Why Should I Advertise?

I Have More Business Than I Need…

Experts agree that you advertise not only to gain new customers, but to keep customers you already have. Remember that when you don’t advertise, you’re potentially passing your existing customers over to your competitor who does advertise.

How Can I Know If My Ad Is Working?

Advertising results are not easily traced. A consumer who sees your ad today may not need your service or product until next month, consequently, he or she may not respond to your ad right away. If your ad only appears once or twice, that consumer may not remember your name when he does need your service or product. Consumers often have short memories. If your competitor is advertising when you aren’t, you’re likely sending that customer to your competitor.

Business owners sometimes remark after they run their ad one time, “I had no calls from my ad. It’s not working.” Consequently, they often stop advertising. Lack of immediate response is not an indication that your ad is not working. There is no question that our readers are seeing your ad. It’s critical that you continue to remind them you are there, that your service or product is available. You will begin to see results in time, as your name recognition builds.

Some business owners attempt to trace their advertising by asking customers where they saw their company’s ad. Customers may see your ad multiple times in various media but will likely remember only the last time they saw it. This does not mean the unmentioned ads aren’t getting results. In fact, consumers may respond precisely because they’ve seen your ad in several places or over a period of time. In that case, you have accomplished the goal you need to achieve: name and brand recognition.

How Frequently Should I Run My Ad?

Advertising specialists have said for years that consumers must see a business name or logo a dozen times or more before they remember and act on it.

Advertising is cumulative. Response to your advertising will build over time with multiple exposures to an audience. One appearance of your ad may reach a few potential customers, but it’s unlikely one appearance will have much impact on your business. Think about the products you buy:

• Tim Hortons
• Canadian Tire
• Old Navy
• McDonald’s

These names and images have been drilled into our heads for decades; we’ve seen their names and heard their jingles repeatedly in a diversity of media over a long period. They have gained name recognition exactly for this reason.

With Niagara being a top tourist destination, you want to reach as many tourists as possible. Throughout the year the Niagara area is the place to visit. Advertising continuously allows your company to be seen by millions of potential customers a year.

Why Should I Advertise During the Off-Season?

Businesses should advertise during the slow season to keep the momentum gained during the busy season. Consumers are continuously pounded with advertising from every angle, more heavily during the busy season.

You need to remind them you are here, that your product or service is available—especially during the slow season when they are more receptive.

What Are The Benefits of Print Advertising? Of Magazine vs. Newspaper Advertising?

There are many reasons why print and magazine advertising is a good value for your advertising dollar, but here are a few of the top advantages.

Magazine advertising is image enhancing, not point-of-purchase advertising. Since Rev Publishing has many different publications, your business has the opportunity to be seen by many different market demographics.

• Magazines are credible Consumers trust and believe magazine advertising more than advertising in other media.

• Magazine ads last. Consumers refer to magazines multiple times—and they hold on to copies, giving advertisers added exposure. Newspapers go into the trash after a few days or a week. Over 50% of TM readers save copies of the magazine for one year or longer.

• Magazines are compelling Unlike newspaper readers, 90% of readers pay full and complete attention when reading magazines. Magazine advertising addresses readers when they are sitting down and receptive rather than when they are simply catching up on current news in the local newspaper, or listening to ads on radio while concentrating on their driving.