The roll of advertising in the success of a
business cannot be overstated. most organizations, large and small,
that rely on marketing to create customer interest are engaged in
consistent use of advertising to help meet marketing objectives.
This includes regularly developing advertising campaigns, which
involve a series of decisions for planning, creating, delivering and
evaluating an advertising effort. Delivering an effective marketing
message through advertising requires many different decisions as the
advertising campaign is developed.
How do we do it:
An advertising manager will be handling all the
aspects of your advertising regardless of the size of your business.
The account manager works closely with you
to develop an advertising strategy and
manage the overall advertising campaign which often includes
delegating selective tasks to our specialists such as marketing
department, advert designers and media planners.
Type of Advertising is often mistaken for the
delivery of an advert (e.g., television ad, radio ad, etc.). But in
marketing, type of advertising refers to the primary "focus" of the
message being sent and falls into one of the following four
- Product-Oriented Advertising
- Image Advertising
- Advocacy Advertising
- Public Service Advertising
Most advertising spending
is directed towards the promotion of a specific good, service or
idea, what we collectively label as an organizationís product.
In most cases the goal of product advertising is to clearly
promote a specific product to a targeted audience.
Image advertising is used
primarily to enhance an organizationís perceived importance to a
target market. Image advertising does not focus on specific
products as much as it presents what an organization has to
offer. In these types of ads, if products are mentioned it is
within the context of "what we do" rather than a message touting
the benefits of a specific product. Image advertising is often
used in situations where an organization needs to educate the
targeted audience on some issue. For instance, image advertising
may be used in situations where a merger has occurred between
two companies and the newly formed company has taken on a new
name, or if a company has received recent negative publicity and
the company wants to let the market know that they are about
much more than this one issue.
Organizations also use
advertising to send a message intended to influence a targeted
audience. In most cases there is an underlying benefit sought by
an organization when they engage in advocacy advertising. For
instance, an organization may take a stand on a political issue
which they feel could negatively impact the organization and
will target advertisements to voice their position on the issue.
Public Service Advertising:
In some cases,
not-for-profit organizations are permitted to run advertisements
through certain media outlets free-of-charge if the message
contained in the ad concerns an issue viewed as for the "greater
good" of society. For instance, ads directed at social causes,
such as teen-age smoking, illegal drug use and mental illness,
may run on television, radio and other media without cost to
organizations sponsoring the advertisement.