1. Sigma Free
Presents…
Get More From Advertising
Five Questions to Ask Your Ad Agent
Sponsored by:
Money Mailer
of Gainesville and Fauquier
Louisa Murray
Provided by Sigma College of Small Business, Inc.

2. Sponsored by:
Agenda
Introductions
Keynote Topic
Get More From Advertising!
Five Questions to Ask Your Ad Agent
Our Sponsor:
Money Mailer – Louisa Murray
Break – Refreshments and Networking
Ask
Questions Keynote Conclusion
Any Time Get More From Advertising!
Five Questions to Ask Your Ad Agent
Get More From Advertising – Five Questions to Ask Your Ad Agent 2
Copyright 2010 Sigma College of Small Business, Inc.

3. Sponsored by:
Review of the 7 Steps
for Choosing the Right Promotion Method
Describe Audience(s) • Segment the market
• Audience priorities and needs
• Buying behavior Audience
Promotion Objectives • Desired audience action – now and future
• Frequency of response
• Response volume Objectives
Message • Audience priorities and needs
• VALUE proposition Message
• General and specific messages
Budget • Investment
• Expected return v. cost Budget
• Risk
Methods • Channels
• Mix Methods
• Frequency
Measure the Results • Set goals for response and measure results Results
Follow‐up on Response • Plan for follow‐up – start the sales process
Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch20. Follow‐up
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 3

4. Radio Television Online
Sponsored by:
Print Sponsorships Trade
Shows Outdoor Direct Mail
Promotional Tools Newspaper Magazines
Banner Ads AdWords SEO
• Types Product Placement Press
Release Public Relations
– Advertising Social Networking
– Direct Marketing Partnerships Give‐Aways
– Public Relations and Publicity Networking Groups
– Personal Selling Promotion Events Radio
Television Online Print
– Sales Promotion Sponsorships Trade Shows
• Terminology Outdoor Direct Mail
– Reach – the number of unique potential buyers exposed Newspaper Magazines
to the message at least once during specified time Banner Ads AdWords SEO
Product Placement Press
– Frequency – the average number of times that a Release Public Relations
potential buyer is exposed over the time period Social Networking
– Impact – Qualitative value of an exposure through Partnerships Give‐Aways
a given medium (relative to your situation) Networking Groups
– Total Exposures – Reach x Frequency Promotion Events Radio
– Weighted (Quality) Exposures – Reach x Frequency x Imact Television Online Print
Sponsorships Trade Shows
Outdoor Direct Mail
Newspaper Magazines
Get More From Advertising – Five Questions to Ask Your Ad AgentBanner Ads AdWords SEO
Copyright 2010 Sigma College of Small Business, Inc. 4

5. Sponsored by:
Advertising Types
Type Objectives Pros Cons
Print Awareness Permanence Clutter
• Newspaper Attitude Flexibility Moderate to low impact
• Magazines Active Medium Lead time (mags)
• Newsletters Credibility
Electronic & Digital Awareness Higher Impact Brevity/Fleeting
• Television Attitude Frequency Clutter
• Radio Behavior Mass Coverage “Divided” Audience
• Web Advertising Targetability
Outdoor Awareness Reach and Frequency Brevity/Fleeting
• Billboards Attitude Segmentation Clutter
• Transit Advertising Cost “Divided” Audience
Impact
• Advertising is best for Awareness and Attitude
• Using multiple types of promotion provides the best overall impact!
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 5

6. Sponsored by:
Question One – Reach
What is the reach for this media?
Media Reach Terms
Newspaper and Magazine Circulation, subscribers
Television and Radio Viewers, listeners
Web Advertising Site traffic, key word options
Outdoor Advertising Vehicle traffic, eyes passed
• Other Reach Factors
– Effectiveness Buy NOW!
– Secondary audience
– Individuals vs. households
– Subscription vs. newsstand
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 6

7. Sponsored by:
Question Two – Audience
Is the audience well defined and targetable?
• Define Audience Segments
– Does the AD audience match your target
audience?
• Geographic, demographic, psychographic, behavioral
• Segment Targeting Options
– Ability to direct message
only to specific segments
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 7

8. Sponsored by:
Question Three – Frequency
What is the frequency and can it be controlled?
• Managing Frequency
– Can frequency be controlled?
– What is the right frequency for your
objectives?
• Vehicle exposures vs. Ad exposure
– Vehicle exposures = number of “runs”
• Typically used for ad pricing
– Ad exposures = number of times
average audience is actually exposed
• More difficult to calculate
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 8

9. Sponsored by:
Question Four – Placement
What are the options for placement?
• Placement has major affect on IMPACT!
• Where will advertising be placed
– What page of print media
– Time of day for radio
– Programs for television
– Key Words for Web Advertising
• Additional cost for better placement
• Special Ad Opportunities
• Options – color, interactivity, multiple media
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 9

10. Sponsored by:
Question Five – Measurement
How are stats validated and can I measure my results?
• How are the rate card statistics validated?
– Major media have third party validation – Nielson
– Smaller and newer media may have none
– Web Advertising can give exact numbers
• Can the Ad Agent help measure results?
– Independent surveys
– Analytics for online
– Call volumes
– AB Testing
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 10

11. Sigma Free
Presents…
Get More From Advertising
Five Questions to Ask Your Ad Agent
Sponsored by:
Money Mailer
of Gainesville and Fauquier
Louisa Murray
Provided by Sigma College of Small Business, Inc.

12. Sponsored by:
5 Most Important Elements
of Any Successful Ad
• Clear, Bold Headline
– One Central Message
– Makes up approx 15% of the front of the ad
• Strong, Supporting Graphic
– Easily understandable and relatable
– A Graphic is more than just a simple picture. It combines photo(s) and promotional info.
• Color That Catches the Eye
– Psychology studies show that the mind remembers better in color than Bk & W.
– Colors evoke specific emotions. Ex: Red = Attention! Or Warning. Yellow= hunger. Soft
Pastels: relaxation, calmness.
• Benefits vs. Features
– Let readers/listeners know how this will benefit them. Will they save money? Is it a
safer product for their family/environment, etc?
• Offer!
– A call to action is imperative! There has to be a reason to choose YOU.
– $$ incentive with a deadline: Exp date, Limited Time Offer, Limited Supply.
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 12

13. Sigma Free
Presents…
Get More From Advertising
Five Questions to Ask Your Ad Agent
Sponsored by:
Money Mailer
of Gainesville and Fauquier
Louisa Murray
Provided by Sigma College of Small Business, Inc.

14. Sponsored by:
Other Advertising Considerations
• Impact
– A factor of segments, message, media, placement, etc…
– Tough to calculate, but essential to consider
• Schedule
– Continuous
– Flighting
– Pulsing
• What to do about missing information
– Doesn’t mean it isn’t good advertising
– Introduces risk
Get More From Advertising – Five Questions to Ask Your Ad Agent
Copyright 2010 Sigma College of Small Business, Inc. 14

15. Sponsored by:
Method Selection Awareness
Behavior
and
Evaluating Cost and Return on Investment Attitude
and ROI
Evaluate Based on Cost per Desired Outcome
Get More From Advertising – Five Questions to Ask Your Ad Agent
15
Copyright 2010 Sigma College of Small Business, Inc.

16. Sponsored by:
The Five Questions
What is the REACH for this media?
Is the AUDIENCE well defined and targeted?
What is the FREQUENCY and can it be controlled?
What are the options for PLACEMENT?
How are stats validated and results MEASURED?
Get More From Advertising – Five Questions to Ask Your Ad Agent 16
Copyright 2010 Sigma College of Small Business, Inc.

17. Sponsored by:
Sigma College of Small Business
• Focus Workshops Critical Business
– Leveraging the Online Social Network Areas
• Tuesday, May 4, 2010 Strategy and Planning
• 10am – 2pm, $199
Marketing and Sales
– YouTube: Grow Your Business with Online Video
Accounting and
• Tuesday, May 18, 2010
Finance
• 9am – 12pm, $99
Operations and
• Upcoming SigmaFree Classes Quality
– 5/4 – What’s it Worth? Know the Value of Your Leadership and
Business Administration
– 5/11 – Employee Benefits – Creating the Right
Technology and
Package Innovation
Dedicated to the Learning Needs of Small Business!
17