Category Archives: Advertising

Advertising Techniques and Examples

Advertising Techniques and Examples

In recent years, the amount of money spent on advertising has reached staggering figures with amounts surpassing 500 billion dollars being thrown about. And that is a conservative estimate. The effectiveness of the various ad campaigns launched using the money spent is not as well documented, but for sure, there would have been many ads that fell way short of what they were intended to do; capture the imagination of the public and persuade them to spend on the brand or product advertised. Using different methods of advertising for creating advertisements that have recall for many years is difficult but not impossible. In this article we list out techniques and examples of ads using these techniques that will help you understand how you can raise the bar for the field of advertising.

Methods and Examples of Advertising

Create Characters: One of the best methods in modern advertising that you can employ in order to have an effect on the consumer’s mind is to create a character that will become synonymous with the brand that you are promoting. This is a great idea, but in order to ensure that character brings about brand recall, you need to have the character as your brand mascot for a long time. It needs to register with your target audience. The Michelin Man or Bibendum, which is its actual name, has been the company mascot for Michelin tires for more than a hundred years now, first introduced in 1894. Today, it is synonymous with the brand in more than 150 countries worldwide.

Buzz Marketing: For the longest time, buzz marketing or word-of-mouth marketing was not given its due credit and was not recognized as an effective advertising technique. Today it is widely heralded as one of the best advertising methods and examples of the same are oft repeated as good ways to improve sales. Web campaigns for both Hotmail and Blair Witch Project are often cited as some good examples of buzz marketing. In 2008, before the movie Cloverfield was released, the teaser of the film was released not with its name but its date of release. This created a huge buzz in the market.

Celeb Power: One of the most overused and common advertising strategies that exists, signing on a celebrity to promote your product is sometimes seen as an easy way out due to the huge pull that celebs enjoy over their fans. In such a scenario it becomes important that the advertising agency in charge of the campaign manages to come up with an idea that uses a celebrity in a novel manner. One of the best examples of celebs used to promote a brand, according to me, till date remains the Genworth Financial advertisement when it was launched as an offshoot of GE Financial. The commercial showed a young boy beating Taylor Dent at a game of tennis. In the last few frames of the ad, it is revealed that the boy is the son of tennis greats, Andre Aggasi and Steffi Graf. What clinches the deal for Genworth Financial is the tag-line, “The right genes make all the difference.” This remains, to me, one of the examples of advertising techniques that generally does not reach it full potential.

Exaggeration: Exaggerating products and their uses is another good advertising technique and an example of the technique can explain how this works in the favor of the advertiser. Even the most exaggerated, ludicrous extremes sometimes can capture the attention of the audience and appeal to them. For this advertising technique to work, it is important that the viewer realizes that there are elements of exaggeration in the ad. M&M somehow manages to use elements of exaggeration very well in their ads including the recent one, where a man tossing candies into his mouth is being clocked by a large M&M candy.

Shocking the Viewer: An effective method of advertising, shocking viewers gets them more interested in the product because it causes a shift in their comfort zone. Vehicles being maneuvered around difficult terrain and pretty models pouting their lips in cosmetic ads is sooner or later going to bore the viewer. Benetton has been praised for effectively using this type of advertising technique and instances of their advertising are often used to teach advertising students. While their advertisements are often criticized for their shock value, they have also been praised for increasing awareness of many issues. One of their most brilliant advertisements was of an Afro-American woman nursing a Caucasian baby which was celebrated as an image of racial diversity. The same ad though was criticized for being comparative at periods of slavery when African women were kept as caretakers for White children.

Use of Metaphor: Metaphorical ads work very well as long as you are working with creative advertising ideas>. Comparison of products with other items and placing them in situations that cannot be thought of under normal conditions can work very well for a viewer. An ad that was praised for the way it used metaphor was the ad for Spontex which is well-known brand of sponge. The ad that they created showed an African woman carrying a super-absorbent sponge manufactured by Spontex, instead of a bucket to carry water.

Emotional Appeal: One of the best examples to learn from are those ads that use emotions to tug at the heart strings of viewers. Many organizations that work with social causes use this technique effectively to spread the message about the issue at hand. RSPCA uses this technique very effectively. Their print ad which has animals like horses and dogs shedding their battered skin for a healthy coat with a tag line that says, “Help neglected animals leave their old lives behind,” works very well on almost everyone who is slightly emotional by nature.

David Ogilvy wrote in his book, Confessions of an Advertising Man, ” The consumer isn’t a moron. She is your wife.” Whenever you take a look at different advertising techniques and those examples that you would like to use in order to design your own advertising strategies, keep in mind this little tip from Mr. Ogilvy. After all he is not called the father of modern advertising for no reason.
Read more at Buzzle: http://www.buzzle.com/articles/advertising-techniques-and-examples.html

Newspaper Advertising Tips

Newspaper Advertising Tips
The business world has become very competitive these days and every company is trying its level best to increase its market share. However, only those people who can effectively reach out to their customers can win this race. Advertising is one of the best tools to reach millions of people and present the quality and utility of your product.

Though Internet, television, and radio advertising have emerged as the most popular forms of advertising in this modern era, you cannot ignore the importance and utility of newspaper advertising. This is for the simple reason that print ads are read by many people because of the large circulation.

The following tips for newspaper advertisement can help you to avoid some common mistakes and gain maximum benefit from your advertising opportunity.

Tips for Newspaper Advertising

Choose the Most Popular Newspaper
While placing an ad, you must be aware of how popular the newspaper is. The more the readers, more will be the inquiries you get and consequently, more clients. Though popular newspapers will have higher ad rates, it is advisable to go with them if you want a wide reach.

Get the Wording Right
The wording of the advertisement is very important as it will attract people to the products of your company. It should be simple, easy to understand, and grammatically correct. You can take help from a language expert or copywriter for the same, if you find it difficult to compose the ad wording yourself.

Looks Matter
The overall appearance of the advertisement should also be attractive for the readers. You can have a slightly bigger ad and a colored one with content written in a stylish manner for getting more attention. Of course, such experiments do come at a steep cost, but after all, advertising is all about getting new customers. A picture of your product and its salient features in short can be useful to get the attention you need.

Positioning
Ad position matters. Generally, it is believed that ads on the first few pages and those at the top of the newspaper get better customer attention. So you can position your ad that way and reap rich benefits. There are many columns in newspapers under which the ads are printed. Your ad should be placed in the right category or subhead. For example, if you are providing investment advice, then your ad should appear under a title like ‘Investments and Consulting’. Placing an ad under the wrong or unrelated subhead will lead to a big loss of potential customers.

Take Advantage of Schemes
Advertising can be a very costly affair and for many businesses, it is a substantial chunk of the total expenses. You need to keep your expenses under control to ensure that your profit margins are maintained. Considering the growing competition in the print media market, many newspapers offer attractive schemes for their customers. Sometimes you get discounts. You may also get free ads after paying for a few ads. So, take advantage of these schemes to increase the reach of your business.

Check the Details
The details given in the ad should be correct and to the best of your knowledge. Especially, contact numbers should be double checked, because if you end up giving the wrong number, you will obviously not get any inquiry calls.

Advantages of Hiring an Advertising Agency

Advantages of Hiring an Advertising Agency

Advertising has reached a very high level of importance in today’s fiercely competitive world. Cutthroat competition has compelled manufacturers to review their selling strategies and come up with unique and innovative ways to sell their products. This has in turn prompted them to hire advertising agencies to do the legwork for them. There are many reasons why hiring an advertising agency makes sense to a company. A few of them have been discussed in this Buzzle article. Go through them and you’ll know the benefits of getting your products advertised by professionals.

Exposure and Experience in the Field
The biggest plus point of hiring an advertising agency has is the immense level of experience that it holds in comparison to a company that is hiring it. Take your own company for instance. If you want to come up with a novel idea to sell your product, you will spend a lot of time and resources trying to come up with the perfect ad. Market research, creativity and the actual realization of the idea can take a very long time by which time the whole demand focus may shift totally. On the contrary, when you hire an agency, due to its tremendous experience in the field, it will know exactly what to do, when to do it and most importantly how to do it! This will not only save you the headache of coming up with your own idea, but it will definitely be better than what you can come up with. Plus, they have a constant exposure to different types of clients, customers and consumers. This gives them an edge over a layman in coming up with ideas to sell a product.

Professional Approach to the Work
Due to the high level of experience and exposure that agencies have over laymen, they also have a strictly professional approach to their work. While a company may consciously or unconsciously end up bringing an emotional approach to the ad, an agency leaves no room for this. However, this does not mean that the client’s sentiment is not taken into account. It is the combination of the client’s sentiment, the ad agency’s creativity and the customer’s demand that together make the perfect ad. The agency sees to it that all these ingredients are present in an ad. It adds a level of finesse and class to a crude idea that the client has, thus making its professionalism clearly visible.

Well Versed with Tips and Tricks
Another edge that an advertising agency has over its clients, and this is a point that proves its expertise in the field, is the knowledge of the tips and tricks in transforming a dream of the client into his reality, and in turn, a dream of the customer. An ad agency is a knowledge bank of all the small intricacies that go into making a successful ad. This knowledge comes only from experience. For instance, just like a journalist will know exactly what questions he must ask in order to sensationalize a celebrity’s interview, an ad agency knows what appeals and which audience to target and also how to do it, when coming up with an ad campaign for a client.

Media Selection Ability
Choosing an advertising agency to do your work for you has one more very important advantage. Due to its exposure, experience, knowledge and indispensable resources, it also has the ability to know and choose the appropriate kind of media to showcase your ad campaign. Because they are constantly in touch with the media world, they know which media is suitable for what kind of products, they know what demographic to appeal to through which media and also know which media costs how much and how to use these costs to turn in the favor of the client. The agency can guide the client about the above and thus ensure that the campaign is successful.

Diversion of Workload
A company is only as good as the products it manufactures. Hence, the prime focus of any organization should be on the products or services that it manufactures. For your company, the prime focus should be the product that you wish to sell. And for the advertising agency, it is the ad that it makes for you. Needless to say that when the agency’s focus is on your product, you’ll have less to worry about with regards to marketing strategies and selling tactics. All you have to concentrate on is manufacturing and leave the rest to the ad agency. It will fulfill its responsibility towards you as its client and you will have an impressive ad campaign for your product. Everyone does his own job and reaps his own benefits.

Effective Marketing Strategies Advertising vs Public Relations

Effective Marketing Strategies Advertising vs Public Relations

The American Marketing Association (AMA) defines marketing as the activities, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The contribution of marketing to the success of any business is highly significant. In fact, marketing has the power to determine the success of a particular product or service launched. Effective marketing involves the application of many strategies, two of which are: advertising and public relations. We shall attempt to understand these two terms in the following discussion. Henceforth, in this article, the use of the term product will refer to both, a service or a product that is to be marketed.

Advertising

Advertising refers to any form of paid and impersonal presentation of ideas, goods, or services by an identified sponsor.

Advertising Types

Informative Advertising: This includes advertisements that aim to provide the customer with information about the product. This form of advertisement informs the customer about the various features and the benefits of using the product.
Persuasive Advertising: The objective of this form of advertisements is to persuade the consumer to buy a particular product or employ a service offered. It usually includes some attractive additional features or special offers that will further entice the customer to buy a product.
Comparative Advertising: These types of advertisements, indirectly or directly, compare the product to be marketed with another of a similar type. Generally, when there are only a few (usually, two) major players in the market, one or all of these business competitors use this advertising strategy.
Rememorative Advertising: Advertising done through this type is usually in case of a product that is well-established and has a strong-hold on the market. This type of advertising is used only to remind the consumer about the product.

Advertising Graph

Growth Phase: The function of advertising assumes immense importance at the onset or launch of a product. The advertising is usually in full swing in this phase. All the advertising techniques are put to use in this stage. Initially, informative advertising is employed. In the latter part of this phase, informative as well as persuasive advertising is utilized.
Established Phase: Once the product has established a standing in the market, a combination of persuasive, comparative, and rememorative advertising is observed with informative advertising kept at its lowest.
Declining Phase: In this phase, the whole process of advertising is suppressed. Rememorative advertising may be used in isolated cases. If there exists any chance of revival of the product, a novel advertising approach may be applied.

Objectives of Advertising

To generate awareness about a product or a service offered.
To inform the consumer about the various features of the product or service.
To induce the customer to buy the product or avail the services offered.

Secrets for Good Advertising

Repetition of advertisements
Strategic placement of advertisements (including time)
Target market considerations and segmentation while advertising
Quality of advertisements
Form of advertising

Public Relations

Public relations refer to any form of unpaid communication, designed to generate a positive image of a company in the market. It can also be considered as a planned effort by an organization to the establishment of favorable opinion for the organization and its products and services.

Public Relations Tools

News
Speeches
Special Events
Written Material
Audiovisual Material
Corporate Identity Material
Other (social cause, websites, employees)

Public Relations Graph

Growth Phase: As in the case of advertising, public relations in the growth phase is of utmost importance for the organization and considerable time and effort is deployed for public relations.
Established and Growing Phase: It has been observed that most companies do not entail much importance to public relations once the product is past its growth stage. However, PR deals with the image of the organization on the whole and is not limited to a particular product. Hence, ideally, PR should have a graph that doesn’t fall below a minimum predefined value. The PR strategy should be attributed a predetermined level of importance throughout the lifetime of an organization, and a spike should be observed with an increase in PR activities when any new product is launched.

Public Relations – Objectives

Maintaining a rapport with the public
Generating repeat buyers
Maintaining long-term relationships with the clients

Secrets for Building Good Public Relations

Most organizations and its managers tend to neglect public relations as an effective marketing strategy. Even when employed, PR often is not a well-planned and well-managed activity. It assumes a very random form and this can hurt the prospects of an organization and its products. The most paramount suggestion when using PR as a marketing strategy is that it should be given its due importance.

Giving enough importance to PR.
Planning and organizing PR activities.
Significant social work or assistance to social causes.
Introducing every change in top-level management through news and talk-shows.

Advertising vs. Public Relations

Advertising has an extremely wide reach, and thus, is one of the most effective tools of marketing. Additionally, its expressive nature enables it to strongly influence the consumer. A total control over how the advertisement will be presented to the end-user is possible. This facilitates better planning and strategizing of the advertising function in an organization. As against this, the quality of the news, the features of the product it highlights, the placement of this news piece when media relations is used for PR, are all beyond the control of an organization. Advertising also allows a control over the place, time, duration, and repetition; contrary to PR.

Advertising in itself implies paid ways of generating positivity in the market about a product. As against this, PR deals with building long-term relationships and promoting a positive image of the company. PR relates to the unpaid ways of ‘being in news’. Thus, the cost incurred for the process of advertising is much higher as compared to that required for building strong public relations. An activity that is a result of public relations like news, gives the product review from the perspective of a third person and also gives a detached comment on the product. Thus, a PR activity is perceived to be more legitimate and believable by the customer.

Both advertising and public relations can be used as tools for branding. It is important to remember that advertising or public relations, alone will never comprise the marketing strategy of an organization for its product. A combination of both is mandatory for effective business marketing and in order to ensure the success of a product.