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How to Check Your Ads for More Sell

How to Check Your Ads for More Sell. Newspaper in Education Week – Design an Ad Contest. Today’s retail merchants are investing more money in newspaper advertising now than any other time in history Merchants (and consumers) are more knowledgeable in the ways of using the newspaper effectively.

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How to Check Your Ads for More Sell

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  1. How to Check Your Ads for More Sell Newspaper in Education Week – Design an Ad Contest

  2. Today’s retail merchants are investing more money in newspaper advertising now than any other time in history • Merchants (and consumers) are more knowledgeable in the ways of using the newspaper effectively

  3. Planning Promotion • Good market research and evaluation will provide the merchant with the following information: • When customers begin buying in volume • When sales in each merchandise line will peak • When sales in each line will taper off

  4. Begin With a Plan • A good advertising plan is based on these buying patterns • An effective advertising plan will utilize appropriate timing as well as: 1. Particular advertising objectives, 2. Enough advertising pressure to meet and beat competition and 3. Continuous analysis of results

  5. Advertising Objectives • The purpose of most ads is three-fold: increase traffic throughout the store, increase sales of advertised items, and enhance the store’s reputation • Each ad should reflect your store’s basic objectives throughout the ad

  6. Competition • Rival merchants are in the newspaper day after day • You must tell your story as effectively and as often

  7. Analysis of Results • A close check of which ads are profitable will provide useful information to help improve your advertising plan • A plan alone does not insure success; it’s how the white space is used that spells the difference between a sellout and a flop

  8. Select Items Which are in Demand Right Now • Feature items that have a current customer acceptance and a demand-in-volume • NIE Ads will be published in early spring (March/April)

  9. Select Items Which Are Stocked in Depth • It’s bad customer relations to run out of an advertised item.

  10. Select Items Which are Newsworthy • Staple items can be newsworthy when they represent something better offered at a more attractive price • Branded merchandise is newsworthy and builds prestige for any store • Ask/answer: “What is it about this item which will excite the interest of the customer and encourage her to buy it now?”

  11. Select Items That Are Typical of Your Store • Generally, a store appealing to middle-income classes should advertise items acceptable to such customers • Who is your target market?

  12. Select Items Which Are Best Values • Value doesn’t necessarily mean low price; it means the most for your money regardless of price • Advertise items that provide more customer benefits than those being offered by competitors

  13. Coordinate Price Lines • Your best-selling price line usually produces the best advertising results

  14. Don’t Go Overboard on Clearance Items • Almost every week ads clear shelves of unwanted or slow-moving merchandise for retailers • Many stores use EOM (end-of-month) sales which are accepted by customers in proportion to their belief in the values being offered

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