Poor Return on Advertising

[jp]

I have been spending quite a substantial amount of money on small newspaper and magazine advertising and I don't seem to be getting a very good return. I have been putting my company logo at the top of the ads and someone recently told me that can be a problem.

[admin2]

This is a very common problem with small business trying to brand themselves by putting their names up front. The truth is, unless you have hundreds of thousand of doallrs to spend on branding, people won't relate your name to a benefit and the ad will be ignored. For most small businesses, the most important part of the ad is an outstanding headline catching the attention of the primary target market with a strong benefit or appeal. An good graphic can work well. Your name can go at the bottom after a large call for action, such as your phone number or web site.