About the Ads With Legs Archive
Ads With Legs (2012-2013) was an award-winning blog I created for The Press of Atlantic City. It offered timely and creative information to local advertisers from Press staff as well as some outside experts. This archive is a collection of my posts.
Why to Consider Advertorials versus Going Native
Thanks to the web and social media we have yet another new advertising term to learn – “Native Advertising.” The problem is that even those in-the-know don’t know exactly what it is. “The native advertising industry is so new that nobody can agree what it means in the first place,” writes Jack Marshall in his Digiday…
E-mail is a Powerful Business Tool
It’s hard to learn about e-mail marketing, because if you Google it you get bombarded with ads or links to service providers trying to sell you their solution rather than solid information about e-mail marketing. The first question, of course, is: Are you using e-mail marketing at all, and if so to what degree? The…
When Ads Aren’t Advertising
Some advertising isn’t advertising at all. It just takes advertising space and usually precious advertising dollars to achieve a different company purpose. Consider these examples where ad space is used to: Announce a new professional or service employee Announce lists of employees with long service Thank sponsors or volunteers for a particular event Promote a…
How to Multiply Ad Effectiveness
In an new booklet called What Business Are You In?, media consultants Paul Kurnit and Steve Lance give a quick 50-page overview of what most businesses need to know to start a sensible marketing plan. Many businesses ask “what media should I be in?” The answer on page 29 states: “Your communication plan should identify…
How Does Social Media Make Money for You?
Small- and medium-sized businesses (SMBs) are increasingly asking how they can create a presence on Facebook and other social media sites. But they should also be asking how that presence will make them money. If Facebook or any other type of media doesn’t help you make money, it simply isn’t working correctly for you. It doesn’t necessarily mean…
Print Ads Used in Phenemy Positioning War
It started at the Consumer Electronics Show at the beginning of 2013, then moved to a full page ad in major national papers, only to be countered in the same papers soon thereafter. What is it? The newest phone ad wars between AT&T and T-Mobile! Newspapers love ad wars almost as much as oil companies like…
Advertising Extends Seasonal Sales Cycles
Being in a seasonal business can mean one of three things: Your business is seasonal catering to a defined seasonal market. Summer amusement parks fall into this category. Your business is located in a seasonal market, but isn’t generally considered seasonal. Grocery stores that cater to local residents, but see an increase in sales during tourism seasons…
Real Estate Study Shows What Advertising Works
In real estate advertising, a recent study shows that print and digital ads are a powerful combination. Seeking to determine effects of both print and digital advertising on effectively selling a home, the study found: Homes for sale that are advertised in both print and online are 20% more likely to be sold than those…
Visibility and Traffic in Advertising
What do business locations and advertising have in common? Both, if chosen and used carefully, bring the two elements of visibility and traffic to foster business growth. Small and medium-sized businesses (SMBs) generally have an easier time understanding the importance of location and visibility in choosing real estate than they do with choosing advertising, but the principles…
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