Friday, April 29, 2011

How advertising is an obligatory tool of marketing?

Advertising provides multiple benefits for advertisers and brand owners. The advertiser has complete control over the brand message that is to be conveyed through the advertising campaign. The advert and the brand message are also meant to be designed by the advertiser as per the specifications of the brand owners. A brand advertisement can focus the message to a huge number of target customers in a single hit and also at a relatively affordable budget. Advertising forms one of the relative elements of the marketing communication mix for various brands. Advertising is indirectly related to sales. The whole ad campaign is infact launched to enhance sales of the product. All in all, an advertiser has the opportunity to communicate with the potential customers through multiple mediums of advertising.

Following is a list of some advertising channels extensively adopted by brand owners and advertisers-

- Television

- Radio

- Print media

- Outdoor Ad Display

- Cinema

- New Media (Mobile phones and Internet)

Advertising is a mandatory tool of brand marketing widely adopted by brand owners and advertisers to gain recognition of their brand’s presence in the market. Every single brand owner advertises his brand through a reachable advertising channel or through multiple mediums of advertising. Advertising has so far covered many milestones as an important tool of marketing. Brand advertisers and marketers have defined two categories of advertising- above the line and below the line. These two categories reflect the historical development of advertising agencies in due course of time and how they charge for their services to the various brand owners. The medium of advertising plays a major role while communicating the brand message to the target groups. Hence, every advertiser should ensure that he is adopting an effective channel of advertising. However, it is necessary to conduct a brief survey about customers’ behaviour in order to select the most reachable and effective channel of brand communication.

Friday, April 22, 2011

How motivational ads grab customer’s attention?

Advertisers use different appeals (humour, fear, ego, curiosity, motivation, emotion etc) while designing brand communication for their products. Depending upon the type and nature of the target group, the appeal of one ad campaign varies from another. An advertising appeal provides a human-touch to the brand communication. It helps the customers build up this mental notion that the particular brand caters to their likes and desires.

One of the most worked-out appeals widely used in brand advertising is motivation. Motivational ads provide audiences a compelling cause or reason to adopt the product. Though it requires a persuasive communication to provide motivational appeal, it cannot be termed as pestering. Motivational ads give direction to customers about how the brand will provide them something different and new (unlike other brands). Debating the interesting facts about motivational ads will enhance your idea about how such ads allure customer’s attention (without failure).

What is important in any brand advertising campaign is to effectively deliver the message and to create desire upon the audience’s mind to adopt the product (instantly or in the near future). Motivational ads provide a cause on the customers (to try out the product). One of the finest examples of motivational advertising is Nike’s commercials. Nike’s slogan- JUST DO IT- itself provides a motivational note to customers. Nike’s every commercial is themed upon motivation, motivation to break the myth, motivation to react against the odd. Indirectly hinting the message ‘Nothing is impossible’, through its adverts, Nike is one such brand which has been motivating sportspersons and youths all over the world for years. Though the main target group of Nike ads comprise mostly of youngsters, every walk of life gets motivated with the brand message provided in its commercials which has made the brand one of the favourite sports’ brand. There are various other brands such as Reebok, Puma, Adidas which offer the same brand features but when it comes to sports and adventures, customers JUST DO IT with Nike. To motivate and to provide a cause to target audiences, that’s how the cookies crumble in motivational advertising.

Sunday, April 3, 2011

Is advertising a sublime marketing practice?

Of all the marketing tools, advertising is considered the most interactive and influential mode to connect brands with customers. It is infact through an advertising communication that a particular target group comes to know about a particular feature or deal associated with a particular brand. Though there are few more mediums to sort out relevant brand information, advertising is the easiest as well as most effective tool for brand marketers to communicate with potential buyers and decision makers. Today’s topic of discussion is whether advertising is a sublime marketing practice or not? Does an advertising campaign of a brand enhance the marketing strategies of the same? Let us find out a brief detail about all these.

The launch of a new brand in the market entails various promotional requirements of the same. Advertising is one of the effective tools of promoting the brand. Through an ad campaign, the brand owner generates awareness about the presence of his brand in the market, encourages buyers to try or adopt the product by motivating them through interesting brand message that talks only about striking features & benefits (of the brand). In fact, an advertising message is hardly boring. The brand owner ensures that his brand is presented as something exclusive or posh.

In contemporary advertising, brand owners have exclusive choice of tools and techniques. Enhanced by hi-end technological innovations, modern advertising is more or less similar to a garnished promotion practice of a brand. Backed by hi-tech innovations and handled by creative experts who come up with interesting brand messages, advertising is for sure a sublime marketing practice. Through each medium, the brand represents the image of the company in an exclusive manner. All in all, advertising ensures that brand marketing is not a monotonous practice. Through advertising, brand marketing is as much aesthetic and yes appealing.