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Ads 101 – 6 tips
How to advertise affordably and effectively 
 

On this page ... Tips for effective advertising plus information about how to advertise and how to use materials in the Ads & Awareness and Advocacy & Outreach sections of this site.

 


 

About this campaign

Before you start, a word about why The UnChoice campaign is unique, urgent and powerful and what you can accomplish by using or supporting these ads, educational materials and campaigns:

 

Why The UnChoice campaign is different ... and essential

12 things this evidence-based campaign can do


 

Advertising works!

 

Advertising can be quite affordable and effective, but only if done with patience, continuity and repetition. Read this to learn more.

 

Why advertise?
 

 

On this page: 6 tips for effective advertising

 

1. How to decide which ads, when and how many to run.

2. How to create a simple media plan.

3. Repetition. Repetition. Repetition.

4. A few keep-your-eye-on-the-ball basics.

5. A menu of ads to use for single- or limited-run usage vs. a major campaign

6. Great free or low-cost alternatives for the ads, flyers and other materials


 

1. Which ads, when and how many? Is running just one ad a good idea?

In the rush to communicate, it's tempting to run one ad or a few ads, randomly rotated. But a little planning is needed to ensure good results, avoid pitfalls and multiply your impact. For example, it is far better to run just a few smaller, more affordable black-and-white ads with higher frequency than it is to run one or two full-color ads that only appear once or twice.

 

Studies show that the one-time "flash-in-the-pan" approach is minimally effective and can even be detrimental. This is especially true with a sensitive issue that:

 

1) defies conventional wisdom

2) competes with slick propaganda that has effectively sent false or misleading messages

3) goes into an arena where personal experiences and understanding vary widely

4) may be out-of-context if established disinformation and context goes uncorrected and relevant prefaces and new evidence are not conveyed

 

In such situations, a "one-size-fits-all" or single-run message is easily misunderstood. The law of unintended consequences prevails and this approach can even close doors or cause further confusion, or get lost in the crowded field of messages. It will also quickly drain a small advertising budget.

 

For example, the public presumes abortion is about "choice," yet studies show most abortions are unwanted or coerced and that a significant number - even in "free" nations - are directly or indirectly forced, sometimes violently.

 

Another example is that people on all sides presume abortion is about "safe" "healthcare," yet unwanted or deceptively sold abortions where most feel rushed and pressured, yet 67% received no counseling and 79% were not told about available alternatives is neither "safe" nor "healthcare" as most understand it. But without first educating people about this reality, they may make snap judgments about abortion or its aftereffects and tune out.

 

Fortunately, there are still many ways you can get the job done for little or no money. (Learn more below.) Whatever you do, remember that a minimum level of frequency and repetition are needed for the message to really "stick."

 

If you do want to run just one or a few random ads, you can still be effective, if you use these simple tools:

 

a) Select from our menu of "Mix and Match ads," suitable for general use with various types of audiences and media. 

 

b) Advertise in smaller, free or low-priced local publications, such as church bulletins, newsletters, trade or civic magazines, etc., which are especially effective for small ads. Any publication, from a school newspaper to a women's club magazine to a senior citizens flyer can reach people who need or will offer help.

 

Or, you can insert an informational ad that takes a "big picture" approach, which places the message in its big-picture context. Examples of this include the "What Every American Needs to Know" ad or flyer or the "Forced Abortion in America" ad or flyer. Ads like this inform people about the pretext of abortion -- new evidence that most abortions are unwanted or coerced and other issues -- before presenting evidence about "post-abortion" issues and risks. This pre-abortion evidence, which doesn't claim to speak to or about any or all women, helps keep post-abortion issues in a non-presumptive, informational context.

c) Most ads are also available in black-and-white versions and you can also choose the smaller, quarter-page ads from The UnChoice campaign, which are more affordable that full-page, full-color versions.
 

c) Run co-op ads to share the cost, and ask a business sponsor, philanthropist or civic group to sponsor the ads and put their logo or message in the set-aside box.

 

d) Postpone the project until you can raise funds and choose from our free or low-cost ideas.

 

Ways to get the best results and address common pitfalls are listed below, as are free or low-cost alternatives that may be a better choice. Also, the short descriptions on the ad campaign page will help you decide which option works best for your budget, goals, staff, level of knowledge or expertise, timetable and resources.


Read all 6 Steps first. Then, if you want to run just one ad, choose from the menu of designated, effective "Mix-and-Match" ads.

 

2. Create a simple media plan

Before advertising, it's important to sketch out some sort of plan, however basic. Combining a "family" of unified-theme, appearance and similar message-focus ads in several mediums at once
helps reinforce your message for a highly effective "one-two" punch. For example, you may decide to run a few radio ads (including free PSA's) and newspaper or civic magazine ads plus billboards around town –-

 

A. Select which media you want to use.

 

1) Read Which Media? and Who Needs to Hear This? for ideas, plus pros and cons of radio, TV, print, internet and other media, based on who you want to reach and what you can spend. 

 

2) Narrow your audiencee, for example:

 

* women –- college through middle-aged women aged 18-49

* youth –- high schools, colleges, youth groups

* religious or civic groups (include ads in publications they subscribe to)

* grassroots activists –- political leaders, activists, volunteers, etc.

* general interest –- see Step 6 below

 

3) Select the type of media they might see or hear, for example:

 

* women's magazines

* religious programs and networks

* radio talk shows or publications

* radio or TV programs targeted to women

* civic magazines

* student publications

* campus radio stations

* other affordable local newspapers

 

B. Set aside a budget. (See funding ideas.) Choose media that suit your budget. For example, billboards, radio and low-cost local church, civic or trade magazines are typically affordable options. For even more leverage, supplement your plan with simultaneous PR outreach in on-line and traditional media. For example, send a press release about the campaign, or write letters to the editor.

 

C. Gather information. Contact each media's ad department for audience demographics (e.g. gender, age, etc.), time slots and cost estimates. Tell their advertising representative who you want to reach with your advertising. (See Who Needs to Hear This?)  Give them a ballpark estimate of your budget and ask for rates and a simple, low-budget plan to reach the people you want to reach.

 

D. Make a basic outline of which ads you want to run in which media during the specified time period. Ideally, this outline should cover a one- or two-month period or more.
 

If you need help, enlist a professional media planner or ad pro to create a plan, answer questions, or review the plan you've sketched out.


3. Repetition. Repetition. Repetition.
 

Your media plan should include a high level of repetition, consistency and frequency. It is far better to repeat a few small local ads consistently and often – than to run a large ad just once in an expensive publication or radio/TV program.


Studies show that most people must see or hear one ad
up to 6 or more times before it "sticks."

 

If your budget is limited, aim for at least 3 repetitions and see Step 6, choose small space ads, or consider other ways to fund a bigger campaign.

 

4. A few keep-your-eye-on-the-ball basics

Graphic design, writing style, strategy and other elements are synergistic and work in concert to help people understand, contextualize and remember. The message and look must be clear, cohesive and consistent.  Avoid mixing ads from different campaigns.
 

Studies show that by the time you are bored with your message, it is only beginning to take hold with your audience! Repeat the same ads often, even and especially when you are tired of them. (See step 3) It works!
 

For more tips about what not to do, read: 10 Ways to Blow an Ad Campaign (off-site link)

 

Although this "10 Ways" list refers to traditional, sales- and marketing or product-oriented advertising vs. more nuanced "issue campaigns,"  the fundamentals still apply ...

 

Follow them and you'll be effective. Ignore them and there is an "opportunity cost," plus the potential for mixed messages and significant unintended consequences.

 

This is especially serious when so many hearts and lives have been broken, emotions run strong, lives are at risk and stakes are high.

 

 

5. Best ads for single- or limited-run usage ...
 

More affordable smaller ad sizes or ads from our mix-and-match menu make it possible to run them more often.

Radio ads are also an affordable option. (It's an ideal medium for reaching women and some stations may even run the ads free of charge during off-peak hours. Or, purchase ads at a reasonable cost during programs targeted to your selected audience.) See Which Media? or Who Needs to Hear it? for details.

 

If you want to run ads this way, choose from the following menu of general-audience ads:

 

 

If possible, run the same ad consistently and often in the same media and if you can afford to supplement it with other media, you'll get even better results.

For example: 3 quarter-page newspaper ads plus 1 billboard and 2 radio ads running during the same 4-week period.

 

 

6. Great free or low-cost ways to advertise
 

There are many free or affordable ways to advertise or gain other types of low-cost or free media coverage. For example:

 

* Ask stations to run the radio or TV ads as free Public Service Announcement (PSAs).

 

* Plan fundraisers throughout the year to run a big multi-media campaign later, or donate proceeds to help further this work.

 

* Ask your religious or civic group or local leaders to sponsor The UnChoice" campaign close to home.

 

* Join forces with other groups or ask a local businesses or individual sponsors to run co-op print ads. The business or organization can be named as a sponsor on the ads, featuring their message or logo. A local counseling center specializing in these issues may also be willing to sponsor an ad.

 

* Run small-space ads in bulletins, newsletters, or mailings; send out as emails, or use the text and links or banner ads on web pages.

 

* Distribute business card-size ads and bookmarks or use them as inserts in bulletins or mailings. You can also post them on your web site.

 

* To leverage your ad campaign, send press releases, story ideas and letters to the editor on this issue to the local media. Check out the Events Calendar for ways to tie in to seasonal and other timely events.

 

Use healing (rose) ads, "Invisible Women," or What Every American Needs to Know as flyers.

 

* Check the complete list of  low-cost/no-cost alternatives to paid advertising

Run ads often in specialized or local media, which can be less expensive than big national media. For example:

 

  • a local student newspaper, magazine or newsletter

  • a local metropolitan or women's magazine ...

  • a national or statewide trade or conservative magazine ...

  • a health-oriented newsletter ...

  • a women's club newsletter

  • a local cable TV channel

  • a local radio station or talk show

  • small ads in the back of women's magazines

  • church and civic publications,

  • simple, text-only classified ads, such as the sample below:

 

SIMPLE TEXT-ONLY AD   or    2 X 3.5" BUSINESS CARDS
 


 

ALSO WORKS AS AN AD FOR YOUR WEB SITE OR BLOG
See Small Ads / Bulletin/Clip Art for more ideas.

 

 

A final note

 

In order to maintain the integrity and cohesiveness of this message, alterations are not permitted, with the exception of co-op ads and posters, which set aside a space for your local contact information.

 

Please see Terms of Use before using these ads.

To learn more about how to avoid common advertising pit falls, read:

 

10 Ways to Blow an Ad Campaign  (off-site link)

 

 

 

unwanted & forced abortionss abortion risks  ad campaign research hard cases suicide

 fact sheets & flyers  books help & healing how to help donate  news links


for post-abortion counseling referrals, call 1-877-HOPE-4-ME or click here.
copyright 2006 Elliot Institute. All rights reserved.