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Those working on sales teams at publishers, like all the other disciplines, have clearly seen a big impact from the digital realm—not just in learning a new medium to sell, but a vastly increased stable of products to sell against. All of this has created scattershot results for Folio:’s 2012 Advertising Sales Salary Survey, conducted in partnership with Readex Research.
At the lower rungs, ad executive base salaries and total compensation are harder to determine due to the lower response rates to the survey.
Nevertheless, it can’t be stated enough how much the product array has grown for sales teams—even as personnel numbers have been cut. Another respondent noted, “Expanded to oversee audience development for website, not just sales.
Integrated selling is another big area addressed in the verbatims, with many respondents noting the obvious transition from the long-gone focus on print. As for what may impact compensation going forward, responses were not too optimistic but largely agreed that the transition from print to digital will continue unabated.
Advertising  sales directors and publishers in the consumer and association sectors were a bit more pleased with their base salary performances this year than their b-to-b counterparts, who were the only ones to see mean base salary decrease slightly from 2011’s survey to 2012. However, total compensation is a different story, except, once again, for the association sales directors. The gender gap, at least in terms of total comp, closed a bit from 2011’s survey to this year’s. B-to-b sales managers saw their mean base salaries plummet from $51,798 in 2011 to $42,415 this year. The gender gap is much wider for ad sales managers, with females making $26,000 less than their male counterparts in total compensation.
Years at the job still matters, with sales managers with 20 years or more in the publishing-related sales making $19,000 more than managers who have worked between 10 and 19 years in the business. This category did not receive as many usable responses to the survey as the other categories.
Cross-tabulation is difficult to determine based on the low number of usable responses this year, but as in the other categories, the gender gap is significant, recording the highest difference at $29,000 less for female account executives. Company revenue seemed to have no impact on salary, with account execs at companies with less or more than $10 million both making $92,000 in total compensation. Marc Ecko’s millennial-minded culture brand will bring two days of concerts, art, food, and shopping to Long Beach, CA in November.
Expanded Digital Content Ratings aim to give publishers a more complete picture of their digital audiences. At Connectiv Executive Summit, a focus on data opportunities, and the challenges of successful deployment. Tell Folio: how you're getting your message out to your audience and you'll automatically be entered to win a $50 Amazon gift card!
As social media becomes more and more prevalent in the print & digital publication industry, we want to know which social media channels you've had the most success with! In looking at advertising, what it boils down to in the most simple of terms is conveying a central idea using creativity so as to generate an emotional reaction and attract the widest attention.
Ask about Advertising Techniques or create your own page on this topic! GO TO: a€?What is Advertising? The most basic of advertising techniques is simply showcasing your product, service or brand name itself in an attractive light. Another set of standard advertising techniques is to provide your customers with an offer or incentive to buy from you (or to act). It should go without saying that advertising involves a creative strategy and what I want to emphasize by including this as a separate sub-heading in this list of advertising techniques is that this is what makes the best ads work. People like to feel good about themselves and you can effectively market your product or service by utilizing advertising techniques that compliment people for using it. Similarly, any number of ads selling cars to deodorants often show how people who use a certain product are a€?hippera€? and a€?trendiera€? (while those who do not are not!).
Similar advertising techniques aim at other emotions within the complete spectrum of a buyer's life by creating feel good scenes of friends and family.
This is a fancy term for advertising techniques that imbue characteristics of life to your product. More common that turning your product into a character is using another character as a mascot for your product or service. We have all seen ads where customers a€“ or even actors a€“ provide testimonials and references for a given product or service and the effectiveness of these advertising techniques is well known. In this age of big celebrity endorsements, it is good to note that you don't have to cough up millions of dollars to a star like Justin Timberlake in order to use these advertising techniques. Anything from a Better Business Bureau logo to this a€?As Seen on TVa€? sticker can add valuable credibility to your brand. The heart of a product is solving a customer problem or providing a unique benefit and many effective advertising techniques are built around promoting that one simple fact. Advertising techniques that incorporate announcements can be about anything from new products and improvements to special events, offers and more. Curiosity can be used in other ways amongst advertising techniques and it is not unusual to see ads that don't seem to advertise anything but rather are stepping stones to something else. The phrase, a€?join the bandwagon!a€? can be applied to advertising techniques that send the message that everyone else is using a certain brand and that you should be too. This is the opposite of the bandwagon approach and is where advertising techniques are designed to make you feel unique by purchasing a certain product or service. McDonald's are the king of big logos and prove the notion that advertising techniques incorporating the a€?bigger is bettera€? approach can work exceedingly well.
Some people hold that correct sales and marketing etiquette requires that you do not bash your competition because that makes you look bad. Advertising techniques that promote you as being the biggest, best, fastest, cheapest and so on come under this category. Part of what makes successful advertising techniques is relating to the lifestyle and values of your customers with your brand.
This is a spin of the classic sales technique of giving your customers alternatives, each of which result in a purchase.
The best advertising techniques that employ this method simply tell customers what to do in a way that makes refusing seem out of the question (the mediocre ones say things like a€?Call Today!a€? or a€?Order Now!a€? which uses the same method). Sometimes you can simply behave as if a customer has already decided to purchase you product and include statements like, a€?Your order will be shipped within 3 business daysa€? and a€?We appreciate your businessa€?.
Painting a picture of your customer enjoying the benefits of your product or service is a classic sales technique and one of the most powerful advertising techniques as well. The Microsoft ad above under Visualization also demonstrates exaggeration and this Hot Pepper hot sauce ad also shows what I mean by these kinds of advertising techniques. Just as you are associating your brand with the ultimate ideal lifestyle and values of your customers, you can also use advertising techniques that associate your product or service with the finer things in life in general (or with anything that you want to). Patriotism may be the last refuge of a scoundrel according to Samuel Johnson but it also sells.
While this kind of messaging is usually reserved for non-profit organizations and the like, there are advertising techniques through which any business can utilize a similar angle for sales and marketing promotion.

This is another common practice among advertising techniques where you link your brand to the support of an organization, cause or event in order to promote your own brand in doing so. Emotion is at the heart of what makes advertising techniques successful and so you could say that this is a vital ingredient that applies to any kind of advertising. Having metaphors, similes and allegories incorporated into your sales and marketing communications means the kinds of advertising techniques that compare using your product or service to something positive in order to make a favorable impression.
Advertising Is Art I think that good advertising is as much a part of our culture as movies and other art and I think that your excellent article proves it! At first blush, this might seem like a good problem to have, but in a pinched market with print advertising spending still at modest levels, digital dollars may be commanding more marketer attention, but they’re only interested in spending against a limited number of opportunities. Base salaries for top-level sales directors across b-to-b, consumer and association sectors were flat to significantly up, but total compensation was flat to down. In the b-to-b sector, however, base salary is slightly down while total comp jumped up quite significantly—from $76,000 in 2011 to $90,000 in 2012. In verbatim responses to a question about how much the job has changed in the last three years, one respondent replied, “A ton more products to sell, digital focus high, sales cycles longer.
In both the b-to-b and consumer sectors, total compensation slipped, from $126,000 for b-to-b in 2011 to $125,000 in 2012 and from $123,000 for consumer in 2011 to $102,000 in 2012.
Males earned $34,000 more in total comp than females last year, which shrunk to $12,000 more this year. Consumer sales manager base salaries fell from $51,000 in 2011 to $35,532 in 2012 and association sales manager salaries fell $24,000 from 2011’s $60,525.
B-to-b fell from $89,000 in 2011 to $85,000 in 2012; consumer dropped from $75,000 in 2011 to $63,000 in 2012 and association dipped $6,000 from $75,000 in 2011. Interestingly, the number of magazines worked on doesn’t impact compensation all that much. There were enough b-to-b account executive responses, though, to see that base salary also declined for this group—dropping about $5,000. The survey was closed for tabulation on May 4, 2012 with 193 usable responses, a 31 percent response rate. Here, I want to discuss these in a bit more detail as well as provide sample creative ads from leading brands around the world. The idea is connected with your product or service and is usually a key selling point or differentiator. Unless you are providing your customers with a foolproof reason to purchase your product or service, you are really wasting your time if you think about it. If you can think of a creative and memorable way of communicating your main selling point in an instant then you have a winning ad. The message here is simple: you are cool if you use our product and you are not if you don't. Or it may be that you are shown a tragic scene like the TV ads of poor children in developing countries that are aired during the holiday season. This is a techniques that is widely used in animation where animals and even inanimate objects like furniture can be made to appear humanlike. There are no ends of advertising techniques that do this using everything from animated characters to real ones. Think of the toothpaste ads that simply say, a€?more dentist use this branda€? or the Duracell battery ads that provide anecdotal endorsements of everyone from medical staff to scientists to space astronauts who rely on their batteries. Aren't you more likely to purchase from a website that has multiple references from leading media outlets and security and safe transaction verifications?
A lot of great ads create a powerful impact by depicting an extreme scenario that highlights the central problem that a given product solves or value that you provide (better than anyone else!).
Advertising ongoing news about your product, service and company is a standard email marketing strategy and if you have something really big to announce, why not turn it into a standalone ad?
For instance, you might see a full page a€?Coming Soona€? ad in a newspaper that shows brand colors or some other recognizable feature which is then played out in coming days. Curiosity and the fear of being left behind often compel people to follow up and even purchase because of the psychology that drives this approach. A simple example are ads that tell you that you will miss long line-ups or get exclusive access (such as rental car service and airlines). Other companies have grown tremendously by doing just that, taking shots at the competition with every opportunity. Remember that when using statistics as various advertising techniques, the more precise, the better.
That means that a customer needs to see your message a€“ or variations of it a€“ that many times in order to recognize it and for it to influence him. In this age of hyper-competition, it is important to not only be able differentiate yourself from your competition, but state with confidence that you offer unbeatable value to your customer. Being hip is about positioning yourself as a social necessity for people within your target audience who want to express themselves to others.
Some advertising techniques go the opposite route to positioning users of their brand as desirable by making fun of those less fortunate people who do not (as well as making fun of other brands themselves!). For example, well trained restaurant servers will ask questions like, a€?Would you like Coke or Pepsi with that?a€? The classic example of this is Henry Ford's famous statement about his Model T Ford: a€?you can have it in any color you like, as long as it's blacka€?. In some scenarios, an ad can be structured like a sales script where you ask customers about their problem and then posit the purchase of your product or service as being the only reasonable course of action if that really is the case. Essentially, these kinds of advertising techniques communicate with your customer in a way that says, a€?we know you are going to purchase this and that is not even in question.a€? It does not take a degree in psychology to come up with subtle assumptive remarks of this nature within your advertising and a good way of picking up on these is to study ads that you come across yourself on a day-to-day basis. This is a fundamental techniques in creative advertising: figure out your key selling point and then create an exaggerated scenario of it in order to hammer the message home instantaneously. The obscene ad for Bentley I could not help posting above with the other car ads above nevertheless is a powerful image of association by instantly conveying a rich, upper class aloofness that rises above the competitive bickering of the other ads. To feel an affinity for one's roots and country is natural and to position your brand as such is not a bad thing.
The name of the game is to build you brand and if you can do this by providing a valuable and helpful message, then so much the better. Most Fortune 500 type companies have one or more charities that they publicly support and it is not unusual to see corporate sponsorship branding on everything from sporting events to TV shows to most any other high-publicity event (wherever there are lots of people, you will find lots of commercial interest!).
Unless you can create an emotional reaction within the person who views your ad, you will not make a lasting impression on them. What that long sentence means is that you can simply come up with creative ways to show how nice or beneficial your product is and leave it at that. Perhaps you have implemented a new ad campaign that is working really well or have insights into how traditional advertising is being supplanted by newer methods. This is in direct contrast with one of the byproducts of the recessionary period of 2008-2010 which was a desperate search for new revenue streams—webinars, spinoff events, more newsletters, a variety of integrated marketing campaigns and on and on—to add to the traditional lines of business. Association ad sales directors, however, saw a major leap in base salary, jumping about $13,000.
Association sales directors once again saw a healthy increase—from $104,000 in 2011 to $119,000 in 2012. Working in the New York City area still commands the highest levels of total compensation—$158,000 versus $110,000.

This may have to do with the broader array of products that are being sold, as well as the cross-platform nature of those sales.
Total compensation, however, jumped significantly, going from $76,000 in 2011 to $90,000 in 2012. Last year, average commission for b-to-b account executives was $22,116, or about 29 percent of total compensation. Responses were filtered to include only the 153 who completed the survey and indicated their job titles matched what’s used in the survey. Some musicians say that all music has already been written and whatever music is composed nowadays is actually rearrangements of old compositions and melodies. The purpose of your ad is to grab the attention of your audience and leave them with a distinct positive impression about your offering that they will retain.
Compared to the relatively drab a€?ordinarya€? world, seeing a bright and shiny product or service ad or logo makes it seem very appealing.
A powerful way to do this is to come up with a compelling offer which makes it hard a€“ if not impossible! As illogical as it might seem that people would buy into such messaging wholesale, they do.
When we see an object exhibiting the behavior and emotions of humans, we form a natural human connection with it. These characters can take on a variety of shapes, sizes and flavors but they all have one thing in common which is personality.
Just having a high quality production or an ad where it is obvious that a lot of time and effort has been spent in developing it makes a big impression on your customers and can speak highly of your brand itself. Have you ever been tempted to follow up on an ad that announces a a€?Limited Time Offera€? or a revolutionary breakthrough of some sort or another?
Movie producers are great at using the power of curiosity to build up anticipation for upcoming releases.
It is a fact that people in general spend a lot of time and effort a€?keeping up with the Jonsesa€?, so to speak, and if you are honest you will be surprised to find that a lot of your own behavior is driven by social prerogatives as well. This approach also applies to luxury brands that want to make you feel part of an elite group. Whichever approach suits you, it is nevertheless always a good idea to position yourself as better than your competition with regards to your key differentiator(s). As well as the actual repetition of your ads themselves during the length of campaigns, these advertising techniques may be applied to your message itself where you repeat key phrases and your value proposition in order to your customer to retain those points. In Jim Collins' bestselling book on building a great company Good to Great, one of the rules of success is to figure out what you can do better than anyone else. Brands like Rayban sunglasses and Doc Martin boots have been successful at appealing to the a€?hipa€? factor and breaking into mainstream success. You have no doubt seen many of these kinds of ads where anyone from the office nerd to the unseemly neighbor is represented with unattractive qualities that highlight the attractive qualities of brand users. What these advertising techniques boil down to is giving your customers choice and making sure you advertise it: Do you want another size, shape or color? There are no end of ads that do this and if you pay attention you will notice how prevalent this advertising technique is.
What kind of things do your target customers like that you can use to appeal to them by associating your brand with those things?
Tim Horton's coffee is considered a national brand in Canada and is thought of with a lot of patriotic fondness by most customers. You don't have to go out of your way to create an iconic campaign like the popular a€?Got Milk?a€? ads in order to provide a public service message to your customers and the general public. Creating dramatic situations is one way of doing this and you will no doubt be familiar with many ads that do this, from TV ads showing family emergencies to creative print ads that showcase a dramatic scene within the lives of typical customers. It's like a kid holding their hands far apart and saying, a€?I love you THIS much!a€? Just finding a creative way to say how great you are bypasses the need to talk in detail about your product, service or the benefit you provide. Advertising managers across all three sectors saw significant drops in base salaries and total compensation was down for all but association ad managers, whose total comp edged up. It is similar in advertising as most advertising techniques are not new in themselves but are applied in new and creative ways with new gimmicks.
In looking at the following ad examples showcasing the various advertising techniques I discuss, you will notice the simplicity and power of these ads in conveying a central key idea.
I have written about the importance of developing a marketing personality for your business and the ultimate personification of this is a living, breathing a€“ or animated!
I am not a pro-alcohol person, but you cannot help but be impressed by the presentation of this Bacardi ad, for example. I am sure you can find many instances where you rely on the reviews and opinions of others before making a purchase.
This ad for the movie a€?District 9a€? does a great job of advertising the theme of the movie without making any reference to it (apart from the website).
The funny thing is that both techniques work: people want to feel special but also want to feel like they are not missing out on what everyone else is doing. Whether or not you name your competition outright and whether or not you saying things like, a€?they are a great company that I respecta€? - a standard sales line! You cannot be the best at everything, but if you are creative, you can often come up with areas where you can apply that sought-after #1 stamp to yourself.
It practically impossible not to visualize something that you are told to: picture a sleek, black car streaking along on a dark, moonlit night.
I can think of a number just of of the top of my head including showing a couple of tortoises chatting about Internet speed and one of my favorite ads for Nabob coffee a€“ I prefer Colombian Juan Valdez! You can see that in in this branding example, Tim Horton's is associating itself with Canada's national pastime (hockey) on Canada's nation TV station (CBC). Select it and click on the button to choose it.Then click on the link if you want to upload up to 3 more images. Offers are often for a limited time in order to create urgency and common examples are of the a€?buy 1, get 1 freea€? or a€?order now and save 30%a€? variety.
For example, if you are not #1 in your market, then perhaps you are in a certain geography or for a certain product or feature you provide. Studies A corollary to statistics are advertising techniques that reference studies. Advertisers want you to believe that only winners use their products and that in fact using the brand itself will make you cool. The cool thing is that you do not have to perform the study yourself in order to benefit from this approach (aha!).
Simply find relevant data and include it in your advertising either as a central focus or in passing (e.g.

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