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ADVERTISEMENT AN INSPIRATION FOR MARKETERS

Advertisement is a mass communication of information intended to persuade buyers to by products with a view to maximizing a company’s profits. Advertising has become so integral part of our life & society that we cannot imagine any event, Newspaper, magazine, TV serial, Cinema etc. without advertising.

Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product Performance.

THE ESSENTIALS OF ADVERTISING:

It is a mass communication reaching a large group of consumers.
It makes mass production possible.
It is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person.
It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales.
Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low.
The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours.
Advertising is recognized communication.

INCLUDED IN ADVERTISING

The information in an advertisement should benefit the buyers. It should give them a more satisfactory expenditure of their rupees.
It should suggest better solutions to their problems.
The content of the advertisement is within the control of the advertiser, not the mediAdvertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future is a waste of money.
The function of advertising is to increase the profitable sales volume.

FORMS OF MESSAGES:

Newspapers and magazines;
On radio and television broadcasts;
Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by inserts in packages);
Dealer help equipment
Window display and counter – display materials and hard work;
Store signs, motion pictures used for advertising,
Novelties behavior advertising messages and mark of the advertiser,
Label stags and other literature accompanying the merchandise.

EXCLUDED FROM ADVERTISING

Advertising is not an exact science. An advertiser’s circumstances are never identical with those of another; he cannot predict with accuracy what results his future advertising efforts will produce.

The buyer and the seller benefit.
Advertising funds come from sales revenue and must be used to increase sales revenue.
The desire and hope for repeat sales insures a high degree of honesty in advertising.

ACTIVITIES EXCLUDED FROM ADVERTISING:

The offering of premiums to stimulate the sale of products;
The use of exhibitions and demonstrations at fairs, show and conventions;
The use of samples and activities, involving news releases and the activities of personal selling forces;
The payment of advertising allowances which are not used for advertising;
The entertainment of customers

IMPORTANCE OF ADVERTISING

Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity.

STIMULATE MARKET DEMAND.

ü  While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon.

ü  Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action.

ü  Advertising has become increasingly important to business enterprises – both large and small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized the importance of advertising.

ü  The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career.

ü  The health department popularizes family planning through advertising Labour organizations have also used advertising to make their viewpoints known to the public at large.

ü  Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the production process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower consumer prices then allow these products to become available to more people.

ü  Similarly, the price of newspapers, professional sports, radio and TV programmes, and the like might be prohibitive without advertising. In short, advertising pays for many of the enjoyable entertainment and educational aspects of contemporary life.

CONCLUSION

Advertising has become an important factor in the campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse. Though in India, advertising was accepted as an effective and recognized means of promotion only 25 years ago, its growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass marketing while helping the consumer to choose from amongst the variety of products offered for his selection. In India, advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for development so that it may be productively used for the benefit of producers, traders, consumers, and the country’s economy.

Make the most of branded promotional products by including some of these great ideas in your marketing and sales activities :

1. Wear It With Pride – Apparel is so visible and versatile for staff or team uniforms, golf and sports days and event merchandise.

2. This is For You – A Gift With Purchase this strategy is an effective way to increase sales and profile for your brand and creates an incentive for buyers to purchase immediately.

3. Make Headlines – Media Kit – Add pizzazz to your media kits by using a branded box, printed ribbon and a themed gift to make a memorable impact.

4. It’s In The Mail – A promotional item that bulks out a direct mail piece creates curiosity and ensures your mail is opened. Select a useful promotional item to suit and appeal to your recipients and links with your message.

5. Fundraising – charities use promotional products very successfully to raise funds and awareness of a cause. Promotional products are also ideal for schools and sports teams. They enable creativity and provide supporters with a memento to further cement the fundraising message.

6. Say Thanks – Recognise employee achievements and show appreciation to valuable clients and supporters with a corporate gift.

7. Just Teasing – Include lightweight ‘teasers’ in your staff or client incentive programme. They keep motivation and interest high through the campaign and can be themed to match your travel reward destination or key message/objectives

8. Build Brand Identity and Loyalty – Longevity is one of the appeals and benefits of promotional products and enables time to build connection as promotional products that are useful to recipients are used.

9. Event Merchandise build a following by creating ‘Official Merchandise’ for your band, sporting team, theatre production, cause or event.

10. Meet With Conference Success Conference supplies such as satchels, lanyards, pillow gifts, notepads and pens are essential elements. They also help to add funding by enabling sponsors to receive profile by branding with their logo/message.

11. Build Corporate Culture happy employees reduce turnover and sick days and build a positive atmosphere.

12. You’re A Winner – competitions always attract attention and you can use branded merchandise as your prize, themed to your industry.

13. Sports Days – Build team spirit – whether it is a company event, part of a conference to involve delegates or a local surf, cricket or other club. Use apparel, hats, towels, Frisbees and sporting equipment.

14. Sales Call ‘Leave Behinds’ – a confectionery or other treat adds a finishing and memorable touch to a meeting or sales call.

15. Trade Fairs / Exhibitions – make sure your stand is remembered. Use a promotional item to hand out to exhibition visitors.

16. Community Activities – involvement in the local community can include sponsorship and participation in local activities and celebrations. Promotional products help your involvement and exposure via handout treats, show bag inclusions, drink bottles, T-shirts, balloons, stickers, confectionery and snack packs.

17. Safety First – high visibility gear reduce accidents in a work place. Branded vests and jackets are popular in factory and warehouse environments. Safety gear such as medical/first aid kits, lights, warning signs for cars, sunscreen and shades and even apparel with reflective inclusions for cycling, can be branded.

18. Public Interest and Educational Messages – Promotional products such as badges, stickers and novelties help to raise awareness and convey important public interest and messages of education by Government, Council, Charities and other Organisations.

19. Promote your Cyberworld Use stickers, badges, pens, post-it notes to promote your website or blog.

20. Increase Visual Impact – Add your logo and create prime ‘real estate’ by using market and rain umbrellas, banners and large window stickers to feature your branding.

+ Everyone loves FREE STUFF