How Advertising Actually Works (And Why Most People Misunderstand It)
By Anesa K. Chastain Jones - Advertising Insights with Anesa
Oklahoma’s Choice Weekly
Most people think advertising is about selling something today.
It’s not. Advertising is about being remembered later.
That’s one of the biggest misconceptions in advertising. Someone runs an ad one time, then says, “Well, I didn’t get any calls from that.” That’s because advertising usually isn’t direct sales, it’s brand memory.
When people need something, they don’t usually go searching from scratch. They think of the names they already know. Advertising’s job is to make sure your name is one of those names.
The Marketing Rule Most People Don’t Know
There is a concept in marketing called the Rule of 7.
It says that a customer typically needs to see a business name or message at least seven times before they remember it or take action.
Sometimes it’s more than seven.
That means if someone sees your ad once, they probably won’t call.
If they see your ad every week for a month, now you’re familiar.
If they see your ad for six months, now you’re established.
If they see your ad for a year, now you’re the company they trust.
Advertising is not usually about this week.
Advertising is about six months from now.
Branding vs Direct Advertising
There are actually two types of advertising, and most businesses don’t realize they should be doing both.
1. Branding Advertising
This type of advertising is simply:
Your business name
Your logo
What you do
Phone number or website
The goal is recognition and memory.
This type of advertising builds long-term business.
2. Direct Response Advertising
This type of advertising is:
Sales
Coupons
Specials
Events
Limited time offers
The goal is immediate action.
This type of advertising brings short-term customers.
The most successful businesses use both.
They run branding ads consistently, and then they run direct ads when they have promotions.
Print Advertising vs Digital Advertising
Another thing people ask all the time is whether print or digital works better.
The truth is, they do different jobs.
Print advertising
Builds credibility
Reaches local households
People keep it and come back to it
Great for service businesses, local stores, events, restaurants, and contractors
Digital advertising
Builds frequency
Reaches people multiple times
Good for reminders and promotions
Good for clicks, websites, and social media engagement
The businesses that grow the most are usually the ones that use both print and digital together.
Print makes people trust you.
Digital makes people remember you.
Together, they work extremely well.
The Biggest Advertising Mistake Businesses Make
The biggest mistake businesses make is starting and stopping advertising.
They advertise for a month, stop for three months, advertise again, stop again… and then they feel like advertising doesn’t work.
Imagine introducing yourself to someone, then disappearing for six months, then coming back and expecting them to remember you. That’s what inconsistent advertising does.
Consistency beats size.
Consistency beats flashy.
Consistency beats occasional big ads.
The business people see all the time is the business they call.
Final Thought
Good advertising doesn’t look like magic.
It looks like repetition.
It looks like consistency.
It looks like showing up over and over again.
Because the goal of advertising is simple:
When someone needs what you sell, your name is the one they remember.
JON McQUILLIN, Sales Representative, 918-873-0097,
jon@oklahomaschoiceweekly.com
ISAAC DENNY, Sales Representative, 918-223-5051,
isaac@oklahomaschoiceweekly.com
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