Effective Advertising

Written by Tara Peris
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Systematic research forms the foundation of any effective advertising campaign. To be sure, vision and creativity matter a great deal as well. However, they amount to very little in the absence of rigorous empirical investigation aimed at verifying the utility of your ad strategy.

Most business owners know that effective advertising techniques exist in abundance. Your typical Internet search reveals thousands of tips or aptly labeled "marketing solutions." However, the key to success rests not in generating marketing strategies, but in choosing among them wisely.

Identifying Effective Advertising Strategies

The task of identifying effective advertising strategies is complicated by both the wealth of techniques, and by the need to consider the fit between the ad medium and the target audience. Many well-established marketing methods work only with specific consumer populations, and thus, may have limited utility in other domains. The trick is to whittle down the pool of viable contenders and then use a systematic, data-driven approach to make your final decision.

What does it mean to be data-driven? It means you conduct preliminary research to determine whether a specific strategy is likely to prove effective with your specific product and consumer niche. This need not be a lengthy or costly endeavor, but it is essential to the success of any sustained marketing campaign.


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