After establishing a new business and trying to drive customers to come and experience your new shop, it can be hard to know what advertising works best to draw customers to come to the store. Should you just stick with the inexpensive ads in the newspaper and phonebooks or spend the extra money for TV and radio ads. I learned that the answer would be, all of the above. Studies have shown that the more money you put into the first advertisements for your business can resonant with customers and create a lifelong reputation. I learned new information about the key points of advertising for new businesses from two articles; one explained why advertising was important while the other described techniques for advertisements that helped catch customers attention.
In the article, Estimating the Long-Term Contributions of Small Business Marketing Expenditures by Robert E. Wright and John C. Palmer, they state that when cigarette ads were still allowed to air that Marbeloo created an ad that appealed to men. The ad "Marlboro Men" created a rugged image for Marlboro, and this picture persists today because 60-70% of Marlboros market is male smokers. Proving those first impressions of a company can help create a business, and this is important for start-up businesses to know when looking into advertising.
Another important thing to note when looking into advertising for a new business would be what layout style works best. Studies show that the more illustrations an ad has, the more positive impact on viewers. A layout that was more favorable to viewers used images to represent words or parts of words, which is the Rebus layout. Lastly, the placement of the headline was most favorable at the top of the Ad. Proving that all the little things you have to take into account when putting your ad together. Ultimately, this goes to show that advertising for new business is important and although funds may be tight, it is worth spending the extra money on advertising because it can have a long-term impact on the company, for good.
~Erin Connolly
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