Marketing / Advertising List of Categories

Page 1 Page 2 Page 3

How do I choose a market niche?
Is there a safe advocate-to-population ratio?
How frequently should I change my ad during a marketing campaign?
How do I learn about my area's demographics?
Which community -- affluent, middle, working class -- is best source for customers?
How do I focus my advertising by community?
Can you provide an example of an inexpensive advertising approach?
Can you provide an example of a free advertising approach?
How do I choose a market niche?

Read the "Being You" and the "Market Positioning" reports in the marketing segment of the Executive web.

To top
Is there a safe advocate-to-population ratio?

Yes. Use this formula: Divide the number of advocates found by the total surrounding population of your city including the suburbs. If there is less than one advocate for every 1000 people, your area is under-served.

To top
How frequently should I change my ad during a marketing campaign?

Yes. We have found that in disability advocacy, you should change an ad after allowing it to run for no less than two weeks. We also recommend the step-up ad testing approach. The step-up ad testing approach works like this: You create three similar 30 second radio ads. you could also use print and many other ad types. Run the first ad for two weeks and track the results. Let's say the number of calls produced is your tracking point. The first ad produces 7 calls in four days with an average of 14 calls in the two-week testing period. Run ad 2 for two weeks. It produces 7 calls total. You run ad 3 for two weeks. You might slightly alter ad 3 before testing to be more like ad 1. You test ad 3 for two weeks. It produces 15 calls in two weeks. Stop all ads after the third ad and study the results of your campaign.

To top
How do I learn about my area's demographics?

With the advent of the Internet, demographic studies have become a lot easier. Basic word searches in any search engine will reveal all kinds of useful demographic data about your local area. Keep in mind that this is not a formal demographic study. Using the Internet for demographic studies will give you a clearer picture of your community before you begin marketing.

To top
Which community -- affluent, middle or working class -- is the best source for customers?

For a disability advocacy firm, this class question has relevance. Experience has shown that middle and working class communities apply for disability benefits in far greater numbers.

To top
How do I focus my advertising by community?

It's fairly easy to focus certain types of marketing campaigns to a very specific geographical location. These communities can be located when doing your demographic studies. Don't spend a lot of time on this! Simply identify those communities that fit your desired demographic, then determine the best and least expensive method of reaching them. Your assigned executive mentor can help you with this process. Example; You have identified a larger than average population of persons suffering from breast cancer in your community. You decide to focus your marketing to this community. You decide to reach these cancer sufferers through a partnership with a local cancer support group.

To top

Can you provide an example of an inexpensive advertising approach?

Yes! Visit the Student web and click on the Marketing Manual. Read Chapters 6, 7, and 10. If you are an Executive member, visit the Executive web site and review the entire marketing segment. We also provide a few powerful techniques in the Special Subjects segment of the Executive web site.

To top
Can you provide an example of a free advertising approach?

Yes! Visit the Student Web and click on the Marketing Manual. Read Chapters 3, 4, 5 and 9. If you're an Executive member, visit the Executive Website and review the entire special subjects and marketing segments.

To top

Page 1 Page 2 Page 3