3) The difference between having an
4) The one key word to use in
5) The most important element in effective
2010 © All Rights Reserved Quality Media Consultant Group LLC
3) The difference between having an
4) The one key word to use in
5) The most important element in effective
2010 © All Rights Reserved Quality Media Consultant Group LLC
There are thousands of budding businessmen and women that are internet savvy. Launching their company on the web is a logical step as this lucrative opportunity is simply too good to pass by.
This is due to the fact that there are numerous benefits involved when purchasing online. Stressful situations like congested traffic, hunting for a parking space and long queues can be avoided. To top it all it can be done in the comfort and security of your home. There are disadvantages as well. Misleading advertisements that promote inferior products is a huge problem. The best way to avoid becoming a victim is to make use of reputed dealers with secure web sites.
While online marketing is on the increase, the power of print
Through print media specific areas of business can receive direct mail and therefore ensure maximum turnover. Marketers can make constructive use of both options to make it work in their favor. Depending on your type of business, careful budget planning that includes all aspects of marketing strategies should be made. In this way you will not lose out and reap the highest benefit of the market. This is after all what marketing success stories are all about; skillful and cost-effective
Ethics have always been an important aspect of every business activity, although the term has meant different things at different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising can not ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government’s job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets.
For any business, customer is very important, and businessman attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is a very powerful and most commonly used tool.
Benefits of advertising
The organization has to attract the customer and create a market for its products. For this purpose, advertising is the most powerful and widely used tool for communicating message regarding products/services to a large target audience.
o To raise the standard of living
In our developing economy, adverting with its micro and macro level influences, exerts vast and varied influences that have played key role in raising the standards of physical and material well being of the Indian society.
o To make market competitive
In India, one finds many innovations being introduced which has changed the market structure from seller’s market, and thus the result is more competitive market conditions.
o Product differentiation
It is a fact that advertising brings about products variety through real and psychological product differentiation.
Critical evaluation of advertising
Though many benefits are achieved through advertisements, the ad message is becoming more and more exaggerated. To achieve competitive advantage, advertising magnifies unimportant differences, resorts to clever, tricky product promises, and claims more and more unbelievable benefits. The customer finds many advertisements as false, deceptive, or misleading. Consumers are uncertain regarding whether or not the performance of a product purchased will in fact meet their needs. If they find that the product lacks in quality, advantage, durability etc., as advertised they might not buy it again, and develop an aversion to every other product of that company.
Advertisement is considered unethical in the following situations;
o When it has degraded or underestimated the substitute or rival’s product.
o When it gives false or misleading information on the value of the product.
o When it fails to give useful information on the possible reaction or side effects of the product. And
o When it is immoral.
Ways of misleading the consumers
o Many a time, traders entice the customers into their stores by advertising goods at a very low price, but they stock only a handful of such sale items in the store. When the advertised goods are sold out, consumers are steered towards the higher-priced stock or lower quality goods.
Retailers must ensure that reasonable supply of products is available during the sales, and retailers should not purposely avoid it. Retailers should make it clear in the advertisement that how many items on sale are available or when the sale ends.
o Sale offer should be for a limited period. Advertisement should declare that sale offer is for a limited time period. The period of the offer should be made clear in the advertisement only when the advertised goods are available for a limited period or stocks are limited.
o Traders often offer insignificant price reduction. To illustrate, a trader may advertise that the price of product is reduced to Rs.99.95, when the normal selling price is Rs.100.. The trader must include the normal selling price and discounted price in his offer .The trader sale offer is misleading if the trader claims the product is below cost , when the price is not below cost after discounts, rebates and other allowances it is misleading if the trader simply shows a fictitious higher price as normal selling price in the advertisement.
o Advertisement must clearly indicate the total price of goods or services. All price comparison must be truthful and must not intentionally or unintentionally mislead the consumers. Under the Fair Trade Practices Act, retailers have an obligation to ensure that they do not mislead or make false representations to customers with respect to price of the goods. The consumers who shop around and compare the prices of various products are less likely to be deceived by misleading claims consumers should also be aware of what is a reasonable price of goods and not take any advertised discounts at face value.
o While many sales are legitimate or genuine, the consumers should not get attracted to such sales offers i.e., “Hurry…very few days remain for sale”. The consumers should be aware of what to expect when retailers place items on sale and how to avoid being misled by discount advertisements. A marketer should take care to ensure that when goods or services are advertised to be available at a discount or as being on sale, it is a genuine discount or sale.
Remedies to overcome deceptive advertisements
o Cease-and- Desist Orders
The cease-and-desist orders, which prohibit the respondent from engaging any more in deceptive practice, are actually the only formal procedure established by the Federal Trade Commission Act for enforcing the prohibition of ‘ deceptive acts and practices.”
Restitution means the consumer is compensated for any damage caused to him by the product that had advertised claims not adequately substantiated. Restitution is rarely considered because of its severity.
o Affirmative Disclosures
If an advertisement has provided insufficient information to the consumers, an affirmative disclosure might be issued Affirmative disclosure require ‘clear and conspicuous disclosure’ of omitted information. Often the involved information relates to the deficiency or limitations of the product or service possibly relating to matters of health or safety.
o Corrective Advertising
Corrective Advertising requires the advertisers to verify past deception by making suitable amendment in any of its future commercial.
Self Regulation in Advertising
It is our responsibility to regulate our operations. And we must do it ourselves. Self regulation is not a quick-fix solution; it will be completely ineffective with out commitment from and the integrity of one and all. Self Regulation may require the following;
o The development of a self-regulatory code of conduct covering all forms of media that is sensitive to ethics, legalities, decency and truthfulness in advertising.
o Provision for monitoring and accountability, including a policy allowing for the removal of ads that violate the code.
o Greater participation of advertising professionals in the regulatory process.
o The inclusion of non-industry players in the process
o Consumer awareness of the self regulation system.
o Simplification of the complaint process against ads.
o Transparency throughout the entire system.
These reforms will achieve three goals. They will make the industry accountable for its actions. They will make regulators and critics think twice before attacking the industry and finally they will lead the public to trust ads, advertisers and agencies.
Reputable companies and advertising agencies avoid telling lies. They realize the cost of being caught. A dent in trust can prove to be much costlier than the failure of an ad campaign or for that matter, even a brand. The challenge before advertisers and agencies is to ensure that ads reflect our values. We must endeavor to see that “advertising” does not remain a dirty word.
In the day to day running of my business, I am discussing marketing strategies with business owners and marketing managers on a daily basis. If you can earn their trust, then they will be very candid with you, especially if you can help them without trying to sell them something.
What resulted from this were some startling admissions that I did not expect. This had me thinking, it can cost an awful lot, especially for the small to medium business owner, to spend money on good market research. So I wondered what the results would look like after a few months if I were to record the marketing success and failure stories after each visit.
I broke this down into respective industries to give more meaning to the results, and also, if available, lend the reasons to these successes and failures. Now I have decided that three month periods will do for data collection as years of research in marketing becomes outdated by the time it is published in the forever increasing and changing monster that is the modern market place. Always ensure research is current and relevant.
Although some of you may want to see raw data, a summary of my finding is all I am going to share in this article sorry! Please take into account that the sample number is in the hundreds, but certainly not in the thousands. The value of this research comes from the honesty of small to medium sized business owners, and the fact they have usually spent the time to talk about these things in detail.
Here are some general trends that I have found;
o Newspaper and radio advertising return on investment continues to decline rapidly.
o The second most effective form of advertising was word of mouth referrals.
o The most effective form tended to be anything unique, e.g. logo and advertisement placement in unexpected places.
o Advertising on product giveaways tends to have a life span of one week, i.e. a company logo on a free pen typically brings in no new revenue one week after it has been given away.
o Advertising discounts were not as effective at getting people through the door as advertising something new.
o Customer loyalty increased with free giveaways, but not so much with advertised discounts.
o Most business owners were dissatisfied with the follow up frequency of advertising sales reps, i.e. after an initial advertising campaign, contact is not made until after an unacceptable length of time.
To bring relevance to these results, one must take into account that this is a small city (about 122,000) and has a large rural support base in outlying areas. These trends show that a need to provide innovative and well maintained advertising service is apparent in this city. Perhaps this is the same elsewhere.
There were some other interesting facts, but these seven findings had the most valid results statistically. If in the future, some other trends become overwhelmingly evident, then I will revise this article.
When you are in the business world then your major aim is always to surge ahead of your competitors. It is important that your product is of high quality but it is also important to advertise it so that it reaches every household. You can take the example of mobile phone producers. Normally two products have got the same kind of features but the one with higher sales is the one which is well known as compared to the other one. What is being emphasized here is that you need to speak out loud about the product you are offering and that can be done through the proper implementation of
Generally our conception about the
To name a few of the cheap and better
In modern times internet has become such a powerful medium that you can achieve unbelievable results with its reach. You can make a website detailing your product or service. Along with this also make use of the various social networking websites like Facebook, orkut etc. by dedicating a page on them to your product. If you can further spend a little more time you can also make a monthly newsletter relating to your product and send a mass email to the people. In the newsletter make sure that you detail all the good things about your product and also offer some good discounts. This is sure to set some of the tongues waging.
Make yourself a regular member of the business sittings in your locality. Discuss about your product with other people. They might give you some nice
The big sin in advertising and marketing is being boring. A market will forgive almost anything else. But a boring sales letter, commercial, or video will generate absolutely no interest in your product. The advertisement must be interesting to the prospect. Not interesting in general, but to that prospect.
Most small business advertisers who are putting together an ad, think of trying to be funny as their first priority. This is because many think of advertising as a form of entertainment. Advertising isn’t entertainment, it is selling. Making someone laugh when they see your ad, may make you feel better, and it feels like the ad should be working, but this isn’t the case.
You do not want to hear “Wow, I saw your ad. How clever (or how funny).” You want people to see your ad and then want to buy the product it is showcasing.
Is humor ever effective in your advertising? Sure. A viral video should be either very funny or very shocking. This will cause the video to be spread to all corners of the internet. You may even make some sales off of that video. Humor also has a place in advertising because to tends to stick in the mind of the consumer. Humor in advertising makes the company seem a little more “cool” because if the humor. But the humor should never get in the way of the appeal of the ad, which is to make someone want to buy the product advertised.
Advertisers should always put Selling first in their ads. After there is a strong appeal in the ad, then you can think of ways to say it in a funnier way. But never let humor get in the way of the selling.
Here is the danger of using humor in your ads. Some people may simply not get the joke. If they don’t get the joke, the ad will actually irritate them, because they won’t understand your point.
You may actually offend a few people. The humor, if really funny will direct the consumer’s attention to how funny the ad is, not how great your product is.
A funny and dramatic demonstration of your product, that really drives home a buying benefit, is useful because now they are talking about the demonstration, which is the same as talking about your product. See? You want them taking about your product, not the commercial.
What is almost universally useful in your broadcast ads, is smiling, friendly faces. They don’t have to be funny, but just happy. The prospect assumes they are happy because they are using the product. In print, it’s harder to be funny anyway, so you are trying harder to be funny, which doesn’t translate well to print. In print, ads should always try to sell, not be funny.
You can be interesting without going for a laugh. Do you know what prospective customers find interesting? Anything that will make their life easier, or will solve a problem that is bothering them. That’s what they find interesting. And not being interesting is the major sin in advertising.
Do you see the title of this article? Originally it was going to be Advertising Humor: It’s No Joke. Do you know why I changed it? Even though it is a semi-clever play on words, it wouldn’t make you want to read the article as much as the title I used. See the difference?
Categories of online
The greatest benefit of online
Google, due to its commanding position in the search engine world, is used as the benchmark for all
Google’s AdWords is one of the most basic systems of
Over 13.6 billion searches take place in one month in the US alone. Out of these 9 billion of those searches are on Google. Hence the importance of Google as the main
Sounds like something a local real estate agent might say after paying for yet another ad that didn’t produce, right?
The Bad News is the Good News…
There is an upside here. If so much of the
A better ad might get you a few more leads in the short term. A better
1) Have a Strategic Objective In Mind BEFORE you Advertise
Before you even think about buying an ad, you must have a strategic objective in mind – after all, why should you pay for any type of ad unless it helps you to reach your objective.
– If I could be known for just one thing in my local market, what would it be?
– Which part of the local real estate market is not currently well serviced by other agents? Is there potential in this neighborhood/age group/demographic profile?
– Which part of the local market is emerging and might be a driving force for sales in future years?
– What’s changing in my market right now – immigration, aging population, young families moving in, etc – and how do I capitalize on the change more effectively than my competitors?
For example, you may determine that based on trends and current prices, your market will become increasingly popular with first time homebuyers. As a result, your strategic objective may be to use your
2) Have a Specific Objective for Each Ad you Place within your Strategy
Continuing with the above example, if you ran a series of ads in the local newspaper offering a free “First-Time Homebuyers Report” available from your website, you would actually be running a direct response ad (aimed at getting people to download the report) that also delivered a brand building message (the message being that you are the agent for first time homebuyers to call because you are the expert in that field).
You can measure the success of the ad by looking at the number of downloads from your site while the ad was running – since generating downloads was the specific objective of the ad. If the ads don’t generate enough downloads to justify the cost, pull them or change them. Ads are only valuable if they get you closer to achieving your strategic objective.
3) Be Consistent
Yes, a consistent look and style for your ads is important to help you get recognized in a competitive market.
But even more important is being consistent when it comes to the messages in your ads. You can’t buy a Yellow Pages ad that promotes you as the leader in client service, and then advertise your “low low price” in the local newspaper, and then distribute flyers that try to promote you as the family real estate expert.
Your messages can’t conflict! Again, here’s where an
If Mr. Ogilvy was right, then most of the advertisers out there in your real estate market are getting it wrong. This creates a huge opportunity for you to use an
– Have an Objective for Each Ad – Measure each ad’s results against the strategic objective you are trying to achieve – if you don’t, how will you know if the ads were successful or not?
– Be Consistent – Make sure all of your ads are focused on helping you reach your strategic objective by communicating a clear message to the market.
Today, most advertising strategies focus on achieving three general goals, as the Small Business Administration indicated in Advertising Your Business:
1) promote awareness of a business and its product or services;
2) stimulate sales directly and “attract competitors’ customers”; and
3) establish or modify a business’ image. In other words, advertising seeks to inform, persuade, and remind the consumer. With these aims in mind, most businesses follow a general process which ties advertising into the other promotional efforts and overall marketing objectives of the business.
An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well. Even though a small business has limited capital and is unable to devote as much money to advertising as a large corporation, it can still develop a highly effective advertising campaign. The key is creative and flexible planning, based on an in-depth knowledge of the target consumer and the avenues that can be utilized to reach that consumer.
STAGES OF ADVERTISING STRATEGY
As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business’ reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service.
Essential to this rather abstract process is the development of a “positioning statement, a positioning statement explains how a company’s product (or service) is differentiated from those of key competitors. With this statement, the business owner turns intellectual objectives into concrete plans. In addition, this statement acts as the foundation for the development of a selling proposal, which is composed of the elements that will make up the advertising message’s “copy platform.” This platform delineates the images, copy, and art work that the business owner believes will sell the product.
With these concrete objectives, the following elements of the advertising strategy need to be considered: target audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are often referred to as the “creative mix.” Again, what most advertisers stress from the beginning is clear planning and flexibility. And key to these aims is creativity, and the ability to adapt to new market trends. A rigid advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing ample opportunity for this consumer to become acquainted with the advertising message.
1. TARGET CONSUMER The target consumer is a complex combination of persons. It includes the person who ultimately buys the product, as well as those who decide what product will be bought (but don’t physically buy it), and those who influence product purchases, such as children, spouse, and friends. In order to identify the target consumer, and the forces acting upon any purchasing decision, it is important to define three general criteria in relation to that consumer, as discussed by the Small Business Administration:
1. Demographics-Age, gender, job, income, ethnicity, and hobbies.
2. Behaviors-When considering the consumers’ behavior an advertiser needs to examine the consumers’ awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertiser’s product or service a chance.
3. Needs and Desires-here an advertiser must determine the consumer needs-both in practical terms and in terms of self-image, etc.-and the kind of pitch/message that will convince the consumer that the advertiser’s services or products can fulfill those needs.
2. PRODUCT CONCEPT The product concept grows out of the guidelines established in the “positioning statement.” How the product is positioned within the market will dictate the kind of values the product represents, and thus how the target consumer will receive that product. Therefore, it is important to remember that no product is just itself, but, a “bundle of values” that the consumer needs to be able to identify with. Whether couched in presentations that emphasize sex, humor, romance, science, masculinity, or femininity, the consumer must be able to believe in the product’s representation.
3. COMMUNICATION MEDIA The communication media is the means by which the advertising message is transmitted to the consumer. In addition to marketing objectives and budgetary restraints, the characteristics of the target consumer need to be considered as an advertiser decides what media to use. The types of media categories from which advertisers can choose include the following:
o Print-primarily newspapers (both weekly and daily) and magazines.
o Audio-FM and AM radio.
o Video-Promotional videos, infomercials.
o World Wide Web.
o Direct mail.
o Outdoor advertising-Billboards, advertisements on public transportation (cabs, buses).
After deciding on the medium that is 1) financially in reach, and 2) most likely to reach the target audience, an advertiser needs to schedule the broadcasting of that advertising. The media schedule, as defined by Hills, is “the combination of specific times (for example, by day, week, and month) when advertisements are inserted into media vehicles and delivered to target audiences.”
4. ADVERTISING MESSAGE An advertising message is guided by the “advertising or copy platform,” which is a combination of the marketing objectives, copy, art, and production values. This combination is best realized after the target consumer has been analyzed, the product concept has been established, and the media and vehicles have been chosen. At this point, the advertising message can be directed at a very concrete audience to achieve very specific goals. There are three major areas that an advertiser should consider when endeavoring to develop an effective “advertising platform”:
o What are the product’s unique features?
o How do consumers evaluate the product? What is likely to persuade them to purchase the product?
o How do competitors rank in the eyes of the consumer? Are there any weaknesses in their positions? What are their strengths?
Most business consultants recommend employing an advertising agency to create the art work and write the copy. However, many small businesses don’t have the up-front capital to hire such an agency, and therefore need to create their own advertising pieces. When doing this a business owner needs to follow a few important guidelines.
5. COPY When composing advertising copy it is crucial to remember that the primary aim is to communicate information about the business and its products and services. The “selling proposal” can act as a blueprint here, ensuring that the advertising fits the overall marketing objectives. Many companies utilize a theme or a slogan as the centerpiece of such efforts, emphasizing major attributes of the business’s products or services in the process. While something must be used to animate the theme …care must be taken not to lose the underlying message in the pursuit of memorable advertising.”
When writing the copy, direct language (saying exactly what you mean in a positive, rather than negative manner) has been shown to be the most effective. The theory here is that the less the audience has to interpret, or unravel the message, the easier the message will be to read, understand, and act upon. As Jerry Fisher observed in Entrepreneur, “Two-syllable phrases like ‘free book,’ ‘fast help,’ and ‘lose weight’ are the kind of advertising messages that don’t need to be read to be effective. By that I mean they are so easy for the brain to interpret as a whole thought that they’re ‘read’ in an eye blink rather than as linear verbiage. So for an advertiser trying to get attention in a world awash in advertising images, it makes sense to try this message-in-an-eye-blink route to the public consciousness-be it for a sales slogan or even a product name.”
The copy content needs to be clearly written, following conventional grammatical guidelines. Of course, effective headings allow the reader to get a sense of the advertisement’s central theme without having to read much of the copy. An advertisement that has “50% off” in bold black letters is not just easy to read, but it is also easy to understand.
Thanks to the stunning success of Tew’s Million Dollar Homepage (MDHP), pixel ad sites have mushroomed all over the net. There are even commercial scripts that you can buy that will allow you to set up your own million-dollar homepage in less than 15 minutes. However, this does not mean you’ll make a million dollars…or even a thousand dollars…or even the cost of the script.
Alex Tew’s pixel
Needless to say, no news organization will rush to report about a second million-dollar homepage, let alone one set up in 15 minutes with a purchased script. This is not to say, however, that there is no room in cyberspace for the second or third or even thousandth MDHP. In fact, there are presently at least a thousand MDHP clones hoping to capitalize on the pixel
Some people view MDHP clones as little more than shameless imitations trying to leech off Tew’s original concept. This would be the case if his idea, while fun and original, has little use beyond his website.
On the contrary, the clones have proved quite the opposite. Their successes have demonstrated that Tew’s Million Dollar Homepage was worth much more than $1 million. Moreover, they have lend legitimacy to the concept of pixel .
While the original MDHP has made “internet history” (in Tew’s words) by achieving its $1 million goal, it is unlikely to become anything more than just a blip in internet history if the concept is not adopted and refined by others. In fact, most MDHP clones have achieved their riches not by ripping off Tew’s site verbatim, but by borrowing his pixel
Far from being just a fad, pixel
Perhaps the most obvious argument against pixel
An obvious solution to this is to incorporate pixel
Used in this way, pixel ads are at the very least superior to traditional banner ads. Unlike traditional banners, a pixel banner may contain ads for several advertisers. Plus, pixel ads are not confined to predetermined shapes and sizes. Many pixel ad scripts will automatically resize images submitted by advertisers, eliminating the need to edit them to conform to the publisher’s requirements. Purchasing pixel ads is usually painless and often fully automated. Since most people have grown accustomed to ignore banner ads, pixel ads are likely to generate higher click-through rates.
Copyright 2006 Oudam Em