Analysis Of 6 Indian Advertisements

Advertising Management Assignment

“Analysis of 6 TV Advertisements”

Table of Contents Sl. No.

Topic

I

Introduction

II

Advertisement 1 – Mountain Dew’s “Bad Cheetah” Ad

III

Advertisement 2 – Kinetic Blaze Introductory Ad

IV

Advertisement 3 – Gillette’s “Champions” Ad

V

Advertisement 4 – Orbit White Chewing Gum “Cow” Ad

VI

Advertisement 5 – VISA’s Pierce Brosnan Ad

VII

Advertisement 6 – Surf Excel’s Ad (Brother & Sister Duo)

VIII

TV Advertising

IX

Advertising Success

X

Conclusion

Introduction A television advertisement or television commercial is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. Many television advertisements feature catchy jingles (songs or melodies) or catchphrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or “riffs” that may appear in other forms of media, such as comedy movies or television variety shows, or in written media, such as magazine comics or literature. These long-lasting advertising elements may therefore be said to have taken a place in the pop culture history of the demographic to which they have appeared. Advertising agencies often use humour as a tool in their creative marketing campaigns. In fact, many psychological studies tried to demonstrate the effect of humour and indicate the way to empower advertising persuasion. Advertising agencies often use humour as a tool in their creative marketing campaigns. In fact, many psychological studies tried to demonstrate the effect of humour and indicate the way to empower advertising persuasion. Despite the popularity of some advertisements, many consider them to be an annoyance for a number of reasons. The main reason may be that the sound volume of advertisements tends to be higher (and in some cases much higher) than that of regular programming. The increasing number of advertisements, as well as overplaying of the same advertisement are secondary annoyance factors. A third might be the increasing ability to advertise on television, prompting ad campaigns by everyone from cell-phone companies and fast food restaurants to local businesses and small businesses. From a cognitive standpoint, the core reason people find advertisements annoying is that the advertisement’s offer is not of interest at that moment, or the presentation is unclear. A typical viewer has seen enough advertisements to anticipate that most advertisements will be bothersome, prompting the viewer to be mercilessly selective in their viewing. Conversely, if an advertisement strikes a chord with the viewer (such as an ad for debt relief shown to a viewer who has received a late notice in the mail), or has entertainment value beyond the basic message, then viewers tend to stay with the advertisement, perhaps even looking forward to viewing it again.

Facts and Figures of Television Advertising 2004-2008 Count of Advertisers and Brands.

The number of advertisers needed to promote the brands has steadily grown at a higher percentage than the number of brands, themselves. In the period spanning 2004 to 2007, the advertisers outnumbered the companies. This gave the companies a choice of advertisers so as to get the best deal and the best advertising strategy. However, in the last year, the number of brands fell. This is due to many reasons including recession, inflation and vigorous competition. As the number of companies in the market started to fall, so did the number of advertisers. The advertisers are highly dependent on the companies to generate contracts and hence, revenue. In most companies, although they have a separate advertising department, they generally outsource the creative work to advertising agencies. Therefore, when the companies face a tight financial situation, they generally cut back on their advertising expenditure. This directly impacts the advertisers, whose sole occupation is the provision of advertisements. Thus, we can see a steeper fall in the number of advertisers to a gentler fall in the number of brands.

Average ads/day on a channel.

The medium of TV advertising has seen rapid growth in the pas couple of years. TV shows have started to invite more advertisements than before. While there were only 197 advertisements in 2004 that served as “fillers” during commercial breaks, as of 2007, that number rose by almost 45%. Today, advertisements are not considered separate from the show timings, but are clubbed with the shows and are taken for granted. What can also be seen by the graph is, with a decrease in the number of brands and the corresponding fall in the number of advertisers, the number of breaktime fillers has also come down in the last year. With fewer brands and even fewer advertisers, the number of advertisements that feature in commercial breaks has also been impacted.

Advertisement 1 Mountain Dew’s “Bad Cheetah” Advertisement

This is a campaign that has confined itself to barely three commercials. The common thing in all these commercials is the group of boys out on a safari. They are generally roaming about shouting - Do the Dew! Let us analyze one of the advertisements. The commercial shows a cheetah running in all its gusto, and one of our models following it on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand inside the cheetah’s mouth...straight down to his stomach, and pulls out a can of Mountain Dew. “Bad Cheetah” - he says. The other guys watching him say to each other - “Cheetah bhi peeta hain!” Then they show the cheetah with all the spots gone except for a few spots which spell out - Do the Dew. The commercial fails to follow some vital rules of advertising. There is absolutely no brand positioning. Which bracket of people is it targeting? What benefit is it giving you? Secondly, their models seem possessed, running around jungles with colourful clothes, jumping on cheetahs and shouting at the top of their voices. The viewers have no point of reference to identify themselves with either the product or the advertising tone. Thirdly, there is no advertising message – at least nothing that makes any sense. Why would anyone want to drink something that a Cheetah allegedly drinks? How did the Cheetah get hold of the can of Mountain Dew in the first place? In fact, this advertisement has more environmental and wildlife ramifications than any connection with the product. Fourthly, it is a very paltry hand at humour. If the intention of the advertisers was to excite the audience and make them laugh, they have failed miserably. This advertisement has induced to people only to switch channels because of its senseless advertising message, theme and conception. Fifthly and most importantly, the advertisement says nothing at all about the drink, except, of course, to extol its endearing quality it to Cheetahs. What is the taste? Does it quench your thirst? Does it make you feel cool? Is it refreshing?

If this advertisement is remembered at all, it is remembered for all the wrong reasons. From the very beginning of the Mountain Dew’s ad campaign, it has come under some very serious firing. When they launched their first ad featuring the infamous slogan – “Do the Dew”, other aerated drink manufacturers immediately saw its potential by piggybacking on the fame and releasing a parody. The parody achieved what the original never did. Today, viewers instantly relate this slogan to “No do here, go do jhaadi ke peeche.” The Mountain Dew advertisement failed at the ad mantra – AIDA. Although it did catch the attention of the viewer the first time it was aired. It did not generate any interest or desire. It crashed so bad that not only was the ad campaign scrapped, so was the product. Even if bottles of Mountain Dew line the shelves of stores today, its sales barely make a dent in the profits of the company.

Advertisement 2 Kinetic Blaze Introductory Advertisement

The Blaze is part of Kinetic's Italiano series of scooters, comprises seven bestselling true-blue European scooter designs that Kinetic bought from Italian manufacturer Italjet. With its aggressive and glamorous Italian design, generous proportions and majestic presence, the very special Blaze makes an instant celebrity of its rider. The high-spec Blaze also has ample go to match the show – with a powerful 165cc, 4 valve engine that pumps out 11.6 bhp, coupled with automatic transmission. Kinetic Blaze was launched in 2006. The following is an analysis of the introductory advertisement. In this advertisement, a group of girls are seen going crazy in front of a house. A guy seeing the crowd of girls asks a nearby shopkeeper if Abhishek or John were around. The shopkeeper says it is Rohit Verma. He has Kinetic’s latest scooter and this is the source of all the commotion. This advertisement is clearly targeted towards the youth. Not only are the models used in the age group of 20-30, the entire look and feel of the advertisement is young and “hep”. This commercial scores on some points while it fails at others. First of all, the advertisement develops attention and generates interest. Viewers are kept in the dark as to the source of the commotion. Interest is heightened when the shopkeeper answers in the negative to the names of celebrities. When the name “Rohit Verma” is mentioned, viewers are all ears (and eyes) to find out more about him. The presentation of the product, in this case the scooter, is also well done. It looks glamorous, and the difference in size and shape are also highlighted without words, heightening the impact. The product and the brand are not lost in the advertisement, and viewers not only identify the product, but also remember it. Its market targeting and brand positioning are clearly defined. The target is the middle income male youth. It is positioned as a scooter for men and the first in ushering in a new market segment for scooters with its innovative design and target market. However, the advertisement itself fails to generate a desire for more information or for purchase. This desire is evoked by the fact that the scooter is new and innovative. If the same advertisement was broadcast for a scooter that had already been launched in the market, it would not have done well. So, in a way, this advertisement

works for the product since it is new, but considered solely from the advertising point of view, it does not make a big impact. The advertisement also fails to answer some of the basic questions that consumers have while watching the commercial. What sets this scooter apart from the other scooters in the market? It is obvious that the look and feel of the scooter is definitely innovative. However, all new products sport a new appearance, in fact, it is imperative that they do so. So in terms of performance, how does it differ? What is its USP? Why should the consumer choose to buy this product, when he can be sure of the performance of tried-and-tested scooters? From the advertising point of view, the commercial lacks originality and creativity. Showing a crowd of screaming girls to enhance the psychological value of a product is not new. Many advertisements for motorbikes, furniture, cars etc., showcase models to give the product an “oomph” factor and increase its appeal. Also, from a logical standpoint, why would the girls favour a guy based only on the fact that he has this scooter? How does it award him star status? The advertising message is vague and unappealing. It is understood that the product is being positioned as “your Shortcut To Fame”. But, how? Most motorbike advertisements try to project their product as one that will give the owner an edge with the ladies. The advertisement says much, but tells little.

Advertisement 3 Gillette’s “Champions” Advertisement

Gillette is a brand of Procter & Gamble currently used for safety razors among other personal hygiene products. It is one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was acquired by P&G in 2005. The Gillette Fusion is a five-bladed razor released in 2006. There are two different versions of the Fusion available: the Gillette Fusion, and the Gillette Fusion Power. All share the characteristic five blades on the front, and a single sixth blade on the rear that acts as a "precision trimmer". In addition, the Fusion Power is battery powered and emits "gentle micro pulses" that are claimed to increase razor glide. With the release of Gillette Fusion, P&G also launched their new advertising campaign called “Gillette Champions”. The following is an analysis of the first advertisement broadcast in this series. This advertisement features the Gillette champions -- Tiger Woods, Thierry Henry and Roger Federer. The commercial is called “Today” and all the three Champions explain how important it is in their professional and personal lives to ‘Be Your Best Today’. The advertising campaign exploits the influencing power of brand ambassadors. The Gillette ‘Champions’ are Roger Federer (No.1 Tennis Player), Thierry Henry (No.1 Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is varied to include Rahul Dravid to cater to Indian sensibilities. The advertisers try to use the concept of transference or association to enhance the image of their product and brand. The attributes of quality, performance and excellence exuded by these personalities are projected onto the product and the brand. This builds brand image and a favourable attitude towards the new product. A sense of polish and “class” underscores the entire advertisement. It plays on the viewers’ “feel-good” sensations. The advertisement comes across as smooth and urbane. However, it does feel as if the advertisers are trying to hard by roping in three (or four) brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement that does not feature them. But, there is something called too much stress on the influence of brand ambassadors. There seems to be little relevance amongst the slogan, the advertisement and the product. Gillette may be the best a man can get, but how does that help the

‘Champions’ in their respective sports? Form a logical standpoint, how does the new razor blade assist the players? The audio of the advertisement bears little or no relevance to the advertising message. The advertisement talks about focusing on the present, but says nothing about the new blade. Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite of the drawbacks of the advertisement.

Advertisement 4 Orbit White Chewing Gum “Cow” Advertisement

Orbit is one of the world's largest selling chewing gum brand.In India, the brand shares the market leadership with Center Fresh brand.Orbit was launched in India in 2004. This was India's first Sugarfree chewing gum and together with Perfetti's Happydent, this brand has rejuvenated the chewing gum segment in India. Orbit can be termed as a functional chewing gum. The brand when launched differentiated itself from the existing chewing gums with its "sugar free" property. Globally the Orbit brand adopts the tagline "For a good clean feeling no matter what" in India, Orbit uses " for healthy teeth and prevents tooth decay " as its main message. Orbit White launched their most popular advertising campaign with the “Cow” series. The following is an analysis of the first advertisement in this series. The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks in ‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, it’ll work for you too. This commercial tries its hand at humour in drawing attention and generating interest. It succeeds to quite an extent in this intention, but also fails at few places. The caricature of the doctor succeeds exceedingly well. Viewers immediately recall the product, the brand and the entire advertisement on any reference to Dr. Bhatawdekar. The product and brand are duly highlighted. They are not lost during the telecast of the advertisement. The commercial’s message is wound around the product, making the product and brand as much a part of the advertisement as the rest of the characters and the concept. The advertisement also successfully plays to the sense of humour of the viewers. Any reference to the product results in immediate association to the doctor and his cow volunteer. This gives viewers a light-hearted view of the product. Nonetheless, there have been instances where the sentiments of viewers have been hurt. In such cases, it seems that the concept that starts out as funny, turns out to be a gross miscalculation of the sense of humour of the viewers.

The characterization of the doctor and the way he speaks in English can be construed as offensive by many viewers. Since the doctor is a deliberate attempt at making fun of bad grammar, viewers who are insecure of their oral abilities may find the advertisement offensive. Overall, the advertisement has no class. Viewers can be put off by the commercial on grounds that it displays no sophistication. The attempt at humour can be seen as tending towards slapstick comedy – and a very poor attempt at that. However, the advertisement does not fail completely. The product and brand are imprinted in the minds of the consumer. Any reference to the product brings remembrance of the humorous advertisement. And consumers purchase the product, even if only out of a sense of absurdity.

Advertisement 5 VISA’s Pierce Brosnan Advertisement

Visa Inc. operates the world's largest retail electronic payments network and is one of the most recognized global financial services brands. Visa facilitates global commerce through the transfer of value and information among financial institutions, merchants, consumers, businesses and government entities. Visa gained the attention of television viewers in 2003 with a ‘Tuk Tuk’, featuring Pierce Brosnan in Bangkok. The following is an analysis of the advertisement. A limousine drives through the streets of Bangkok, only to be thwarted by a traffic jam. Pierce Brosnan winds down his window and catches the eye of a tuk tuk driver. The driver, delighted to have James Bond in the back seat, revs the engine and pulls a wheelie, beginning a stunt-filled and effects-laden ride through the alleyways, restaurants and shops of Bangkok. The tuk tuk arrives at the hotel just as Brosnan’s dining partner pulls up in a limousine. Zhang Ziyi steps out and apologise for being late. The tuk tuk collapses, totally exhausted by the trip across town. Brosnan reaches for his jacket pocket and throws his VISA card to the driver. Later in the evening, the tuk tuk driver pulls up with a brand new tuk tuk, revving his engine and beckoning for Brosnan and Zhang Ziyi to join him. The tagline: “Visa: All it takes.” This advertisement can be considered a success. It does a lot of things right and gains not only the attention and interest of the viewers, but also builds a strong brand image and remembrance. The product is clear and highlighted. The brand, too, is not lost during the course of the advertisement. The product and brand is the core of the advertising message. Any attempt to analyze the commercial otherwise would prove fruitless. The advertisement retains a “dashing” air, quite literally. The commercial successfully draws on the sophisticated action of James Bond and highlights it exceedingly well in the tuk tuk mad-dash through the city. The advertisement stays true to the image of James Bond. The commercial maintains the charm of James Bond. It also includes a lot of stunts that can be immediately associated to James Bond. This succeeds in drawing the attention and generating interest among the viewers. The brand, VISA, is associated with sophistication and quality. With this advertisement, they reinforce this image and add to it a certain panache and “active” participation.

If the advertisement comes under any criticism at all, it is from a purely logical standpoint. When Brosnan hands over his VISA card to the tuk tuk driver, the driver returns with a new and better powered tuk tuk. However, there are those who argue that anyone would have disappeared with the card and spent all the money. Nevertheless, for those who appreciate honesty, this advertisement succeeds. The commercial generates good feelings in the minds of the viewers. The product and brand are remembered. Additionally, the brand image is improved and remembered.

Advertisement 6 Surf Excel’s Advertisement (Brother & Sister Duo)

Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to wash clothes. Surf offered them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the articulation of a great clean at the time, connected with consumers and helped to establish the brand. Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash. Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign. The following is an analysis of the first such commercial. The advertisement features a brother and sister duo walking home from school, when the little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, “Sorry bola.” The narrator then removes all apprehensions of dirt and stains and says, “Daag Acche Hain.” This advertisement is universally well-loved. This is so because it does a lot of things right. It makes use of children’s appeal to get the advertising message across. The advertisement does what seldom others do – cater to the emotions and sentiments of the viewers – and succeeds with it. Not only do the children lower your guard to the advertisement, but the story, too, warms the heart of the viewers. The advertisement generates a sense of bonding. Viewers without siblings, too, can relate to the advertisement and the actions of the little boy. The advertisement also exudes certain warmth that reflects itself in the viewers. The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its success. By showing a little boy and girl, the advertisement draws the attention of the viewers. When the little girl falls into the puddle and starts to cry, it creates interest in the minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This desire often leads to action. Although there is no obvious targeting, it is done so through indirect means. Most mothers are concerned when their children come home in dirty and messy clothes.

This advertisement, not only sends out the message that Surf Excel will help you was them out, but that also there is no need to fear stains. Although the advertisement does not centre on the product or brand, both are remembered. The product and brand are subtly introduced to the viewers such that it sub-consciously enters their minds without any jarring highlights on the product or brand. This advertisement also does what the majority do not. It focuses on the people rather than the product. The sentiments, actions and emotions of the people are highlighted and showcased throughout the advertisement in one form or another. The product is kept discreetly tucked away and does not overpower the commercial. Although Surf Excel is a premium brand, this advertisement caters to all the income grades and all classes of people, across age groups. The brand and product are positioned as accessible to all people, whoever and however they may be. The brand image created through this advertisement is phenomenal. The advertisement leaves people with a warm feeling. This feeling also transfers to the product and brand. Thus, this advertisement can definitely be called and advertising success.

TV Advertising The best part of advertising on TV is that there is a market for almost any product or service; you just need to know how to reach it. Whether you are selling paint thinner, a circular saw, door stop, or block of cheese, with proper marketing it will sell. What are they keys to successful advertising? Obviously, you have to have a commercial that doesn't make your viewers want to change the channel. Also, you need to think of who your market is. For example, lets say you are selling a block of cheese. Think to yourself who is going to be interested in good cheese. What time of day? What channels? What show? Well, obviously it doesn't take an expert to figure out that a cooking or food based channel might be a good place to start. Perhaps a show that deals with low-carb food might be a more specific area to look at. Time of day, is fairly irrelevant here so any time would do. If you are selling the circular saw, try Home and Garden shows and channels or do-it-yourself shows. Most companies look at television commercials as an advertising vehicle for "the other guy." The corporate giant. The big business with lots of disposable cash. In fact, TV is a very affordable medium that can increase your company's profits greatly. Before you make an investment in television advertising, there are certain key elements you need to consider. Once you understand the process of writing, creating and producing a commercial, you're ready to hit the airwaves. Effective TV commercials merge video and audio into a powerful sales tool. But don't think one is more important than the other. Audio and video go hand-in-hand. For example, turn down the volume on any commercial. You should be able to identify the benefits of purchasing a product just from the video. The same holds true for audio. Close your eyes and listen to the announcer. If the audio doesn't explain the product in detail, then the commercial isn't effective. Potential customers should be able to hear your message even if they're not in the room to see it. Always use a strong audio and video combination when creating your own commercial. Use your audio to explain the advantages of owning your product. You'd use words like "convenient, portable, lightweight." However, there are no words more important than your call to action. What do you want your viewer to do? Tell them to call now. Order now. Visit their local dealer. Think of television as an intimate medium. If you're advertising a restaurant, don't just use a shot of your building's exterior. Use a close-up of your food in your commercial. And show people eating your food. If you're producing a Public Service Announcement(PSA) about drunk driving, don't just use a shot of a crowd of people at a funeral. Show a tear streaming down a child's face.

Combining sight and sound should spark your viewers' emotions and help them identify with your product. And if they can identify with your product, you're more likely to get the sale!

Advertising Success Marketing and Advertising Success is like shooting a game of snooker.... No matter if you play snooker or not, this applies to everyone and their quest for marketing success. Many people are constantly searching for "the key" to success and in doing so miss out on the most important LESSON of the search. It is not about finding "the key". It is about learning. Learning and getting better through practice. Think about it. When you play a game of pool (or any game) - did you learn the game overnight? No. Did you learn the game in a week? A month? A year? If you practice every day you might get good enough to enter a few tournaments and maybe win a few here and there. Practice more and you win more. The funny thing about pool is similar it is to the search for success. You must practice to get better. It is not about reading a book on how to get better – you have to get out there and do it. There are a lot of mistakes to be made in the process to become a better snooker player. Lots of missed shots. Lots of bad shots that somehow go in. But you could never repeat the exact shot because it was a fluke. Only through repetitive practice do you get better and consistent. Then you find some areas of the game you are better at. Maybe you are really good at the side pockets, or maybe it is the bank shots. So you use those to your advantage and keep trying to get better at the other areas of the game. Once you have gotten good at the game you never forget how to play another game. Sometimes, you are just about to win the game but you scratch on the black ball. How many times have you been so close to major success breakthrough and something small distracts you and turns you off course? So what you are searching for is not a key is a step you must take. And that step is action. You must be moving forward at all times, practicing and practicing the skill you want to master. Only through practice will you ever become successful. It will not happen overnight. It will not happen easily. You must work at; find out what is right for you and what is wrong for you. Some things will work, and when you find them - keep at them. Those things that don't work for you - practice at them. You will get better at those areas if you practice. Think about each of these as a skill you need to master before you can win tournaments: Sales skills, marketing, advertising, time management goal setting follow up idea generation partnerships delegation etc... So, stop your searching for that ever so elusive key to marketing and advertising success when it is right in front of you. Having a poor response is not the medium's fault. Often the problem is the message. Advertising is not a quick fix solution to marketing your company or product. It takes planning, testing and constant exposure to have an impact on your business. Done correctly, advertising can be a winning strategy.

Conclusion The goal of advertising is to cost-effectively reach a large audience and attract customers. If done correctly, advertising can enhance the success of your business. Here are 10 advertising tips to pay attention to:

1. Go after your target audience: An advertising campaign should be geared to your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers.

2. Use One Message: A high response rate ad usually conveys a single message. NordicTrack's message of the "World's Best Aerobic Exerciser" was simple and compelling. Your small business advertising needs to quickly communicate its core message in 3 seconds or less. If you are fearful and overwhelmed by technology, which computer book do you buy? "DOS for Dummies" began a bestselling phenomena because its message was easily understood and to the point.

3. Establish an image: You can recognize the McDonald's arches while whizzing by on the highway. Likewise, there are plenty of products that you recognize by their packaging or logo. Image counts when it comes to advertising and promoting your business. Too many advertisers do not work to build a consistent image.

4. Don't try to be everything to everyone: No product or service will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. Typically, this does not work. It can spell disaster for small businesses, who cannot afford to spread themselves too thin. Therefore, find your market and be everything you can be to that audience.

5. Test your ads in advance: If you have the time or money to invest in focus groups, you should test your ads on other people. Do they understand and accept the message that you are trying to convey? There are other lessexpensive ways to test your ads as well: questionnaires, for example.

6. Monitor your ads: It is very easy to ask new customers or clients where they heard about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to know which ads generate business.

7. Think outside the square: there are a variety of ways to get the attention of your audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.

8. Create Curiosity: Successful business advertising does not sell a product or service. NordicTrack's ads sold the free video. Once a potential customer watched the video, they contacted the company for more information. The end result, millions of dollars of sales. Create ads that generate interest and make the customer want more information.

9. Keep your message simple: Ensure your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.

10. Identify which advertising tool is best: For example, classified ads fuel some businesses while others use flier distribution effectively. For restaurants, local newspaper ads are effective because most restaurant patrons live within a threeto five-mile radius.