TOP NOTCH ADVERTISING SIMPLE RULES FOR EFFECTIVE ADS b y Scott Toney, Midwood Japanese Chin
(Showsight) , Toy (Top Notch Toys) or specific breed publications (The Ori- ent Express), making our audience as broad or as narrow as we’d like. Print ads not only target your specific audience, they are also sustainable (publications are permanent records, and often-valued reference guides), delivered to loyal readers, and can be repeated as often as you’d like. Your message can evolve from month-to- month as the story, history, and wins of your dog grow. SOME SIMPLE RULES TO FOLLOW • Develop a look and feel for your “brand” and stick to it. As stated, you can create a sustained impact
ad has a clickable “call to action” like directing you to a 20% off coupon or a website where you can purchase goods or services, it is very effec- tive—but also very temporary. For the type of meaningful, lasting im- pressions we are trying to make as dog breeders and exhibitors, nothing replaces advertising in print. BENEFITS OF PRINT ADVERTISING There is no better way to target a spe- cific or narrow audience than through print advertising. As dog breeders/ exhibitors, we are fortunate that we can send our message to as broad or narrow an audience as we’d like. For example, we can market in all-breed
H aving spent almost 20 years as a commercial marketing execu- tive for a major bank, I have come to understand the value of an ef- fective marketing and advertising campaign. A comprehensive mar- keting campaign is a multi-pronged endeavor, encompassing advertis- ing, public relations, media relations, and community involvement, to name but a few. For the purposes of this article, let’s examine the role of print advertising, and how you can ramp up the impact of your ads in various publications. PRINT VS. ONLINE ADVERTISING It’s no secret in the Internet age that online publications and advertising have replaced many of our beloved publications, including newspapers, periodicals, and breed magazines. Internet advertising can reach a broader audience for less money, but it’s important to remember that the impact of an online ad can be fleeting. For example, if an online
“PRINT ADS NOT ONLY TARGET YOUR SPECIFIC AUDIENCE,
they are also sustainable...”
22 • T op N otch T oys , D ecember 2021
Powered by FlippingBook