Important Note: We strongly recommend that you read our section on client Life Value Cycles before reading this entire section on advertising. This will help you understand how much you can afford to invest on advertising to obtain new clients.
What is advertising?
The term advertising comes from the Latin word “adverto”. “Adverto” basically means to turn around. By turn around we mean turn around and look because your attention is grabbed by something. Simply put, advertising is grabbing attention and then sharing some message with the person whose attention has been grabbed!
Essentially, there are two types of advertising: Brand Advertising or Direct Response Advertising. Both have validity in the right situation. Understanding the distinction between these forms of advertising will ensure you do not waste money from your marketing or advertising budget.
Our expertise at Objective Marketing will make sure you have the best looking ads that reflect your key communication messages, uplifts your brand identity and more importantly, create a response. Advertising has many parts. During the advertising process many decisions have to be taken. These decisions include: deciding what objectives the advertising should accomplish, deciding the advertising budget, deciding who the target audience is for the advertising, deciding what media will be used for the advertising, and finally, deciding the actual copy of the advertisement.
How we design the advertising objectives
One may tend to think that the point of all advertising is to make the consumer buy the product that the advertiser is selling. However, there may be many other reasons why advertising is done. Some of the reasons are: To motivate the consumer to behave in a particular way…for example: to motivate the consumer to take up trial purchases from a store. To change the attitude of the people…for example: some advertisements might be designed to make the youth think that drinking aerated drinks is “cool”. To create awareness about new products and ideas…for example: To create awareness about certain products that are new to the market like a new “easy carpet cleaner” etc. Image creation and positioning… for example:
Some advertisements are designed with the aim of positioning themselves in the mind of the consumers. Let the above examples give you an idea of the kind of advertising objectives you can have. We help you define your advertising objectives on the basis of your business and your situation in the market, and in the minds of the consumers. Before we decide your budget, make your advertisements or choose your media, the first thing we need to do is decide what your advertising objectives are. (Also see our design services section).
How to decide the budget for advertising
Many different ways are used for deciding the budget for advertising. Some methods are as crude as using the same budget for advertising as your competitors, or using a fixed percentage of the turnover as the advertising budget etc. However these methods of determining the budget are crude and independent of the advertising plan and what has to be achieved through the advertising. Let the following questions guide you when deciding the budget allocated for advertising:
Who is the audience intended to be reached by the advertising
What is the size, location of the audience etc.? What are the media available for delivering the advertising message? In the advertising plan, is there a need for multiple releases of the advertisement? Or is the advertisement to be released only once? If there are multiple releases, what should the frequency of the releases be? From the above questions it is apparent that the advertising plan has to be known and the research about the target audience has to be done before the budget is prepared. Objective Marketing’s guidance is invaluable here.
How to decide who the target audience is for advertising
This subject has been discussed previously, so we shall not revisit it here.
Deciding the media that can be used?
There are many possible medias that can be used for advertising. The choice of media “mainly” depends on your target audience. You have to choose a media that your target audience is most exposed to. The next factor used when deciding the kind of media to be used is price. Some media are costly and some are cheap. Some of the media are: Newspapers, Magazines, Trade journals, Direct Mail ,Audio/Visual/Audio: Radio,Television and Cinema.
Outdoor hoardings etc.
These are just the very obvious media that are out there. If you are a small business and most of these media are out of your advertising budget, you could be creative and invent other kinds of media. For example: We could talk to your local newspaper distributor and distribute your advertising message on a pamphlet along with the morning newspaper.
How we design the advertisement copy
When we say “copy” we mean the advertisement. The advertisement copy means the whole advertisement including text and images.
What should the advertisement copy basically achieve?
An advertisement copy should basically achieve the following: the advertisement should interest the buyer. Once the target audience is known, it can be predicted what will appeal to the target audience. It can be predicted what kind of ad will grab the attention of the target audience etc. This information has to be gathered about the target audience, and the advertisement has to be made in such a way that it “grabs the attention” of the target audience. The audience should interpret the advertisement in the way intended. Every one has different perceptions of the world. Every one understands things differently.
As an advertiser you have to make sure that you know how your target audience thinks and interprets things. You need to make sure the message that your advertisement portrays is not interpreted in any way other than the way you would like it to be interpreted. The message in your advertisement should not convey something other that what you want it to convey. The message should not offend your target audience. Advertisements should influence the audience: Customers have different attitudes towards different products. What they choose to buy and what they choose not to, depends on their attitude with respect to the products. If these attitudes can be influenced the customer can be influenced. This is what the prime purpose of an advertisement is, to change the attitude of the customer about the advertiser’s product.
So an advertisement has to be so designed that it does not directly affect the customers “purchase behavior”, but it subtly changes the attitude of the people in favor of the advertiser’s products. The above stated are the three things that an advertisement copy should basically achieve. Also, you need to see our Colour Psychology section under Branding.
Allow us to provide you with some creative ideas…
We hope you found this information useful. We would like to remind you that this subject is best served, and more effective as part of a complete marketing plan or strategy, rather than in isolation. For further expert advice please contact us to discuss your requirements or post a question in our blog.
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