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137Chapter 10: Mastering Advertising Basics and Media Planning

See Chapter 8 for a sample format you can follow before launching the
preparation of any new ad.
3. Hand both your creative strategy and your creative brief to those who
will produce your ad.
Insist on materials that fit your image and meet your advertising objec-
tives. That way your ads will build your brand while promoting your
product, which is like having your cake and eating it, too.

Talking to the right people

The great advertising executive Fairfax Cone once said, “Advertising is what
you do when you can’t go see somebody.”

You wouldn’t spend your business days calling on people who aren’t able or
likely to buy your products, and you shouldn’t spend your money advertising
to unlikely prospects either. Before committing dollars to advertising, know
your prospect and do everything you can to talk to only that kind of person.

Your prospective customer is

ߜ Someone who matches the profile of your best existing customers. (See
Chapter 2 for information on profiling your customers.)

ߜ Someone who wants or needs the kinds of products or services you
offer.

ߜ Someone who can easily access your business, whether by a personal
visit or by phone, mail, or Internet contact.

ߜ Someone able to purchase from you, by reason of financial ability or
ability to meet any qualifications required to buy or own your product.

The Internet allows you to serve people all over the globe. But before you
consider the world your market, turn to Chapter 16 to assess whether you
offer the kind of product people will reach through cyberspace to buy.

Creating Ads That Work

Good ads grab attention and lead consumers exactly where they want to go:

ߜ Good ads present what the prospect wants to buy.
ߜ Good ads present offers that are sensitive to how and when the prospect

wants to buy.
ߜ Good ads affirm why the prospect wants to buy.