The Olympic team from Israel was captured and over a dozen members were killed.
Only a handful of teammates escaped.
Dan Alon was on the Israeli fencing team, and was one of the few members who got out alive.
Dan went to Naples, FL and gave a presentation on his experience that day in Munich – this was the advertisement that ran.
How Religious Advertising Works
Regardless of what medium or media you choose – they all have their strengths and weaknesses – there are certain principles that always apply.
Effectiveness is a combination of reach and frequency
“Reach” can be defined as the number of people who hear or see your message over time. “Frequency” is how many times the average person hears or sees your message. Your advertising needs to reach as many people as possible, as often as possible.
Those million-dollar ads you see on the Super Bowl have great reach but lousy frequency. An ad run on the front page of every edition of the Left-Handed Accountants’ Daily (if there were such a thing) would have lousy reach but good frequency.
Research shows that your prospect has to hear or see your message more than three times before they’ll act on it. So you need to make sure that the advertising medium you select has a wide enough audience for your needs, but more importantly, is designed and priced for frequency.
Keep Your Message Simple and Consistent
Many people don’t realize that if they run two or more ads in their schedule, they are reducing their effective frequency. So the best plan, for maximum results, is to run one and only one ad at a time. If you absolutely need to run different copy, have your advertising consultant construct a “shell” that remains the same, with the different copy inserted into that shell. That way the first thing your listener hears or your reader sees is that consistent impression, even though the middle or your ad may vary.
If you are running in more than one medium, you’ll get the maximum impact if your message is the same in all media. You should coordinate the efforts of all your media representatives to make sure that your message is consistent everywhere.
Concentrate Your Advertising for Jewish and Religious Event Potential Clients
A common advertising mistake is to do too little in too many media. It is better to dominate one medium than to water down results by spreading out your ads.
On the other hand, a “media mix” is a powerful way to get your message to as many people as possible. There is research that shows how you can reduce your investment in one medium without significantly affecting effectiveness – which frees up budget that can be used in another medium. (Our radio marketing consultants have the details on this.)