Advertising and 5 Major Decisions in Advertising

It is the process of determining consumer wants and needs. And how to best negotiate with them. Advertising means developing promotional messages to audiences who are most likely to be willing to pay for a company’s products/services and persuade them to buy.

Definition

“Advertising consists of all activities involved in presenting to a group a non-personal, oral or visual, openly sponsored identified message regarding a product, service, or idea. The message, called an advertisement, is disseminated through one or more media and is paid for by the identified sponsor” by William Stanton.

Types of advertisements

Here are the types of advertisements that you can use to promote your business.

Print Advertising

Print advertising refers to any type of advertising that is printed on paper, such as in newspapers, magazines, flyers/pamphlets, and billboards. Print advertising is a traditional form of advertising that has been used for many years.

Although it may not be as popular as it once was due to the demand of digital advertising. It can still be effective in reaching target customers. One of the main advantages of print advertising is that it can be targeted to a specific geographic area or demographic or location you can set.

TV and Radio Advertising

Advertisements that are broadcast during regular programs. This type of advertising is still a popular way to reach a large audience. Especially for businesses with a large marketing budgets.

One of the advantages of television advertising is that it allows you to use both visual and audio elements to convey your message. However, the cost of producing a television advertisement can be high and not so cost-efficient so that the new industry doesn’t refer it.

Digital Advertising

Digital advertising refers to any type of advertising that is delivered through digital channels. Such as the internet, mobile devices, social media, search engines, and email. This type of advertising has become increasingly popular in recent years.

Because of the rise of the internet and the increasing use of smartphones and other mobile devices. So that the digital advertising can be aimed to a specific audience. And it can be more cost-effective than traditional types of advertising.

Social Media Advertising

Social media advertising is a form of digital advertising that involves using social media platforms to reach a target audience. Social media platforms, such as Facebook, Twitter, and Instagram.

It becomes an important part of many people’s lives, and businesses it can use these platforms to promote their products and services. Social media advertising can be aimed to a specific audience based on factors such as age, gender, interests, and location and culture.

Programmatic Advertising

Programmatic advertising is a type of digital advertising that uses algorithmic rule to buy and sell the products and services advertising space (in real-time). It is becoming more and more popular because it allows businesses to target their promotion to a specific customers or audiences and to automate the process of buying/selling.

It can be used on a variety of digital channels, such as including social media and mobile apps are the examples of these types of advertisements.

Outdoor Advertising

Outdoor advertising refers to any type of advertising that is displayed outside. Like as billboards and posters. Outdoor advertising can be a useful way to reach a large audience because it is visible to anyone who passes through it.

However, it can be expensive, and the effective of the advertising depends on the location of the display.

Native Advertising

Native advertising refers to any type of advertising that is designed to look like the content that it is placed alongside. This type of advertising is becoming increasingly popular.

Major Decisions in Advertising

Practical tips and insights to help you set effective objectives and make informed decisions for your marketing campaigns.

Objectives Setting

However, not all objectives are created equal. To ensure your objectives are effective, they should be specific, measurable, achievable, realistic, and time-bound (SMART). SMART objectives provide a clear direction for your campaign. It basically helps you measure progress and ensures that you stay on track.

To set SMART objectives, start by defining your objectives clearly and in detail, leaving no room for misinterpretation. Consider the key performance indicators (KPIs) that are specific to your business or project. For example, if your campaign’s goal is to generate leads, your KPIs could include the number of leads generated per week or the conversion rate of your landing page.

Once you have defined your objectives and KPIs, make sure they are achievable and realistic. Avoid setting objectives that are too compulsive or insufficient, as they can demotivate your team and slow your progress. Instead of setting objectives that challenge your team while being achievable within your budget and timeline.

Budget Decisions

Once you have set your objectives, you need to make budget decisions that align with your campaign goals. Your budget decisions will impact your message, media, and evaluation decisions, so it is essential to allocate your resources wisely.

Start by identifying your budget and the resources you have available. Then, determine how much you can divide to each aspect of your campaign, such as creative development, media buying, and evaluation. Keep in mind that your budget decisions should fix with your objectives and KPIs.

Message Decisions

Your message is the foundation of your campaign and should resonate with your target audience. To create a powerful message, you need to understand your audience’s needs, interests, and pain points. And then conduct research, such as surveys or focus groups, to gather perceptions into your audience’s preferences and behaviors.

Once you have a clear understanding of your audience, craft your message to address their needs and pain points. Your message should be concise and memorable, and should communicate your unique value proposition. Make sure to test your message with a small sample of your target audience to ensure that it resonates with them.

Media Decisions

Your media decisions will determine how and where your message is delivered to your audience. To make informed media decisions, you need to understand your audience’s media consumption preferences. Use research and data to identify the channels and platforms your audience uses. Such as social media, email, or print.

Once you have identified your audience’s preferred media channels, determine which channels will be the most effective in reaching your campaign goals. Consider factors such as reach, cost, and action, and choose the channels that line up with your budget and objectives.

Campaign Evaluation

By evaluating your campaign’s performance, you can identify what worked well and what needs improvement and use these insights to inform your future campaigns.

To evaluate your campaign effectively, track your KPIs and measure your performance against your objectives. Use tools such as Google Analytics or social media insights to gather data and analyze your campaign’s performance. Make sure to regularly review your data and adjust your campaign as needed.

Examples of Advertisement champagnes

These advertising campaigns are truly incredible! Nike’s “Just Do It” campaign from 1988 is an absolute masterpiece. It’s a simple message, but it’s so powerful that it has stood the test of time. This campaign is part of a broader marketing strategy that focuses on building brand loyalty and showcasing Nike as an athletic wear leader. It’s amazing how such a simple message can become so popular and create a lasting impact on culture.

Coca-Cola’s “Share a Coke” campaign from 2011 was also incredibly successful. The campaign involved replacing the Coca-Cola logo on bottles with 150 of the most popular names in the country. The campaign’s slogan is “Share a Coke,” stimulate the customers to buy bottles with their friends’ and families member’s names on them, it just creating an emotional connection with the customer and improving brand loyalty. It’s no wonder this campaign has been copied in many countries around all over the worldwide, showing its undeniable success.

Apple’s “Think Different” campaign, launched in 1997, is another example of a highly successful advertising campaign. The campaign was part of a broader marketing strategy aimed at rebranding the company and highlighting its unique design philosophy. Featuring images of iconic figures such as Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr., and this campaign helped differentiate Apple from its competitors and also establish an emotional connection with its customers. It’s no wonder that “Think Different” is still a part of Apple’s brand identity today.

Key points

• Develop a positioning statement for the product or service being advertised.
• Create a detailed creative concept that guides the selection of specific appeals to be used in the campaign.
• Select the most appropriate media vehicles for the target audience.
• Develop a memorable and attention-getting headline and copy to be used in the ad.
• Develop an effective media plan that outlines the reach, frequency, and impact of the ad.
• Determine the amount of each media type to be used in the campaign.
• Schedule the advertising in either a continuous or pulsing pattern.
• Measure the communication effect of the ad by utilizing direct rating, portfolio tests, and laboratory tests.
• Measure the sales effect of the ad through correlation analysis or experiments.
• Monitor the effectiveness of the advertising campaign and make necessary changes.