Marketer uses advertising to remind the buyers regarding existence of company, products, maintenance of quality, superior services, and chasing customer-orientation. However, due to certain legal provisions, the element of truth can be fairly assured. Let’s examine the 10 most important characteristics of effective advertising campaigns. Consumer satisfaction can be achieved by receiving information from market and sending information to the market. Media simply refers to a vehicle or means of message delivery system to carry an ad message to a targeted audience. To achieve its main objective (to increase sales of a certain product or service), advertising must convince consumers that the product or service is better than the competition. A company can distinguish its brand by magnifying major benefits the product offers. In brief, the firm can face competition, can prevent the entry of competitors, or can remove competitors away from the market. Task 1. It is targeted to increase sales, create and improve brand image, face competition, build relations with publics, or to educate people. Geographically, the outdoor media are highly selective. Media – Types of Media, Characteristics, Advantages & Disadvantages. Advertising that forms part of an integrated marketing program can improve cost-effectiveness by reducing duplication … Advertising is often the most important source of income for the media through which it is conducted. Besides, it also includes informing them about changes made in the existing product and introduction of new products. New advertising objectives may emerge as per change in situations. Many translated example sentences containing "characteristics of advertising" – Polish-English dictionary and search engine for Polish translations. Message from consumers to marketer is not possible. Propaganda seeks to influence the ideology and ways of thinking of the population, while advertising focuses on influencing purchasing habits. Company has to prepare its advertising budget to appropriate advertising costs. Here, the purpose is to inform that the company is still in existence and serving customers in a better way. Company must define it advertising objectives clearly and precisely. However, most of experts agree that advertising consists of mainly eight decisions as shown in figure 1. Characteristics of English Advertising 2. The main aim of the advertisements is hidden under the catchword (slogan or theme). The sixth ‘M’ stands for Measurement – Measuring and Evaluating Advertising Effectiveness (MEAE). MEMORABILITY The message of an advert needs to be remembered by the recipient and recognised as familiar. Media like TV, Radio, Print, Outdoor and Internet are instruments to convey an advertising message to the public. Characteristics of each advertising media. Manager concerns with taking decisions on these areas of advertising. In the end, honest and clean advertising reflects the values of the advertiser, contributes to improving its brand image, and is only beneficial in the long run. Explain the types of sales promotion. Meaningful appeals point out benefits that make the product more desirable or interesting to consumers. The message, called an advertisement, is disseminated through one or more media and is paid for by the identified sponsor”-William Stanton. In many cases, exaggerated facts are advertised. Advertising appeals should be meaningful, believable, and distinctive. Effective advertising in today’s world requires highly targeted and segmented audiences. It involves a several decisions. How do you measure the effectiveness of advertisement? vii. The American Marketing Association provided a more detailed definition of advertising, namely, “a paid, non personal communication laying emphasis on promotion and visual as well as oral presentation of the sales … Above stated definitions reveal following features: There are various tools used for market communication, such as advertising, sales promotion, personal selling, and publicity. Advertising is a paid form of mass communication that consists of the special message sent by the specific person (advertiser or company), for the specific group of people (listeners, readers, or viewers), for the specific period of time, in the specific manner to achieve the specific goals. By nature, good advertising is promotional. Repetition is one of the most frequent techniques used in advertising to enhance memorability. Advertising is a form ... Based on the above definition of advertising, contained several advertisement characteristics that are often used until now. 12. The most visible side of advertising is undoubtedly that of the creative features (like TV spots or social media ads), but behind a campaign there is also a lot of strategy. Entire marketing process is aimed at satisfying consumers more effectively than competitors. Explain. Marketer cannot know how far the advertisement has influenced the audience. Advertising is treated as the most powerful weapon to fight with competitors effectively. Generally, a single ad can’t achieve this goal, especially in an environment as saturated as the current one. Characteristics Of Advertising. But, there is no guarantee that the claim made in advertisement is completely true. You can buy it, borrow it (with permission), or build it yourself, but however you acquire content, there are seven characteristics that all great marketing content has in common. It is also interesting to consider that impacts can be repeated through the same medium (for example, watching the same TV commercial several times) or transmitting the same message by adapting to different channels (cross-channel or multi-channel advertising). Privacy Policy 8. ), audio-visual media (radio, television, film, Internet, etc. Therefore, effective advertising stands out from the competition by using unexpected formats and resources. Communicating effectively means your advertising team listens and understands your ideas – and more importantly, they’re capable of transforming them into an advertising strategy that speaks to your target audience. 2. Prohibited Content 3. hbspt.cta._relativeUrls=true;hbspt.cta.load(156214, '040c76b4-87f7-4b55-adc0-65ad7921adb7', {}); Inbound Marketing & Content Strategist en Cyberclick. Propaganda seeks to influence the ideology and ways of thinking of the population, while advertising focuses on influencing purchasing habits. In the same way, bad image related to brand can be changed by systematic presentation of facts and scientific evidences, and removing misunderstanding. The world has become a global market. Great marketing content… 2. The forth ‘M’ stand for Monitoring – Managing (organising) of Advertising Efforts. _______________________________________________________________________ Inbound Marketing & Content Strategist at Cyberclick. In competitive marketing environment, the firm cannot survive without an effective advertisement. It is exposed uniformly to all economic and social groups, to people on their way to work, to shop, and to spend leisure time. Advertising is not always used only for company’s benefits. Advertising always responds to a specific marketing objective, aligned with the global interests of the brand or company. Answer (1 of 3): Advertising employs a variety of techniques: Celebrities and spokes persons, fantasy characters, children and puppies, music, drama, significant imagery, and creative media buying. Advertising includes oral, written, or audio­visual message addressed to the people for the purpose of informing and influencing them to buy the products or to act favorably toward idea or institution. AdvertisingCharacteristics of Good Advertising Should be of interest to audienceThe audience should interpret the message in the intended mannerShould influenc… Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 5. There are 10 characteristics that make for a strong ad or campaign: At its core, advertising is a form of communication that aims to publicize a product or service and encourage sales. 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