The evaluation should focus on two key areas but could include more:
(1) The Communication Effects – Is the intended message beingdelivered effectively and to the intended audience?
(2) The Sales Effects - Has the campaign generated the intended Salesfigures or growth? (difficult to measure)
Next week we will expand these topics further and include fresh info and ideas on Marketing-Advertising-Promotion.
These days there are a variety of advertising media to choose from and a campaign could use more than one. The key factors when choosing the right media include:
a) Reach – what proportion of target audience will be exposed to the advertising?
b) Frequency – how many times will the target customer be exposed to the advertising message?
c) Media Impact – Where, if the customer sees the advertising, will it havethe most impact? For example will the advertising have more impact on television, in a newspaper, in a ’specific focus’ magazine or Internet based.
Another key decision in relation to advertising media relates to ‘timing’ of the campaign. Some products/services are particularly suited to seasonal campaigns on television whereas for other products a regular ‘year round’ campaign in newspapers and/or specialty magazines is more appropriate.
Spending alot doesn’t guarantee success. Research suggests that clarity and simplicity of the message is often more important than the amount spent. The advertising message must be carefully presented to impact the target audience (customers). Successful advertising usually has the following characteristics..
a) Meaningful – Customers should find the message relevant.
b) Distinctive – Capture customers attention
c) Believable – A very difficult task since research has shown that customers doubt advertising in general.
The Budget will be determined by several factors associated with the objectives listed above plus many more. Primarily the role of advertising is to create demand for either a product or service but advertising is also used to bring awareness, in the commerial sense (business), the moral sense (often charity driven) and, in the case of professions, in the ethical sense.
New products will often require a longer campaign and therefore larger budget to build awareness and encourage consumers to trial the related product/service. A highly differentiated product or service may require specific-type advertising to set it apart from competitors – emphasising the points of difference.
Setting the budget is not easy…after all how can a business predict the right amount to spend? Where to allocate it? Which Medium?
First we need to think about what you want from your advertising campaign. We need to set some objectives and goals. We should think about what you want to acheve?
Generally, wether it be advertising or promotions (both forms of Marketing) the associated objectives fall into 3 categories;
1) To inform - e.g. tell more customers about a new product or service
2) To persuade – e.g. encourage more customers to switch brands
3) To remind – e.g. To remind more customers/buyers where to find your or your product.
Next week we will expand these topics further and include fresh info and ideas on Marketing-Advertising-Promotion.
Any small business owner will understand the anxiety you feel whenever you release an advertisement for your company. The then impending agony of waiting around for that phone to ring, only to find silence.
Sounds like you? Have you ever been waiting for the stampede of people coming to your store, all those people who read your advertisement. But nothing. Expecting everyone you meet to want that promotional product with your logo on it. The very same product you now have 5 boxes of under your desk, that nobody wants. We’ll don’t worry, your not alone, we have all been there.
That’s where the articles on this site will help you! We can help you with those marketing black spots in your business. Show you how to manage an effective advertising campaign, how to write better advertisements, discuss technique’s and strategies. Learn new methods of marketing. Buzz words like punk, viral and gorilla marketing strategies. We have tips for creating awesome promotions using products, themes and events. All contained within these pages.
The wealth of marketing knowledge is forever growing and will continue to do so. So, every good business marketer knows you need to be continuously learning and growing to stay ahead of the pack. Good luck for now!
Welcome to our first post for the Marketing advertising and promoton Blog. We will be interacting with you shortly, with tips and advice for novice and experienced business marketeers. We choose these words because thats what is all about. Marketing, Advertising and Promotion
We look forward to our time together.
