3 Advantages of Commercial Advertising

Targeted Audience

Because television and radio stations keep detailed information about audience demographics, it's possible to broadcast your commercials to the exact consumer group you're looking to capture. Salespeople will work with you to tell you which shows and time slots reach which demographics, then you can negotiate an advertising package that airs your commercials only when your potential customers are tuning in. Work with cable companies and you can decide which channels air your advertising too. That's useful if you have a product that appeals to people with certain interests. For example, if you're selling a product for cooking, it makes sense to advertise on food and cooking channels.

A Chance to Sell Directly

"Call now" infomercials still work surprisingly well if your small business is selling a product that needs a demonstration for consumers to recognize its benefits. Known as direct response advertising, these 30-, 60- and 120-second advertising spots are usually sold by cable networks for a lower cost than for traditional commercials. If your product is already selling well, a direct TV production company could pick up the cost of producing your commercial in exchange for a portion of your revenues. Because these commercials include toll-free phone numbers for customers to call, it's easy to measure the return on your advertising investment.

Costs Vary

A television ad doesn't have to cost you millions of dollars. According to a 2006 "Entrepreneur" magazine report, airing a TV ad generally cost between $90 to $2,500 per commercial, meaning you could adjust your strategy based on the funds you have to work with. If you advertise with a local station during a popular talk show, expect to pay $90 to $300 per 30-second spot. For slots during news broadcasts, expect to pay anywhere between $200 to $1,500 locally. To get an idea of national advertising rates, double your numbers. Prime time slots are always pricey, no matter what advertising scale you choose. Radio advertising costs tend to be lower and stations will often produce your ad for you for free. A 2009 "Entrepreneur" article estimated that radio had a cost per thousand impressions of $4, compared to $10 for locally broadcast TV ads.

ReadMore: http://smallbusiness.chron.com/advantages-commercial-advertising-18312.html

Makkani Productions - We are one of the best Advertising agency in Kerala & Creative Advertising Agencies in Calicut which undertakes all designing and development works including Brochures, Branding, Logos, Corporate events & Video Productions

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How Online Advertising Works

While online advertising is a proven way to target and reach audiences with concise messaging, myriad options make it tough to know which avenue(s) will be most effective for a business. The major online advertising options (described below) offer enough variety so businesses of any size, type, and budgetary constraints can conduct an ad campaign that suits their needs. Online advertising affords certain benefits that business marketers can leverage:

• Advertise only to those in the target audiences, with easily-customizable, specific messaging, since “online” is where customers are
• Track effectiveness via metrics demonstrating an ad’s impact on traffic to the website or other measures, then modify in real-time as needed
• Businesses of any size and type can participate – e-commerce business (sells only online); local/regional service or product business (for customers in a specific location, i.e., retail stores, restaurants, physicians, etc.); non-geographic services (not limited by location, such as consulting or IT support)

Online advertising is much more fluid and dynamic than simple print ads. Online ads can and should be precise in who they target, going only to viewers based on location, age, interests, or other demographics relevant to the business. Most businesses structure and pay for online ads in one of two ways: pay-per-click advertising or fixed rate advertising.

• Pay-per-click (PPC) is paying for an ad based solely on the amount of clicks it gets. A business can post multiple versions of the same ad and quickly see which gets the most clicks and make changes as needed. This is effective for those with a strict budget, as spending limits can be preset.
• Fixed Rate is when businesses pay a set price for ads up front, and is used often on content-focused sites where the target audience is likely already there.
• In both cases, the ‘click’ goes to the business’s homepage or a content-specific landing page.

Types of Online Ads

Google Adwords > These ads appear on Google search result pages, on the side, for businesses pertaining to the search criteria and accounting for the demographic parameters. These are usually PPC ads and are effective for campaigns based on specific keywords.

Search Ads > These are similar to Google Adwords, except these ads appear assearch results (usually top results) instead of on the side. This example shows how ads appear ahead of organic search results for search criteria of “buy a PC”.

ReadMore: http://mediumwell.com/online-advertising-works/

Makkani Productions - We are one of the best Advertising agency in Kerala & Creative Advertising Agencies in Calicut which undertakes all designing and development works including Brochures, Branding, Logos, Corporate events & Video Productions

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3 Essential Marketing Tips from the Father of Advertising

Use research, not rules

If there’s one thing to take away from Ogilvy on Advertising, it’s that the man was obsessed with the power of research. From which fonts perform best, to color selection, layout, positioning, and even character count, Ogilvy had masses of research to draw from to inform his decisions when creating a new ad.

Organize your research

Research is useless if you can’t retrieve it at a later date. In fact, this is one of Ogilvy’s main criticisms of researchers in advertising agencies:

“Even if somebody remembers that the research was done, nobody can find it. So we re-invent the wheel, year after year.” – David Ogilvy, Ogilvy on Advertising, p.36

If you can’t reliably retrieve the information you gather you’re forcing yourself to redo all of the work just to discover the same thing over and over again. In today’s climate, however, you can take this one step further – you don’t even have to do most research yourself.

Sites like ProBlogger exist with the sole purpose of helping you to establish your own blog and grow from the lessons they’ve learned doing the same. Brian Dean conducts fantastic research into SEO and link building strategies, then publishes his results on Backlinko. Growthhackers, Inbound, and entire subreddits exist to collect and promote the best content from around the web on anything from copywriting and marketing to truly awful one liners.

You’re not paid to be “creative” or “original”

It’s nice to say that we’re “creatives”. It feels good to imagine pushing the limits of our respective fields with original ideas and by breaking new ground. You don’t want to be just another copywriter, doing the same thing as everyone else – you want to stand out.

But you’re not paid to be creative – you’re paid to fulfill a purpose.

Whether you’re introducing a product, pushing an affiliate link, or guest posting with the aim to score backlinks, you’re never being paid to just be creative. Creativity might help you reach your results, but the trait alone will do nothing if you don’t channel it.

Read More:https://www.process.st/marketing-tips/

Advertising Production Process

Pre-production

Summarize your goals for the advertisement in a creative brief for your advertising agency, or the staff members who will produce it for you. Define the target market, clarify your message and state the specific action you would like its members to take, such as to visit your website or call a toll-free number. Include your budget, timeline and any specifications on where and when you want the advertisement to run. Specify the particular television station, publication or radio show. Suggest images or phrases that might help achieve your goals.

Production

The creative process begins in earnest once you hand over the brief. The advertising professionals will work up proofs, or in the case of commercials, storyboards, that bring your ideas to fruition. Review the preliminary concepts for consistency with your ideas and their ability to achieve your goals. Avoid cost overruns by confirming in advance how many revisions you are entitled to before incurring additional charges. Ensure that the final advertisement includes the necessary contact information, as well as any needed mention of pricing or a special offer.

Post-production

Check the publication you have contracted with to confirm that your advertisement has run according to the agreed upon terms. If you ordered color, it should not be in black and white. Similarly, watch or listen to your broadcast advertisement. Television and radio stations specify when your commercials will run. Make sure that they do. Track any corresponding increase in phone calls or web traffic. Consider running the advertisement again if the response was strong. Contemplate tweaking your strategy, or starting the advertising production process anew if the results disappoint you.

Read More:http://smallbusiness.chron.com/advertising-production-process-45162.html

Role of Advertising in Marketing Communication

Role of Advertising in Marketing Communication

Marketing communications are the means by which organisations attempt to inform, persuade, and remind consumers about products, services, or brands. Marketing communications inform and make consumers aware about the availability of the product or service, about its usage, price and special offers. Marketing Communications attempt to persuade potential consumers to purchase and try the product. Marketing communications can also be used to reinforce experiences, or to remind consumers about their needs and their past experiences related to the product with a view to convince them for repurchases. Marketing communication also differentiate products in markets where there is little to separate competing products and brands.

Advertising is a paid form of a non-personal message communicated through the various media by industry, business firms, nonprofit organisations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience.

The advertising message has to reach a billion people, speaking different languages, practicing many religions. Advertisers can reach their audiences through television, radio, cinema, print medium, outdoor advertising, sales promotion and the Internet. Hence, advertising is a form of mass communication.

Read More:http://www.enotesmba.com/2013/10/role-of-advertising-in-marketing-and-process-of-advertising.html

HOW COMPANIES ARE PUTTING ADVERTISING PROCESS CONTROL TO WORK

Advertising is inherently a creative process, and creativity is often associated with a free-form approach to the development of ideas and concepts. The implementation of those ideas, however, should not be free form. In fact, research shows that ad campaigns benefit greatly when marketers use a tightly controlled implementation process to help them maximize results and minimize waste.

To help marketers execute their ad campaign processes, Dan Beltramo, Nielsen’s EVP of Product Leadership, led a recent webinar with several marketing experts to discuss the concept of advertising process control. The session also gave the group an opportunity to share some best practices for consistent campaign performance.

GET YOUR ADVERTISING PROCESS UNDER CONTROL

To generate consistent high performance across an organization, Beltramo emphasized the strengths of advertising process control. Process implementation within an organization isn’t a new concept, however, applying a standardized process to advertising to increase efficiencies is a new way to approach campaign execution.

To implement this process across your organization, consider the following:

• Start with an understanding of where your process currently stands.
• Choose a set of objective-appropriate metrics and consistently measure these metrics across every campaign you run.
• Compare these metrics against an internal, organization-wide benchmark or an external, industry-wide benchmark.
• The resulting data will tell you not only how your advertising is doing, but also how consistently you are producing those results.
• Chances are these results will uncover some variance in your advertising performance.
• Take action to lower your variance by tightening up your advertising process—dig into exactly what steps your organization takes, or doesn’t take, to implement advertising campaigns.
• Identify steps or campaign elements that need improvement, and take the time to document and apply best practices. Doing so will allow you to create a well-thought out, scalable process for implementing advertising that consistently generates high performance.

By focusing on and refining how to generate results, marketers can develop clearly defined steps and campaign elements that help them focus on executing consistently high-performing advertising campaigns.

ADVERTISING PROCESS BEST PRACTICES

By leveraging results across Nielsen Digital Brand Effect studies in the consumer packaged goods (CPG) category, Nielsen identified Horizon Media and Collective as companies that consistently drive high-performing campaigns. Given their track records, executives from each company shared best practices for creating and implementing advertising processes to reliably produce these results.

Mary Shirley, Horizon’s SVP of Digital Media Activation, highlighted the importance of each step of the advertising process—planning, implementation and refinement. She says that during the planning phase, Horizon has found it essential to engage with all campaign stakeholders as early as possible to ensure that each campaign is set up for success. In her experience, she says campaign execution works most efficiently when the advertising, media planning and research goals are all aligned. It’s also important for their process to remain flexible enough to accommodate custom campaign elements that may affect performance. Overall, Horizon continuously finesses their internal process by documenting insights from each campaign and sharing best practices across the organization.

Gregory Friend, Collective's Senior Manager of Measurement Solutions & Insights, emphasized the importance of knowledge management in his organization to create a strong foundation of process implementation. With its detailed analytical process, Collective can leverage both qualitative and quantitative insights from past campaigns to inform campaign planning and execution. The company encourages teams to remain curious to find out the “why” behind campaign performance so insights are continuously developed and applied to future campaigns. By acknowledging the importance of collaboration and education, Collective has been able to develop an implementation process to set its campaigns up for success.

Read More: http://www.nielsen.com/us/en/insights/news/2015/how-companies-are-putting-advertising-process-control-to-work.html

Advertising vs Promotion

Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. Advertising may be one form of promotion.

Comparison chart

Advertising versus Promotion comparison chart

	Advertising	Promotion
Time	Long term	Short term
Definition	One-way communication of a persuasive message by an identified sponsor, whose purpose is non-personal promotion of products/services to potential customers.	A Promotion usually involves an immediate incentive for a buyer (intermediate distributor or end consumer). It can also involve disseminating information about a product, product line, brand, or company.
Price	Expensive in most cases	Not very expensive in most cases.
Suitable for	Medium to large companies	Small to large companies
Sales	Assumption that it will lead to sales	Directly related to sales.
Example	Giving an advertisement in the Newspaper or TV about the major products of a company	Giving free products, coupons etc.
Purpose	Brand Building, Continuity, Brand switch, Switching back	Attract new tries or brand switchers, Reward loyal customers, Increase sales and repurchase rates.
Result	Slowly	very Soon
Approach	Unique to product/service	Not necessarily unique to product/service
Nature of appeal to the consumer	Advertising is emotional in nature and the objective is to create an enduring brand image. Perfumes, makeup and jewelery need imaginative advertising to create the allure needed to sell these products.	Sales promotions, on the other hand, are unemotional in their approach. A cents-off coupon for cereal appeals to the consumer's rational mind and is a sales promotion. The consumer weighs the price of one cereal brand versus others.
Objective	Building brand image and boosting sales.	Short term sales push.
Meaning	Advertising is a technique of driving public attention towards a product or service, through paid network.	The set of activities that spread a word about the product, brand or service is known as promotion.
Communication	One way Process	Two way process
Strategy	Promotional strategy	Marketing strategy

Contents: Advertising vs Promotion

• 1 Differences in Timeframe
• 2 Types of promotion and advertising
• 3 Relationship of Sales with advertising and promotions
• 4 Cost of advertising vs promotion
• 5 References

Differences in Timeframe

Promotions are time specific and may be short term while advertising may be generically long term. For example: ABS company may start a promotion of giving free drinks at a mall for a day during the festive season, while the same company may advertise much before about their drink at the start of the festive season and extend it during and beyond the season. Advertising is aimed towards the long term building of the brand while Promotion is aimed at the short term tactical goal of moving ahead in sales.

Types of promotion and advertising

Promotion is generally divided in two parts:

• Above the line promotion: Promotion in the media.
• Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows.

Advertising can be of the following types:

• Media: Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television ads, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches etc.
• Covert Advertising: Covert advertising is when a product or brand is embedded in entertainment and media. For example: John Travolta wearing only "Diesel" clothing in a movie.
• Television Commercials: Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops.
• Internet Advertising: This is the newest form of advertising wherein web space is used and email advertising is used. On the internet, there is often an overlap of advertising and promotion on sites like Indiegogo and Kickstarter, where individuals and small businesses try to raise funding for their ideas, often in exchange for promotional items or items that feature advertising of the product/company.

Relationship of Sales with advertising and promotions

Typically promotions are directly linked with sales while advertising is an assumption that it may lead to sales. For example: Giving 20% discount on products may attract a customer and induce instant sale while giving a general brand creation advertisement in the newspaper may not induce immediate sale.

Cost of advertising vs promotion

Promotions are directly linked to sales and hence for small companies it may be easier to use promotional methods. Advertising may be more expensive for small companies and it may not be feasible for them while in advertising it is being assumed that adverts will lead to sales.

For example: A store may give 20% discount on its products which may increase sales while the same shop may find it difficult to advertise this in various medias.

Read More: https://www.diffen.com/difference/Advertising_vs_Promotion

Makkani Productions - We are one of the best Advertising agencies in Kerala & Creative Advertising Agencies in Calicut which undertakes all designing and development works including Brochures, Branding, Logos, Corporate events & Video Productions

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