Basics of Promotion Advertising
by Larry Allen
Promotion advertising differs significantly from consumer franchise-building advertising. The latter is long-term in nature and aimed at giving customers reasons to buy. Promotion advertising is short-term. It pushes for the order by providing incentives, coupons, rebates, premiums and contents.
The usual medium for promotion advertising is print. Some big-budget advertisers use broadcast (radio and television) to get consumers to look for their promotion advertising in their local newspapers. As a rule, promotion advertising should be specific and should call only for consumer to perform a desired action. Resist including extraneous points in the promotional ad. Focus on a simple call to action.
For example: Your ad copy may ask the readers to:
(1) Redeem this coupon and save $2, or
(2) Buy two packages and get the third one free, or
(3) Fill out coupon and enter sweepstakes to win $100,000, or
(4) Buy two of the products and receive a free gift worth $10.
Most promotion events are price or added-value oriented campaigns. As such, it is imperative that when writing copy, the ad should appeal more to the wallet than the emotion.
Final point: Do not make your redemption procedure complicated and confusing. Avoid have a more that one time of offer wherein the consumer is forced to use math in order to determine which ones make him/her save more money. Your task is to make it easy for the consumer. Avoid having to make them decide. That's too much work for them.
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Lawrence Allen has over 15 years experience as a marketing professional and a successful real estate investor. His experiences with numerous real estate, marketing and financeprofessionals has enabled him to develop a marketing system andEbook for people trying to sell their home on their own.
"The For Sale By Owner (FSBO) Hassle-Free Home Sale System" has received many praises from real estate professionals and home owners alike:
http://www.fsbosaleshelp.com
Copyright 2005 Lawrence Allen. Please feel free to pass this article on to your friends, or use it in your ezine or newsletter. It's a shareware article.
Email Me: steelerfan2@charter.net