Advertising

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 categories:

  1. Product-Oriented Advertising
  2. Image Advertising
  3. Advocacy Advertising
  4. Public Service Advertising

Product-Oriented 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:

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.

Advocacy Advertising:

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. Prices

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