Where should I advertise?

22/10/2010  | by: Shaun Cleary

Many people simply do not have the first idea about advertising and marketing, which, when running a business is a real issue. People need to know who you are and what you do, plus some other information.

Rudyard Kipling wrote a poem called six honest serving men, and it went along the lines of I know six honest serving men…. They are who, what when, why where and how.  These are of course what people need to know in order to find information.

When designing an advert, be it a static vinyl banner advert, or a radio advert, the information people need is always the same.


Who are you?

Where are you?

What do you do?

When do you do it?

Why should I use you?

How do I use you?


The who what when where why and how questions are the open questions you need to be answering with your banner display advert. You don’t have to convey this in written format, an image can achieve it. For example a Vinyl Banner with a photo image of an elderly couple at the side of a new apartment development, pretty much says who those apartments are aimed at. 

Taking the retirement apartment theme a little further, you apply the who, what, why, where, when and how to the advert going IN.


WHO will we be trying to appeal to?

WHAT do we want to convey?

WHY would they deal with us?

WHERE do we offer the service to the above, and where do we place the Banner?

WHEN will they be seeing it?

HOW do they get in touch and use our service.


Using the above method you can decide all the elements of your advert are covered and that it will be a success (provided your offer is good of course).

In the case of the retirement apartments you can list more than 1 who what where etc,

WHO? – retired couples, retired single people, returning retired ex pats, retired cash rich people looking for a second home.  This will then help you to decide HOW to reach these groups best, if using a Banner advert then WHERE are they most likely to be congregating or passing, and when?  Once you have done this, you can start on designing and copy.


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