ADVERTISING IN THE CURRENT CLIMATE.
May 14, 2009
OUR ECONOMY SHOULD BE ABOUT THE FUTURE
MEASURABLE ADVERTISING
AUSTRALIA’S SHRINKING GDP
Australian officials have been resisting using the “R” word despite wave after wave of gloomy economic news, fearing it would further jangle the raw nerves of investors and consumers.Ric Battellino, the Reserve Bank of Australia’s No. 2 official, went further than most during a speech in the northern city of Brisbane – predicting a recession and the possibility of more interest rate cuts. He said even the bank’s recent string of aggressive rate cuts and multibillion-dollar government stimulus packages would not be enough to shield Australia from the global financial meltdown. “These measures will go a long way to offsetting the negative influences on the economy coming from abroad, but the reality is that we cannot fully insulate ourselves from what is happening elsewhere in the world,” Battellino told an urban planning conference. “As such GDP is likely to fall in 2009,” he said. During a question and answer session after his speech, Battellino said gross domestic product was likely to contract for the next few quarters. Two consecutive quarters of GDP contraction are considered a recession. In the final three months of 2008, Australia’s GDP shrank by 0.5 percent, ending 17 years of uninterrupted growth that had been fueled by Chinese demand for raw materials such as iron ore.
MEASURABLE ADVERTISING
WHAT NO ONE TELLS YOU.
Most forms of media are pleased to get your business without offering you any way of measuring the effectiveness of your advertising. To be effective in your advertising you must cover these five basic elements well.
1. HEADINGS THAT WORK Unless a heading is more about the consumer than the marketer it will not do its job of commandeering the consumer’s attention and drawing them in to read the advertisement or encouraging them to look up your web site.
2. VISUAL IMAGES Engaging visual images are vital to the success of any advertisement. Approximately 65% of all people are visually engaged. That means 65% of all consumers are drawn into an advertisement because the image is tempting. This also means if your advertisement is with out a visual element it is usually skimmed over and remains virtually unnoticed by around 65% of consumers.
3. LOGOS Advertisers tell you that you must have your logo in as many places and as many editions as possible. However unless your logo is seen directly related to a heading or picture that explains it in an instant, no matter how many places you put it, it is virtually ineffective. Logos must be explained.
4. HAVING A POINT OF DIFFERENCE Having a Point of difference so that once spotted you will be followed through is essential. Being noticed is crucial. Then you need something to give the consumer the necessary enticement to make the sale. Everyone wants to being given special treatment, to have the scales tip in their favor. The token system enables you to give special treatment to the owner of the voucher book, which gives validation to them and you. It may be a discount on particular items or in a boutique style business a free gift with purchase. What ever you decide it must be a sufficient enough enticement to make them choose you over someone else. The token system is also two fold in that, it also provides you with a indication of how effective your advertising has been. The token number can be quoted over the internet or given into the store.
5. TARGETING THE RIGHT PEOPLE The readers of magazines and news papers alike are all reading it them with different agendas. Our readers have one agenda, to support Australian products. That is why they purchased Oz Grow. OZ GROWN Oz Grown has developed its layout and advertisements with these five things in mind. We designed our directory to met all these needs and give the advertiser the best possible advantage.
