You have less than 30 seconds to grab someone’s attention. Make the message powerful with full impact with Glen King PR/Marketing Limited.
The Institute of Practitioners in Advertising (IPA), the body which represents advertising agencies, defines advertising as:
"The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost".
The role of advertising is to create demand for a product.
Spending a lot on advertising does not guarantee success. Research suggests that the clarity of the advertising message is often more important than the amount spent. The advertising message must be carefully targeted to impact the target customer audience. A successful advertising message should have the following characteristics:
- Meaningful - customers should find the message relevant
- Distinctive - capture the customer's attention
- Believable - a difficult task, since research suggests most consumers doubt the truth of advertising in general. This is where editorials can be more powerful as they are seen as independent
- Decide which Advertising Media to Use:
- Reach - what proportion of the target customers will be exposed to the advertising?
- Frequency - how many times will the target customer be exposed to the advertising message?
- Media Impact – where will it have most impact for the target customer? For example does an advert promoting holidays for elderly people have more impact on Television (if so, which channels and at what viewing time?) If in a national newspaper or magazine ensures it is aimed at the correct segment of the population.
Another key decision in relation to advertising media relates to the timing of the campaign. Some products are particularly suited to seasonal campaigns (e.g. Christmas hampers) whereas for other products, a regular drip-feed advertising campaign throughout the year in media such as newspapers and specialist magazines (e.g. holiday cottages in the Lake District) is more appropriate.
BACK TO MAIN MARKETING PAGE
|
