Print Advertising Pros and Cons

targeted-advertising-chennai-indiaIf you’re a small business owner, and especially if you’re just starting out, you’ve most likely given some consideration to the best ways to advertise your business. Odds are good that print advertising is at or near the top of your list of potential advertising mediums.

There are pros and cons to any kind of advertising, and it’s beneficial to understand what these are before dipping into your hard-earned marketing budget. Following are some of the pros and cons of print advertising in newspapers and magazines.

Newspaper Advertising
Newspaper advertising has long been an effective way for small businesses to advertise their goods or services to the community around them. Consider both smaller neighborhood papers as well as larger city (or even national) newspapers. If your business is located in a small town, advertising in the local community paper makes sense; that way you can attract the locals who would most likely frequent your store. If your business or service is specific to a particular section of the newspaper, run your ad in that area of the paper. For example, if you run a sporting goods store, make sure your ad appears in the paper’s sports section.

get a websitePrint Advertising Pros and Cons
Advertising rates depend largely on readership numbers. Thus, a paper with a large circulation will have higher rates than one with fewer subscribers. But even though prices are based on the number of potential readers who will view your ad, this does not mean that rates are necessarily set in stone. You can often strike a better deal if you agree to run your ad for a set number of weeks or months. Moreover, doing so will give you consistent exposure, which is often what is needed in order to influence consumer purchase behavior.

Advantages to newspaper advertising include the following

  • Inexpensive to produce: A little research and know-how are often all that’s needed to create a targeted, successful ad.
  • Easy to switch out. If you have a regular ad in your local paper and want to change it to reflect a seasonal sale, a new coupon, or a new product, you can usually do so rather easily.
  • Different rates and sizes. Look at the various sizes of ads in the newspapers you are considering running ads in. Newspapers normally have several standard sizes. Some standard sizes include quarter-page, half-page and full-page. Ads also run horizontally or vertically. The bigger the ad, the more it will cost. Determine which size might work for your message.

Disadvantages to newspaper advertising include the following:

  • Limited readership. This is especially true nowadays when more and more people are eschewing print publications for online electronic versions.
  • Poor printed image quality. This can be a problem if you sell high-end clothing or your services as a portrait artist. In such instances, try to drive readers to your Web site — where you should have hi-resolution images — or play up discounted pricing.
  • No control over ad placement. Oftentimes newspapers won’t guarantee premium placement on any given page. That can be a problem if your competitor advertises in the same space.

advertisingMagazine Advertising
If you have more to spend on print advertising, consider placing ads in magazines. Whereas the goal of newspaper advertising is to communicate a specific offer, the goal of magazine ads is usually more about enhancing and sustaining brand image.

Magazine ads require you to consider your brand image and how you want to portray that image to your target audience. Advertising agencies specialize in creating such ads, but they aren’t cheap and most don’t accept one-off jobs. If you decide to design and write your ad yourself, pore through the periodicals in which you intend to advertise and scrutinize your competitors’ ads.

Advantages to magazine advertising include the following:

  • Access to a specific customer base. While anyone might subscribe to a local newspaper, only car enthusiasts subscribe to Car and Driver. Magazine ads allow you to better reach your target audience.
  • More bang for your buck. Readers don’t discard magazines as quickly as they do newspapers, so your ad will be relevant for a longer period of time.
  • Help brand your business. Magazine printing methods allow for higher resolution images and better color options, which allow you to build your brand image in a positive way. Just the fact that you are advertising in a magazine gives your company a certain professional cachet.

Disadvantages to magazine advertising include the following:

  • Ads can be expensive. Magazine advertising is usually pricier than newspaper advertising.
  • Tricky to schedule. Many magazines come out just once a month, or even every three months, and to meet their deadlines it’s often necessary to have ads completed six months before they’ll actually appear.


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TV Advertising Pros and Cons

Television Advertising Pros and Cons

According to a recent study by Ball State University on the media consumption habits of average Americans, despite the Internet’s steady rise in popularity over the last few years, television remains the dominant medium in most U.S. households. On average, the general population spends over four and a half hours a day in front of the tube, making TV watching one of the most common modern leisure activities. Is it any wonder then that television advertising is also the most powerful form of advertising?

Advertising on television allows you to show and tell a wide audience your business, product, or service. It allows you to actually demonstrate the benefits of ownership. You can show how your product or service works and how it’s packaged so prospective customers will know what to look for at the point of sale. In advertising, it often takes multiple touch points to effectively influence consumers’ purchasing behavior.

Television advertising has been a popular medium for large retailers ever since the TV first began to appear in living rooms. With the arrival of cable television came lowered production costs and the opportunity to reach smaller, more targeted markets, making it a viable option for small to medium-size businesses as well.

To create an effective television ad, it’s first necessary to have a good script that highlights a strong offer. Ads must also be effectively produced, and it’s for this reason that it’s often better to enlist the services of an advertising agency, which can help you create an entire campaign.

Some of the advantages to advertising your small business on television include the following:

  • TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time.
  • It reaches viewers when they’re the most attentive.
  • It allows you to convey your message with sight, sound, and motion, which can give your business, product, or service instant credibility.
  • It gives you an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers.

Some Disadvantages to TV Advertising

For all its advantages, advertising your business on TV does have some disadvantages. Barring late night spots on your local cable television network, no other advertising medium is as likely to eat up your budget as quickly as TV will. Producing the ad, which can include hiring script writers, actors, film editors, or an advertising agency, is only the first step. You must also pay for air time, and because studies have shown that TV ads are most effective with repetition, you’ll almost certainly want to run your piece a number of times. Because of this, most television stations structure their pricing to make it more attractive for you to purchase advertising in chunks.

Another disadvantage is how difficult it can be to make changes. Whereas with newspaper advertising, updating sale pricing or a special offer is often as simple as swapping out a coupon, with television advertising it means updating your script and reshooting the entire ad, which costs additional money.

It can also be difficult to effectively target your core audience with television advertising, although there are a few best practices that can help. For starters, consider who your audience is before structuring your ad and purchasing airtime. Is a large portion of your clientele Spanish speaking? If so, you’d do well to purchase airtime on a Spanish-language station such as Telemundo. And if you’re in the baby stroller business, you’re probably better off purchasing time slots during the day when stay-at-home moms are most likely to see your ad.


What is Google Caffeine?

google caffeine

Earlier this month, Google invited the public to take their next generation of web search, code named Caffeine, for a test drive.

The new search infrastructure is the beginning of Google’s advance towards improving indexing speed and scale as the size of the web grows increasingly cumbersome. Google is seeking feedback on the changes from experienced users and web developers by making Caffeine available via a web developer preview.

From the official blog post:

It’s the first step in a process that will let us push the envelope on size, indexing speed, accuracy, comprehensiveness and other dimensions. The new infrastructure sits ‘under the hood’ of Google’s search engine, which means that most users won’t notice a difference in search results. But web developers and power searchers might notice a few differences.”

What Is It?

According to Matt Cutts of Google, Caffeine is essentially a rewrite of the search index and it roughly compares with the Big Daddy index of late 2005 / 2006. In other words, it’s a BIG change to Google search.

Here’s a couple of grabs from Mike McDonald’s video interview with Matt Cutts on the subject:

We’re shooting to get results identical to previous version. We’ll open up a few datacenters with it first and then roll it out.”

Caffeine will be more powerful, flexible and robust – allowing Google to index faster.”

(Caffeine) builds a powerful foundation for including any changes we want to do with indexing. Not so much for taking advantage of semantic, real-time indexing, but for getting good infrastructure in place for growth and unlock more power.”

Webmasters shouldn’t be concerned. Caffeine does not affect your site architecture

Something that Matt Cutts hasn’t mentioned but has been discussed amongst my colleagues is whether the Caffeine rollout is at all related to Google’s BigTable technology.

Bigtable is a distributed storage system for managing structured data, designed to scale to accommodate huge amounts of data. Google uses BigTable to store data from their various load heavy apps such as Google Earth and Google Finance. It makes sense that this would eventually roll out to search. Perhaps Caffeine is the new algorithmic skin for the BigTable search infrastructure?

Search Technology Testing

In the SEO industry, we’re so used to Google rolling out algorithm changes without fanfare and reacting to them as we realize something has shifted that this announcement came as quite a surprise to me. Paul Carpenter made the same point on the DaveNaylor.co.uk blog:

… soliciting direct feedback from users before changes are made is something I can’t recall Google embarking on before.”

My first thought was that this was a knee-jerk reaction to the Yahoo / Bing announcement last week. But in his Caffeine blog post, Matt Cutts insists that the announcement had nothing to do with Binghoo and that they’ve had engineers working on it for months. He says that Summer is simply a good time to roll it out for testing.

So I decided to conduct my own test to see if I could notice any changes.

The Experiment

I decided to compare de-caffeinated Google against caffeinated Google using five main benchmarks:

A) Index size
B) Speed
C) Site rank
D) Link type
E) Keyword density

My tool of choice for the comparison is Facesaerch’s Caffeine Compare. The search queries I decided to test were:

1) “iPhone cases”
2) “Les Paul”
3) “diamond earrings”
4) “Kalena Jordan”

See the Detailed Search Comparison Results Chart at:

Conclusions

• Probably the biggest eyebrow raiser for me was the marked jump in keyword density between SERPS on the old Google and SERPS on Caffeine. In nearly every comparison, the Caffeine SERPS featured site titles and snippets with a much higher phrase and/or keyword density. Coincidence? I doubt it.

• It’s definitely faster. Every search query I tried on Caffeine was returned at a faster speed than with the current Google. Impressive.

• Caffeine seems slightly fresher. Some of the results I observed in Caffeine SERPS and not in regular Google SERPS were more current. For example, blog posts published within the last couple of days.

• Apart from the ego search, old Google out performed Caffeine in the index size category. But this is likely because only a handful of data-centers have Caffeine on board so far.

• Caffeine definitely has a heavier emphasis on social media, with results from sites like Blogger, LinkedIn, Facebook and Google Profiles featuring more prominently, particularly for name searches. Wiki pages still seem to rank highly in both Caffeinated and Decaffeinated Google.

Other Observations

Interestingly, a couple of other bloggers have observed different trends in Caffeine SERPS. In his blog post on the subject, Paul Carpenter says:

… maybe blended results are getting a little less prominence. Certainly some news and image results are appearing further down the page in Caffeine than in the regular, *decaffeinated* results.”

Personally, I didn’t notice this. In fact with product related searches, I saw more blended results with Google shopping links often ranking higher in Caffeine.

But Everflux is influencing Caffeine results too, as Matthew Rogers of EndofWeb found:

The results for any search shift and change on a daily basis, because live-search results are added to the mix, causing a more fluid day-to-day search experience along with providing more relevant data upon request.”

Comparison Tools

Want to conduct your Caffeine comparison testing? Here’s a couple of tools to use:

Facesaerch’s Caffeine Compare

Black Dog’s Compare Google Caffeine

Doubleshot’s Get Caffeinated

Welcome to our new simplified website!

welcome-to-our-new-site

Welcome to our new simplified website!

We’ve made some significant changes to make your Silex Technologies site experience better than ever. You’ll find improved, a cleaner interface and a new Customer Show Case section. Enjoy simplicity too..

Share your thoughts with us.
We’re waiting to hear from you.

See our site:  www.silex.co.in

Cheers!

Google Docs Announces .xlsx and .docx Support

 The file formats keep on coming! Google Announces  .xlsx and .docx support

I still remember the first time I was introduced to Google Docs by a friend. I had one of those “aha” moments. Here was a product where I could easily share documents with people all over the world, and never have to worry about overlapping revisions or heavy email attachments. And with everything stored online, it meant that I didn’t have to always carry around my computer or back up my files.
 
Aha. Well, it didn’t take long for me to start telling everyone I knew (and even some people I didn’t!) about my experience with Docs. But there was one recurring question from my friends – how do I get my Word and Excel 2007 documents into the cloud?
Today, I’m happy to be able to answer their question: Google added .docx and .xlsx to the list of file formats that we accept for uploading documents (which already included .doc, .odt, xls, .ods, .ppt, .csv, .html, .txt, .rtf, and others).

To import a .docx or .xlsx file, simply click the “Upload” button in your Docs List menu, select your file, and voila! We’ll upload and convert your document for use in Google Docs. This is a another great benefit of Google Docs – you don’t have to worry about what format the file is in. Just upload it and we’ll figure it out for you.

And if you have lots of files and would prefer to upload them all at once, then be sure to check out the Google Documents List API.

Posted by: Anil, GoogleTM

What is Google Wave

Google Wave is a new tool for communication and collaboration on the web, coming later this year. Watch the demo video below, sign up for updates and learn more about how to develop with Google Wave.

Check out the developer preview at Google I/O

 

Google has launched many communication services since its inception yet none of these have had such obvious business utility or attempted to reinvent the collaborative process from the ground-up.

Screen Shots

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Google Wave has three layers: the product, the platform, and the protocol:

  • The Google Wave product (available as a developer preview) is the web application people will use to access and edit waves. It’s an HTML 5 app, built on Google Web Toolkit. It includes a rich text editor and other functions like desktop drag-and-drop (which, for example, lets you drag a set of photos right into a wave).
  • Google Wave can also be considered a platform with a rich set of open APIs that allow developers to embed waves in other web services, and to build new extensions that work inside waves.
  • The Google Wave protocol is the underlying format for storing and the means of sharing waves, and includes the “live” concurrency control, which allows edits to be reflected instantly across users and services. The protocol is designed for open federation, such that anyone’s Wave services can interoperate with each other and with the Google Wave service. To encourage adoption of the protocol, we intend to open source the code behind Google Wave.

Learn
Google Wave can make you more productive even when you’re having fun.
Take a sneak peek.

Develop
Learn how to put waves in your site and build wave extensions with the Google Wave APIs.
Visit code.google.com/apis/wave.

Build
Google Wave uses an open protocol, so anyone can build their own wave system.
Learn more at www.waveprotocol.org.

Gmail in 30 Seconds: Demo

Gmail runs faster in Google Chrome

Google Chrome: a new web browser for Windows

Google Chrome is a browser that combines a minimal design with sophisticated technology to make the web faster, safer, and easier. 

Search from the address bar
Type in the address bar and get suggestions for both search and web pages.

Thumbnails of your top sites
Access your favorite pages instantly with lightning speed from any new tab.

Private browsing
Open an incognito window when you don’t want to save your browsing history.

+ View Website

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