Institutional Advertising Vs Direct Sales Advertising by Yew Heng Chiong

July 6th, 2010

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In Institutional advertising, company spent a lot of money developing and rolling out advertisement via Mass Media like TV broadcast, Radio, Magazine etc. Typically, institutional ads will not cause an increase in sales at it first launch, but rather will develop a gradual and steady increase in sales over a long period of time.

An example of institutional ads is the typical Coca-Cola advertisement that you see on TV. Institutional ads are intended to develop the brand name, the image, the reputation, the quality and promote a desire for the customer need of the products from the viewer’s mind. Printed institutional ads tend to be very colorful and are usually placed in magazines by national manufacturers.

Most institutional ads communicate a message entirely centered on the company, the product. An example is as follow: “We are a big Multi-National company established in 1813. We have a strong and desirable product that you the consumer will need. The product has went through million of dollars of Research and Development and it is the product for you, the consumer. Please also associate the product with our company name…..”

The result is often not immediate and it may take generation to generation to imprint the message deep into the masses mind. Take the case of Coca-Cola for example. Coca-Cola the Company has over decades that span across many generations of human races on institutional advertisements to get the message across that Cola is Coke or Coca-Cola. The process takes painfully long time and spent lots of money. This is something that individual or some business owners cannot afford.

In addition, if you pay close attention, you will notice that Institutional Advertising does not take into consideration of the opinion of prospective consumer. The advertisement boost about the company and the product but did not interact personally with the prospective consumer. The Ads did not motivate the prospective consumer to take immediate action as the strategy for Institutional Advertising is more for the long run.

In recent years, there is an increase of Direct Sales Advertising. An example is the Power Raider advertisement. It is a very short advertisement but bring forth a compulsive reaction from the viewers to take action to buy the products. This is what it does….. The ads start by showing a healthy and fit looking guy with a half naked upper half with well defined abdomen working out on a machine, the Power Raider. With an urgency tone, the host goes through a series of the benefits that the viewer can expect to receive if they get the equipment. Then it goes on to promote urgency within the viewer by claiming that there are only a limited copies left. To enhance the sales, the host sells an irresistible offer by lower the price of the product by not two time, not three time but maybe 4 or 5 times. On top of that, it motivated the viewer to take action by giving out bonuses for the first 50 buyers that call in to buy. Finally, the host calls for sales by provide enough information on how the viewers can make the purchase. To remove all fear from the viewers to take action, the host offer a Money back guarantee if they are not satisfy with the products within a certain numbers of days of purchase.

This is what Direct Sales Advertising is all about. It goes for the direct kill to get the customer to pull out his credit card immediately and make the purchase.

This form of advertising is appropriate for Internet Marketing or selling via the Internet as a media.


The reason is obvious. Just imagine…

The prospect is surfing the web for information and happen to bump into your sales page. He is holding a packet of potatoes chip on one hand and a can of Coke on the other hand. He is impatient and will skip or move on to another page if your sales copy does not catches his attention to read on. The art of a good direct Sales advertisement does not just stop here. It motivate the prospect further until he takes out his credit card from his wallet and key into those visa or master card number on the keyboard and click on the submit button to buy.

Some even goes another step further by side selling and up selling the first time customer by making more money through a single transaction. This can be done by promoting a one-time offer to the customer with an irresistible offer that will compel him to take action again before he put back the credit card to his wallet.

I attend the World Internet Summit held in Singapore just last month. Almost all the Internet Marketing Gurus out there on the stage tells the audiences to be focus in order to make a profit from Internet Marketing. Even the famous Marketing guru’s Jay Abraham also teaches us to be focus to achieve any success in Internet marketing.

However, I prefer to think that we need to focus on the right things to achieve success on Internet Marketing.

What are the right things in Internet marketing business?

Personally, I believe this are the important focus areas for Internet marketing:

1. Business System.

2. Business Strategies.

3. Business Marketing.

Out of this three focus areas, I strongly believe Business Marketing is the most important aspect of your business.

As Jay Abraham will tell you, Marketing is the key to your success in business, whether it is a online business or an offline business. Give a good product, when market well, will sky rocket the sales. However, given a bad product, when market well; it will also help in getting profits.

In order to tap on to the marketing brain of Jay Abraham, you will need to spend a lot of moneys. This is a quote from Jay Abraham himself “Normally, when people want to learn what I know, I charge $5,000 an hour to talk to them privately. Or they pay me $25,000 to attend my five-day long seminars.” As his popularity increase over time, the cost of engaging him for consultation will be much much more.

However, all is not doom. You can now easily get access to Jay Abraham marketing material at a low cost of just USD 39.95. I would suggest you check it out as one little marketing idea from Jay Abraham could possibly turn the fortune of your businesses in your favour.

You can access to Jay Abraham’s Marketing Income-Building Home Study System at

. (*warning* I really do not know when Jay Abraham will pull out from this offer )

We should never under-estimate the power Marketing and its strong influence on the dollars and cents to your business cash flow.

Make no mistake about it. With a good marketing technique and strategy, you will definitely bring sells to your business.

One of the key aspects in business marketing for Internet marketing is sales copy writing. It is essential to have they know how for any business man or aspire to be business man to master this skill.

Author of best selling book “Rich Dad, Poor Dad” Robert Kiyosaki defined marketing as selling through a system. He mentioned the importance of learning how to sell as a prerequisite for every business man. One interesting pointers from him is that his “Rich Dad, Poor Dad” are the best selling book, not the best written book.

Other than highlighting the importance of learning how to sell in his series of book, Robert also mentioned that importance of building a business system with the right strategies. Essentially, his business success pointers are the exact focus areas that I mentioned above, but in different presentation and layout.

Robert Kiyosaki has also designed an Ultimate Pack that give you an head start in business and finance. You can access to Robert Kiyosaki’s Ultimate Pack at

As for sales copy writing, there is no better guru to teach you than Jo Han Mok. Jo Han become a millionaire at a young age of 26 just after three years into Internet marketing business. He is famous for his sales copy writing skill and have consulted many individuals and company in helping them in converting their web pages to captivating sales page that increase the income of his clients.

Have you ever heard of a guru out there that treated writing a sales copy like fighting a war in battlefield? Jo Han is one of those sales copy writer that do just that. He is the man who incorporate the ancient chinese art of War to writing sales copy. If you do not know, the Chinese has been at wars within the country and with the barbarians from Mongolia for century in their long history. Many intelligent advisors have craft out some of the most practical and innovating strategies and techniques of winning the war for their Emperor. One of the famous advisor is Sun Tzu. This is one of the quotes translated to English by him “Warfare is the way of deception. Therefore, if able, appear unable. If active, appear non-action. If near, appear far. If far, appear near. Attack where they are not prepared, go out to where they do not expect.”

About The Author

Chiong Yew Heng is a very driven individual who aspire to attain great wealth in his life time. Four things are important to him. It is listed here in order of priority.

1. Spiritual life — Man need spiritual blessing and fellowship with GOD.

2. Relationship — Man are born to fellowship with fellow man, especially his immediate families.

3. Health — Without Health, having massive Wealth is useless. You will not be able to enjoy it.

4. Wealth —- Wealth can give you freedom to do what you want in life, to bless the poor, to pursue your interest without the fear of not being able to pull through the month to pay the bills.

For more Wealth building strategies, you can visit the blog site @

You can visit my copywriting blogsite @

To earn Google Adsense income while sharing video, blog, pictures, visit my Internet community sharing website at, it is free! ( IF you want to own your own Internet community website, you can get it from:

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