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Posts Tagged ‘advertising’

It is a brand conscious world today. Advertising provides a huge impact in the brand marketing activities. Various channels of advertising provide brand information to customers through rich and customized advertising mediums. With a boom in technological sector, outdoor advertising India has set various milestones in out of home brand promotion modes. Assuring more name and fame of advertised brand, OOH Advertising is quite an effective mode of brand promotion. In this article, let us have a look at two latest avenues of out of home advertising.

Outdoor advertising practices are expanded to many more avenues at present. OOH ads are not restricted to conventional modes such as billboard advertising, poster advertising, hoardings, lamp posts etc. Billboard advertising is still in vogue but most of the billboard ads are now digitalised. Kudos to various technological innovations which have brought about innovative and dramatic changes in various OOH Advertisingpractices. In the following paragraphs, find out the two latest avenues of outdoor advertising in India.

Best Medium of Brand Adverting

Advertising is an activity of brand promotion which aims at enhancing sales of the advertised product or brand. Though advertising cannot guarantee sales of the particular product, an ad campaign helps a great deal in generating awareness amongst the target groups and in providing valuable brand information to customers. There are various mediums of brand advertising. It depends upon the promotion requirements of the brand or the choice of the brand owner to adopt a relevant medium of advertising his brand. Some commonly adopted mediums of brand advertising are listed below. Take a look-

Airport Advertising

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.

Does advertising have a limit? The answer is NO. Advertising is a continuous process and doesn’t have a limit. Advertising knows no bounds to promote a brand, service, or idea which is assigned to popularize in a target market. In a brand conscious world, advertising is the only medium for customers and brands to interact with each other. In any advertising activity, brands get exposure amongst the audiences while audiences get information about a particular brand or particular brands through the advertising campaign. The above mentioned point highlights how advertising connects customers with brands.

Another significant feature about advertising which is worth mentioning is its flexibility. Advertising provides flexible options to brand owners or companies to adopt a promotion tool for their product or business. One can advertise his business or brand through multiple tools and avenues of advertising. Some commonly used tools and avenues of advertising include the following-

Television Advertising
Radio Advertising
Print Advertising
Outdoor Advertising (Airport Advertising, Mall Advertising, Metro Advertising)
Internet and Mobile Advertising

The objective of brand promotion varies from one brand to another. Some brands require an advertising campaign to make a fresh entry in the market place while some brands are advertised to provide information about an updated feature or benefit about the same to the existing as well as new target customers. Some advertisers again indulge in an advertising activity just for a short duration to create buzz amongst the target groups by providing discounts, sales or add on offers about the product. There are again various brands in the market which offer the same features and benefits to its customers. For these brands, advertising is the means to stand apart in the competition. Brand competition is important because it provides advertisers to hone up their advertising skills thereby providing customers an enriched brand experience.

Is advertising the ultimate means to inform and help us in our everyday decision-making or is it just an excessively powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village are exposed to increasing number of advertisement messages and spending for advertisements is increasing accordingly.

It will not be exaggerated if we conclude that we are ‘soaked in this cultural rain of marketing communications’ through TV, press, cinema, Internet, etc. (Hackley and Kitchen, 1999). But if thirty years ago the marketing communication tools were used mainly as a product-centered tactical means, now the promotional mix, and in particular the advertising is focused on signs and semiotics. Some argue that the marketers’ efforts eventually are “turning the economy into symbol so that it means something to the consumer” (Williamson, cited in Anonymous, Marketing Communications, 2006: 569). One critical consequence is that many of the contemporary advertisements “are selling us ourselves” (ibid.)

The abovementioned process is influenced by the commoditisation of products and blurring of consumer’s own perceptions of the companies’ offering. In order to differentiate and position their products and/or services today’s businesses employ advertising which is sometimes considered not only of bad taste, but also as deliberately intrusive and manipulative. The issue of bad advertising is topical to such extent that organisations like Adbusters have embraced the tactics of subvertising – revealing the real intend behind the modern advertising. The Adbusters magazine editor-in-chief Kalle Lason commented on the corporate image building communication activities of the big companies: “We know that oil companies aren’t really friendly to nature, and tobacco companies don’t really care about ethics” (Arnold, 2001). On the other hand, the “ethics and social responsibility are important determinants of such long-term gains as survival, long-term profitability, and competitiveness of the organization” (Singhapakdi, 1999). Without communications strategy that revolves around ethics and social responsibility the concepts of total quality and customer relationships building become elusive. However, there could be no easy clear-cut ethics formula of marketing communications.

ADVERTISING AND SALES PROMOTION

            Abstract

 Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. The messages carried in-medias. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme. It helps the consumer to save their time in purchases.

It helps the manufacturer sell their products. The relation between wholesalers and retailers is improved through advertising. Sales promotion consists of diverse collection of incentive tools, mostly short-term designed to Sales promotion tools vary in their specific objectives. A free sample. Stimulates consumer trial, while a free management advisory service comments a long-term relationship with a retailer stimulates quicker and / or greater purchase of a particular product by consumers or the trade. Rationale of sales promotion may be analyses for Short-term results, Competitive Pressure, Buyers’ expectations, Low quality of retail selling. There is wide acceptance that sales promotion is one of the most mismanaged of all marketing functions. The report contained advantages, purpose of advertising and sales promotion. It also discussed rationale, plan preparation, integrating and planning advertising and sales promotion

INTRODUCTION

Adverting is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and encomia topic in Indian society. Promotion may be defined as “the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service. Promotion is most often intended to be a supporting component in a marketing mix. Promotion decision must be integrated and co-ordinated with the rest of the marketing mix, particularly product/brand decisions, so that it may effectively support an entire marketing mix strategy. The promotion mix consists of four basic elements. They are:-

Sun Tzu stated in his Art of War, that you should attack, where the enemy is weakest.

In the contemporary business world, most business owners seeking company growth fail to understand how to achieve free online business advertising. If they did, then their business growth could be exponential.

In business war terms, your enemies are your competitors, and your competitor’s weakness is frequently identified by business management consultants and business consultancy firms as their online e-commerce presence.

If addressed correctly a companies growth can be staggering.

It doesn’t matter which business sector you hail from, adopting these free small business advertising tactics can lead to exponential growth of business.

Company growth secrets from free online business advertising outlines financial & growth benefits. Growth can be achieved by business owners tapping into a companies growth strategies afforded by the new online advertising options like Google domination.

One of the most restrictive business growth factors is a lack of a business sector small business advertising budget.

Business consultancy firms typically hire SEO specialists to solve this issue.

Every business owner aspires for fast company growth in sales and profitability and always looks for the right means to achieve business growth.

Experiencing business growth is both a struggle and a pleasure, as every business sector owner tries to reduce the struggle and concentrate his efforts on accomplishing their companies growth.

Business management consultants suggest one of the most important aspects relating to growth of business is to systematically re-invest part of the profits back into the business.