Currently, most of the advertising strategy focused on achieving three general objectives, such as the Small Business Administration indicated in Advertising Your Business:
1) increase awareness of the business and the products or services;
2) stimulate direct sales and “attract competitors’ customers’ ‘; and
3) establish or modify business image. In other words, the ad aims to inform, persuade, and remind consumers. With this goal in mind, most companies follow the general process of binding advertising into other promotional efforts and overall marketing objectives of business.
Advertising campaign strategy was developed to communicate ideas about products and services to potential customers in the hope of convincing them to buy products and services. This strategy, when it was built in a way that is rational and intelligent, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well. Although small businesses have limited capital and are not able to devote more money to advertising as a big company, they can develop a very effective advertising campaign. The key is creative and flexible planning, based on a deep knowledge of the consumer and the targets that can be used to reach the consumer.
STAGE ADVERTISING STRATEGY
As a business begins, one of the main objectives of the advertising business and the need to generate awareness of its products. After business reputation ‘was established and its products are positioned in the market, the amount of resources used for advertising will be reduced because consumers develop a kind of loyalty to the product. Ideally, this established and growing consumer base will ultimately help the company in an attempt to bring their advertising message out to the market, either through acts of purchase and testimonials on the product or service name.
Important to this process is the development of a rather abstract of “positioning statement, positioning statement explains how the company’s products (or services) are distinguished from the main competitors. With this statement, the business owner turns intellectual objectives into concrete plans. In addition, this statement act as a foundation for the development of sales proposals, which consists of the elements that will form the advertising message “copy platform.” The platform is to draw the picture, copy, and artwork business owner believes will sell the product.
With concrete objectives, the following elements of the advertising strategies need to be considered: the target audience, product concept, communication media, and advertising messages. These elements are at the core of the advertising strategy, and is often referred to as the “creative mix.” Again, what most advertisers are stressed from the beginning is clear planning and flexibility. And the key to that goal is creativity, and ability to adapt to new market trends. A rigid advertising strategy often leads to loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to the target envelope consumers, providing ample opportunity for consumers to get acquainted with advertising messages. And hearts this occasion CentralFreeclassifiedads.com label will provide Top 5 Secrets To Advertising Strategies to develop business.
1. TARGET CONSUMER The target consumer is a complex combination of people. This includes people who end up buying the product, as well as the people who decide what products to buy (but not physically afford it), and those that affect the purchase of products, such as children, spouses, and friends. To identify the target consumer, and the force acting on any purchase decision, it is important to determine the three general criteria in relation to the consumer, as discussed by the Small Business Administration:
1. Demographics Age, gender, occupation, income, ethnicity, and hobbies.
2. Behavior-When considering consumer behavior consumer awareness advertisers need to examine the business and competition, the type of vendor and customer service currently uses, and the kind of appeal that may be to convince consumers to give advertisers a product or service opportunities.
3. The need and desire here and advertisers must carefully determine the needs of consumers in practical terms and in terms of self-image, etc.-and the type of pitch / message that will convince consumers that advertisers services or products can meet those needs.
2. PRODUCT CONCEPT The product concept grew from the guidelines set forth in the “positioning statement.” How the product is positioned in the market will determine the type of the value of the product represents, and thus how the target consumer will receive the product. Therefore, it is important to remember that there are no products only himself, but, a “value bundle” that consumers should be able to identify with. Are written in presentations that emphasize sex, humor, romance, science, masculinity or femininity, the consumer must be able to trust in the representation of the product.
3. COMMUNICATION MEDIA Media communication is the means by which the advertising message is sent to the consumer. In addition to marketing objectives and budget restrictions, the characteristics of the target consumers need to be considered as an advertiser to decide which media to use. Types of media categories from which advertisers can choose are as follows:
o Print-primarily newspapers (both weekly and daily) and magazines.
o Audio-FM and AM radio.
o promotional videos, infomercials.
o World Wide Web.
o Direct mail.
o Outdoor advertising-Billboards, advertisements on public transport (taxis, buses).
After deciding on the media 1) financially in reach, and 2) most likely to reach the target audience, advertisers need to schedule the broadcast advertising. Media schedule, as defined by Hills, is “a combination of time (eg, days, weeks, and months) when ads are inserted into media vehicles and delivered to the target audience.”
4. ADVERTISING MESSAGE advertising message is guided by the “advertising or copy platform” which is a combination of the values of marketing objectives, copy, art, and production. This combination is most conscious after the target consumer has been analyzed, the product concept has been established, and the media and the vehicles have been selected. At this point, the advertising message can be directed to the audience very concrete to achieve a very specific purpose. There are three main areas that advertisers should consider when trying to develop an effective “advertising platform”:
o What are the unique features of the product?
o How do consumers evaluate the product? What is likely to persuade them to buy the product?
o How do competitors rank in the eyes of consumers? Are there weaknesses in their position? What are their strengths?
Most business consultants recommend using an advertising agency to create the artwork and writing copy. However, many small businesses do not have the capital in advance to hire the agency, and therefore need to make pieces of their own ads. When doing this a business owner needs to follow some important guidelines.
5. COPY When creating advertising copy is very important to remember that the main purpose is to provide information about the business and the products and services. The “selling proposal” can act as a blueprint here, ensuring that the advertisement in accordance with the overall marketing objectives. Many companies use a theme or slogan as the center of these efforts, emphasizing the main attributes of a product or service business in the process. While something must be used to turn the theme … care must be taken not to lose the underlying message in the pursuit of memorable advertising. “
When writing copy, direct language (say what you mean positive, rather than negative) has proven to be the most effective. The theory here is that the less the audience to interpret, or unravel the message, the easier the message will read, understand, and act upon. As Jerry Fisher observed in Entrepreneur, “Two-syllable phrases like ‘free book,’ ‘quick help,’ and ‘weight loss’ is a type of advertising messages that do not need to be read to be effective. I mean they are so easy for the brain to interpret the whole idea that they ‘read’ in the blink of an eye than long-winded as linear. So for advertisers trying to get the attention of the world is flooded with advertising images, it makes sense to try this with a message-in-an-eye-blink to the public consciousness good for sales slogan or even the name of the product. “
Fill copy needs to be written with clear, following the guidelines of conventional grammar. Of course, a title that effectively allows the reader to get a sense of the central theme of the ad without having to read a lot of copies. An ad that has a “50% off” in bold black letters is not only easy to read, but also easy to understand.