Online advertising such as banner ads, search engine ads, paid listings, pay-per-click links and similar techniques offers a wide selection of opportunities for marketers to attract and engage with target audiences online.
Yet the internet is a very crowded place, and it is difficult to for any individual company to stand out in the crowd. Banner ads, search ads, paid listings, pay-per-click links, etc. Many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal to determine the best media for a given campaign.
To illustrate, if a company is targeting young-to-middle-aged professional women to sell beauty products, the person or team responsible for the media plan should evaluate what options each type of media offers for reaching this audience. How reliably can television, radio, newspapers or magazines deliver this audience? Media organizations maintain carefully-researched information about the size, demographics and other characteristics of their viewership or readership.
Cable and broadcast TV networks know which shows are hits with this target demographic and therefore which advertising spots to sell to a company targeting professional women. Likewise newspapers know which sections attract the eyeballs of female audiences, and magazines publishers understand very well the market niches their publications fit.
Online advertising becomes a particularly powerful tool for targeted advertising because of the information it captures and tracks about site visitors: who views and clicks on ads, where they visit and what they search for.
Not only does digital advertising provide the opportunity to advertise on sites that cater to a target audience of professional women, but it can identify which of these women are searching for beauty products, and it can help a company target these individuals more intensely and provide opportunities for follow-up interaction.
The following video further explains how digital advertising targets and tracks individuals based on their expressed interests and behaviors. You can read a transcript of the video here. The media planner must make decisions about the media mix and timing, both of which are restricted by the available budget. The media-mix decision involves choosing the best combination of advertising media to achieve the goals of the campaign. This is a difficult task, and it usually requires evaluating each medium quantitatively and qualitatively to select a mix that optimizes reach and budget.
Unfortunately, there are few valid rules of thumb to guide this process, in part because it is difficult to compare audiences across different types of advertising media. For example, Nielsen ratings measure audiences based on TV viewer reports of the programs watched, while outdoor billboard audience-exposure estimates are based on counts of the number of automobiles that pass particular outdoor poster locations. It includes not only the scheduling of advertisements, but also the size and position of the advertisement.
When considering advertising as a marketing communication method, companies need to balance the cost of advertising—both of producing the advertising pieces and buying placement—against the total budget for the IMC program. The selection and scheduling of media have a huge impact on budget: advertising that targets a mass audience is generally more expensive than advertising that targets a local or niche audience.
It is important for marketers to consider the contribution advertising will make to the whole. Although advertising is generally one of the more expensive parts of the promotion mix, it may be a worthwhile investment if it contributes substantially to the reach and effectiveness of the whole program.
Alternatively, some marketers spend very little on advertising because they find other methods are more productive and cost-effective for reaching their target segments. Advertisements use several common elements to deliver the message. The visual is the picture, image, or situation portrayed in the advertisement. The visual also considers the emotions, style, or look-and-feel to be conveyed: should the ad appear tender, businesslike, fresh, or supercool?
All of these considerations can be conveyed by the visual, without using any words. The headline is generally what the viewer reads first—i. The headline serves as a hook for the appeal: it should grab attention, pique interest, and cause the viewer to keep reading or paying attention. In a radio or television ad, the headline equivalent might be the voice-over of a narrator delivering the primary message, or it might be a visual headline, similar to a print ad.
In print ads, a subhead is a smaller headline that continues the idea introduced in the headline or provides more information. It usually appears below the headline and in a smaller typeface. The body copy provides supporting information. Generally it appears in a standard, readable font.
The call to action may be part of the body copy, or it may appear elsewhere in a larger typeface or color treatment to draw attention to itself. A variety of brand elements may also appear in an advertisement. These elements are an important way of establishing continuity with other marketing communications used in the IMC campaign or developed by the company. For example, print ads for an IMC campaign might contain a campaign-specific tagline that also appears in television ads, Website content, and social media posts associated with the campaign.
When organizations are poised to make a large investment in any type of advertising, it is wise to conduct marketing research to test the advertisements with target audiences before spending lots of money on ads and messages that may not hit the mark. Ad testing may preview messages and preliminary ad concepts with members of a target segment to see which ones resonate best and get insight about how to fine-tune messages or other aspects of the ad to make them more effective.
Organizations may conduct additional testing with near-final advertising pieces to do more fine-tuning of the messages and visuals before going public.
Regardless of its precise origin, we know this much for sure: In its infancy, the practice of advertising was largely utilitarian in nature. There were people who needed stuff, and people who sold stuff, and advertising existed to inform the people who needed stuff what the people who sold stuff were selling.
To quote an article on the history of advertising from the Maryland State Archives :. Traditionally, businesses would post brief assessments of their wares in the advertising sections of newspapers, merely providing a list of their goods to inform the public of what was available for purchase. The very first newspaper ad published in the U. The goal was to facilitate a one-off transaction — not to encourage customer loyalty, or to inspire a wave of brand ambassadors, or to fundamentally change the way people thought about real estate.
But during the midth century, a major shift in advertising started. At first glance, the significance of this shift might seem negligible.
But think about it for a second: Sellers went from using advertising to connect with buyers to using advertising to convince people that they should become buyers. What caused this dramatic shift in advertising philosophy? Answer: The Spanish Inquisition. Nobody expects …. Wait, nope. I meant the Industrial Revolution. The answer is the Industrial Revolution.
Enter the world of advertising we know and loathe today. Enter the age of consumerism. The existence of a saturated market is held as one of the heralds or causes of the Great Depression. Maryland State Archives. Thanks a lot, advertising. As new forms of media emerged, advertising was quick to follow. Take radio, for example. Advertisements use images, words, and ideals that target your desired demographic and encourages them to stay devoted to your business.
Advertising increases company traffic — Many consumers are more likely to visit a business after viewing an advertisement. More consumers mean more sales and more business for you. Advertising gives your company a positive image — Advertising tells your consumers and your competitors that you are open and ready for business. Dynamic and positive advertising can entice consumers to your business regardless of the economy and competition.
Advertising attracts new customers — The market is constantly changing and new consumers are moving in and out of your area. New consumers mean a new target audience that your advertisements will reach. Advertising shows consumers that are new to the market that your business is the top of the line and the one that they want to visit. Advertising promotes repeat business — With all of the choices consumers are able to make, many once loyal consumers have strayed from previous businesses in search of other options.
Advertising reminds your consumers why they choose your business in the first place and why they should continue to choose you in the future.
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