employment

Getting hired in advertising agencies will range from getting advertising jobs as an account manager or even a media executive to a copywriter or a visualiser or designer. When you are employed in an agency, it does not mean that you will be getting a six-figure pay from day one of your work. There is lot of work that you will have to do every single day, your hard work with the agency is not only what is going to pay you fruitfully but then also on the other hand satisfying the client effectively will also weave you better results.

Employment in advertising

Advertising jobs vacancy comes up at times only when people moves from one agency to the other. Most of the time if you do not have proper contacts in the agencies itself or the advertising circuit getting to know about these openings becomes difficult. The process of selection is yet another time taking process; it might take quite some time to get the job. You will be required to submit your resume which when processed according to their needs will get you the job that you wanted. Prior experiences in the post that you are applying for will help you fetch the job you are worthy of.

Jobs in advertising

Advertising work includes creative designing to marketing to writing. Within the gamut of advertising jobs lie several subtle requirements which right from a senior to junior has to follow. Ideating to surveying, understanding the client’s needs to getting to the people what the client wants is what every employee in an agency needs to do. However, there are several section involved in doing separate work in and agency, then also advertising is a teamwork where the cumulative performance of all will bring in the ultimate result.

To deliver on time, work professionally yet efficiently are the basic of working under tremendous pressure in an agency. Advertising jobs does not always mean being hired by the agency; one can also take a job in the big companies for doing their advertising directly. However, in an agency you can do jobs of different clients at the same time compared to advertising jobs in other places.

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Business Advertising

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Advertising is an investment in your business and is similar to other investments that are designed to improve and expand your business. The return you receive depends on the planning and thought that precede the actual commitment and expenditure of advertising dollars. By first developing an effective advertising plan, you increase the likelihood of a positive return on your advertising investment, regardless of the amount of money you spend.

Four Basic Questions

The basic premise of an advertising plan requires you to thoroughly analyze the answers to key questions before you can make effective advertising decisions. There are four key questions to ask yourself:

1. What do I want my advertising to accomplish?

2. Who should my advertising speak to?

3. What should my advertising say?

4. What advertising medium should I use?

In a specific business situation, each question has any number of potential answers. As you think about each question, do not accept any answer until you have considered and explored the full range of possibilities.

What Do I Want My Advertising To Accomplish?

The first step in developing your advertising plan is to specify your advertising goals. Be as precise as you can as to why you are advertising and what you want to achieve. Everyone wants advertising to increase business, but for your advertising plan to work, it requires you to be more precise. Some possible goals for your advertising are:

  • To increase awareness of your business.
  • To attract competitors’ customers.
  • To increase the likelihood of keeping current customers and developing their loyalty.
  • To generate immediate sales or sales leads.

    It is possible that you may want your advertising to achieve all of these goals plus some others. What is important is that you prioritize your goals. Advertising works best when it is developed to meet one specific goal at a time.

    Who Should My Advertising Speak To?

    Once you determine your advertising goals, you can then select the target audience for your message. Keep in mind that advertising that tries to reach “everyone” rarely succeeds. Successful advertising is written with a specific customer in mind. Try to picture the person you must reach in order to achieve your advertising goals. Try to describe your target consumers in each of the following:

  • Demographics: such as gender, age, income, location of residence or business, etc.
  • Behaviors: such as current awareness of your business; the products, services or vendors they currently use; loyalty to either you or your competitor’s business, etc.
  • Needs or desires: such as what benefits consumers look for, the basis on which they will decide whether to use your product or service, how your business can fulfill those needs, etc.

    What Should My Advertising Say?

    Once you know who your target audience is and what they are looking for in terms of the product or service you offer, you can decide what your advertising will say. Advertising should always be written to communicate a message that will be seen as important by your target customer. Your advertising should clearly and convincingly “speak” to your target audience, explaining the important benefits your product or service offers. In deciding how to discuss the major benefits of your product or service in your advertising, keep “AIDA” in mind: attract Attention, hold Interest, arouse Desire and motivate Action.

    Where Should I Place My Advertising?

    Every month, new advertising options become available. Beyond “traditional” media you can place ads in airports, on ski lifts and on television monitors in the front of grocery carts. Where you place your advertising should be guided by a simple principle: Go where your target audience will have the highest likelihood of seeing or hearing it. Many advertising media work well to reach a diverse range of target consumers. There is no single medium that is inherently good or bad. In fact, a good medium for one product or service may be a poor medium for another. As you consider media choices, look for one that fits your advertising goals, reaches your target efficiently and cost effectively and is within your advertising budget.

    Learning how to persuade and influence will make the difference between hoping for a better income and having a better income. Beware of the common mistakes presenters and persuaders commit that cause them to lose the deal.

    Conclusion

    Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think of the times you couldn’t get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.

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    Benefits of Aerial Advertising

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    Although business owners might not think of aerial advertising when planning their annual advertising budget, they should.

    There are many distinct advantages to using airplane advertising. In many cases, the advantage of using plane advertising over more “traditional” advertising mediums is quite significant.

    When planning an advertising budget, business owners should consider the distinct advantages of using aerial advertising as a medium to get a message across. The return on the initial investment could be significant.

    Some of the benefits include:

    Cost savings

    First, aerial advertising is cost effective. You can easily reach thousands of people in a small period of time. You don’t have to assume they’ll watch the commercial and not flip the channel. You can be assured that when airplane messages appear, they will look skyward and pay attention to the advertisement that’s passing over.

    That means there is no money wasted on advertising that won’t be read or paid attention to. In fact, it’s estimated that plane advertising costs about 50 cents per thousand people. No matter the deal offered by a radio station or a newspaper, it’s hard to beat the return on the aerial advertising dollar. Cost effective it is.

    Novelty

    It’s unusual and provides a break from the usual. People pay attention to aerial advertising, likely because it’s not something you see often. When they are laying in the sun on the beach on a lazy July day, they look skyward when airplane messages appear.

    In addition, that novelty leads to memory. That is, people remember the aerial adds they see more than they remember other types of advertising. This is partly due to the novelty – they stop and say “hey, look at that plane and the banner!” – But it’s also the attention the banners garner. Studies show that people will generally watch the aerial advertising as is passes over and will continue to watch it until it disappears from sight. That’s a solid block of time where the intended audience is focusing on the advertiser’s message.

    Non intrusive

    To get the message across, advertisers who use banner towing aren’t intruding on people’s homes, their living room tables or their cars. They are simply providing a message that’s flown over the beach, or an event or other gathering.

    People don’t feel as if their privacy, opinions or personal reading has been invaded. This advertising actually does something that most advertising can’t do – provide a welcome distraction, entertainment and a novel thing to talk about.

    Increase ad recall

    People remember aerial advertising more than any other advertising medium. Studies have shown that when questioned, 77% of the people who had just seen airplane advertising remembered what was being advertised on the banner. Another 67% could remember what was being advertised.

    These numbers are far greater than the response to other kinds of advertising like radio and print ads.

    All of these benefits add up to one great benefit – better use of your advertising dollar and a better return on that dollar.

    Aerial Advertising services are available from companies that specialize in this type of advertising. The Internet is a good source of information when it comes to choosing aerial advertising services. Arnold Aerial Advertising is one of the companies that provide such services. Located in New York, Arnold Aerial Advertising provides nationwide service with affordable rates.

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    Mastering Advertising

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    If you could master the art of  advertising , you would soon be an extremely rich individual. An “ Advertising  Master” could not only sell just about anything, for any price, but could also sell his or her expertise to others for untold sums of money, especially if that Master could guarantee results.

    Now the bad news. Becoming a true  Advertising  Master is probably as difficult and time consuming as it might be to become a nuclear physicist!  Advertising  is that hard!  Advertising  is that elusive!  Advertising  is that much of a mystery!

     Advertising  is like writing a brilliant poem on the sand of a beach. Just when you have written a masterpiece, the tide comes in and washes it away forever. Then when you try to rewrite the poem, it turns out not to be so brilliant the second time around – even if you wrote the very same thing. The poem may stay the same, but the world around it changed. It lost it’s the original relevancy that made it brilliant the first time around. That happens with great ads all the time.

    Is this starting to sound like a philosophy lecture? But here’s the thing about  advertising : You never know what good  advertising  is until it works. That means you can’t tell if an ad is a good, effective ad before it is actually used.

    Now, let’s get in touch with reality here. We know a lot about  advertising . We know a lot about what works and what does not work. It’s just that there’s never 100% certainty about anything. Add to that fact that  advertising  tends to be extremely expensive and you have a very delicate situation, indeed. Still, very few businesses can exist without doing at least some kind of paid  advertising , and very often,  advertising  can be a tremendous source of new customers, business and profit for just about anybody who is selling anything.

    When  advertising  is done right, the profit it can bring to a business can be truly spectacular. That’s why it’s so tempting to roll the dice with your ad budget. But when it comes to  advertising , what you need is a healthy dose of common sense, combined with a strategy that risks only as much money as you think you can afford to lose.

    First of all, one must decide what kind of  advertising  is right for the business type. The choices are:

    · print  advertising  in things like newspapers, magazines and other specialty publications.

    · broadcast media eg. radio and television.

    · internet  advertising  is a whole new and different kind  advertising  world in itself

    · directory  advertising 

    · billboards and poster sites

    · promotional  advertising 

    It can all be pretty intimidating. What  advertising  vehicle is right for you? What if you only had £1,000 to spend. Is it best to spend that £1,000 on an ad or ads in the local newspaper, take out an ad in the Yellow Pages, or maybe buy some radio time on a local station. If you only have £1,000 to spend, which should you choose to gain maximum effect? And by maximum effect, we mean bringing in more than the £1,000 you spent on that ad!

    Well, we’re only going to talk about some general principles here and give some basic guidelines. That’s because literally whole libraries of books have been written on the subject and art of  advertising , and we simply can’t cover it all here. It’s a subject that is nearly inexhaustible, and any entrepreneur worth his salt should be spending a lot of spare time reading up on all the  advertising  information he or she can get his or her hands on.

    First, never buy a large print advertisement without testing a smaller less expensive ad first. Maybe start with a classified ad, or very small space ad. If the results are promising, you can reasonably upgrade to a bigger more expensive ad in the same publication. The key is test and measure! You must have a system to determine that the ad you bought is responsible for the leads you get from that ad. It’s not always easy. Take the case of a restaurant.

    Let’s say that Restaurant A buys an ad in the local newspaper. How do you know that the people who come into the restaurant are doing so because they were prompted to do so by the ad in the local paper? Is it reasonable to ask every patron who comes in if they saw your ad in the paper? Probably not. But if you included a clip out coupon in the ad which patrons can bring in for a 10% discount, you can get a pretty good idea of how well the ad performed. Simple techniques like this can make all the difference.

    Companies that sell things via mail order key their ads to show where each order sent in came from. All orders which include a key from a print ad will show exactly how well the ad performed. This is an almost 100% accurate way to test a print ad.

    But what about a radio ad? How could a restaurant  advertising  on a local radio station determine if their broadcast ads were working? It’s a lot tougher. You could ask patrons to mention your radio ad when they come in, but this is unreliable, to say the least. If business suddenly increases when the ad runs, you might reasonable conclude that the radio ad is working, but you can’t be 100% sure. It’s a tough call, and the smart restaurant owner will have to decide if the radio ad is worth it or not. If business continues to be brisk while the ad runs, it’s probably a good idea to keep it going.

    Whatever the case, having a reliable way to test ads is essential to making intelligent decisions about the  advertising  budget. Another major point is this: Always remember the central purpose of an ad.- to bring in customers who will buy what you are selling. This point is so often forgotten and the design of the ad becomes an exercise in creative design rather than something designed to generate new sales.

    The ad should produce more in income than the cost of the ad itself. This seems obvious, except for the fact that we are all bombarded every day with all kinds of  advertising  that is not necessarily selling very much. If this is so, then why is all this  advertising  being bought and paid for?

    Well, much of the  advertising  we are confronted with every day is purchased by major corporations with very deep pockets, and gigantic  advertising  budgets. The big players can afford to buy ads that merely create “name recognition” and help them keep a high profile in the public mind. But small to mid-sized businesses can’t afford this kind of thing.

    How many times have you seen a TV commercial that is fun to watch, completely hilarious, and really gives you a good laugh — but leaves you with no idea whatsoever about what is being advertised? We all see dozens of these ads every year. They’re fun and entertaining, but they don’t sell much. So why do people buy pay for ads like these? Again, such ads are usually the venue of major players with more money than brains, and who are also willing to take big risks in the  advertising  game.

    But the vast majority — perhaps 99% — of businesses can’t afford this kind of thing. The purpose of an ad is to sell, not to entertain. The purpose of an ad is not to “be creative” but to produce profits. The purpose of an ad is not to be a work of art — but to get customers marching through the door. If an ad happens to entertain while making money, well, that’s fine. The trouble is, too many people have been led to believe that an ad must first be funny or entertaining, when the true first task of an ad is to inform customers about your product, tell them where and how to get it, and get them to buy.

    Many small and mid-sized business owners see a lot of funny and creative ads on TV or in magazines, and then assume that because huge rich companies are using these kind of ads, they must be a good thing. That’s not the case.

    There are other pressures to create ads that are nice to look at, but which don’t work. Ad agencies, for example, compete for creativity awards sponsored by  advertising  associations. Ad writers and creators who get awards get a boost to their careers when they win awards. This encourages them to lose sight of what their primary purpose is — to create ads that sell. Many TV ad producers tend to be frustrated film makers. How many TV ads have you seen that have the look and feel of miniature feature films? A lot! It’s great if they actually do something to sell the product, but much of the time they don’t.

    So how can you be sure that your  advertising  vehicles have the proper elements needed to make sales? While there is no such thing as a guaranteed formula for ad success, you can give yourself the best chance by remembering the tried and true basics, and those basics are represented by the anagram AICDA — Attention, Interest, Credibility, Desire and Action.

    An ad must first attract Attention. With a print ad, that task falls to the headline. In a radio ad, that means a loud, attention getting intro made up of any number of sound effects. In TV it’s something similar, but with visual effects added. In a sales letter, its teaser copy on the outside of the envelope, and an attention grabbing headline on the opening page. Photos and graphics can also grab attention in print ads — whatever the case, an ad must first capture attention before it can accomplish the next mission which is….

    …. Interest. Once you lure the prospect in, you must create instant interest in what you are selling. That’s usually handled with a subhead and the first sentence of the body copy, or the first dialog of a radio or TV ad. Credibility is provided in a variety of ways, including past customer testimonials, statistics which demonstrate success and more.

    Desire is created by appealing to the emotions of the ad viewer, and this is done my showing what the product will do for those who buy, such as solve a problem, or enhance prestige, or improve health. The final function of an ad is to produce Action! The ad viewer must be compelled to call, write in, stop by in person — or whatever you want them to do. Urging action usually means providing incentives and rewards to do so. For example, putting a time limit on when an incredible 25% discount can be obtained will spur people to action. There are many other ways as well.

    How you produce the elements of AICDA will be your challenge. There is no one, good way to make sure you have all the elements of AICDA hitting on all cylinders. Again, this is  advertising , not mathematics. You may have to test several different versions of an ad. before it really starts working. If you’re lucky, you’ll hit the jackpot the first time you place an ad.

    Please be aware that this short discussion on  advertising  is only a primer. Getting  advertising  right is a major challenge for any business and an ongoing process. A lot of marketing gurus out there offer a lot of hype and unrealistic notions about what  advertising  can do for a business, but here at Alchemy, we don’t deal in hype. We deal only in reality, and solid, grounded business practices that are guaranteed to work. You will need to advertise, but you must take the correct and careful approach. Do that, be persistent, work smart, and you are bound to succeed. Millions of others have.

    Summary

    Few companies can afford to ignore buying paid advertisements to grow their businesses, but the key is to proceed carefully, intelligently, and stick to the basics.  Advertising  is by nature a somewhat arcane art. There are no magic formulae that guarantee success. All  advertising  must be rigorously tested. Buy small ads before risking major money on large ads. Remember the AICDA formula and the real purpose of an advert is to SELL! And not to entertain.

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    How PPC Advertising Works

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    PPC advertising is simply advertising your website through the

    use of the pay-per-click search engines. To grasp an

    understanding of ppc advertising, you need to understand what a

    pay-per-click search engine is if you don’t know already. A pay-

    per-click search engine is basically a search engine that takes

    the guesswork out of getting top-ranking in a search engine and

    in effect, enables you to buy your rank so to speak.

    When using a ppc search engine you bid on keywords or keyword

    phrases that your targeted prospects may use to find whatever

    your website offers. When you outbid competitors that have bid on

    the same keyword or keyword phrase, your website will be ranked

    over theirs. Because you “pay-per-click”, you only get charged

    your bid amount for actual visits to your site that result from

    your ppc advertising rather than being charged a flat fee for

    placing an ad.

    Some pay-per-click search engine services, like Yahoo! Search

    Marketing for instance, only consider the bid amount in ranking a

    site. Others, like Google Adwords, may also consider the
    good thing because it enables those with relevant products or

    services to achieve a decent ranking even if they don’t have an

    enormous ppc advertising budget. It is also good for those using

    the search engines to find information because relevant, popular

    ppc advertisements will appear in their search results.

    The most popular ppc advertising options include Google AdWords

    and Yahoo! Search Marketing (formerly known as Overture). Google

    because it is the most widely used search engine and Yahoo!

    Search Marketing because it provides listings in several search

    engines including Yahoo!, MSN, Alta Vista, and Netscape as well

    as others.

    The first step to designing an effective and profitable ppc

    advertising campaign is to determine your budget. Budgeting for

    ppc advertising involves not only determining how much money you

    can spend on your ppc advertising campaign, but basing that on

    the monetary value of a click to your website since you are

    paying per click. Throughout your ppc advertising campaign you

    must monitor it to be sure that you are getting a good return on

    your investment.

    Your conversion rate, the number of unique visitors divided by

    the number of sales, plays an important role in determining the

    value of a click to your site for ppc advertising budgeting

    purposes as does the average net profit per sale. By dividing

    your net profit per sale by your conversion rate, you can

    accurately determine the value per click to your website. The

    price per click that you pay for your ppc advertising should not

    exceed this value. If it does, you will be spending too much on

    your ppc advertising and you won’t get any return on your

    investment.

    Of course, it is ideal to pay less than the value per click so that your ppc advertising will generate profit rather than eating up your revenues. To boost conversion rates it is vital that you

    use relevant keywords that will put your site in front of those

    most interested in what you are offering. However, if the bids on

    a choice keyword are too high, a little brainstorming combined

    with a keyword analysis through Wordtracker will give you

    additional ideas for keywords for your ppc advertising that have

    lower bids on them and may be just as effective. You may also get

    some ideas for keywords by looking at your competitors’ source

    code to see what they are using.

    Reports from your ppc advertising provider will help you to

    monitor your ppc advertising. Also, the information provided

    through web logs will tell you where your traffic is coming from

    so you can determine which ppc advertising bids are performing

    the best. If you approach ppc advertising logically and monitor

    it regularly making adjustments as needed, ppc advertising is a

    powerful tool for profitably driving traffic your website.

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