Benefits and disadvantages of some modes of advertising

TABLE OF CONTENT I- MAIN CONTENT 1.1 Conception of advertising .1 1.2 Some purposes which advertising needs to achieve III- MODES OF ADVERTISING 3.1 Traditional advertising 3.2 Modern advertising .6 3.4 Direct advertising 3.5 Promotional advertising IV – ADVICES FOR COMPANIES 10 I- MAIN CONTENT 1.1 Conception of advertising Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non- personal message to promote or sell a product, service or idea Sponsors of advertising are often businesses who wish to promote their products or services Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message It is differentiated from personal selling in that the message is non-personal, i.e., not directed to a particular individual Advertising is communicated through various mass media, including old media such as newspapers, magazines, Television, Radio, outdoor advertising or direct mail; or new media such as search results, blogs, websites or text messages The actual presentation of the message in a medium is referred to as an advertisement or "ad" 1.2 Some purposes which advertising needs to achieve Advertising is a part of marketing effort of organization It is made with the aim to attract the customers’ attention towards products and services Basically, the general aim of advertising is to increase the recognition of a brand name or product, or to communicate information about the availability of the product to the public It usually uses images, sounds or other attractive effects, or slogans which relates to spiritual value to remind people about the brand This is an important objective for many points of view For example, a new product which is launched into the market for the first time will not be easily to gain the favor of the buyers unless it is well informed before Therefore, an awareness about the brand should be created before a favorable attitude toward the brand can be developed When the awareness is improved and the clients have a certain concern on the brand, advertising seeks to create and sustain demand for a product or service and expand the market for the same Besides that, advertising and publicity try to bring out the hidden need within us and create demand for goods and services Thus, new demand within the population is created and consumers are encouraged to buy more If an attribute is already considered important, buyer will examine the relative strength of different brands with respect to that attribute Accordingly, the purposes of advertisements are to improve the buyer’s rating with regard to the product advertised with the other competing brands When the attribute of a product is not peculiar, advertisements are floated to establish the superiority of product over other competing brands Another important purpose of advertising is to create an image both for the product and for the organization This is done by emphasizing the distinctive features of the products or services through advertisements Similarly, the reputation and goodwill of the organization can also be emphasized in advertisements Further, some advertisers also communicate information about new discoveries, new ideas and new products and thereby create good image of their firms They also highlight their high points like low prices, special discounts, customer services, etc which contribute to build a favorable image of the organization In some cases, advertising is used for the purpose of persuading the customer to place an order for the product Mail order houses through leaflets and catalogs, advertise their products in such a manner that customers are convinced of their value and are tempted to write to the institution to get the product without going to a shopping mall or without going into further details about the product Products like books, ready-to-wear garments, slimming machines, toys and sports goods can be profitably sold by direct mail advertisements II- THE ROLES OF ADVERTISING Advertising plays a big part of almost everyone’s lives – from business to society Marketing Role – advertising plays a big role in marketing the products, services, company As we all know, marketing is a business process that aims to satisfy the consumer needs and wants through goods and services And in order to so, advertising lets the message out to take that big role in marketing to promote the goods and services A marketing manager faces challenges to outsmart competition each day In order to win in marketing, you must research demographics, examine various trends and execute quickly Failing at any one of these things means the company loses potential customers and revenue Attempting to get consumers to try a product or service for the first time Ongoing advertising campaigns update existing customers on the product's benefits to encourage the customers to keep using the product Communication Role – no product and or service can move without the proper dissemination of information This is one role of advertising that transmits the needed information about the goods or services to the target market Past experiences, physiology, culture and an individual's present emotional state all contribute to different perceptions of the same communication Economic Role – advertising plays a big part in the price elasticity of products and services Marketing is central to economic development Marketing can be defined as a means by which an economy can be integrated In general, this integration is between buyers and sellers, as well as different regions and sectors of the economy Societal Role – shows what the trend in the society is or what could be the next big thing in the society It can be both reflecting the society or start to engage what the society can expect in the near future III- MODES OF ADVERTISING 3.1 Traditional advertising Traditional advertising is what most people think of when it comes to advertising or marketing Include "normal" locations for the location of vehicles, such as newspapers, radio, television broadcasts, cable TV, or magazines Traditional advertising is a great benefit to businesses Firstly, you can reach a specific group of customers without necessarily having to use an internet browser Secondly, traditional advertising attracts more customers at many ages With television ads is not limited about ages, occupations, hobbies,… Newspapers advertising is a good way to reach a large number of people, especially those aged 45 more who tend to read the paper more frequently The auditors of radio advertising are young people aged 15-35, the middle-aged, working class or the elder people,… Third, traditional advertising messages and images are informative, attractive Press products with eye-catching form, reserved part of the area, broadcasting time for advertising Image quality of radio ad is present and clearer, more attractive image of your brand A newspaper ad can contain details, such as prices and telephone numbers or coupons Newspaper ads have the ability to communicate lengthy, complex or detailed information and descriptions Advertising on TV helps convey the message to light, sound and emotion, can create the trust of customers for companies, products, or services Traditional advertising is more trusted than many other forms of advertising All businesses that want to advertise their products to their clients must have quality certification before advertising on television, newspapers This ensures honesty and customer trust in advertising Next, traditional advertising is used by businesses, both large and small, to advertise their businesses Next, traditional advertising is used by businesses, both large and small, to advertise their businesses Traditional advertising will be more effective when combined with other types of advertising 3.2 Modern advertising Nowadays, modern advertising is very popular There are many kinds of advertising such as email, social network, mobile,… Advertising on the Internet is much more cost-efficient than using traditional mass market Internet ads can be viewed by millions of people while being displayed all day and night, while television or radio ads generally last less than two minutes and are shown a limited number of times per day Cooperative advertising arrangements such as banner and link swaps can be completely free, allowing you to reach large audiences with no expense The Internet facilitates true two-way communication in advertising messages By placing interactive ads on the Internet, marketers can use surveys, comments and usage statistics to fine-tune their campaigns midstream and maximize their effectiveness Linking online advertisements to social networking outlets can enhance the communication between your company and your customers even further, allowing you to receive genuine feedback on a consistent basis Digital Video Recorders (DVR) make it easy for television viewers to skip advertisements, dramatically reducing the impact of this traditional medium Advances in satellite and Internet radio, as well as personal music players, have diminished the reach of radio audiences by offering listeners a wider range of options Internet ads, on the other hand, cannot be ignored as easily as television or radio ads Banner advertising on the side of an informative website, for example, remains in the visitor's peripheral vision as long as he is reading the website's information Advertisements placed before streaming Web videos cannot be skipped like television ads can, allowing marketers to take advantage of a captive audience 3.3 Outdoor advertising In all of the advertising method, outdoor advertising is used most commonly Moreover, this method of advertisement has the highest efficiency Outdoor advertising makes use of several tools and techniques to attract the customers It is mainly located in big junctions or highways where these are many passers In fact, there are many types of outdoor advertising The first, that is traditional outdoor advertising Billboards are hanged on the top of the big buildings, along the way, on the walls or the fence With this advertisement, the message of the business will be written on a large board After that customers will contract with your message at a fixed place The next, that is mobile outdoor advertising These are billboards which are attached on vehicle body such as bus, taxi, … It can approach your customer everywhere that is not fixed as before Besides, there are some other types of outdoor advertising such as digital advertisings, advertised at bus shelters, airport or tattoo, … Turning to the benefits of outdoor advertising First, it appeals to the attention and reach out to the audience Secondly, it has cheap cost that brings back high efficiency because you just need lower advertising fee you could use banner for a long time By this way, it will bring back more crowded clients The next, outdoor advertising approach more people because it is very flexible and easy to use The last, outdoor advertising creates many advantages in terms of usage time and size Thus, the use of outdoor advertising to reach the target market is one of the most effective advertising strategies You can chose different types of outdoor advertising as long as you have to convey the message properly and within the budget you set up, you will surely succeed 3.4 Direct advertising Direct advertising is the type of advertising that contact to customers directly, tell them about a product or service With direct marketing, customers can communicate directly with suppliers or sellers without any intermediate stage It has some forms such as booklet, catalogues, email, sale letter,… Using direct advertising allows the business to aim at specific target groups with the right message By taking the time to research the psychology, habits and preferences of potential customers who really need and qualify to use your products or services It helps you to better understand the perceptions and thoughts of customers about the products and services you provide, and then give the strategies that suitable for them Beside that, direct advertising is also an effective tool that can help you set realistic sales goals and improve sales results on a well-researched marketing budget A business can spend a small portion of its budget to run direct advertising campaigns to consumers while still achieving the best performance compared to other types of advertising such as advertising signs, TV commercials, newspapers, magazines,… Direct advertising also helps you to improve your customers’ loyalty Most of the time, the customers want to buy products or use the services of stores they know and understand So, you can increase sales by building personal relationships with your old customers, staying in touch with trusted customers, choosing promotions, gratitude customer In short, direct advertising campaigns require detailed planning and must have a clear understanding of their practices Recognizing the benefits and disadvantages of direct marketing will help the business achieve highly effective advertising campaigns A well-planned, well-targeted campaign can help you reach potential customers easily Identifying the benefits of direct advertising will save you time and effort while achieving the results you expect 3.5 Promotional advertising Promotion, more commonly referred to as promotions, is a method of announcing your product or service using more dynamic means you can more easily modify Examples include coupons; sales; celebrity endorsements; event, team or league sponsorships; contests; rebates; free samples; catalogs; social media; donations; and direct mail Advertising refers to messages you send to the public via newspaper and magazine displays, billboards, TV and radio commercials and website banners You control the content and graphics and pay for space to display your message The ads are meant to work graphically with the medium to make your message stand out, competing with articles, graphics, music, shows and other ads, called “clutter.” The more ads a medium has, the more “clutter” it contains and the less attractive it is Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them Promotion involves disseminating information about a product, product line, brand, or company It is one of the four key aspects of the marketing mix Advertising may be one form of promotion Classification promotion advertising: window display, show-rooms, exhibition, interior display,…And benefits include ,The first is gain brand awareness: Customer loyalty, competitive advantage The second benefit is networking opportunities Finally sales opportunities A sales promotion can help you provide information to potential customers that aids them in making a decision This can be beneficial for products or services that are complicated or are unfamiliar to consumers Typically promotions are directly linked with sales while advertising is an assumption that it may lead to sales For example: Giving 20% discount on products may attract a customer and induce instant sale while giving a general brand creation advertisement in the newspaper may not induce immediate sale Promotions are directly linked to sales and hence for small companies it may be easier to use promotional methods Advertising may be more expensive for small companies and it may not be feasible for them while in advertising it is being assumed that adverts will lead to sales For example: A store may give 20% discount on its products which may increase sales while the same shop may find it difficult to advertise this in various media IV – ADVICES FOR COMPANIES An advertising campaign is judged successful is not only based on making an advertising message attractive, but also it needs to build a communication plan suitable spawning reach target audience Planning is the process of removal of the advertising message to the right target audience at the most suitable time and places by the media channels of their favorite with the most reasonable cost A media plan advertising includes: Firstly, Businesses need to choose the type of advertising medium suitable Make use of all the advertising media available! However, in fact show that even with a budget in relative comfort, how to be able to create these ad impressions and memorable still is a big challenge for the business So let's select one of the vehicles at a certain time Sometimes, an advertising medium proved very effective for a product or a service but the results were not completely as expected when you apply for products or services other There are a myriad of different factors affecting your advertising campaign, it can be content in a piece of newspaper advertising or weather factors You just need to check the effectiveness of the message want to convey on each media to pick out the best vehicle Because advertising is not science It is an art! Secondly, enterprises need to clearly define the scope of reach and frequency of repetition of that advertising The choice of media is problem finding the media, which haves the most suitable cost to ensure the number of times public exposure target But what does the expected number of times mean? Certainly the advertiser wants to get a certain response from the target audience Company needs to find out : the number of times the audience interacts with the advertising It's will a level of 10 public awareness Their effectiveness depends on the scope, frequency range and intensity of the impact So, an available budget combines the frequency range with how is intensity of the impact to achieve the highest effective advertising? Thirdly, company needs to build ad schedule - About general ad scheduling: advertiser decides to arrange advertising schedule in seasonal or business cycle Generally, companies follow seasonal ad policies - About detailed ad scheduling, it's required to allocate ad costs in a short period of time to reach the maximum impact intensity The most effective ad scheduling depends on traditional goals in term of its relationship with product, target customer, distribution channel, and other marketing factors V- CONCLUSION – Advertising, in fact, is proper promotion of the products not selling of item By means of it organizations can give proper information about their brands to the customers and consumers – Advertising can form a connection between company and customers It won’t be wrong in calling advertising a means of communication between companies and their customers 11 12 ... and sustain demand for a product or service and expand the market for the same Besides that, advertising and publicity try to bring out the hidden need within us and create demand for goods and. .. III- MODES OF ADVERTISING 3.1 Traditional advertising Traditional advertising is what most people think of when it comes to advertising or marketing Include "normal" locations for the location of. .. customer In short, direct advertising campaigns require detailed planning and must have a clear understanding of their practices Recognizing the benefits and disadvantages of direct marketing will