Adeder Web Services - Free Report

Advertising on the Web

Advertising has two major roles in this world: branding and direct response. Branding is the art of making an impression. Volvo stands for safety. Pepsi is for the younger generation. Macintosh is the computer for the rest of us (however dwindling our ranks may be). One thing is certain-branding is expensive. Branding works better with more exposure. Getting exposure takes myriad impressions. If you're a Mom and Pop with a product to push, forget about branding: Direct response is what you want. A call to action like "Buy One, Get One Free!" is the sign of the direct marketer. Knowing your goals ahead of time is the only way you can succeed. It's certainly the only way you'll be able to measure whether you are succeeding.

Location, Location, Location
If you want people to click, go to the right people. If you're advertising sporting goods, buying a banner slot on ESPN SportsZone or at the top of the sports section on Yahoo makes the most sense. If your audience is a select few, find out where they hang out on the Web and advertise there. Randy Kawahara, assistant manager of national advertising at American Honda Motor Co. Inc. in Torrance, CA, wants the site he advertises on to help filter the surfer. He's interested in putting Civic banners on sites that attract a younger crowd and Accord banners on sites that attract a wealthier audience. Yes, he admits, part of his reasoning is associative branding, but filtering is on his mind.

What Makes People Click?
Even if you find the right spot for your spot, you have to find the right message and present it the right way. Place your banner at the top of the page, and duplicate it at the bottom. If you are given an option, always go for the top. Find a way to have your banner stay on the screen as long as possible. Some sites put banners in frames: No matter what the surfer clicks on inside the site, your ad stays with them. After the third exposure, the likelihood of a person clicking on your ad goes way down. Advertise on those sites that limit the number of times a banner is shown to an individual. Add the words, "click here." It works. Use bright colors and animation. You may hate looking at them, but you always look at them.

Wordsmithing
Use evocative language to make the surfer create a mental picture. Find a fundamental desire that your product or service satisfies, or a disaster that it can be used to avoid. Lean toward concrete benefits instead of abstract concepts. The media may have changed, but most of the rules stay the same. What will make them click? Make them an offer they can't refuse.

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