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Marketing Mistakes, Using Institutional Or Image Advertising

26 May 2015

Advertising is simply the process of letting others know about your product or service. Institutional or Image advertising is the type of advertising most companies, large and small use most often.

While this type of advertising can alert the market to the fact that a product exists, it does in some instances very little to create a desire in the minds of the buying public to own the product, or at least inquire for more information concerning the product.

A better, more effective and more cost-efficient form of advertising in this instance, is “Direct-response” advertising.

The idea behind this type of promotion is to get the reader or viewer to take some specific action. Either make a call, pay a visit to where the product or service can be seen or purchased, or perhaps, to send in a reply mechanism.

It’s true that institutional or image advertising can help build “brand-awareness.” And that’s okay for large corporations that have multi-million dollar advertising budgets. But most small or medium size businesses simply cannot afford to spend their advertising dollars that way.

For the most part, people care about what a particular product or service can do for them. They have their own wants and needs that they want to satisfy, and they will only buy what you are offering if you can show them how your product or service will satisfy those wants and needs.

That’s where direct-response advertising comes in.

This type of advertising shows the viewer or reader the advantages your product or service can provide her and let her know exactly what steps she must take to either get the product or service, or to get more information about it.

It’s designed to present enough information to give a compelling and immediate reason for the viewer to take some specific action. To send in a coupon, pick up the phone and call for an order or more information, or to stop by your place of business.

Direct-response marketing is aimed at bringing in more response, more inquiries and more dollars. And the results will be accountable, trackable and measurable. That is, you will be able to quantify exactly how many dollars you pay out for your marketing efforts, where your results come from and how many dollars you bring in as a result.

As a small business owner direct-response is, quite simply, an effective type of marketing for most businesses, and effectively used, can bring immediate profits to your bottom line.

Lisa Ormenyessy is a business coach, contact


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