Advertising Evaluation

About evaluation of Advertising and its importance
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  Advertising Evaluation Earlier in the year The Association of Advertising Agencies met in Florida. The basic theme proclaimed was that advertising won't work unless it’s creative.That is the same old saw that the agencies have been pushing for decades. It all starts with a client meeting with lots of charts pretty pictures smoke not much strategy and a hefty budget.!hat's a client to do If you've ever been put into this position here's a short course on how to evaluate advertising.First of all advertising is what you do when you can't go to see somebody personally. #ou send a television commercial or a print ad to tell your story. Any ad program has to start with the product difference you are trying to communicate. !hy buy my product instead of someone else's #ou're not after a meaningless slogan. #our program has to contain that difference and the benefit that comes with it.$ost agencies today will pitch the concept that advertising has to form a bond with the customer. The customers have to like the advertising which means you can't sell too hard. %iking advertising is only useful if you're selling tickets to watch it.&on't buy into all that. The basic role of an agency is to take that difference and make it interesting by dramatiing it. (eople are attracted to the media because of its entertainment and information value not because they are dying to see your latest ad. The agency can use se) or humor or whatever but the ad must communicate that reason to buy. If you like theway the agency did that approve it. *r ask for more drama. A good e)ample was the introductory advertising (epsi+o rolled out for their brand of water called A,uafina. The differentiating idea is guaranteed purity which is right on the label. The commercial shows nothing but pure water and the brand. The verbal message describes the product as -pure nothing.- They did a brilliant ob of dramatiing nothing.It's important to realie that people know an ad when they see one. And since these ads are usually interrupting what they are watching or reading people are not too happy about being forced to watch them. /o one likes to be sold. 0o a little candor goes a long way. This kind of honesty is very disarming. (eople will often give you a positive response if you're candid with them.If your widget is a little ugly admit it. 1ut then go on to say it's very reliable. (eople will  buy it. That’s e)actly what 1ill 1ernbach communicated years ago when he started writing the advertising for the 2olkswagen's 2! 1eetle. They admitted the car was small and ugly but they also told people it was reliable. This wasn't creativity. It was candor and brilliant strategy.To me one of the most candid and effective current programs is the one that 1oar's 3ead is running to advertise its 456 deli products. They candidly compare their high7,uality meats to their competitors' products. Their concept is simple8 -Almost 1oar's 3ead isn't 1oar's 3ead.- They've convinced people to spend a lot more per pound to get that ,uality.  Another tip is to try to make your message sound like big news. (eople are always looking for news. /ews is very disarming and people let down their -being sold- defenses. 1elieve me9 if you start an advertisement with an announcer saying -1efore you push that button on your remote I have some important news for you- you would freee every viewer in their chairs. Different Types of Advertising Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product :services to the customers. Advertising has becomean essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows8 ã Increasing the sales of the product:service ã +reating and maintaining a brand identity or brand image. ã +ommunicating a change in the e)isting product line. ã Introduction of a new product or service. ã Increasing the bu7value of the brand or the company.Thus several reasons for advertising and similarly there e)ist various media which can beeffectively used for advertising. 1ased on these criteria there can be several branches of advertising. $entioned below are the various categories or types of advertising8  Print Advertising – Newspapers, Magazines, Brochures, Fliers   the print media have always been a popular advertising medium. Advertising products vianewspapers or magaines is a common practice. In addition to this the print media also offers options like promotional brochures and fliers for advertising purposes. *ften the newspapers and the magaines sell the advertising space according to the area occupied  by the advertisement the position of the advertisement ;front page:middle page< as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear for e)ample an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre ,uality paper. Outdoor Advertising – Billboards, Kiosks, radeshows and !vents *utdoor advertising is also a very popular form of advertising which makes use of several tools and techni,ues to attract the customers outdoors. The most common e)amples of outdoor advertising are billboards kiosks and also several events and tradeshows organied by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. *rganiing several events or sponsoring them makes for an e)cellent advertising opportunity. The company can organie trade fairs or even e)hibitions for advertising their products.  Broadcast advertising – elevision, adio and the #nternet 1roadcast advertising is a very popular advertising medium that constitutes of several   branches like television radio or the Internet. Television advertisements have been very  popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement the time of broadcast ;prime time:peak time< and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small7scale advertisers. The radio  ingles have been very popular advertising media and have a large impact on the audience which is evident in the fact that many people still remember and enoy the  popular radio ingles. $overt Advertising – Advertising in Movies +overt advertising is a uni,ue kind of advertising in which a product or a particular brandis incorporated in some entertainment and media channels like movies television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly; or sometimes evidently< showcased in the entertainment show. 0ome of the famous e)amples for this sort of advertising have to be the appearance of brand  Nokia  which is displayed on Tom +ruise’s phone in the movie  Minority Report   or the use of Cadillac  cars in the movie  Matrix Reloaded  .  %urrogate Advertising – Advertising #ndirectl& 0urrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are inurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. +ommon e)amples include Fosters and =ingfisher beer brands which are often seen to promote their brand with the help of surrogate advertising.  Public %ervice Advertising – Advertising 'or %ocial $auses (ublic service advertising is a techni,ue that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AI&0 energy conservation political integrity deforestation illiteracy poverty and so on. &avid *glivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. *glivy once said Advertising justifies its existence when used in the public interest - it is uch too powerful a tool to use solely for coercial purposes!   . Today public service advertising has been increasingly used in a non7commercial fashion in several countries across the world in order to promote varioussocial causes. In >0A the radio and television stations are granted on the basis of a fi)ed amount of (ublic service advertisements aired by the channel. $elebrit& Advertising  Although the audience is getting smarter and smarter and the modern day consumer  getting immune to the e)aggerated claims made in a maority of advertisements there e)ist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. >sing celebrities for advertising involves signing up celebrities for advertising campaigns which consist of all sorts of advertising including television ads or even print advertisements. Advertising Campaign Planning Advertising and campaign planning go hand in hand. #ou will find that when you decide to try and sell your product you must be able to come up with an advertising campaign for said product. This can be a very difficult and arduous task to try come up with the right avenue of making your product seem desirable and the right one. $any people do not realie that advertising campaign planning is almost considered an art form. #ou need to make sure that you can create a marketing plan then a plan of action figure out an advertising budget keep it thrifty and know your target audience. These are the steps itwill take for you to create the best advertising campaign. If you follow these simple steps you may ust pull off the best ad campaign yet? Create A Marketing Plan: +reating a marketing plan helps you to figure out what e)actly you are looking for in your own goals and aspirations for your product. #ou will learn a lot more about your own business your product and the competitors that you may have out there. This first step will help you figure out why your product is the best option. 3ow is your product different !hat can you bring to the table 3ow will your product solve the problem These are the ,uestions that you must ask yourself and find the answers to because that is what they will want to know. Figure Out A Plan Of Action: *nce you have created a marketing plan you now will need to figure out a plan of action. #our plan of action will help you to show everyone how e)actly you will go about e)ecuting your product and getting it sold. This is crucial because this will show your investors that you have a plan on how you will sell this product. Investors are interested in how their money is going to be used to help them make money. They need to feel secure in the fact that you will be able to e)ecute this properly so they do not loose money but gain money. #ou must prove to them and yourself that you will be able to e)ecute this properly. Come Up With A Budget: #ou must have an advertising budget before you go pitch your ad campaign. As I said  before everything comes down to dollars and cents in the business world. #ou need to know and the investors will definitely want to know how much this ad campaign is goingto cost everyone. The lower the amount the better in most cases.
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