7 essentials of adverising


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Tricks for successful advertising

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7 essentials of adverising

  1. 1. ADVERTISING: Essential; New Trends; ImplicationsDefinition of 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 actionAdvertising researchAdvertising research is a specialized form of research that works to improve the effectiveness andefficiency of advertising. It entails numerous forms of research which employ different methodologies.Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/orcampaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing isdone after an ad airs to determine the in-market impact of the ad or campaign on the consumer.Continuous ad tracking and the Communicus System are competing examples of post-testing advertisingresearch typesNew Advertising TrendsFrom viral videos to branded entertainmentAs marketers look for ways to keep pace with technology and media, advertising trends have changeddramatically. Think, for example, about that crazy email you got from your friend -- the one featuring thewater skiing squirrel.After you stopped laughing (and wondering why anyone would fashion tiny water skis to strap on asquirrel) you noticed a product logo in the corner of the screen. And before you realized it, you had"consumed" a brand message, and experienced one of the new advertising trends.This form of sponsorship, known as "viral videos," is among many recent promotional vehicles replacingconventional advertising. Thanks to YouTube, blogs, TiVo, Facebook and basic email, people arespending less time watching television commercials and reading print ads. The advertising revolution ison.Declining ad purchases. Increasing video consumptionIn 2009, U. S. ad spending plunged nine percent, according to consumer research firm Nielsen, shedding$11.6 billion last year. And industry trade journal AdWeek wrote that the trend shows no sign of abating,maintaining a pattern of at least six straight quarters of declines.Conversely, as conventional advertising has been sinking, the number of videos seen online is rising.Nielsen reported that year over year, all relevant video categories -- unique viewers, total streams, streamsper viewer and time per viewer --were up, led by 13 percent bumps in time per viewer.So, clever folks that they are, advertisers have found new ways to capture those eyeballs, ideally withoutoffending the people behind them.Branded entertainment. Laughing for dollarsSay your product is a tortilla chip, or a beer, or a sexploitation chick cop flick. Clearly, your targetaudience is dudes 18 to 34. And where will you find them? In front of their computers, watching two ofthe things they love most -- ideally at the same time during Burly Sports Show on Heavy.com or CarlsLock on SuperDeluxe.com. Web channels like these have developed new forms of entertainment, threeminute shows called "webisodes." They play directly to the ADD nature of the Internet, and peoplelooking for quick breaks in their workday.Burly and Carls toast and roast the previous week in pro sports, trashing athletes and their teams. In returnfor the laughs, viewers allow the sponsors to ply their wares -- sometimes in the frame around the screen,sometimes as part of the entertainment. And just in case you think this new web-centric format is less thanprime time, take a look at some of the ongoing sponsors: Doritos, Coke Zero, AT & T, Dove and ofcourse, sexploitation chick cop flick Bitch Slap.You Tube. Your new ad networkThe 30-second TV spot hasnt gone away entirely. Its just that the smart money is spending less of theirson media, and placing ads on YouTube. They then attempt to drive consumers there via other inexpensivemeans. YouTube is a vehicle to attract viewers who might not be watching as much TV, or skipping theshows in the brands media buy. Its also an ideal vehicle to expand an advertisers reach. The spot 1
  2. 2. developed for an audience in Peoria is now reaching you wherever you are, thanks to You Tubesinternational exposure.Product placement. Products get a cameoYou and eight castaways are stranded on an island, competing for $1,000,000. And you could use, wellpretty much everything as you are, after all, castaways. Fortunately, Survivor host Jeff Probst announcesthat you could win one of the nearby crates... all filled with tools, furniture and camping supplies; allbearing the Sears logo. Its a shameless plug, also known as product placement.Because advertisers know that TiVo has trained audiences to speed past the commercials, they now lookfor ways to drop their brands right into the show. Sometimes, its as overt as Probst pointing to a Searscrate. Other times, its as subtle as a Heinz ketchup bottle on a diner counter, looking every bit a part of thescene. Either way, it gets noticed within the confines of the show.Web video pre roll. The new :30 second TV spotWhenever a serious news event occurs, like a politician or celebrity behaving badly, you Google a naughtyphrase and arrive at a news website, ready for the skinny. But before you get it, youll have to get a "preroll" commercial message first. Those intros can range from a simple logo with the words "brought to youby," to a shortened version of a TV spot. The beauty of the format is that its an even exchange: You getthe news; the advertiser gets your undivided attention for 15 seconds or less. Even better for the brand,they may have pre-identified you as a likely prospect through your past Internet behavior, and might evenbe able to drive you from promo to purchase at their website. So please, big name public figures: Screwup! We marketers are counting on you!Viral videos. Slipping ads under the radar, via emailRemember our friend the skiing squirrel? Hes hardly the only star of a sight gag gracing your email in bin.Along with cat stunts, parenting games, or trivia quizzes, theyre all part of a guerrilla marketing tacticfamously known as "viral videos." Advertisers realize that youre more likely to open a video fromsomeone you know. So we marketers have created all manner of cute, silly and informative videos andgames for you to send along, covertly carrying a sponsorship message. So dont think of your forwardingfriend as one of those annoying people who sends on every email she receives. Instead, applaud her as anengine of commerce! SEVEN ESSENTIALS OF ADVERTISINGGood advertising is the essential ingredient that makes a business thrive. Here are seven essentials ofeffective advertising to make the most of your marketing efforts. Advertising is to your business what rivers are to the ocean. Its how you grow, where all your needsare brought in. Since customers are the greatest need of any business, you need effective ways to drawthem in. Advertising are the channels that funnel people to your business. Without advertising, or withoutgood advertising, your business is sure to be swallowed up by the competition. Follow these sevenessentials of effective advertising and make the most of your promotional opportunities.ContextualizationConsider the city you live in and what the culture is like. What will be most effective where you are? Ifyou like in a big city, competition will be tough and you may need to think creatively. In a small town,competition wont be as fierce and word of mouth will be your best ally, so minimal advertising shouldwork fine. Also consider your target market. Websites would be a good choice for young people, butprobably less effective for reaching the elderly. Always be aware of who your primary customer base isand recognize the most effective ways to reach them specifically.LocationPlacing your ads in the right spots is paramount to success. Your ads should be clearly visible; avoidcluttered locations with plenty of competing ads. You want yours to stand out or better yet, be the only adin that specific location or easily the most visible. You also want a high traffic location where you ad willbe seen by lots of people on any given day. Think strategically: When and where are people likely to have 2
  3. 3. the opportunity to read an ad? Some suggestions might be roadside signs, single-ad billboards,magazines/sitting room reading material, internet websites, etc. Not all of these may be good for youspecifically, but make sure you dont compromise when it comes to finding the right location. One or twowell placed ads are better than a dozen, frequently ignored ones. ClarityNothing could be more useless than an ad that doesnt convey clearly the intended message. You need tocreate ads that easily convey who you are, what your business is about, what you offer, and why youre theright choice. People should be able to recognize the answers to all of these right away when they see yourad. Dont be ambiguous, trendy, or try to over-think your message. Be clear so that people can make themental connection to your business easily and quickly.DistinctivenessWhat sets you apart from your competition? Why should people choose you? You ads should promoteyour distinctiveness well. People need to know what sets you apart. Also, your ad should visually bedistinctive. Using alternative colour schemes and unique wording will make your ad stand out from therest. It may also be a good idea to have bright, unique company colours so that your ads, logo, and evencompany vehicles stand out very noticeably.AppealDoes your ad easily catch the eye? Or does it look boring, out-dated, too busy, or poorly put together?Using the right layout, colours, wording, letter font, and shape are all important to your ads appeal. If itdoesnt look interesting and it doesnt look attractive, no ones going to pay attention to it.SimplicityDont complicate things! The best ad is one that people will notice at a glance. Try to convey only essentialinformation, especially on signs and billboards where the average person has only 2-3 seconds to see yourad. The shorter your message the better. Make every word count, and get rid of any unnecessary wordingor patterns. As an example, think how eye-catching a black billboard with three white words on it wouldbe. The colours are high contrast and the message is short, and everyone will take notice. The simpler, thebetter.ProvokingWhile basic information is good for advertising, you also want to make your viewers think. Your adshould do something to their mind that causes them to remember it. This could be in the form of aprovoking statement, a question, a catchy jingle (if using radio), etc. Whatever it is, you want yourbusiness ad to stick in peoples minds. INFLUENCE OF ADVERTISING ON DAILY LIFEThe impact of advertising is a matter of continuous debate. For and against claims about advertisementhave been made in different contexts. Cigarette manufacturers have been claiming that cigaretteadvertising does not encourage smoking and their eventually successfulopponents just the opposite. Children under the age of four may be unable to distinguish advertising fromother television programs, as the faculty to judge a messagedevelops on attaining adolescence. There is, however, no doubt that Advertisement-loaded media doinfluence our daily lives.Marshall McLuhan, media thinker and philosopher of the electronic age, in his Understanding Mediaobserves: “The continuous pressure is to create ads more and more in the image of audience motives anddesires. The product matters less as the audience participation increases.”An observant netizen has culled a few nuggets from the currently popular television advertisements thattellingly illustrate McLuhan’s point:Before going to propose to a girlBelieve in the best—BPL.Proposing to a girlVicks ki goli lo kich kich door karo—Vicks. 3
  4. 4. For writing a love letterLikho script apna apna—Rotomac.If you love someoneGo get it—Visa power.Not satisfied with your dateYeh dil mangey more—Pepsi.Have many girl friendsThe Complete Man—Raymonds.Having many boyfriendsYeh hai hamara suraksha chakra—Colgate.Advertising promotes consumerism and encourages mass production. Some advertising campaignsinadvertently or even intentionally propagate sexism, racism, and ageism. Is the advertisement industrycreating or merely reflecting cultural trends? Advertising often reinforces stereotypes as it banks onrecognizable “types” for telling stories in a single image or 30-second time frame.The public perception of advertising is getting increasingly negative. It is accused of dishing out half-truths and hoodwinking the consumer to benefit the advertiser or Big Business. Realizing the social impactof advertising, Media Watch educates consumers about registering their concerns with advertisers andregulators.Advertisement sustains the media [newspapers, televisions, internet, e-mail, telephone] and the mediaimpact on our daily lives. They are full of advertisements. One has to search for the news in the ‘national’dailies. They justify advertisements as newsreaders can use. From morning till late night, men, women andchildren have to bear a blitz of advertisement.Our tastes, our habits, our clothes, modes of travel, entertainment, our choices of schools, colleges,universities, leave aside products, get decided by advertisements. Our hopes and frustrations too areordained by advertisement. The electronic society is losing touch with reality, as did the industrial societywith nature. We now live, not in a real but virtual world. We care more for the photograph than the facebefore us.Perhaps the most pernicious effect of advertisements is on middle-class children and their relations withparents. Some of them have become “couch potatoes”, watching too much television, and unavoidably, toomany advertisements. Craze for fatty, fast foods among boys and girls is due to advertisements. This isaffecting children’s health and growth. Working couples do not have time and give hefty pocket money toplease their children who spend on chips and candies, spoiling their teeth and digestive system.Advertisers make viewer/consumer believe that their product will make them achieve goals or fulfildesires. They are commercializing our festivals, religious practices, sports and cultural events. Diwali, Eid,Christmas, Gurparb, all have been tuned into commercial displays of saleable goods, bought, at times,beyond means.There is also a brighter side. Advertising is a powerful tool capable of motivating large audiences toparticipate in campaigns against disease, poverty and war.Power of advertising is overwhelming. It may not brainwash overnight. It will change you subtly, butsurely. It has the power to prevail. Our daily living is tightly in the ad grip! The Effects of Advertising on SocietyTo a certain extent advertising has both positive and negative effects on society. Advertisements bothpromote prosperity and also is propaganda. Advertising can effect people by making them donate blood(Source A), smoke cigarettes (Source B), and "reinforce racial, cultural, and sexual stereotypes (source D).Advertisements try to get consumers to follow what they are advertising or buy a product, sometimes 4
  5. 5. through the use of subliminal messages, celebrity endorsements, or obvious signs. People in society areinfluenced by most advertisements they see and either buy what they see or talk about what they saw toother people.Advertising has a positive effect on society in some ways as it promotes prosperity. In the American RedCross poster (source A) the band aids are a symbol of how easy it is to donate blood and how painless it is.Donating blood saves lives, and at the cost of a wound that will heal in a day, anyone could do this to helpsave a life. Advertising also "tells us about important issues such as the benefits of seatbelt use" (source D)Wearing seat belts has saved the lives of many people. Advertising helps to promote awareness of healthand safety issues. Advertising has had a positive effect on me when I donated to the Haiti Relief Fund.Advertising has negative effects on society as it is propaganda. Smoking advertisements have "promotedthe continued social acceptability and encouraged the incorrect belief that the majority of people smoke"(Source B). People who smoke may have seen a smoking ad that made it appear as everyone smokes, sothey feel they need to fit in and start to smoke. Advertising also has made people become more "worriedabout dandruff... embarrassed by teeth that werent blinding white, toilets that didnt smell fresh" (SourceD) Ads have made people become paranoid about their looks and how their material objects appear toothers. Advertising has had a negative effect on me when I wasted my money on The Perfect Pull Up, theads showed that they were specially designed exercises, but they werent.Advertising can help to save lives, but can also create false images in a consumers mind, making them buymaterial things that arent necessities to their life. Society is influenced y every ad that is shown and ithelps and ruins society at the same time. When society is influenced by an ad they can promote somethingfor good, such as the Red Cross or they can help to promote corporations that just want to make money,such as Wal-Mart. 5