Small Business Quick Quiz

Question #14

There are four performance factors that determine the success or failure of every print advertisement. Here they are, in no specific order…

• the copy — the words we use in the ad
• the audience — our targeted market
• the layout — the visual presentation of the ad
• the offer — the specific benefits being promoted

The right improvements to each performance factor have resulted in the following increases in advertising results (the numbers refer to the ranking, not to the order above):

#1 — up to 50% higher results

#2 — up to 250% higher results

#3 — up to 2,000% higher results

#4 — up to 2,500% higher results.

Which of the following options correctly ranks the four factors in order of importance? (#1 = lowest, #4 = highest). Don’t forget — you either know the right answer or you don’t. Guesswork doesn’t count.

	#1 Up to 50%	#2 Up to 250%	#3 Up to 2,000%	#4 Up to 2,500%
a.	Audience	Layout	Copy	Offer
b.	Offer	Audience	Layout	Copy
c.	Copy	Offer	Audience	Layout
d.	Layout	Copy	Offer	Audience

Your answer:    a.   b.   c.   d.

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The answers to the questions are listed here in short form. For more complete discussion of the issues raised, visit the linked resources. Better still, subscribe to Small Business Pro. newsletter.

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The correct answer is 14d. But the real questions are these…

a. Which two Performance Factors offer the highest leverage?

b. Which two offer the lowest leverage?

c. Which two are we least competent to handle effectively? (Unless we happen to work in the advertising industry as art directors and copywriters!)

d. Which two are we the ONLY people on earth competent to handle properly? (Because it’s our business!)

e. Which two should we focus on getting right?

f. Which two do most of us focus on when it comes to doing an advertisement?

Answers

a. Audience and Offer

b. Layout and Copy

c. Layout and Copy

d. Audience and Offer

e. Audience and Offer

f. Layout and Copy!

Scary, isn’t it? Just one more example of how ignorance keeps us doing the wrong things for the wrong reasons… and wondering why it’s not working. (You can learn to get it right when it comes to advertising. Click here to learn more.)

   

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©1997-2008 The Profit Clinic. All rights reserved.