Display Advertising Tips

• Choose your target market (be as specific as possible- keep demographics and psychographics in mind)
• Contact Publications and request a media kit
• Ask for editorial coverage before paying for display advertising
• Use language that your customers understand
• Your main message must be the most prominent
• Your message must be quick and easy to absorb
• Translate your product/service offer into meaningful customer benefits
• Consider hiring a designer for a professional look
• Start measuring the effectiveness of your advertising from the very beginning

Types of Advertising Media

Seminars- Creating an informative seminar and inviting your target audience is an excellent way to educate the market and promote your company and proposition.

Direct Mail- Direct Mail is generally used to generate a direct response from the recipient. Aside from the strength of your proposition, response rates vary according primarily to the quality of the list, (ie how 'targeted' it is in terms of your offer). More than 5% is extremely good. Under 1%. is more common. Your own database of existing and past customers will typically produce a response of two or three times that of a list sourced elsewhere.

Display advertising- The taking of advertising space in the editorial sections of magazines or newspapers, as opposed to the classified sections, which are a less expensive, and generally lower performing method. All significant publications will be pleased to provide you with their 'Media Pack', which gives full details of all the types of display advertising available, for how much, together with lots of information about their readership profile and circulation. If you are trying to generate a direct response from display advertising you may need to feature a coupon of some kind. Otherwise display advertising is concerned with image-building and creating awareness. As with other advertising methods, the use of Free-phone telephone numbers and Free-post addresses all increase response rates.