Retail Store Advertising And Marketing Myths

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The customer must see your ad 5 (or 7 or 13) times before the customers buy.
That is plainly not accurate. Ads work much better the first time they are utilized, and their results decline rapidly over time. This myth materialized in the early days of television. A research group showed that it took 7 impressions of a product label before the name was remembered. This has nothing to do with selling. It has zero to do with the purchaser wanting to buy. But this myth remains on the minds of advertising reps, and inexpert merchants because at this moment there is justification to run an advertisement numerous times (and pay for the ad run) without testing the response. If advertisements began working much better the longer they were run, we would really never see a new ad on TV or in magazines. Why would we? Does not the ad get stronger as time passes? No.

You cannot directly track your product sales to your ads.
Of course you can. In print, just put in the ad that the customers really need to bring in the complete advertisement with them to receive a special freebie. In radio, the customer says a special code word, or asks for a specific person (a name nobody there has). You will then know, definitely for sure, that this ad brought the purchaser in the door, or made them phone. This works in any organization.

You need to budget a specific amount of capital for local advertising.
Sometimes this is in the form of a percent of product sales. On occasion it's in the form of a dollar amount monthly. Completely wrong. If you can track an ads sales results, you will immediately (meaning the first month) know if the ad generates a profit or costs you money. If the ad you run brings in five dollars for every dollar it costs, what should the monthly budget be for that advertisement? As much as you can. If the ad brings in sales that are less than the ad cost, how much would you resume to pay out every month on that? Not anything , I hope. If you track your ad response, you'll very rapidly know if you are advertising wisely. If an advertisement bombs, simply don't run it another time. The response you get from the sales ad will never get better with repetition.
Your ad must be witty and you should have a catchy slogan.
Have you ever watched an infomercial? Do they use clever catch phrases? Do you hear the people sing jingles? Never. Why? Because being clever takes intellect, but no knowledge of advertising and marketing. So it is the first place companies go. They want to be humorous, and clever.

But being clever has nothing to do with getting sales. Advertising is selling. Creating jingles is fun, and company CEOs love them because it's about the company. But it doesn't sell. Remember "Where's the beef"? It was catchy, cute, and became a national catch phrase. But it didn't sell hamburgers. Nobody heard "Where's the beef" and then wanted to buy a hamburger.

I know I have a bad ad, when people I know say "Wow Claude, that's a great ad. Very clever!"

I want them to say "Wow Claude, How can I get one of those!". That's selling.

Your ad must have your kids, spouse, or pet featured.
This is a lazy ad rep telling you this. Have you ever bought something because you thought the advertiser's kids were just so darned cute? Nobody has. And every father on Earth thinks their children are cuter than yours. The buyer wants to identify what your product will do for them. They want to know what they receive and how much it is. It's not that your family or pet is undeserving to be in the ad. But if you are paying for the ad by the second or by the page, you would be better off by placing benefit statements, features, and actual reasons to buy...in the ad.

Article Source: http://depositarticles.com/

Local business marketing Authority Claude Whitacre is the writer of the book The Unfair Advantage Small Business Advertising Manual. You can buy the book at www.claudewhitacre.com or download a complete free copy at www.local-small-business-advertising-marketing-book.com

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