Selecting the Most Effective Advertising Media #investment #trends, #results #linked #to


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Selecting the Most Effective Advertising Media

Q: Where can I get reliable response rate statistics for different advertising media?

A: I m wagering you d like to calculate your own, personal answer to the age-old question: If I spend this much money on advertising, what can I expect to see as a result?

A few years ago, a team from the Wharton School of Business at the University of Pennsylvania in Philadelphia set out to establish the definitive answer to that very question. Pepsi, Frito-Lay, Colgate-Palmolive and a host of other big companies collectively invested more than a million dollars so that Wharton might track the return-on-investment experienced by several dozen small businesses as a result of advertising. These businesses were scientifically monitored and measured for seven long years. The final report filled more than 2,500 pages. Only three conclusions were reached:

1. There is no direct correlation between dollars invested and results gained. In other words, how much you spend and what you can expect to see in return are not directly linked by any kind of mathematical equation.

2. Results are inextricably linked to the message. Two advertisers invest the same amount of money reaching the same target audience. One succeeds brilliantly and buys the mansion on the hilltop. The other fails miserably, receiving no response whatsoever. The difference between these two was in the message of their ads.

Ads that speak to the heart of the customer and touch a nerve are the ones that turn little companies into big companies. But few people know how to write such an ad. Most business owners approach advertising with the goal of merely getting their name out. But there is no evidence to suggest this will help you in the slightest. The Wharton study indicates that everything hinges on the message you attach to your name. Is your message predictable and, consequently, boring? Is it believable? Is it relevant to the perceived need of the reader/listener/viewer? Tempt a dog with a bowl of rice, and he ll ignore you. Put a steak in the bowl, and you ll have his undivided attention. Your prospective customers are no different. What have you been putting in their bowls?

3. Results increase with repetition. When you ve identified a message that generates a positive response and you deliver that message consistently, business growth in year two will be approximately twice the growth of year one. Growth in year three will be approximately triple the growth of year one, with growth measured in dollars, not percentages. But following year three, anything can happen. Your business can explode exponentially, or it can flatten out as though hitting an invisible glass ceiling. I ve seen clients grow to 70 times their original size, and I ve seen clients slowly grow to only double or triple their original volume and then flatten out. The difference is in the clients, not in the ads.

The follow-up question I m sure you re dying to ask is, OK, let s assume we ve found a message that works. Now which medium is going to give me the most for my money? Again there s no simple answer, but I ll try to give you a frame of reference. These are the major media, with some more expensive than others. The one that s right for you depends entirely on your business.

  • Outdoor advertising/billboards: These reach more people for a dollar than any other media, but are limited to a picture and no more than eight words.
  • Radio: Reaches the second most people for a dollar, but cannot be targeted geographically and can only be loosely demographically targeted. But if people will drive significant distances to buy your product, or if you re selling a we come to you service, this is likely your best bet.
  • Cable television: Offers the impact of moving images as well as spoken words. Can easily be geographically targeted. But your ad will likely look homemade.
  • Broadcast television: Big prestige. Big bucks. But able to target psychographic profiles. Buy specific shows; never buy a rotator.
  • Newspapers: Reach customers who are in the market to buy today. Unfortunately, people not currently in the market for your product or service are less likely to notice your ad than if it had appeared in another media.
  • Magazines: Expensive, but high-impact with tight targeting. Little waste. Weakness is infrequency of repetition.
  • Direct mail: Highly targeted, all the way down to the level of the individual. But shockingly expensive to do right.
  • Yellow Pages: Essentially a service directory for the customer who has not yet made up his or her mind. Very foolish for retail businesses.

A Guide to Getting the Most Out of Your Content Marketing

Roy Williams is the founder and president of international ad agency Wizard of Ads. Roy is also the author of numerous books on improving your advertising efforts, includ.


19/09/2017

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Educational Technology #engaging #activities,high #school #(grades: #9-12),language #arts,middle #school #(grades: #6-8),professional


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CATEGORY: Educational Technology

Posted May 2, 2017

Sure, adolescents spend too much time “glued to their screens,” but why not turn that to your advantage — and theirs? Students love of technology can be a powerful force in language arts classrooms thanks to the possibilities of digital storytelling. Students’ beloved smartphones can be essential tools for sharing their unique thoughts and experiences

Posted November 14, 2016

Long gone are the days when high school seniors filled out individual applications online to each of their choice schools — and further gone are handwritten applications mailed out individually with enough time before the deadlines. For the past several years, prospective college students have been able to apply to their choice schools in a

Posted October 31, 2016

While PowerPoint remains an industry standard for creating effective and engaging presentations, several new and innovative options enable students and teachers alike to create presentations for in-person and virtual audiences. Presentation options used to be much more limited. Either we needed certain software or a specific computer type, or the cost was prohibitive. That’s all

Posted September 13, 2016

Today’s education models tend to focus on a child’s achievement deficits — if students aren’t reading at grade level, for instance, then teachers try to get them caught up. Mindprint Learning flips this model, using cognitive tests to identify children’s strengths and engage them in ways that compensate for their weaknesses. The goal: Let kids

Posted April 6, 2016

Stackup is a Chrome browser extension that measures students’ time learning on the Internet. “Teachers use Stackup to make free reading fun and accountable,“ said Nick Garvin, the company’s CEO. Browser extension measures the time students spend learning online by subject or website Students can use the browser extension to research subjects that interest them,

Posted August 27, 2015

Early childhood arts-based learning is suffering at many schools. Despite recognizing the benefits of art instruction, teachers have less time for creativity and fun during class time. School budgets for visiting artists are tight as well. Cutbacks appear to be nationwide and beyond. Canadian schools, for instance, are dealing with the same budgetary realities,” said

Posted September 10, 2014

Knowing how to calculate volume, area and perimeters isn’t just reserved for mathematicians, physicists and engineers. It’s an important skill that workers use every day in dozens of professions including carpenters, surveyors, landscapers, painters and architects. And it all starts with simple geometry. Geometry has been a part of most middle and high school math

Posted September 2, 2014

For generations of chemistry students, the Periodic Table of the Elements has been a must-have tool for solving science homework problems and completing classroom tests. Scientists developed the periodic table in the late 19th century to organize elements, the basic building blocks of ordinary matter, into a cohesive document that can be studied and shared. The

Posted August 27, 2014

Now is a great time to be a social studies or government teacher, thanks in part to a multitude of technology resources that can help educators engage students, promote classroom deliberation and develop rich K-12 lesson plans. An excellent example of those resources is the website C-SPAN Classroom, which provides high-quality, up-to-date teaching materials for

Posted August 18, 2014

Studying historical facts and figures has been a mainstay in elementary and secondary schools for generations. That’s especially true in government and civics classes, where students learn about the U.S. presidents and their places in history. But memorizing this information can be a monotonous task for some students. Fortunately, technology can help make that job

Posted August 11, 2014

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Posted August 6, 2014

For generations of K-12 students, a paper notebook or three-ring binder was a necessity for classroom organization. But thanks to technology, today’s students can cast aside paper organizers in favor of mobile apps that take classroom organization to a whole new level. Mobile organization apps let students combine lecture notes, study materials and classroom resources

Posted March 21, 2014

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Posted March 6, 2014

Melissa Techman is a librarian who knows her tech. And she’s willing to share. The Broadus Wood Elementary School’s librarian expands her reach beyond her home district in Virginia. She is on Twitter, Diigo, Symbaloo and Pinterest as mtechman, sharing tech tips and tools for educators. Techman first used technology in her library when she

Posted December 19, 2013

With the days of dusty card catalogs long gone, school librarians are taking a leading role in bringing technology into K-12 education. Promoting the importance of technology in education is just one of librarians’ many roles in schools. By serving as role models for technology use and demonstrating how technological resources serve students’ learning aims,

Posted December 14, 2013

Some exciting education technology trends appear poised to influence the classroom in new ways. They could give teachers access to a broader range of education options while helping students better prepare for the world they will face. Mobile apps Veteran teachers, new teachers and those training to become teachers are probably all familiar with mobile apps .

Posted November 1, 2013

With the costs of education skyrocketing, students can t pass up a chance for a free online textbook. Whatever the subject matter, these textbooks allow teachers to pass the cost savings on to their students and parents. Textbooks can be found for elementary students just beginning their education as well as for college students in specialized

Posted July 29, 2013

If you really want to integrate technology into the classroom, asking which apps are best for math or science is the wrong question. “There’s tons of great math apps if you are trying to skill and drill , but there’s more to technology than that,” said Jon Samuelson, best known as iPadSammy from his blog of

Posted June 5, 2013

Education is continuously changing, and so are the techniques. The visual literacy classroom is becoming a priority to keep up with digital technology trends in learning. The capacity, comprehension and communication of current students differ considerably from the student of 10 and even five years ago. The classroom environment must adapt to the students learning

Posted April 29, 2013

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17/06/2017

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How to Track Airfare Trends #the #cheapest #airfare

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With volatile flight prices the bane of any sane travelers’ existence, clever web developers are creating new algorithms and piecing together the mysterious information that results in price fluctuation to bring consumers new ways to track airfare. Websites and mobile applications offering fare alerts and tracking fare price changes are popping up all over the web, leaving consumers many ways to monitor tracking trends.

Step 1

Begin your search anywhere from three to six months in advance to allow you plenty of time to track fares. Prices usually jump and continue to climb during the three weeks before departure, so book before you hit the three-week mark.

Step 2

Visit a travel booking website that specializes in tracking fares. Most of the big Internet travel sites do not allow customers to sign up for fare tracking, but Priceline and Bing Travel are the notable exceptions. FareCompare and Yapta search other websites for their data and focus more specifically on tracking fares instead of on booking them.

Step 3

Type your departure and destination information and your dates of travel into the search engine.

Step 4

Enter your email address when prompted if you want to receive email updates when the price fluctuates.

Track prices for several weeks, or even months if you are booking an international flight. While these web resources will give you an indication of when to purchase, Yapta also will track the fare after you have purchased, giving you the opportunity to ask the airline for a refund if prices drop after you purchased your ticket.





15/06/2017

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How to Track Airfare Trends #travel #to #rome

#travel airfare
#

Related Articles

With volatile flight prices the bane of any sane travelers’ existence, clever web developers are creating new algorithms and piecing together the mysterious information that results in price fluctuation to bring consumers new ways to track airfare. Websites and mobile applications offering fare alerts and tracking fare price changes are popping up all over the web, leaving consumers many ways to monitor tracking trends.

Step 1

Begin your search anywhere from three to six months in advance to allow you plenty of time to track fares. Prices usually jump and continue to climb during the three weeks before departure, so book before you hit the three-week mark.

Step 2

Visit a travel booking website that specializes in tracking fares. Most of the big Internet travel sites do not allow customers to sign up for fare tracking, but Priceline and Bing Travel are the notable exceptions. FareCompare and Yapta search other websites for their data and focus more specifically on tracking fares instead of on booking them.

Step 3

Type your departure and destination information and your dates of travel into the search engine.

Step 4

Enter your email address when prompted if you want to receive email updates when the price fluctuates.

Track prices for several weeks, or even months if you are booking an international flight. While these web resources will give you an indication of when to purchase, Yapta also will track the fare after you have purchased, giving you the opportunity to ask the airline for a refund if prices drop after you purchased your ticket.





23/03/2017

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