Dave Volek's Business English (DVBE)
One of my inventions is my new way of business English training. Basically, the DVBE program puts students into business simulations that require communicating with lots of business numbers. It is my belief that English training really doesn't address “numbers English” very well. DVBE is my solution to this challenge, and I'm waiting for BE teachers to catch up to this thinking.
But you are not interested in any BE training, are you?
Despite your lack of interest, by now you have probably seen all six blue DVBE ads, each with a 1/25 frequency. Do you recall:
- the gambler,
- the store clerk,
- the judge,
- the tractor,
- the outdoorsman, and
- the globehead?
If you can say “Yes, I've seen most of them,” this is a sign of how effective the impressions this webpage has already placed in your mind for a product you probably aren’t interested in!
Let's determine whether the ads themselves were that effective or if there is another force that got your attention. So let's assume that instead of six different ads for this DVBE product, I just gave “the gambler” six ad spots for the same frequency. Very likely, this same ad, with its higher frequency of 6/25, would have caused your mind to shut out the ad and its message. Its high repetition would have helped your mind to eventually tune itself out of the entire ad column. You would have stopped noticing the other ads. That's “ad blindness”!
Yet with six ads of slightly different appearance, the ads—and the ad column—still helped move your eye to that left column and look at the new cartoons you hadn't seen yet. As you were looking for these new cartoons, you were also looking at the ads above or below them.
A set of themed ads, with slightly different marketing messages and appearances, will attract attention to your ad space. If you have such an astute advertiser paying you for these multiple ad spots, this will make your other ad spots more valuable for other advertisers! If you don't have such an advertiser, you certainly can create your own themed set of ads to get that same effect. Keep moving your reader's eye to be entertained by the ad column.
P.S. You should know that I have used those six blue ads, via my current online DVOA broker, to get attention for DVBE. After hundreds of thousands of impressions on websites for English language and business English training, there is no tangible evidence that these ads have had any effect. How can these ads be effective here, yet not on websites for DVBE's target audience? I think ad blindness has a lot to do with this.
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