5 main benefits of advertising to society are as follows:
1. Helpful in Generating More Employment:
Advertising is instrumental in generating more employment opportunities and creating diverse kinds of jobs. It provides jobs to artists, screen printers, block-makers, script-writers, painter, etc. Today, advertising has become a profession. Some companies do only advertising job.
2. Helpful in Improving the Standard of Living:
Through the medium of advertising people get information regarding new products. As people use these new and latest goods, their standard of living gets a boost. Advertising is helpful in providing employment and increasing income of the people. Both have a positive effect on their standard of living.
3. Helpful in Survival of Communication Media:
The main communication media are Newspapers, Magazines, T.V., Radio, etc. Major source of their income is advertising. If these media of communication do not get support of revenue from advertising, they cannot survive for long. These media of communication keep the society well informed. Their existence is of utmost important and they can survive only by advertising.
4. Helpful in Creating Healthy Competition:
When a company gets its product advertised, it seeks to improve its quality and lower its price. It is their endeavour
It Pays to Advertise
No matter how wonderful your company’s product or service is, if you don’t advertise, nobody will know about it. The goal of any advertising program should be to cost-effectively reach the largest audience possible and attract new customers. If done correctly, advertising can be a wonderful investment for your small business; if done poorly, advertising can become a huge money sink.
Despite what you see on “Mad Men,” advertising can be a tricky game. We present 10 important tips to help you plan, execute, and monitor your advertising program.
1. Go After Your Target Audience
An advertising campaign should be geared toward your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers.
Ask yourself what kind of customers you want to attract, and make sure your ads speak to them on a personal level.
2. Highlight Your Competitive Advantage
One of the keys to all advertising is to accentuate the pros of your company — those factors that give you your competitive edge. Too many ads are clever but fail to sell the specific benefits of the featured product or service. Unless you
ited as “one of the hottest and most controversial trends in the industry” by the U.S. Association of National Advertisers (ANA), native advertising is often viewed by publishers and marketers today as the new saviour of digital publishing and by others as a devil in sheep’s clothing.
So what is native advertising really?
Definitions of what native advertising is and what it isn’t spread far and wide across the Web as associations, vendors, publishers, marketers, and the media attempt to wrap their heads around this shiny new revenue stream.
The International Advertising Bureau (IAB) defines native ads as “paid advertisements that are so cohesive with the page content, assimilated into the design, and consistent with the platform behaviour that the viewer simply feels that they belong.”
Sharethrough (a member of the IAB Native Advertising Task Force) calls it “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.”
don’t understand why a promotional practice that has been around for more than a century needs a new definition. There’s really nothing new about native advertising other than its name, which was coined in 2011.
Native ads have been served
The internet is a virtual bonanza of potential customers and clients if you know how to advertise your business. There are a lot of companies online trying to get into your pocket by offering services that will promote your business.
Fortunately, you can do most of these promotional services for cheap, or even free.
Owning a website
It may seem like common sense, but it needs to be said. Your business needs a website to be competitive online. Without a website you will be facing a constant uphill battle. It will only cost you a few dollars per year for hosting and a domain name, and with that you can generate customers and sales.
Any business can get a massive amount of exposure by using online classifieds such as Craigslist. You can place free ads for your business online everyday and targeted people will stumble upon them. These ads can be anything from a one-day event like a garage sale to a service like photography.
Search engine optimisation
Free search engine traffic is tantamount to winning the lottery. If you are able to convince the search engines that your website is the most relevant site for your targeted keywords, you will experience a consistent flood
How do you create an industrial or trade ad that gets attention, wins high readership scores, and generates a steady flow of valuable inquiries that convert easily to sales?
Here are some ideas, based on study (conducted to gather material for my book, Ads That Sell) of some advertisements that have proven successful in the marketplace:
1. Put a benefit in the headline.
The most successful ad I ever wrote (which was the number one inquiry producer in four consecutive insertions) had the headlines:
HOW TO SOLVE YOUR EMISSIONS PROBLEMS…… at half the energy cost on conventional venturi scrubbers.
The headline combines a powerful benefit (“half the energy cost”) with the promise of useful information (“how to”) addressed directly at the reader’s specific problem (“solve your emissions problems”).
2. Ask a provocative question.
My friend Bob Pallace wrote an ad that generated an immediate $1 million increase in billings for his ad agency in Silver Spring, Maryland. The headline was:
Are you involved in a bad relationship? Personal romance aside, many marketers are frustrated with their public relations agency, feeling that they are not receiving the requisite value and results that they expect from their agency of record. The irony is that in many of these situations, not only is the marketer frustrated with the PR agency, the PR agency is also frustrated with the marketer.
These unsatisfactory results may not be solely the fault of incompetence on the part of your PR agency, but possibly a broken working relationship between the two organizations. Before you run out to do yet another agency search in 2005, step back for a moment and consider how you (yes, you) can work to fix this broken relationship.
Does it seem counterintuitive for you to fix the relationship for which you are likely paying a steep monthly retainer? At first glance, yes. But bringing on a new agency can bring a huge cost — in terms of knowledge transfer, domain expertise and missed opportunity. And it’s very possible that in six months, you’ll find yourself in the same position in with your new agency as you’re in currently.
If It Ain’t Broke, It Might Still Need Fixin’
Advertising has become so dominated by debt, mega-mergers and supergroups that it appears to have forgotten its reason for being. It’s time to return to selling things, Tim Delaney, chairman of Leagas Delaney , believes.
When I started in advertising I quickly became addicted to the thrill of doing something that had an effect, often a spectacular one. I took the brief for Timberland in a box room and was soon visiting a four-floor office building, Adidas talked to Leagas Delaney when it was going out of business — today, as you’ve probably noticed, it’s not. Of course there are plenty of people who have had these experiences and, on occasion, still do. Advertising can really change things, and therein lies its great magic. But I can’t help but feel it’s doing so less often. Which leads me to wonder why.
The advertising industry, as a whole, has the poorest quality-assurance systems and turns out the most inconsistent product (their ads and commercials) of any industry in the world. This might seem like an overly harsh assessment, but it is based on testing thousands of ads over several decades. In our experience, only about half of all commercials actually work; that is, have any positive effects on consumers’ purchasing behavior or brand choice. Moreover, a small share of ads actually appear to have negative effects on sales. How could these assertions possibly be true? Don’t advertising agencies want to produce great ads? Don’t clients want great advertising? Yes, yes, they do, but they face formidable barriers.
Unlike most of the business world, which is governed by numerous feedback loops, the advertising industry receives little objective, reliable feedback on its advertising. First, few ads and commercials are ever tested among consumers (less than one percent, according to some estimates). So, no one—not agency or client—knows if the advertising is any good. If no one knows when a commercial is good or bad, or why, how can the next commercial be any better? Second, once the advertising goes on air, sales response (a potential
One of the most crucial elements of successfully leveraging your off-line communications to drive your customers and prospects to your company’s Web site is providing them with a compelling reason to visit. In short, don’t expect your customers or prospects to come up with a reason to visit your Web site if you can’t come up with one yourself.
Sounds pretty simple, right? Sure, it is. But browse through the ads in that magazine on your desk and you’ll see for yourself that this is something few companies — and I really mean marketers — do well. I know, I have been involved in this area for years, advising companies on how to get it right.
A couple of years ago I was advising a client on how to leverage their existing marketing efforts to drive more consumers and potential consumers to their Web site and what to do with them once online.
The client is a marketer of consumer products that are distributed at most of the major discount retailers, like Wal-Mart and Kmart. Their impressive distribution alone provided a good deal of potential to drive consumers to their Web site. I was eager to show my client how they could use
The 30-second television spot, once the mainstay of mass marketing, is waning in influence as new technology, including the Internet, cable television and TiVo, fractures the viewing audience.
Consequently, advertisers are turning to alternative forms of promotion to reach consumers, according to Wharton faculty and advertising executives.
Direct advertising on the Internet and through the mail, in-store merchandising programs, product placement in entertainment programs, and sponsorships of sports and cultural events are just some of the ways marketers are now telling their story.
“The trend is away from mass advertising — television advertising in particular — and toward what I call more non-traditional or alternate forms of advertising, some of which are quite old-fashioned,” says Wharton marketing professor Patricia Williams.
Oprah Winfrey’s Pontiac give-away — a reference to Winfrey’s decision on Sept. 13 to bestow a free car on all 276 members of her studio audience — and an episode of The Apprentice that revolved around creating an advertisement for Pepsi Edge are just two examples, she notes.
Williams says the lines between advertising and entertainment are blurring as marketers attempt to build an emotional bond with consumers.
“If I can get you to engage with my product — in content you find compelling, humorous, interesting
Newbies in any profession generally either have an excessively rosy or a terribly grim picture of how life in it is going to be. Advertising is no exception and is still, to the amusement of many of the insiders, perceived to be a glamorous profession.
It isn’t, the agency heads assure us, even as they zip around in their Mercedez Benz convertibles and SUVs. Says Nirvik Singh, chairman Grey South Asia: “The most common misconception is you will get to meet a model on the first day,” adding with a touch of regret, “Some of us have spent 20 years in the business and are yet to meet a single model.
It’s not a glamorous business and requires very long hours and a lot of hard work.” Parameswaran delves deeper into the bag of myth surrounding the business. A common one is that the entire business is built around ads with little clarity on the roles played by planning and servicing.
He says, “People don’t appreciate that the quality of the ad depends on the planning and the brief.”
Tall tale traces
Another myth particularly common among young creatives is that the business is all about TV scripts. The reality is 70% of the time,
Crafting an advertisement that entices potential consumers might seem difficult, but it’s simpler than you think. The simpler the better, in fact. An ad sums up everything that is smart, innovative, and distinguished about your brand, and is almost indispensable in today’s economic marketplace. To write, design, and test an ad, follow these steps.
Part 1 of 3: Writing the Advertisement
1. Come up with a catchy, snappy tagline. Keep it short and sweet; the average product needs no more than six or seven words. If you say it out loud and it sounds like a mouthful, edit it down. Whatever it is, it should grab the consumer’s attention and convince him or her that your product is different from everyone else’s. Consider using:
- Rhyme – “Do you Yahoo?”
- Humor – “Dirty mouth? Clean it with Orbit chewing gum!”
- A play on words – “Every kiss begins with ‘Kay’”
- Creative imagery – Yellow Pages: “Let your fingers do the walking”
- Metaphor – “Red Bull gives you wings”
- Alliteration – “Intel Inside”
- A personal pledge – Motel 6: “We leave the light on for you”
- Dry understatement – Carlsberg beer has a big sign in downtown Copenhagen that reads, “Probably the best beer in town”.
At last year’s Grammy Awards, singer Pharrell Williams wore such an outlandish hat—a cross between Smokey the Bear’s forest-brown lid and The Sorting Hat at Gryffindor—that it quickly received its own Twitter account.
Then some marketing genius at Arby’s, whose corporate logo is a hat of similar design, hit it out of the ballpark.
By the next morning, the tweet garnered 75,000 retweets, more than 40,000 favorites, and high-profile media coverage. Williams later auctioned off the hat for charity, which Arby’s won with a $44,000 bid.
Chalk up another win for companies that are willing to be a little playful with their brands, a potentially dangerous tactic that can easily backfire but that creates big wins with consumers if done well. Social media marketing, in fact, is all about interacting with consumers, not hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations.
THE RULES OF PLAY
Marketing—in the form of the mish-mosh of online posting, uploading, commenting, and sharing on YouTube, Twitter, and Instagram—may appear haphazard, but is in fact governed by a set of rules, the rules of play, according to John A. Deighton, Harold M. Brierley Professor of Business Administration at Harvard
It probably won’t shock you that the most popular YouTube video in the past month was “Gentleman,” the latest hit from South Korean rapper PSY, whose “Gangnam Style” is the most-watched video of all time. More surprising: among the other most-watched videos was an advertisement for bottled water.
Evian’s baby&me features several adults dancing with toddler versions of themselves in the reflection of a store window. Only at the end of the 77-second video do we see a bottle of Evian, along with the slogan “Live young.” Since its release in April, the video has garnered more than 53 million YouTube views. By contrast, Nestlé’s self-explanatory “From Maine Water Springs to You: The Journey of Poland Springs Water” has barely cracked 500 views. So why did one water commercial sparkle on YouTube, while the other fizzled?
The answer may lie at the heart of new research by Thales S. Teixeira, which identifies the ingredients necessary to create online videos so compelling that viewers will not only want to watch them but also actively seek them out and share them with friends, family, and coworkers. The research shows that if sharing an ad will somehow benefit the sender as much as it helps
Ever since mass media became mass media, companies have naturally used this means of communications to let a large number of people know about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before, or turning luxuries into necessities. This section introduces some of the issues and concerns this raises.
Free Media Channels Have A Cost
Various free media such as the numerous channels available in America and other nations are naturally subsidized with advertising to help pay the costs.
As corporate competition has increased, so too has the need for returns on massive expenditures on advertising. Industries spend millions, even billions of dollars to win our hearts and minds, and to influence our choices towards their products and ideas. This often means such media outlets attract greater funds than those outlets funded through public funding or TV licenses. It can mean that such outlets can also then afford better programming of key events and programs.
Given the dependency media companies can have on
A successful advertisement creates a desire in viewers, listeners or readers. It also provides information on how to fulfill that desire and makes the potential customer feel good about doing so. With so many products and service providers in the marketplace, using a proven technique in your advertising increases the likelihood that your ad dollars will return value. Basic techniques used in propaganda transfer successfully to advertising and remain the most frequently employed.
Repetition is a simple yet effective technique used to build identity awareness and customer memory. Even advertisements using other successful approaches mention the product or company name more than once, particularly in television because its combination of sight and sound, allows the advertiser to disguise the repetition by changing its delivery (from visual to audio). An ad first shown during a Super Bowl broadcast for a product called HeadOn remains the classic example of this advertising technique. Though the advertisement never explained what the product does, viewers remembered its name.
Advertising that promotes specific features or makes claims about what a product or service can do for the potential customers provides successful results by informing, educating and developing expectations in the buyer. Claims can state
Search Engines Aren’t Everything!
Well there are many different ways to market your web site online and drive that traffic to your site. Most people know about search engine optimisation or at least have heard about search engine optimisation and have a general idea of what it is and what it is all about. So what about the other methods of marketing a website.
We can’t all just search engine optimise a website and then just wait for the search engines like Google to come by and pick it up. That just takes too long and there are many other sources of traffic that ever site should tap into to become a popular and successful site.
So lets have a look in to the other parts of online marketing.
Most people know about social networking and what it offers to the internet, from thousands of teens creating the most terrible looking MySpace pages on the Internet to the Facebook profiles with every application installed under the sun. Besides the negative it is a fantastic way to reach target demographics and specific people with specific interests.
You can take advantage of social networking by advertising your business or services on the social networks such as
While researching the topic of advertising, I happened upon an infographic on how advertising works. The premise of the infographic was that rich companies had piles of money and to manipulate their audience, they had to make them buy stuff to try to feel rich. It was such a disturbing and ridiculous notion that I commented such on the company’s post and won’t even mention the company or the infographic here.
The first notion that only rich companies advertise is a bizarre idea. Our company is not wealthy and, in fact, had a couple years of losses – yet we still advertised. Advertising, especially via digital channels, is very affordable. You can deposit $100 into virtually any social or search engine pay per click account and push some highly targeted advertisements to drive awareness to your business. The average company isn’t rich, either.
Attitudes on business don’t align well with the actual statistics in a social media world. About aquarter of all businesses fail within the first two years according to multiple studies. Whilepeople believe the average company makes a 36% profit margin, the average profit margin for the most recent quarter was 7.5% and the median profit margin was 6.5%.