Advertising - Pic.Sell

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Advertising - Pic.Sell

  1. 1. Advertising Summary What is Advertising ? Advertising Plan Advertising Technique ------------------------ What is Advertising ? Advertising : is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common “Advertising is the art of convincing people to spend money they don’t have for something they don’t need “ Will Rogers
  2. 2. What is Advertised ? - Products & services - - Companies - - Countries - - People - -Jobs & Schools - Objectives of Advertising - Increasing Sales - Awareness - Introducting services - Telling customers about the product - Media of Advertising - Online Media ( Facebook , Google , twitter , etc. ) - Offline Media ( T.V , Radio , Banners , Flyers .etc. )
  3. 3. Advertising Plan Is Strategy for how you plan to advertise your business 1- Target Audience Determine the potential customers of the product. Before you can create an advertising plan or campaign, you first have to know to whom you are advertising the product. Identify the potential customer by describing their :- A- Demographics ( Age , gender , Job , Income , Hobbies ,etc. ) B – Behaviours C – Needs & Desire and how they benefit from using the product.
  4. 4. 2- Life Cycle Determine where your product is in the life cycle. Learn the traits of each stage of the product life cycle so you can determine which stage of the cycle is where your product is. Determining the stage helps guide you in what you need to focus on in your advertising efforts A- Introduction If you are just introducing your product, then advertising efforts generally focus on bringing awareness of the product to customers. B – Growth Stage products in the growth stage are performing advertising efforts that sets its product apart from the competition. C- Mature Stage Products in the mature stage use advertising as reminders to buy the product by offering coupons or special sales to existing customers. D– Decline Stage Companies with products in the decline stage generally cut back spending on advertising.
  5. 5. 3- Message Advertising Message is Guided By Advertising platform Advertising Platform :the basic issues or selling points that a company wishes to have included in an advertising campaign Decide what you want your ads to do. You can drive customers to your physical business or to your Web site. You can let potential clients know about a sale. Be specific without being too wordy; people tend to skim ads, particularly those online. Include a relevant visual, such as a picture of your store or business logo. If you're uncertain of how to word your ad, look at ads for similar businesses and note what you like and don't like. Before making your advertising platform you should answer 3 questions 1- what are the product’s unique features ? 2- How do consumers evaluate the product ? 3- How do competitors rank in the eyes of the consumer ?
  6. 6. 4- Budget Your budget will heavily dictate the type of advertising in which you invest. Be careful not to over-invest before you know the type of return you get on your advertising. Consider investing a small amount in a few different types of advertising to determine which ads bring in additional customers or business. Make certain that your advertising budget doesn't eat into your operating expenses; advertising can take time to build. Ideas to consider when setting your budget plan 1- Small businesses commonly spend 1 – 3% of sales on their advertising. For many companies, like jewelry stores, theaters, and furniture or appliance stores, the normal expenditure is 4 – 7%. 2- Your advertisement must be large enough to contain all of the information consumers need to make a contact decision. You must budget to buy a big enough space. 3- Any money you spend on advertising outside of your trade area is a complete waste. Ask your customers where they live, etc. “The Man Who stops advertising to save money Is like the man who stops the clock to save time “ 
  7. 7. Advertising Technique AIDA technique The acronym AIDA stands for Attention, Interest, Desire, Action, and it is one of the founding principles of most modern-day marketing and advertising. I it's often said that if your marketing or advertising is missing just one of the four AIDA steps, it will fail. While that's not strictly true (a branding or awareness campaign does not necessarily need the Action step) you need to know about AIDA, and use it whenever possible. It's a rule you need to learn well before you can break it
  8. 8. A= Attract Attention this is the part often overlooked by most advertisers today. It's just assumed that people will find the product or service as interesting as the client does, but that's rarely the case. so many ads jump straight to Interest, and thus bypass Attention, that the ad is doomed to failure. An ad can be as clever or as persuasive as you want, if no one sees it, what's the point? What Attracts the attention of the customer ?  Music  Visuals & Graphics  Visual Humor  Loud Sound  Repetition I = Interests Once you've got their attention, you have to keep it. This is actually trickier than the first step, especially if your product or service is not inherently interesting to begin with (think of insurance, or banking products). Things that create interests - Positive Associations ( Kids , celebrity .. Etc. ) - - Trust Development - - The Ad. Should be Easy To Read & UnderStand 
  9. 9. D = Desire You've grabbed their attention, and you've kept it. Now, it's your job to create desire. You must turn the story you've told into one that is not only extremely relevant to the prospect, but also irresistible. Infomercials actually do this very well, by showing products in dozens of different situations Example:- "Sure, it's a nice frying pan, but did you know it can also cook a whole roast chicken, and do sides at the same time? And it can make dessert too, plus it's easy to clean and takes up no counter space.“ You keep layering on the facts, mixing in come character and persuasiveness, until the viewer or reader has only one conclusion - "this thing is definitely for me! In fact, I'm amazed I've been able to live without it for so long!“
  10. 10. A=Action If the consumer is still with you at this point, you have one job left to do. It is, of course, the most important job, and is often referred to as "closing the sale." In a courtroom, this would be the final summation from the lawyer. He or she has already laid out the case, now it's time to seal the deal and convince you to agree with their argument. The same is true with selling a product. And once again, infomercials do this well . After demonstrating the product, and convincing you that you need it, they close the sale with an amazing offer. This is the Call to Action, They'll start out with a high price, chop it down again and again until it's a third of the original price, and then give you a two-for-one deal and free shipping. You're officially on the hook at that point. If you fail at step four, if they don't take Action, then you at least want to leave a lasting and positive impression about your product. That's why doing a great job with the first three steps is so important.  n

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