Many of us are so busy looking for the latest and the most cutting-edge tools to help us market - the Internet, Facebook, blogs, Twitter - that we often fail to look behind us. Like 80 or 90 years behind us.

Claude Hopkins was one of the most influential copywriters who ever lived. He is credited with pioneering what have become some of the most-used advertising tactics ever: sampling, risk-free trials, money-back guarantees, market testing and more.

In 1923, he shared his wisdom and experience with marketers in a book called "Scientific Advertising." It was an instant classic.

David Ogilvy, one of the 20th century's greatest advertising legends, said of Hopkins' book: "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."

Perhaps Hopkins' lessons can help you, too.

Since its copyright has expired, there are a variety of places on the web where you can read the book for free. Here's a good one:

http://www.scientificadvertising.blogspot.com/

I invite you to read "Scientific Advertising." It is written in a clear, simple, concise manner - as you might expect from an ace communicator. It reads almost as fresh today as when it was written.

And if you think that something created almost a hundred years ago couldn't be relevant for today, ask yourself this: Are people still risk-averse? Do people still like free samples of products? Are money-back guarantees still effective?

Of course they are. One of the secrets of smart marketing is that the basic human needs and emotions rarely change, no matter what fads and fancies are in vogue from year to year.

Try Hopkins' book. If you don't find something of value in it... why, I'll refund every penny you paid for it. No questions asked.

BBlackwood
Longtime creative director and marketer
Free resources for marketers on a limited budget at my blog: Smart Marketing on Any Budget>
http://www.smartmarketing4.me/
Tweet me @bb_smart

Article Source: http://EzineArticles.com/?expert=Boyd_Blackwood

If you have a popular website, a newspaper that have wide readership, or if you are an owner of a TV network, you can make a lot of money by selling advertising slots or spaces to business owners. Here's how you can do that:

1. The first thing that you need to do is to create a mail that contains all the benefits that would-be advertisers can enjoy should they chose to do business with you. You can tell them that you'll be able to help them increase their sales and help them become more visible in the online and offline arena. You can then send this mail to all your potential clients.

2. Make follow-ups. If your prospects do not react to your mail after a week, you can give them a call. Ask for the decision-maker before you make a pitch. It's important that you highlight the benefits that you can offer. See if you can get an appointment to get a chance to personally talk about your services to business owners.

3. Prepare. Do some preparations before you meet your would-be advertisers. It would help if you can do an audio-visual presentation and if you can give them proofs that you can really help them out in growing their business. Also, anticipate all their questions and find the best answers ahead of time.

4. Flexible pricing rate. To convince more people to do business with you, I recommend that you offer them with flexible pricing rate that will meet not only their needs and demands but also their advertising budget.

Do you want to learn more about how I do it? I have just completed a brand new free guide. Download it free here: Internet Marketing

Do you want to learn how to use articles like this to drive targeted traffic to your site? Click here: Article Writing Guide

Promotional printed pens are a great way to advertise to a diverse population.

The simplest thing to put on a pen is your business name, address, phone number and website, with perhaps a slogan or short mission statement.

Once the pens are printed, getting them out into the public view is easy.

-Put them in a cup on a desk in the reception or check-out area of your business.

-Include them in promotional mailers to clients.

-When sponsoring events, such as car shows or golf tournaments, have them put into the participants' goody bags.

-Have employees take them home for friends and family to pass around.

-Everywhere you go, leave one or two behind. Try places like restaurants, grocery stores and libraries.

If it's small and free, people will take just about anything. Pens fit easily into purses or pockets and everyone uses them.

When someone picks up a pen for the first time, they always read what it says, whether by force of habit or sheer curiosity.

People also tend to leave them behind. Someone else comes along, picks it up and keeps it for themselves.

This leads to further advertisement of your business or product. The more the pen is passed from person to person, the more people see your message. The more people see your message, the more likely someone is to check out your business. More exposure leads to higher sales.

A unique way to advertise, promotional printed pens can reach people far and wide and last for a very long time.

Imogen Brown is the marketing manager for Clickpromogifts one of the UK's premier suppliers of promotional gifts and promotional pens.

Article Source: http://EzineArticles.com/?expert=Imogen_Brown

Getting your company's name out has never been easier. Promotional imprinted pens are the latest marketing rage, and they're getting ever more popular by the minute. Not since the billboard has a promotional product made a bigger impact on the world than promotional pens. These mini marketing and advertising campaigns are incredible -- they're literally a hands-on approach toward spreading the word about your product or company while actually giving the end user a reason to wrap their fingers around your marketing message.

Why should I use pens?

Promotional plastic pens custom printed with your business logo and details are successful because they're cheap, they're easy to distribute, and because people want them. Who would turn down a free pen? No one -- and that has been scientifically proven. Not only that, but pens have staying power: people keep pens for years, and they'll be reminded of your company or organisation every time they sign a check, a letter, or even a divorce document. It'll be the first thing they see when they wake up in the morning and the last thing they see before they go to bed at night.

Promotional printed pens are still sweeping the marketing and advertising world by storm, and consumers love them to bits. As a marketing or advertising campaign tool, they're more effective than any other form of advertising and are cheaper than nearly every other promotional item or business gift.

There are hundreds of suppliers of these fantastic promo gifts, so why not log onto the internet today and find out how these cost effective giveaways can boost your business profile.

Imogen Brown is the marketing manager for Clickpromogifts one of the UK's premier suppliers of promotional pens and promotional gifts.

Article Source: http://EzineArticles.com/?expert=Imogen_Brown

How serious are you in your search for jobs in advertising?

The function of advertising is needed in every organization from the very smallest of companies to the larger Fortune 1000 employers. The job titles for the advertising profession varies greatly based on experience and education level.

There are thousands of advertising jobs posted all over the internet. Advertising jobs are found on employer sites, job boards, recruiter sites and niche sites specifically focusing on the advertising profession.

Advertising recruiters specialize mostly in the higher end advertising jobs and also have access to a wide variety of advertising jobs that are not advertised in the usual places.

Besides the traditional sites, you should consider using job portals. A great job portal to search search for advertising jobs is a site called WorkTree.com. This site is the most comprehensive job portal on the internet which combines nearly all the sources of advertising jobs into one place.

WorkTree.com has several power job search engines where you can enter your advertising search criteria and their job search engine scan thousands of internet sites in seconds and brings back all the results onto one page.

Working with advertising recruiters can help you get the inside track on many hidden advertising jobs.

Recruiters work with the hiring manager at companies and are given the task to find professionals in the advertising field. Recruiters get paid after they place an advertising professional at the company.

Recruiters in the advertising profession fall into various categories such staffing, retained search, permanent placement, and temporary placement.

It's in the advertising recruiter's interest to place the best and highest paid job seeker with the company. They higher the starting pay for the placed advertising professional, then the higher their commission.

There are thousands of recruiters specializing in the advertising field. The best way to quickly search their sites for advertising jobs is to visit the Recruiter Links section of WorkTree.com

Sample advertising job titles found on WorkTree.com

- Advertising Consultant

- Advertising Manager

- Advertising Executive

- Advertising Sales Executive

- Senior Advertising Analyst

- Advertising Coordinator

- Advertising Account Executive

- Director of Advertising

- Senior Media Buyer

Visit and bookmark http://www.Advertising-Jobs-Online.com and refer to this site for all your avertising job search needs.

George Unterberg is the job and career expert at http://www.Advertising-Jobs-Online.com. George has years of experience in staffing advertising professionals. He has worked both as an advertising recruiter and career counselor. He has been helping advertisng job seekers at http://www.Advertising-Jobs-Online.com.

Article Source: http://EzineArticles.com/?expert=George_Unterberg

How serious are you in your search for jobs in advertising?

The function of advertising is needed in every organization from the very smallest of companies to the larger Fortune 1000 employers. The job titles for the advertising profession varies greatly based on experience and education level.

There are thousands of advertising jobs posted all over the internet. Advertising jobs are found on employer sites, job boards, recruiter sites and niche sites specifically focusing on the advertising profession.

Advertising recruiters specialize mostly in the higher end advertising jobs and also have access to a wide variety of advertising jobs that are not advertised in the usual places.

Besides the traditional sites, you should consider using job portals. A great job portal to search search for advertising jobs is a site called WorkTree.com. This site is the most comprehensive job portal on the internet which combines nearly all the sources of advertising jobs into one place.

WorkTree.com has several power job search engines where you can enter your advertising search criteria and their job search engine scan thousands of internet sites in seconds and brings back all the results onto one page.

Working with advertising recruiters can help you get the inside track on many hidden advertising jobs.

Recruiters work with the hiring manager at companies and are given the task to find professionals in the advertising field. Recruiters get paid after they place an advertising professional at the company.

Recruiters in the advertising profession fall into various categories such staffing, retained search, permanent placement, and temporary placement.

It's in the advertising recruiter's interest to place the best and highest paid job seeker with the company. They higher the starting pay for the placed advertising professional, then the higher their commission.

There are thousands of recruiters specializing in the advertising field. The best way to quickly search their sites for advertising jobs is to visit the Recruiter Links section of WorkTree.com

Sample advertising job titles found on WorkTree.com

- Advertising Consultant

- Advertising Manager

- Advertising Executive

- Advertising Sales Executive

- Senior Advertising Analyst

- Advertising Coordinator

- Advertising Account Executive

- Director of Advertising

- Senior Media Buyer

Visit and bookmark http://www.Advertising-Jobs-Online.com and refer to this site for all your avertising job search needs.

George Unterberg is the job and career expert at http://www.Advertising-Jobs-Online.com. George has years of experience in staffing advertising professionals. He has worked both as an advertising recruiter and career counselor. He has been helping advertisng job seekers at http://www.Advertising-Jobs-Online.com.

Article Source: http://EzineArticles.com/?expert=George_Unterberg

The definition of Advertising is salesmanship. Its purpose is to generate sales and this determines whether a business is profitable or not.

You have been working countless hours on developing your own web site and have come up with a great idea for your business and now you are up and running, but where are your customers? The answer to this is that you have to go out and get them. This may sound easy, but advertising can be the root cause of many
business downfalls or failures.

There are many different ways of advertising on the internet. Some are free, some are low cost, while others can be extremely expensive. The first thing that you have to establish is how much you are willing to shell out to attract visitors to your web site, and how far your advertising dollar can go.

One of the most effective and cheapest methods of advertising is through E-zines. An E-zine is a web site with magazine layout: a web site with contents and layout modeled on a print magazine. There are thousands of these published daily. The best way to approach E-zines for advertising is to join a couple that fit your profile and that you find interesting. Most E-zines offer incentives to new businesses that sign up with them and sometimes they will run your ads free just for subscribing. If you do your research, you can find E-zines that offer ads for as little as a dollar and this is a great way to reach thousands of customers who are
already interested in the product or service you offer.

You can use E-zines to promote your product for free if you know how to write an informative article. E-zines are hungry for content and many times they will offer to publish your article free if they can use a link back to your site. Make sure that your article contains solid information and is not just a sales pitch. If you would like to get more useful information on advertising please visit the following address:

http://www.culbre.com/advertising

Article Source: http://EzineArticles.com/?expert=Brent_Cullen

Voice broadcasting (making a huge number of automated phone calls and playing a pre-recorded message) is a remarkably powerful and affordable way to get your message to large numbers of customers or prospects.

Despite its power, before you spend one thin dime on a phone broadcast, you must learn this secret. Because without it, you might just waste your money. So what could this terrible secret be? It's really simple - Most folks hate getting telemarketing calls...

OK, OK, I know that's really not a secret. If you're thinking about using an automatic broadcasting system and you fail to consider this "secret" carefully, it can really hurt your campaign. Here's why...

The vast majority (90% or more) of people who get a broadcast call simply hang up. The next biggest group (a few percent) of folks press "2" (to be removed from the call list). The smallest group, around 1-2%, press "1" (to speak to a live person, or listen to more, or leave a voicemail).

You're probably thinking"OK, but I'm only paying for the "press 1's, so what's the problem?" Here's the problem.

Just because someone presses "1", it doesn't mean they're interested in your message. Some of them only want to tell you to not call them again. Those responses are worthless to you. But you still pay for them. So you should carefully consider how to maximize the positively interested, qualified responses.

Now, whether you're selling merchant accounts to business prospects, or even selling raffle tickets for your charity event, you'll hear some folks say "remove me from your list and don't call again" (or worse)... No surprise there right? And I promise, even if you're soliciting donations for sick children, even if you're calling your own list of past donors, you will STILL receive some negative calls!

The inescapable fact is this - out of 1000 people, there are probably 2 or 3 who get so irritated when they receive a telemarketing call, they will "press 1" to complain. To illustrate the effect of response rate on the number of negative calls received, consider two hypothetical broadcast campaigns.

Campaign #1 - selling merchant accounts to businesses - response rate is below average, at 0.6%. Campaign #2 - asking for donations for sick children - using a donor list - response rate is above average, at 1.5%.

Now, assume that 3 out of 1000 (0.3%) of the folks called are the type who will "press 1 for no good reason"... If you work through the numbers, the merchant processing campaign gets 50% negative calls, but even the sick children campaign gets 20%!

The fact is, if you are delivering your calls to live answered phones, and taking live transfers, you simply cannot escape negative calls, no matter what your message is about. And the main way to reduce them is to create a message with a higher response rate.

We've described how getting negative calls is a fact of life in this business, and how increasing the response rate will decrease the number of negative calls. Join me in future installments as we discuss how to handle or avoid negative calls, along with other voice broadcasting tips.

David Seldon operates LivePhoneLeads.com providing voice broadcasting services for businesses. Find more informative articles about voice broadcasting at Live Phone Leads

Article Source: http://EzineArticles.com/?expert=David_Seldon

The trick to using magazines for direct marketing lies in how well your direct response ad can capture the attention of your target group when they read the magazine. While it is true that you must plan an attractive layout that draws the readers' attention, more importantly, you must know the system process for writing your direct marketing effort.

Remember, the first impression always counts. So, start with a catchy headline and then write a short brief about your product or income plan. Describe why the reader should prefer your product or service over others, and what exactly you're offering. Then just as their interest is on the rise, insert a coupon that they must fill up and return to you to claim a free report, or a free trial.

The coupon must ask for essential information, such as their name, address and telephone. After all, the aim of your direct response ad is to make a sale and create a database of potential customers. Your direct marketing agents can use this bona fide database at a later date to make as many conversions as possible.

To hold your reader's attention and get them to respond to your direct marketing efforts, give them what they want! People everywhere respond to words that tell them how to make more money, look better, get love in their lives, be successful, and enjoy more leisure.

In short, your direct marketing ad will get attention if it promises to be the answer to improve their lifestyle. For instance, if you are advertising your tax planning services, which headline will elicit a better response? "Spend more and pay less!" or "We will show how to save on your taxes..."

Once you have grabbed their attention, the other direct marketing techniques take over. Use the ad to make a definite offer or request that induces them to use a coupon or reply card that they can fill out and return to you, or give a toll-free number that they can call. The idea is to give them a reason to want to share information with you, or get in touch with your direct marketing team.

It could a be a free report or a free trial of your product or service because research shows that readers respond to compelling direct marketing ads by filling out coupons or calling up because after reading the ad they are convinced that they are receiving a valuable product or advice for free.

The effectiveness of your direct marketing ads in magazines is not measured in terms of reach and frequency, like other advertising campaigns. Instead, you should be more concerned with the cost-per-inquiry or cost-per-conversion.

Guy and Alicea Artuso have seemingly 'cracked the code' for creating an endless stream of highly-qualified visitors to their home based businesses.
Helping others who are looking to achieve their goals is what they are passionate about.

Pick up a free copy of 'As a Man Thinketh,' and learn more tips, strategies and techniques that Guy and Alicea use everyday to create Instant Income Streams on demand at their official site:
Get Your FREE Copy Here!

Article Source: http://EzineArticles.com/?expert=Guy_Artuso

Please note that traditional, creative agencies (as opposed to modern, digital, interactive ones) have changed, significantly, to what they were, say ten or twenty years ago, and continue to change (due to the rise, mainly of digital / interactive media). In fact most of them now involve, to one degree or another, elements of the modern, digital, interactive agency. Therefore, this article is a general introduction, only, to the types of jobs available in 'traditional, creative' advertising agencies.

ACCOUNT PLANNER The account planner is responsible for:

1. Research. Carrying out research on the consumer, the brand and the market place. Quantitative research (facts / statistics) is important, but above all, qualitative research (making sense of the facts / statistics).

2. Disruptive thinking on the brand. The account planner must, in some way, advance the brand. He / she achieves this through creative thinking (disruptive thinking) exploring a plethora of ideas.

3. Being strategic minded about the brand. Once the account planner has done his / her research and figured out a 'big' marketing 'idea' for a campaign, he / she must then set out a strategy for communicating the 'big' marketing 'idea' to others and how they should proceed with the idea.

Account planning is very much a thinking role. You have to have a curious and inquisitive nature. Be interested in what makes people tick. And be interested and good at absorbing what is going on in the cultural / social world around you.

ACCOUNT HANDLER The account hander is responsible for being 'the face' of the advertising agency to the client. The account handler (or the account manager / account director) is normally the first person in the agency to receive the client's brief. The account handler then communicates this to others in the agency. The account handler is responsible for dealing with the everyday concerns of the client. Of ensuring that work for the campaign is carried out on time and to the expected standards of the agency. And the account handler, also, has the important responsibility of building up a long-term relationship between agency and client.

Account handling is very much a 'doing' role. There is, of course, a lot of thinking involved as well ... the account handler might come up a few marketing ideas of his / he own. But the (marketing) 'thinking' role belongs, in large part, to the account planner. In order to do well in account planning, account handlers have to be good with people, be goot at project management, negotiating, and more.

CREATIVE TEAM The creative team is made up of a copywriter and an art director (and the creative team will, normally, be backed up by people such as designers, art workers, junior copywriters and so on). The copywriter and the art director (or visualizer) are, normally, jointly, responsible for coming up with the creative concept (a creative concept which must be based around the account planner's 'big' marketing 'idea'). The copywriter is, usually, responsible for coming up with the strapline (slogan) for the campaign, as well as the more detailed copy to be found in print / brochure etc .. Just as the art director is, usually, responsible for coming up with the visual look of the campaign. But a copywriter will often wander into the territory of an art director, and vice-versa. There are no hard and fast rules.

OTHER ADVERTISING JOBS IN A TRADITIONAL, CREATIVE AGENCY

Production. The big advertising agencies will often have their own production department (for finishing off and producing work in TV, print, brochure and so on).

Media Planner. Many traditional, creative advertising agencies will have their own media planners. Media planners are responsible for working out the best media platforms with which to use for an advertising campaign (in traditional, creative advertising agencies this would be for TV, radio, print and brochure, and for modern, digital, interactive advertising agencies, this would be for the Internet, mobile, digital signage, and so on, but increasingly, you will find media planners working across both traditional and modern media).

PR Executive. Many traditional, creative advertising agencies now have PR specialists (because PR / publicity is being used, increasingly, in proactive brand communication, as opposed to PR being about just reacting to negative situations).

If you have ever went jobhunting, which of course most of us have, chances are your search began on the World Wide Web. Unless of course you predate the Internet. Truth be told, there are scores of career websites filled with hundreds of thousands of jobs. There are absolutely tons of jobs available in every industry imaginable. You just need to know where to look, and what to look for. But if I were to pick one industry that never seems to have a dearth of jobs, I would select advertising jobs for that position of honor.

Advertising jobs will never go away because producers will always have to find a market to sell their goods to. And how else will you be able to let the world know what you're selling and by getting the word out through advertisement. Mechanization will never be able to replace the people who work in the advertising industry.

Factories can use robots and machines to efficiently man their assembly lines. A retailer could go online and eliminate the need for sales people. It seems as if most banks don't you want to have branches anymore because it's much cheaper and more efficient to have people go online to take care of their own banking.

But when it comes to advertising jobs, real people will always be in demand. Advertising jobs are some of the most human of all the occupations, talent and experience that no machine can ever replicate. Skillful and well-trained individuals will always be in demand in this industry. Advertising jobs will never go away.

Just take a look at all the curve or web sites online that list job openings, they're all loaded with advertising jobs. Monster for instance has nearly three whole categories in all their global sites that showcases the very best of advertising jobs. Other job boards like College Board, Source Tool and even Marketing Jobs have entire sections devoted to helping talented professionals find and take up advertising jobs. There are headhunters and talent scouts literally combing the country on college campuses looking for professionals, or would-be professionals, of a high-quality to join them in the advertising field.

While most applicants who wish to enter the industry know that most advertising jobs are filled by word of mouth, the industry itself has grown so vast and hungry, that there is always a need for trained professionals who are looking for advertising jobs. And an entire industry has come up to cater to the needs of such professionals. While human resources itself is growing and developing at a rapid rate, one of the first areas where unprecedented growth has been seen has been in the advertising jobs sector. So much so that most conventional human resource professionals have begun offering a slew of services to cater to those who are seeking advertising jobs.

It's really not hard to figure out why. Advertising is a unique and highly specialized field that requires a very human, intelligence touch to be effective. And although there are many qualifications that will enable a person to become an advertising professional, this industry is different in that the individuals who participate in it are really different than what you find in other fields. One who is creatively charged, capable of handling stress and performing under the most adverse of conditions. There is a veritable plethora of advertising jobs in the market place, and these advertising jobs can turn into very lucrative and rewarding careers for the right individuals.