By Shahnaz Rauf
Though I don’t profess to be an ‘advertising guru’,
yet there are certain things I have learned the hard
way while advertising my own website and Newsletter.
You are probably aware of the concept of repeated
advertising, your ad has to be seen 7-10 time before
you can expect to hit a mark. Well guess what, this
holds absolutely true even today. Whatever the level
of technological development, human psychology cannot
change. The brain is still where it was. The more
exposure you get, the more familiar you become, the
more people start liking you.
Where-ever you may live, you have most certainly
experienced an electoral campaign first hand. During
this period they step up the advertising: sending out
press releases, appearing in talk shows, traveling
around the country giving power talks, making public
appearances at various functions, launchings,
openings, dinners etc; taking out ads in papers, in
general being seen anywhere and everywhere at the same
time.
Think about it. Even this holiday season an ad was
aired where Santa was shown drinking a bottle of coke,
although no words were spoken about it. Now why does a
leading brand like coke need to make sure that it
stays in front of it’s customers?
First the basic truths:
1. Don’t let your memory fade away or die, keep
yourself fresh in front of your audience.
2. Keep up an active ad campaign.
3. Don’t use just one advertising medium, use as many
as you can at the same time.
4. Also once you have got your killer headline/ad
stick to it. So people recognize you as soon as
they see it, and the familiarity concept clicks in
to action.
5. The human mind works by association, when they see
your ad every where, they automatically develop the
following instincts about you:
