Posts Tagged ‘Marketing Communication’

Advertising forms an integral part of the communication process. The strongest campaigns are made up of a series of integrated themes and messages, developed with a strategic direction in mind. As well as and in alignment with marketing, public relations and various other communication techniques used to create awareness for brands and services, advertising can be used as an extremely effective communication medium.

For a business that has something to sell or deliver, advertising performs many functions and the effects on a business from this can be considerable. Some of the advantages of advertising include:

Creation of brand awareness – People who have seen advertising for a certain product or service are more likely to remember this when they come to make a purchasing decision.

Boosting sales – Ads run in the right publications and areas increase awareness and will lead to increased sales.

Speeding up the buying cycle – People are more likely to be receptive to advertised products and services increasing the probability that they will take notice of other information from that company.

Enhances prestige – Businesses that advertise are more likely to be seen as credible.

When done badly however, advertising can create confusion and even hostile feelings towards brands and services. The following are some advertising don’ts to look out for.

Making the branding and product shot too small – This will create confusion about what the product/ service is and who the company providing it is. The aim of advertising is to make this information easily available and clear to those viewing the ad.

Including too much information – Too much information will cause people to dismiss the ad. Often there is limited time to get the advertising message across; therefore this message needs to be succinct and straightforward.

Being too clever – Being too clever in advertising may also cause the ad to be dismissed by the audience. People tend to not spend too long on something they can’t understand. Remember to keep the message clear.

Weak imagery and boring creative – We have all heard about cut through. As there are so many adverts around everybody every day, your advertising message needs to break through the clutter. To do this you will need effective imagery, catchy, easy to remember messages and interesting creative.

Bad Placement – If your advertisement is not in the correct place to reach your target market, it is not going to have any impact. This also applies to the ad’s timing and the length of time it is available for the target market – if it is lost in the clutter it will not be effective.

Advertising is an extremely effective communication medium, although when executed badly it can form negative results in the minds of consumers. When advertising has been developed with strategic direction in mind and is used in line with other communication processes, the benefits on businesses and brands can be far reaching.

Low cost does not mean low quality and no strategy. It can in fact be the opposite – high quality, highly targeted and coming from great strategy.

Every promotion should have a set of objectives behind it. There are obvious low cost and high value ideas that can make you look bigger than what you are. If you are a small business or start up, then “punching above your weight” has to be one of your objectives.

Here are some easy concepts:

• Business Cards – do not get them printed at the airport! It is peoples’ first and lasting impression.
• Clothes, Uniform, Attire – look the part. “Keeping your clothes well pressed will keep you from looking hard pressed.” – Coleman Cox
• Tag Lines – be specific, be witty, be concise, but be able to explain what you do.
• Elevator Speech – what is your 11- second description of your business and grand plan? Get one and have everyone remember it and repeat it.
• Phone Numbers – why do some companies make it so expensive for clients to give them money? Why not think of other solutions to just a mobile number?
• Voicemail and Answering Services – never leave a call unanswered, use call diversion, answering services, voicemail or answering machines, but do not turn away opportunity. It is a fact – not everyone rings back!
• Postcards – quick fun and cheap.
• Street Posters – check out where your target markets hang out or go shopping. Is there space available for a nice poster?
• W.O.M (Word of Mouth) – the best referral.
• Referral – promote from within by offering rewards through that are both product related and financial.

Low cost can be fun too!

• Kids – people (usually) love kids. Get some cool transfers and have kids walk around at a conference, exhibition or tourist area with your logo on their forehead.
• Deliver a surprise lunch to some of your key potential clients and watch how fast that door opens!