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20 reasons why advertising makes sense — especially today!

20 reasons why advertising makes sense — especially today!. “A man who stops advertising to save money is like a man who stops a clock to save time.” - Henry Ford. It’s as true in the 21st Century as it was in the 20th!.

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20 reasons why advertising makes sense — especially today!

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  1. 20 reasons why advertising makes sense — especially today!

  2. “A man who stops advertising to save money is like a man who stops a clock to save time.” - Henry Ford It’s as true in the 21st Century as it was in the 20th!

  3. The relationship between awareness and market share is almost 1-to-1! Source: Brand Awareness as a Tool for Profitability, Strategic Planning Institute, 1980 1. Advertising is a proven builder of awareness, the first step to higher market share and ROI

  4. 2. Awareness is fundamental: selling is easier when buyers know your company And closing a sale requires fewer calls when advertising has paved the way!

  5. Advertising (print and on-line) talks to prospects for them! Source: CARR Reports 3. Salespeople are busy; they spend just 4 minutes a day speaking with new prospects

  6. Compare that to an average ad contact cost of 24 cents! Source: Reed Research Group 4. Even if salespeople had more time, the average cost of a sales call is over $400

  7. No sales force can keep up without help! Source: CARR Reports 5. And it’s like trying to hit a moving target… each year, at least 20% of buying influences change jobs

  8. You must reach them another way! Source: Forrester Research for ABM, 2007 6. On top of that, 69% of B2B decision-makers never even see salespeople

  9. People forget 56% of new information in just 1 hour, and 79% after 30 days! Source: On Memory, Hermann von Ebbinghaus 7. Reaching prospects is just half the battle; memories fade quickly unless you keep your name in front of them

  10. 16% after 1 time, 36% after 6 times, and 48% after 12 times! Source: Reed Research Group 8. Advertising is an excellent reminder, and recall grows as ad exposure increases

  11. 25% more often, according to A.C. Nielsen research! Source: AC Nielsen HCI, 2005, for ABM/AMP 9. Advertising can even make buyers think they have been called on in person more often than they really have

  12. Like industry magazines… 64% of B2B decision-makers read at least three a month! Source: Forrester Research for ABM, 2007 10. Naturally, your advertising must appear where your target audience will see it

  13. …and 50% say they have visited a website as a result of seeing an on-line ad! Sources: GlobalSpec 2009 Economic Outlook Survey and"Business Elite 2008" study, IPSOS Mendelsohn 11. E-newsletters are popular… 46% of engineers and 54% of senior executives read at least one every day

  14. And when they turn the page, they see your ad! Source: Forrester Research for ABM, 2007 12. Still, B2B decision-makers rank industry-specific magazines #1 for “providing information I can trust”

  15. 13. Today’s media can put your message in front of very specific target audiences Match media to prospects with pay-per-click, website visitor re-targeting, variable data printing and more!

  16. — or recommend such a purchase to a colleague! Source: American Business Media study, Harris Interactive, 2006 14. Ads inspire action: 57% of decision-makers have been prompted by a B2B magazine to purchase a product or service

  17. 41% of buyers report visiting a website after seeing an ad in a magazine! Source: American Advertising Federation study, 2006 15. Print advertising works hand-in-hand with websites, driving more traffic to them than most other media

  18. By as much as 50% in just 4 months! Source: “Business-to-Business Media Study,“ Yankelovich Partners and Harris Interactive for ABM 16. The opposite is also true: web traffic quickly declines when advertising is reduced

  19. One example: nearly $3.00 returned for every $1.00 spent on print advertising in a year! Source: Sales Uncovered, PPA Marketing, 2005 17. Add it all up (as many studies have), and the bottom line is clear: advertising delivers measurable ROI

  20. Not only during the recession, but also for the next 3 years! Source: McGraw Hill Laboratory of Advertising Performance, 1985 18. Bad times magnify these results; companies that at least maintain advertising in a recession see much higher sales than those who cut it

  21. Not just once or twice, but for 600 B2B companies during 4 major recessions! Source: “Analysis of 20th Century Economic Downturns,” Buchen Advertising 19. A 2002 study confirmed these results, documenting 43% higher growth for aggressive advertisers

  22. Isn’t that where your company needs to be? Source: Yankelovich-Harris study for Business Marketing, 2001 20. Firms that advertise in a down economy are top-of-mind when most B2B executives (86%) are making purchase decisions

  23. Stay ahead of your competitors — advertise! Brewer Associates can help. Source: Harvard Business Review, 1975 To sum up: advertising is an investment, not an expense. It builds awareness, supports your sales force, and leads to greater market share and profitability.

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