The Book on Marketing: Space Ads.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Space Ads.

Space Ads. This is also called Remnant Advertising. If you're going to run a space ad, using the editorial layout will typically yield better results. For the headline, body, etc., use the same font families and sizes. Use 2 columns in your ad if the newspaper uses 2 columns per article on the page where your ad will appear. You utilize three columns if they use three. The "advertorial" strategy outperforms typical space ads that scream "ad" almost constantly.

Advertising time and space are ephemeral resources. If it is not sold, it is either lost, utilized as a "house ad," given away for PSAs, or used for another non-profit-generating filler. However, media outlets frequently accept much less than their regular retail fees to unload their leftover space or time instead of suffering a loss. This implies that advertisers can purchase ordinarily pricey media for a significant discount. Media vendors profit as well, monetizing inventory that would have otherwise gone to waste, even when the space and/or time are sold at a sharp discount.

Businesses that wish to utilize last-minute advertising space must make it simple for the media outlet to work with them and employ their advertisement. Media organizations frequently prefer to just sell these last-minute ad slots to their larger advertisers since they have ready money, ad departments that can produce an ad rapidly, and management that can make decisions quickly. Newcomers must be as easy to work with as the big brands if they want these kinds of possibilities to come their way. Newcomers should let their advertising representatives know they are interested, save aside some cash, and have an ad prepared for immediate use. Due to the short notice of the space purchase, advertisers must be able to decide on creative unit(s) and quickly assess how these last-minute purchases fit into and/or effect their budget. Remainder ad purchases for radio, television, and the internet come with the warning that the advertising time and/or space is entirely preemptable. When bidding for general market advertising space as well as leftover advertising space, preemptable pricing might lead to competition between advertisers. The surplus inventory is won by the media business whose bid is the highest. 

Although using last-minute advertising might help a business stretch its advertising budget considerably, doing so isn't always simple due to how last-minute it is. Businesses need to be ready to respond fast.

Newspapers. Newspapers give a lot of options for residual space because they are frequently published every day and have a pretty fixed format. Advertisers' readiness to accept smaller leftover advertising, which may be required to fill out the paper, is one success factor, particularly for newspapers.

Magazines. National publications in the US offer one of the best remaining prospects. These publications sell regional ads and publish regional editions. The chance for the advertiser arises from their unsold inventory if they are unable to sell all of the regional advertising (which is very often) or only an odd number. 

Still, leftover advertising can be found in even modest magazines. The amount of advertising that is sold is one factor among others that magazines use to determine the editorial content. However, there are times when advertisers cancel, choose smaller advertising, miss a deadline, or the magazine has additional content, all of which present a chance for a different advertiser to step in at the last minute.

Radio. In contrast to print media, which may be expanded and contracted to some extent as needed, radio advertising is finite, making it one of the greatest forms of media for leftover buys. In one hour, a predetermined number of spaces must be filled. Therefore, radio advertising has a higher probability of being discounted than other forms of media. And the price reductions can be anything from 25% and 75%.

Television. For advertisers, the expansion of television stations, whether network, cable, or satellite, is a positive thing. There is a ton of television residual space available, and price reductions can reach 90% off the rate card.

Outdoors. You may see empty billboards everywhere you turn. Even though these slots frequently remain empty for a long time, this is not last-minute advertising in the strictest sense, but it is a significant form of residual advertising and should not be disregarded by businesses searching for opportunities to advertise, especially for brief bursts.

Sponsorships. Numerous sporting and other events struggle to get the marketers they want. This is a another example of leftover advertising. There are many sports and athletes of a less glamorous sort who need to earn money rapidly and at the last minute, while major athletic events like the Super Bowl or Formula One sell their advertising and sponsorship options with ease.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!