Role Of Media In Advertising

In advertising the term media refers to communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet. Advertisers use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. While the media are valued for their informational and entertainment functions, they also provide an important business function as a vehicle for advertising.

Marketing Communication

One of the basic concepts of marketing is the marketing mix, which is said to be the set of controllable variables and their levels which marketer uses to influence the target market (Kotler, 1997). The tools used in order to reach and control the target market, are collectively known as the elements of the marketing mix, or the four Ps, including product, price, place, and promotion. (Zeithamal, Bitner, 1996) Promotion, also referred to as marketing communication, is the way of communicating the information of product, price, and place to the consumers (Wells, Burnett & Moriarty, 2000).

Future of Advertising

Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying to attract consumers….but what is the future of advertising in coming years ?

Lets go way back when the idea of advertising a product was regarded as some kind of a big deal. Then the advertisements were very limited, and it took lots and lots of efforts to make a single advertisement. And the customers then, had no option other than watching those advertisements. Now, time has changed. Since last 20 years or lets just consider last 10 years, there has been a dramatic change in the world of advertisement. And this will not have a stopage in coming years.

Contemporary Issues

Offer, presentation, campaign, advertisement, sales promotion, public relations, etc. are the trends of advertisement and marketing communications. There is nothing wrong in these types of communication unless they do not portray a wrong image, convey unethical message or harm the reputation of an individual/firm.

Marketing vs. Advertising

Many people confuse the terms marketing and advertisement. They think, both are the same and used interchangeably. But there are distinctive differences between the two. This chapter describes the difference between marketing and advertisement.

However, to understand the differences between them, let us discuss it one-by-one −

What is an Advertisement?

Advertisement is a technique to create awareness about a particular product/service to the existing and new customers. One advertisement promotes only one product/service. Every ad has to be unique and creative. For example, advertisement of a soap must be different from the advertisement of a cold drink.

An ad uses the following mediums −

●      Print Media − For example, newspaper, magazine, etc.

●      Electronic/broadcasting Media − For example, radio, tv, internet, etc.

●      Outdoor Media − For example, hording, flyers, billboard, etc.

What is Marketing?

On the other hand, marketing is a comprehensive term that involves many other activities including advertisement. Some of the important activities of marketing are −

●      Planning

●      Developing Strategy

●      Research

●      Public Relations

●      Advertisement

●      Budgeting

●      Customer service

●      Feedback and Analysis

The following image summarizes the comparison between Marketing, Advertising, Public Relations, and Branding −

Check Your Progress

●      What do you understand by marketing?

●      What do you understand by advertising?

●      How is marketing different from advertising?

●      Make a list giving examples of advertisement and marketing that you observed in your city.

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Brand Management

While shopping or planning to shop, many of us are stuck with a particular brand. For example, I wear only Woodland shoes, I buy only Blackberry trousers, I like only Apple laptop, etc.

So, what is this likeness and rigidness? Why are we so particular with a certain brand? This chapter tells what a brand is and what its importance is.

Corporate Communications

“Communication leads to community, that is, to understanding, intimacy, and mutual valuing.”

− Rollo May

What is Corporate Communications?

Corporate Communications is a technique that involves all communication activities generated by a company to achieve the planned objective.

Corporate Communications is an important activity because it creates strong and appealing ideas, views, and position on which a company can rely. Ultimately, it helps to grow your business.

How Does Corporate Communications Work?

Corporate Communications works through −

●      Organization − Need to harmonize the internal and external activities of the company.

●      Management − Need to manage the company’s communications with its own employees and audience/customers.

●      Marketing Communications − Development and application of strategic marketing communications.

Types of Corporate Communications

Normally, Corporate Communications is categorized as −

●      Internal − It includes employees, Stakeholders, etc.

●      External − It includes agencies, channel partners, media, government, educational institutions, general public, etc.

Tools of Corporate Communications

Following are the tools of Corporate Communications −

●      Company Logo

●      Company Design (including fonts and typefaces)

●      Company stationary (e.g. letter heads, visiting cards, greetings, etc.)

●      Internet Branding

●      Code of Conduct (including HR conduct)

●      Customer relations

●      Rewards, appraisals, and recognitions

●      Advertisement, campaign, direct marketing, etc.

●      Site signage

●      Personal and commercial vehicle branding

Responsibilities of Corporate Communications

Corporate communications has the following significant responsibilities −

●      Management of corporate communications

●      Practical corporate communications planning

●      Dealing with internal and external audiences

●      Dealing with the media

●      Persuasion and dissemination of corporate information

●      Brand management

●      Monitoring and regulation of market and audience responses

●      Crisis management

●      Giving advice to employees and executives

●      Dispute resolution

●      Coordination with the stakeholders and other overseas customers/clients

Marketing Communications vs. Corporate Communications

The following table illustrates the differences between Marketing Communications and Corporate Communications −

Marketing Communications             

Corporate Communications

It has customers

It has multiple stakeholders

It is defined by a set of channels

It is defined by the multiple channels

It emphasizes on a product or service

It emphasizes on the whole organization

More creativity

Less creativity

Communication is controlled

Variety of communications

It is required to be consistent with the product/service attribute

It is required to be consistent with corporate identity

Check Your Progress

●      What are the works of corporate communications?

●      What do you understand by corporate communications?

●      Define various responsibilities of corporate communications.

●      What are the differences between marketing communication and corporate communications?

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Market Communications Research

In today’s world, if a company focuses on delivering good products/services at competitive prices, it does not necessarily guarantee success. Modern marketing system has various distinct components that need to be taken care of. And, it is possible only by thorough “Research”.

Interactive Marketing

Technological revolution has brought about dramatic changes in terms of volume, frequency, and effectiveness of marketing communications. The increasing trend of internet technologies has given way to interactive marketing. The internet hosts human dialogue, in a way that influences thousands of audiences at the same time.

Integrated Marketing Communications

Many of the companies in 1980s rather than relying only on advertisement adopted an integrated strategy. They combined various promotional tools and marketing activities to communicate with their target audience. Their integrated strategy worked as they expected. Later on, it became the trend.

Strategy & Planning

Strategy & Planning

“Strategy without tactics is the slowest route to victory Tactics without strategy is the noise before defeat.”

− Sun Tzu

What is a Strategy?

Defining marketing communication strategy is not an easy task because it depends upon different distinct variables. It is planning and integration of all communication tools for a single purpose. In 1997, Smith et al defined marketing communications strategy as −

Marketing Communications - Introduction

Suppose you manufacture a product to sell, then how would you reach out to your potential customers?

Until people come to know about your product, you cannot sell it. So, to popularize your product, you need to communicate with people. Today, there are various techniques of communication that helps market a product, improving the product reach and optimizing business performance.

Advertising - Code of Ethics

We hear such news all the time. Often, in order to increase sales and achieve success in a short period of time, some businesses/individuals make false promises, use unethical words, or claim to be better than their competitors. All these actions are illegal.

Therefore, it is necessary to promote reasonable and fair competition and protect the rights, dignity and integrity of everyone, to avoid conflicts or mismatches. To make this happen, advertising rules are enacted.

advertising agency

A tailor's job is to design a piece of cloth according to your preferences; Similarly, an advertising agency designs your ideas into a complete audio or/and video ad as per your requirements.

Similarly, an advertiser gives an idea to an advertising agency and in return the advertising agency returns an attractive ad.

Advertising - Code of Ethics

We hear such news all the time. Often, in order to increase sales and achieve success in a short period of time, some businesses/individuals make false promises, use unethical words, or claim to be better than their competitors. All these actions are illegal.

Therefore, it is necessary to promote reasonable and fair competition and protect the rights, dignity and integrity of everyone, to avoid conflicts or mismatches. To make this happen, advertising rules are enacted.

Advertising media

When planning to advertise your business/product/idea, you need to decide which medium will be most suitable to run your ad. You can choose multiple mediums from the list below –

print media

It is one of the oldest, but still popular means of advertising. These include, newspapers, brochures, magazines and flyers. It is a low-budget medium of advertising, but rates vary greatly depending on -

Advertisement Copy writing

What does come in your mind? Remember, where did you hear these captions?

The first one is “Airtel,” Second belongs to “Ford”.           

Some punchlines are eye-catching and grab attention at the very first time. Why?

It is because of the fascinating words that are used and arranged in a creative way. This chapter discusses the techniques of creative copywriting without creating an issue of copyright.

How to Brand Your New Business on the Internet

Are you contemplating or in the process of starting a new business? Do you plan to use the internet to market and advertise your new company? If so, there are a few things that you need to take into consideration and steps you must take to ensure you give your business the best opportunity to get professionally branded and found online.

Why Local Search Marketing?

Every business person knows the importance of marketing in general, but why is local marketing so important? If you have a locally owned business, it is imperative that you reach out to your local clientele by meeting their specific needs. Virginia marketing will look different than Oregon marketing because while these two states are in the same country, there are many cultural differences that come into play.

Press Release Marketing - A Must For Your Business

Press release marketing is one of the time-tested ways of increasing the visibility of your business. Hence this aspect of marketing deserves special attention. This is a way of announcing to the world any news worthy event involving your organization. These include any interesting news like addition to the existing services, announcement of any workshop or seminar, new partnerships, sponsorships and so on. However it has also emerged as the way of directly speaking to clients or potential clients. Therefore formulating a suitable press release has become an important part of the marketing strategy.

The Telemarketing Services Basics

Telemarketing is still a hotly contested marketing strategy in the country today. Although many businesses find it very useful in generating sales and reaching out to potential customers, people still find it to be a quite an "unglamorous" job, at worst a complete irritation. But what exactly is telemarketing?

Inexpensive Promotional Item Is A Good Alternative For Brand Promotion

Promoting your company will certainly take a large toll on your budget. If you really desire to attain the best and fast results, the greatest technique to brand building is to utilized mass media. We all know that mass media can assure any corporation fast and more efficient outcomes. It can deliver any company the sales that they want in no time. Undeniably, mass media in form of a TV commercial has a broader scope and it is part of everybody's entertainment needs. It is actually part of our pop culture and our social being.

Outdoor Signage Can Get You Noticed in Your Local Market

It's hard to get your business noticed these days, especially if you're trying to get a new product or service off the ground. With the competition among various small businesses in your local market, it is important that you take time to plan and design the right outdoor signage to attract potential clients.

Cheap Brochure Printing: Pave the Way for Fruitful Promotion

Brochure printing is considered as one of the cheap and affordable way of advertising a product or service. If you think advertising through this is ideal way to promote your company or its products/services then what you are waiting for--just go for cheap brochure printing. There are many printing service providers out there, approach one of them. And, if you are looking for cheap this type of printing services then there are several online printing companies available that are offering printing services at affordable prices.

Knowing What Your Customer Wants

Offer those people who sign up to your website something for free so that they feel they somehow benefit from doing so.

Next step is to get to know better what people want. Inquire them about their preferences so you will be able to make advertising more efficient.

Your Brand Is You

Now you are ready to launch your business on the internet. You want to be creditable, you want others to see you as a treasure with endless value. Everyone that receives your newsletter, sales letter or reads your blog is there for value. Your reputation it is your brand and it is fragile.

Tips on Designing a Successful Marketing Campaign for Your New Business

Starting a new business? A good marketing campaign is what helps a new business grow faster and better. Marketing is a process of reaching out to customers and making them know about your products or services.

What Is a Marketing Campaign?

A marketing campaign is a well thought-out plan or strategy to execute new ideas of marketing a product or service. A marketing campaign cannot be designed overnight. One needs to carefully plan a campaign. This involves studying the market, the existing players in the market, the extent of the competition, the pricing of similar products, and the advantages of the products offered by the new business.

5 Tips for Getting Your Business Noticed

Every business owner or manager wants to get their company or brand name noticed. Many larger companies have whole departments dedicated to marketing and promotions. The most successful companies never stop promoting their brand think of McDonald's and Nike. Getting noticed and maintaining that level visibility is an ongoing challenge in attracting attention to your business. Various tools and techniques like press releases and promotional items are some of the ways to get your company noticed.

How to Increase Sales Through Gift Cards

Tis the season to be buying! Do you know where the bulk of your sales are going to come from this holiday season? If you're a small to medium-sized business, you might think you're not ready to offer gift cards to your customers. However, you'd be surprised to learn that these programs are very simple to set-up and are accessible to every business, no matter the size.

3 AdWords Mistakes To Keep Away From All of the Time

As you head to the field of Google AdWords, be certain to prevent these prevalent mistakes.

Establishing your marketing campaign each day spending budget too high for your real spending budget will pretty much end-up ruining your day. All of the stories are correct about losing loads of money quicker than you may say AdWords, nearly, if you don't have the knowledge, experience, and discipline. It is accurate that you just can drop a ton of money in a day or much less depending on how your marketing campaign is set-up. Proceeding slowly, with conservative everyday ad invest, monitoring and tweeking is the very best way for anyone to go. You'll be able to simply and safely check, get outcomes, after which tweek as needed. At some point either you are able to make it worthwhile, or you can't after which you may just shut that marketing campaign down. You must take care of your money by being conservative with your everyday finances.

 Marketing Your Business Through Polo Shirts

The competition in the business world is becoming tougher and rigorous today. Concerned individuals think of different ways on how to leave a long-lasting impression to their target market for the benefit of their business. This is actually a case of trial and error because there are only a handful of entrepreneurs who have succeeded in leaving a mark in their possible customers. There are diverse ways on how to market your business but the one that sits on top of the list is giveaways. Everyone likes free things especially the ones that are utilitarian like polo shirts, bags, pens and others. Through this people have a tendency to remember a product and to give their loyalty to a company that has given them these freebies.

Polo shirts are the popular choice of companies by the way because they are the most efficient. Everyone can wear them both men and women, from kids to adults and they are perfect any time of the day. But in order to make these things work effectively you need to make use of designs that are eye-catching and can be closely associated to your business. The placement of designs is very important as well as the choice of colors. Make sure that your brand name or logo is highly visible and the colors are bright enough and hard to miss. Once you are satisfied with the design you are now ready to distribute your polo shirts and let your potential customers help you advertising your business. The more they wear your giveaway the higher the probability that you can get more patrons.

If you like to last a long time in this competition then you need to advertise your business in the most efficient way and that is by using custom polo shirts. They have quick turnaround and can guarantee to give your business the boost it needs. You can never underestimate the power of these shirts much more if you know how to make them noticeable by incorporating your company name, logo and tag line in a unique way. They are your ticket to success so better start designing now to gain more loyal customers!

Campaign & Promotion

Suppose, you have one of the best products or services that you are offering on an attractive prices. But the question is – “How would I come to know about your quality products?

Campaign and promotions are the activities and technique that make your product popular among the customers.

Advertising Research

●      Why do consumers prefer some brands over the others?

●      What makes them choose, buy, and invest in some product/service over others?

●      What are the things/barriers or motivation to do so?

●      What is the perception of target audiences?

●      Does advertisement really change consumers’ behavior?

There are many questions of such kind that you need to think over, again and again before advertising your product/service. But the question is how will you get the answer? Answers to all these questions can be got through “Research.”

What is Advertising Research?

Advertising Research is a scientific technique of depth analysis of consumers’ behaviors.

It is done through a process, which involves systematic gathering, recording, and analysis of data related to the effectiveness of an advertisement.

Objectives of Advertising Research

●   To Enhance Awareness − Through research, it is easy to plan the marketing strategy of any product/service.

●  To Know Attitudinal Pattern − A thorough research predicts the people’s attitude. It analyses the changing attitudinal pattern of a geographic area. Knowing the consumers’ attitude is very important before launching a new product and its advertisement.

● To Know People’s Action/Re-action − Research also records and analyzes people’s action or re-action regarding a particular product/service.

●  Analysis − Based on deep research and analysis, it is simple to design and develop a creative ad, effective enough to influence consumers.

Essentials of Advertising Research

Following are the essentials of advertising research that support researcher to complete the research task successfully −

● Research Equipment − It is the basic requirement of advertising research. It includes a skilled person, computer system with internet, and relevant newspapers and magazine. However, field research is also important. For example, interviewing people in the market or their residential places.

●  Media Research − To determine, which media is the most effective advertisement vehicle, media research is necessary. It helps to reach the potential customers in a short period of time and at lower cost.

● Marketing Trends − Knowledge of marketing trends help advertisers to know what products people are buying and what are the specific features of the products, which compels people to buy. With this information, manufacturers can modify their product according to the trend on competitive price.

● Target Audience − For any advertising research, it is very important to identify target audience and geographic location.

Benefits of Advertising Research

Conducting research before launching a new product and subsequently developing an ad has the following advantages −

●  Develops creative design and strategy − Once, all information is available, it is very simple to develop an eye-catching design. It also helps in making a well-defined strategy to develop your business.

● Identifies Opportunity in the Market − Research suggests — what is the right time to launch the product. It also tells, which geographical location is the best for the product.

● Measures Your Reputation − It is always beneficial to know your competitor’s reputation and credit in the market. It helps to develop faultless strategy.

●  Identifies Major Problems − Research helps to identify the potential problems.

●  Analyzes Progress − It helps to analyze the performance of your product. Likewise, you can monitor your progress.

●   Minimize the Risk − If you have done a thorough market research, there is least chance of failure.

Check Your Progress

●  What is an advertisement research?

●  Why advertisement research is important for an advertiser?

●  What do yo

Design Checklist

Once an ad is developed, it should not be published without checking the following points −

●      Does the ad illustrate all elements in a balanced form?

●      Does the ad have all essential elements including, punchline/headline, logo, content, price, and balanced illustration?

●      Does the ad make any false promises?

●      Does the ad contain any deceptive element?

●      Does the ad consist of clear, precise, and crisp presentation?

Check Your Progress

●      What is creative design?

●      How an advertisement is the most essential feature of a business?

●      What do you understand by the ‘strategy of a creative design’?

●      What are the points that you need to check after developing a creative design?

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Strategy of Creative Design

A clear-cut idea and a well-defined strategy are the integral parts of a creative design. Strategy includes some of the essential components such as −

Simplicity − Try to keep the layout simple. Put large pictures on top, headline beneath that, content body in the middle, while logo and address on the right side at the bottom.

Balance − To focus on some points, you need to create a symmetry in design. The key part of creative designing is to organize all elements including images, blocks, headlines, content body, and illustration so that they seem balanced.

How To Get More Traffic To Your Websites

Anyone who has a business online or wants one knows they must learn how to get traffic. There are dozens of ways to get traffic going and get eyeballs looking at your site. Remember it doesn't matter how many websites you have if there is no traffic coming to them then you won't make money period. So take some time to learn about all the ways to start generating traffic. Some effective methods are written in this article.

Simple Ways for Lead Generation

In this article I will talk about the importance of lead generation and some simple steps that you can take to start generating leads for your business. I will also talk about the importance of using all the social networks that the internet has to offer.

Do Magnet Signs Get Attention?

Magnets are nothing new and neither are magnet signs, but they are growing in popularity for vehicles. Businesses are using them as well as political candidates, student drivers and others.

These signs are designed to be outside and can last up to four years even if outside daily all of that time. It is also fade resistant making it safe to be out in the sun. These come in a variety of sizes from 12x24 to 24x28 and can often be size customized as well. Sign makers create high quality magnet signs that are strong enough to be easily installed on any vehicle then easily removed, but remains in place during normal vehicle travel. That means going down the highway the magnet sign will stay secure on the vehicle.

Fun Things to Do When You Are Bored at Home - Try Branding Yourself

How often do you find yourself sitting at home, board out of your mind? There is nothing on TV to watch, your dog is lounging in the sun, and the refrigerator is empty.

This boredom is a choice. Instead of sitting around and sucking your thumb, you should try doing something that not only is fun, but also something that can make you money - like branding yourself. What does branding yourself mean? It means advertising yourself and increasing different people's awareness of you. Is your inbox constantly empty? Is your Facebook friends list short? Is your social life struggling? If so, branding yourself can help change your fortunes.

How to Develop Creative Ad Design?

Designing is all about creative idea and creative idea is solely dependent upon the clear understanding of a project’s goal. Once the project is clear, one needs to do a little market research to understand the behavior of potential customers.

Advertisement Design

Some of the ads published either in the newspaper or shown on the television fascinate people instantly, despite the fact that they don’t need that product. Why?

It is only because of its beautiful design, communicative power, and fascinating execution. Thus, design is one of the most fundamental features of an ad.

Advertising block

Following are the three major areas of advertisements -

Advertiser - Business organization or any other person who wishes to advertise their products, services, or ideas.

 advertising process

The advertisements that we see in newspapers, magazines, on roadside hoardings or on television, or on the Internet take a lot of work. An advertisement passes through various stages from its initial planning stage to its execution. In addition, it also includes groups of people specialized in different fields. Such as experts in management, copy editing, creative writing, photography, videography, acting, etc.

purpose of advertisements

The basic idea behind advertising is to increase business by selling goods/services. Apart from this, there are many other purposes of advertising, important among them are –

 What is an advertisement?

Advertising (advertising) is an efficient and effective strategy for promoting products, services and ideas. It is a paid form of non-personal communication where business information is made available to potential customers.

Advertising is derived from the Latin word "advertere" which literally means "...to turn the mind towards". Advertising promotes and complements the sale of products, services and ideas. The most attractive part of advertising is – it pairs factual information with attractive emotional appeal. That's why no business can flourish without proper advertising.