Blog

Basic Principles of Good Advertising

Basic Principles of Good Advertising

CABA (Cape Agulhas Business Association)

Basic Principles of Good Advertising

Why you should STOP advertising!

So, you advertise and advertise and advertise… Business is slow, and you are realising you’re wasting time and money. Keep on reading if you want to know why your advertising is failing.

STOP advertising if it is BAD! How do you know it’s bad? Here’s a few basic principles for GOOD advertising and how to decide on the advertising platform best suited for your business.

You must have excellent content and good designs. If you do not have a clear message, you will not be able to grab the attention of potential customers. If you use poorly chosen artwork, you will look unprofessional, and no one will be interested in your product or service. David Ogilvy, the father of advertising, stated: “People ignore designs that ignore them”. This is where bad design can sink your whole advertising campaign.

Choose your target market correctly! You as a business owner should know by now who and where your target market is. Look for advertising platforms and publications directly linked to that market. It is a waste of money to advertise an upmarket boutique in a black-and-white newspaper.

How many issues will be printed? Don’t rush into thinking if a company prints 10 000 issues it is better than a circulation of 5 000. You also need to compare the distribution areas of the publications you want to advertise in. Is it relevant to your market?

Where in the publication will you be featured? I once received a refund because my graphic design promotions advert landed up in the livestock auctions section. No way this is acceptable! 

By keeping this in mind, you can now decide on a medium.

Newspapers are daily or weekly. Therefore the ‘shelf-life’ is very short-term. So, you’d want to use it for specials and promotions, the information you want to spread quickly. Also, keep the poor quality in mind. A huge pro is the circulation and distribution of newspapers. You still can’t go anywhere without seeing a newsletter lying around. It reaches a lot of people!

Magazines and other print mediums are for more in-depth information. People spend more time paging through a magazine. This works for introducing your company and should have good content! Again, also a very clear message. Speak your customer’s language and engage with them on an emotional level.

There are tons of other platforms for advertising - TV, radio, outdoor, online, etc. And it can be very scary and very expensive if not done correctly. It takes determination and patience. Let me help you make this important facet of your company less daunting. I can supply you with a full breakdown of an advertising campaign and discuss advertising and marketing in more detail.

 
Remember, advertising is an investment - not a miracle!

Written By: Joh-Mari van Heerden

Basic Principles of Good Advertising

Joh-Mari van Heerden

CABA (Cape Agulhas Business Association) is a non-profit organisation in Bredasdorp that aims to build business relationships within communities. The organisation strives to create a vibrant and sustainable socio-economic environment in the Cape Agulhas region, by having open discussions with all bu...

View Profile

What is Xplorio?

Xplorio is your local connection allowing you to find anything and everything about a town.

WATCH THE VIDEO: Welcome to Arniston
Read More

Other Articles

12 + 13 December 2022: Space Agency Holiday Programme

12 + 13 December 2022: Space Agency Holiday Programme

Are you looking for fun and educational activities for your kids during the holiday? 

SANSA Hermanus
SANSA Space Weather Capability Launch

SANSA Space Weather Capability Launch

Minister of Higher Education, Science and Innovation, Blade Nzimande launches the SANSA Space Weather Capability in Hermanus.

SANSA Hermanus
Black Accent Wall

Black Accent Wall

Black is a designer colour and if you want to dabble in the dark side - consider an accent wall in a guest bedroom.

Prominent Premium Textured

Prominent Premium Textured

When it comes to your home’s exterior walls, there are multiple benefits to choosing a textured vs a smooth paint.

Violet Verbena Colour

Violet Verbena Colour

If your star sign is Sagittarius - the colour you want to introduce in your home is Violet Verbena (PPG1169-5).

Girls Bedroom Makeover

Girls Bedroom Makeover

Need inspiration for a little girl’s bedroom makeover? 

See All Articles