Wednesday, December 28, 2011

A Few Effective Channels of Advertising!

Advertising has a wide scope. Many means have also been adopted by advertisers to launch an advertising campaign of a brand, service or business. From a local product to an international brand, many measures and techniques of advertising have been implemented by advertisers to gain popularization among target groups. An advertising medium plays a major role while promoting a brand or business. Following are a few means of advertising adopted by advertisers to gain attention from the target group. Take a look-

Television Advertising

Who is not aware of a television commercial? Maximum numbers of brand owners advertise through television media. Television Advertising is considered an informative as well as entertaining means of promoting a brand or business among target groups. Enriched with audio and visual effect, a television ad provides a rich impression about the brand on target groups. Especially in India, television advertising is one of the most favourite means of familiarizing audience with the brand message in an amusing manner. Television ads are also embedded with the social, cultural and even political norms of the nation.

Radio Advertising

Radio Advertising is also pretty popular in India. The launch of numerous FM channels has provided radio advertisers more opportunities of reaching out to their target groups through radio media. Radio Advertising in India is advantageous for small business or brand owners who want to reach out to wider target group. Cost effective and far reaching, radio advertising is a preferred medium of promotion for various brand and business owners.

Print Advertising

Any brand message that reaches out to customers in a print format such as a pamphlet, brochure, flier, poster, classified etc. comes under print advertising. In today’s hi-tech world, print advertising still works wonders for various brands. Many business owners heavily rely on print ads to spread awareness about their businesses among target groups. From big MNC companies to local brand owners, print advertising is an ideal means of promotion.

Thursday, December 22, 2011

Advertising Ideas That Really Work!

Advertising has been considered as a form of glorifying or gaining publicity of products or brands. The concept of advertising began since the beginning of civilizations. Oral ads used to be the first ever form of advertising used by merchants to sell goods to people directly on the streets. The advent of paper and writing forms marked the onset of a new advertising era when it began to take a more formal shape. In ancient days, Egyptians and ancient Greeks used the papyrus for advertising along with rock painting. Print ads especially magazines also trace back their history to the end of the 17th century. Newspaper ads started in America during the first part of 18th century (especially confined to ads for estates). The growth of mass media and various forms and avenues of communication such as Radio advertising,television, newspapers, magazines, internet and mobile etc set the trend for modern advertising which simultaneously became an important aspect for brand commercialization. People gradually started understanding the importance and potential of advertising and later it became a full-fledged business with the establishment of ad agencies. The first ad agency was opened in 1841 in US.

In due course of time, the methods, tools and techniques of advertising became more formalized, systematic and monitored in nature. No sooner, product advertising started appearing as newspaper/magazine ads, on roadside billboards, handbills, televisions, radio etc. The innovation and invention of more mediums of brand advertising network kept pace. Web advertising soon felt its presence in the advertising planet. Along with web advertising, mobile advertising was also introduced to the advertisers and brand owners. From informal to formal and from formal to customised tools, advertising has surpassed through drastic and dramatic changes.

From rock painting to digital signages, the milestone of advertising is worth a big round of applause. Kudos to those advertising experts, who were not visionary but also exceptionally creative to introduce, discover and invent various tools, techniques and tactics of brand advertising from time to time.

Friday, December 16, 2011

Advertising Ideas That Really Work!

Advertising reaches out to customers in various formats. Television Advertising, Radio commercials, outdoor ad displays, online ads, print advertising ads etc. are the commonly adopted means of promoting a brand, service or business. Advertisers come up with innovative ideas of promotion to position their brands among target groups. Some advertising ideas work wonders for brands, some do not. All in all, advertisers consider it one of the important marketing strategies to come up with an advertising idea of the brand which is later conveyed to customers as a proper advertisement of the product. In today’s blog, let us take a look at a few advertising network ideas that really work for brands of all ranges.

An idea with reasoning

Modern customers have become shrewd. They do not simply rely on any campaign. They seek for reasoning and then only make the purchase. Therefore, it has become an important criterion for advertisers to frame the advertising message loaded with reasoning. The advertising message should be focussed on a particular reason or reasons why customers should purchase the product. If the reasoning is not appropriate, the advertiser may fail to encourage customers to buy that product. Especially for male customers, reasoning is one of the basic criterions that encourage them to buy a product.

An idea that sounds interesting

If not reasoning, the idea should be something interesting so that customers are easily engaged with the advertising message. Humour is one of the most used themes of framing a brand message. A humorous brand message infact attracts maximum customers thereby providing an engaging brand experience. Advertising is meant to be as interesting as possible. The advertiser therefore has to be innovative in his approach and style of positioning the brand among TG. Purchasing a brand is more or less an investment for customers. The advertiser should ensure that customers are going to make the best purchase through the ad message.

Monday, December 12, 2011

Three Directive Principles of brand advertising!

Advertising is a universal marketing tool used by brand owners to keep their brand businesses upfront and to take part in the competition that prevails in the market. Through an advertising campaign, the brand owner communicates with his target customers and provides valuable brand information that excites their interest and somehow motivates them to buy the product. Three basic principles of brand advertising are discussed in today’s blog.

Relate the brand message to a ground reality- What is offered by the brand should only be highlighted or talked about through the ad campaign. It is interesting (from customers’ part) to go through the striking features of a particular brand. However, the message should relate to the real features of the brand. Customers (after purchasing the brand) should feel that what was being advertised is really true and not misleading. If otherwise, customers will feel cheated and they would never bother to buy that brand again in the future.

Let ‘humour’ be an asset for the brand communication- Communicating a brand message in a mundane manner is passé. It’s time to present your brand in a humorous way. Be it the theme, the language or the style of the advertisement, let ‘humour’ be a primary asset for the brand communication. Some marketing experts opine that the best remembered brand commercials share their fraternity only with humorous appeals. Hence, it is a must for every brand owner to frame his brand communication with print advertsing humour as the primary asset.

Let the brand message pass through an effective channel- The media vehicle plays one of the important roles while delivering the final brand message to target groups. An easily reachable outdoor advertising channel delivers the brand message quickly and effectively with the desired impact on customers. Hence, advertisers should adopt only an effective channel to communicate the brand message to customers.

Friday, December 9, 2011

On choosing the right channel of advertising your brand!

Spreading words about your business or otherwise known as advertising is one of the important marketing steps. If you are ready to spread news about your brand and its features, you first need to select the right media where you will advertise and promote your brand. Some criterions should be of course considered before launching the advertising campaign of your brand such as –

ü Who are you targeting through the advertising campaign?

ü Which medium will be the best one to reach them?

ü How much you can spend to launch the ad campaign?

Among these, selecting the right medium to send out your brand message is quite important. A strong advertising media provides the targeted impact among customers. A poor ad channel may fail to influence customers’ attention. Also remember that the right media for one business may be wrong for another. There is no hard and fast rule in brand advertising that particular channel will work best for your brand. As a brand owner, you have to be tactful while choosing the right medium of launching your promotion campaign. Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising and Online Advertising are some formats through which you can promote your brand. Conduct a thorough research on each and every advertising channel, study your promotion objective and choose the right channel of advertising your brand among TG.

Every advertising medium has its own advantages and disadvantages. While chalking the promotion plan, you should have an in depth idea about the various mediums of advertising and their pros and cons. Choose that particular ad media which will convey your brand message to customers with a rich impact. For example, for FMCG products, television advertising would be the right means to reach out to the TG. The logic is simple. FMCG products are mostly purchased by home makers who love watching television for soaps and serials and also the various brand commercials. If the brand message sounds useful or interesting to them, they would visit the nearby stores to make the purchase.

Monday, December 5, 2011

Keep Advertising Your Brand!

The more you advertise your brand, the more customers notice it. Advertising is an important tool of marketing that is adopted by brand and business owners to create awareness about their products/ services with a sole objective to generate revenue of the brand or business firm. It is notable that advertising cannot guarantee sale of a product or service. However, a proper implementation of an advertising campaign can provide the desired impact amongst customers thereby encouraging them to take the next step i.e. buy the product. A few reasons on why you as a brand owner should keep advertising your product/business amongst your prospective customers are provided in the following paragraphs.

Advertising helps you stay connected with your customers- Advertising is like a bridge that connects brand owners and customers. Any updated information about a brand is accessible by customers only through an ad campaign launched through a particular channel of communication. Radio Advertising, Online Advertising ,Print Advertising, Television Advertising, Outdoor Advertising, etc. are some commonly used means of promoting a brand amongst customers. Media Mix i.e. launching a promotion campaign of a brand through multiple channels of communication is one of the effective strategies of successfully positioning the brand amongst target groups.

Advertising updates customers on various brand information- Any new update of a brand is informed to customers through an advertising campaign. Be it an updated or added feature of a brand, offer or discount, an advertising campaign is the only way through which customers are familiarized about the various updates on brands.

Advertising improves the sale of the product- An advertising campaign of a brand facilitates a noticeable increase in the sale of the product that helps the brand owner to earn profits. It is true that advertising never guarantees sale of the product but can work as the factor that encourages customers to try out the product.