Databases Reference
In-Depth Information
most advertising dollars are spent; it is the engine of advertising, as the goal of most
advertising messages are to clearly promote a specific product to a targeted audience
of consumers [
70
]. Direct advertising is really at the heart of sponsored search.
Potpourri
: Here is the headline of the direct-response advertisement that made
history:
They Laughed When I Sat Down
At the
Piano
But When I Started To Play!~
This was the headline for an advertisement for mail-order piano lessons crafted
by John Caples, who is considered by many to be one of the greatest copywriters
of all time.
He was a copywriter for forty-nine years, producing (in addition to numerous
advertisements) several articles and books on the subject of crafting advertise-
ments, including the classic,
Tested
Advertising Methods
[
2
].
His headline and accompanying advertisement copy for piano lessons is created
with launching a new school of advertising based on empirical data and testing [
71
].
This was years before sponsored search provided online methods of tracking
advertisements. Caples did it using coupons, codes, and phone numbers!
Position advertising.
The purpose of position advertising is to instil a single sen-
tence, slogan, or image into the marketplace that a brand, as either a business or
product, can be known for. Position advertising is used to reach targeted customers
in a crowded marketplace for the sole purpose of increasing awareness.
Position advertising is needed because consumers are bombarded with a contin-
uous stream of advertising messages. The consumer reacts to this high volume of
advertising by accepting only what is consistent with prior knowledge or experience
or what they perceive as relevant within a given context.
One can position a product in several ways, such as:
•
By product
differences
•
By product
attributes
or benefits
•
price
/quality
By product
By
•
users
•
By product
usage
or application
against a particular
•
competitor
•
against an entire
product category
•
association
By
By
•
problem
Potpourri
: Good wine needs no bush.
This saying proverbially means that products that are made well do not need to
be advertised, as these high-quality products sell themselves via their own product
attributes.
(
Continued
)
