article by Linda DiMarco
Today, most advertising strategies on achieving three general goals, such as the Small Business Administration emphasis given to advertise your business: 1) awareness of a company and its products or services, to 2) promote and direct sales “to attract the customers from the competition”, and 3) establish or change the image of a company. In other words, if advertising to inform, persuade and remind consumers. With these aims in mind to follow the majority of companies a general process of advertising promotions and other global marketing objectives advertising strategy is a campaign held business.An in order to communicate about products and services, relationships potential consumers in the hope of convincing aa buy products and services. This strategy, when used in a rational and intelligent, they reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, growth in market share) and built. In spite of a small company has limited capital and can not spend money on advertising as a big company, you can develop a very effective advertising campaign. The key is creative and flexible planning, based on a comprehensive understanding of the target consumer and paths that are used to consumer.STAGES the strategy of a company starts advertising, one of the main objectives of advertising can be achieved must have knowledge about the company and to produce its products. Once the company’s reputation is established and its products are positioned in the market, the amount of funds used for the advertising decline as the consumer develops a kind of loyalty towards the product. Ideally, this established customer base and grow over time, the company’s efforts to bring their marketing message to help in the market, both through its purchasing actions and his testimony on behalf of a product or service.Essential this rather abstract process is to develop a positioning statement, “a statement explains how a company’s product (or service) differs from those of major competitors will. With this statement, the entrepreneur spiritual goals into concrete plans. Moreover, this serves declaration as the basis for the development of a proposed sale, which consists of the elements of the advertising message “copy platform.” This platform outlines the images, copy and art, believes the owner of the company, will sell product.With these objectives, the following to consider elements of the promotional strategy. target audience, product concept, the media and the advertising message, these elements form the basis for an advertising strategy, and are often referred to as the mix of “creative. “Here is what most advertisers stress from the beginning, clear planning and flexibility. And the key to these goals is the creativity and the ability to adapt to new market trends. A rigid advertising strategy often leads to a loss of market share. Therefore, Knowing the key elements of the promotional strategy to in a way that the message allows the target group of consumers mix and offers a great opportunity for consumers to advertising message. 1 The goal of the consumer target consumer is a complex mixture of people. It includes the person who buys finally the product, as well as those who can buy the products you choose (if purchase not physically), and those who influence the purchase of products, including children, spouses and friends. To Identification of target customers and the forces on any important decision to purchase three general criteria in relation to the consumer to define, as discussed by the Small Business Administration: 1 Population statistics – age, sex, work, income, ethnicity hobbies.2 .. and behavior – Looking at the consumer’s behavior an advertiser needs to examine consumers’ use of knowledge of the company and its competence, type of providers and services for consumers currently, and types of resources to convince the consumer was able to the seller of the goods or services giving needs and desires, -. chance.3 an advertiser must decide here, the needs of consumers – both in practical terms and in relation to the self-image, etc – and the kind of sound convincing / message to consumers that the advertiser’s services or products, the concept needs to .2 meet product concept. Product grows from the guidelines of the “positioning statement.” As the product is placed on the market dictate the type of values that is the product and therefore, how the consumer the product is subjected. It is important to remember that not only the product itself, but a “range of values,” to identify the needs of consumers. If in presentations that emphasize sex, humor, romance, science, masculinity expresses femininity, the consumer must be able to believe in the product representation.3. MEDIA The media are the means by which the advertising message to consumers to be transmitted in addition to marketing objectives and budgets to consider properties of the target consumer as an advertiser decides what media, what kinds of media categories that you can select recruiters will be the following: .. * Print, especially newspapers (both daily and weekly) and magazines .* audio – FM and AM radio .* Video – Promotional videos, infomercials World Wide Web .* .* .* Direct Mail Advertising Outdoor -. Billboards, advertisements on public transport (taxis, buses) to decide on the medium that is 1) financially affordable, and 2) to reach the target group rather have to plan for advertisers to broadcast advertising. The schedule of the media, as defined by hills, is “the combination of specific times (eg day, week and month) when advertisements are placed in the media .. and vehicles to the beneficiaries” 4 advertising message of an advertising message is guided by advertising “or copy of the platform,” which is a combination of marketing objectives, copy, art and production values. This combination performed best after the target group was analyzed by consumers, the product concept has been set, and media vehicles were selected. Can be directed to this point in the plot to a very specific audience, are very specific goals, there are three main areas, consider an advertiser, if the pursuit of a “development platform, should reach to advertising.”? * What are the characteristics of the product * How can the consumer to try the product? What is probably persuaded to buy a product? * How do competitors rank in the eyes of consumers? Are there weaknesses in their positions? What are your strengths? Most consultants recommend the use of an advertising agency to create the artwork and writing the copy. However, many do not know about small business start-up capital to an agency, and therefore they need to create their own promotional pieces. If you own a business, must follow a few important guidelines.5 COPY. In copywriting, it is crucial to remember that the main goal to communicate information about the company and its products and services. “Selling proposal” can act as a project here that advertising complies with the general goals of marketing. Many companies use a theme or slogan as the centerpiece of this effort, said the most important attributes of the company’s products or services in the process. While something must be used to animate the theme … be careful not to miss the underlying message memorable in advertising on search engines. “When you write copy, direct language (saying exactly what he meant in a positive rather than negative) has proven to be most effective. The theory is that the less the public to interpret or decode the message, the easier it is to the message read, understand and act accordingly as entrepreneur Jerry Fisher noted. “disyllabic phrases like” free book “,” quick help “and” lose “weight is the kind of advertising the need not to read, to be effective. By this I mean that they as easy to “read” the brain as a complete thought in the twinkling eyes and not interpreted as a linear flow of words. So for an advertiser to try to get attention in a world flooded with advertising images, it makes sense to treat this message in a blink of an eye, the way into the public consciousness – whether for a sales slogan or even the name of product ” copied content must be clearly described, according to traditional grammatical patterns of course an effective headings to the reader an idea .. of the focus of advertising to get, without much reading of the copy. An advertisement was “50% Off” in bold black letters not . to read only simple but also easy to understand
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