Do you remember that great ad with the talking rabbit on TV that was so cute and made you laugh so loud? Now, if you could only remember what that rabbit was selling. Or, how about that great jingle on the radio that you used to sing over and over and couldn’t get out of your head? You probably never really knew all the words to the jingle, which is too bad. Those words contained the name of the advertiser who shelled out all that money to put that song in your head. The point is, it isn’t a “great ad” if it doesn’t etch the name and image of the advertiser in the reader’s or listener’s mind. Otherwise, it’s just a catchy phrase or song.

Many of our clients, on the other hand, can testify to the effectiveness of our advertising. We often hear such anecdotes as: “I was walking down the street, when a woman stopped me and asked if I weren’t the person whose face she sees in the local paper, each week. She even thanked me for the articles and said that she thought they were interesting.” Or, “I got a few letters and e-mails that asked me to elaborate on the medical procedure that was mentioned in my column, last week. I never imagined that the column would stimulate such interest!”

The fact is that readers find our content to be well worth their while. Not only do they look forward to reading what our advertisers have to say in their weekly columns, they associate the words with a name and face that readily come to mind. That’s the sign of a great ad or, more accurately, a sound advertising strategy!

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