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Importance of Advertisements..

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Importance of Advertisements..

Post by Sarzu Budhathoki on Sun Jul 15, 2012 5:35 pm

The number of advertisements the average dweller in the average rich country such as America will see, every day, is estimated to be around 3,000. That's a ludicrous amount. More recent research by market research firm Yankelovich Inc. suggests that the figure is closer to 5,000. Now, let's say your advert is unoriginal; it has been churned out in ten minutes and is mostly the same as your last advert. How much of an impact do you think your advert is going to make on a passer-by? Truth is, the passer-by took one look at your advert and was not even disturbed from their thoughts. Now begins the understanding of the importance of originality in advertising.
Originality makes people laugh. It makes people think "I never thought of it like that." More importantly to the purpose of this article, it makes people listen.
Lets define original. Dictionary.com says, "fresh; inventive; novel." An original advert will do at least one of the following; look at things from a different perspective, take an old idea and revamp it and generally use something familiar in an unfamiliar way.

As I've already explained, adverts are thrust in front of us many times each day. They reach us through billboards, television, radio, posters, newspaper inserts, storefront promos, magazine ads, web banners, spam emails, product placements, infomercials, sponsorship logos and so on. So an advert that is transferable to different mediums is an essential part in advert originality.

Of all the recent, successful advertising campaigns, Apple's "Pc And Mac" campaign has been marked out for its originality. Why? Surely it isn't that original to compare two rival companies? No, it is not, but what Apple did so very cleverly was speak for their rival. The galled Bill Gates certainly had no hand in what came out of Pc's mouth, and as such Apple could twist almost any Pc or Apple aspect and turn it in their favor. As a bonus, the originality of these adverts allowed Apple to entertain, which has worked wonders for Steve Jobs in raising his company's reputation as the easy-going, geeky yet stylish company that the publics see them as.

It is time to recap what we have been through so far. A lack of originality makes for a poor advert. An original advert grabs attention and changes the way people perceive your company. So, no more boring, annoying adverts cluttering up my newspaper, please!


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Re: Importance of Advertisements..

Post by Sarzu Budhathoki on Sun Jul 15, 2012 5:38 pm

Marketing mix consist of four important variables of marketing, i.e. 4Ps-Product, Price, Promotion and Place. Apart from the traditional 4Ps, there are also other variables, i.e. Packaging, Posting, and Pace.
Advertising is an element of promotion. However, it not only assists in promoting the product, but also affects the other variables of marketing mix. This can be explained as follows:
1. Advertising and Product: A product is normally a set of physical elements, such as quality, shape, size, colour and other features. The product may be of very high quality .At times, the product is so designed that it requires careful handling and operations. Buyers must be informed and educated on the various aspects of the product. This can be effectively done through advertising. Thus, advertising plays the role of information and education.
2. Advertising and Price: The price is the exchange value of the product. A marketer may bring out a very high quality product with additional features as compared to competitors. In such a case, price would be definitely high. But buyers may not be willing to pay a high price would be definitely high. But buyers may not be willing to pay a high price. Here comes advertising. Advertising can convince buyers regarding the superiority of the brand and thus its value for money. This can be done by associating the product with prestigious people, situations, or events. Alternatively when a firm offers a low price products the job of advertising needs to stress the price advantage by using hard hitting copy. It is not just enough to convince, but it is desirable to persuade the buyer. Thus advertising plays the role of conviction and persuasion.
3. Advertising and Place: Place refers to physical distribution and the stores where the goods are available Marketer should see to it that the goods are available at the convenient place and that too at the right time when the buyers need it. To facilitate effective distribution and expansion of market, advertising is of great significance. Thus advertising do help in effective distribution and market expansion.
4. Advertising and Promotion: Promotion consists of advertising, publicity, personal selling and sales promotion technique. Businessmen today have to face a lot of competition. Every seller needs effective promotion to survive and succeed in this competitive business world. Advertising can play a significant role to put forward the claim of seller, and to counter the claims of competitor. Through effective advertising, sellers can face competition and also help to develop brand image and brand loyalty.
5. Advertising and Pace: Pace refers to the speed in marketing decisions and actions. It involves among other things the launch of new products or brand variations at greater speed than before. As and when new brands are launched, advertising plays an important role of informing, educating and persuading the customers to buy the product.
6. Advertising and Packaging: The main purpose of packaging is protection of the product during transit, and preservation of quality and quantity. Now a –days, marketers take lot of efforts to develop and design attractive packages as they carry advertising value. A creatively design package attract the attention of the customers. It also carries an assurance of quality and creates confidence in the minds of customers to buy the product.
7. Advertising and Positioning: Product positioning aims at creating and maintaining a distinct image of the brands in the minds of the customers. Through advertising the marketer can convey the positioning of the brand and accordingly can influence the buying decision of the target audience.

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Re: Importance of Advertisements..

Post by christina07 on Mon Jul 16, 2012 8:35 am

This is one of the best to attract the customer and promote the selling product. Thank you for sharing this and provide so much of information on this topic. Amazing to read this as i'm planning to this type of course....
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Re: Importance of Advertisements..

Post by biwake on Mon Jul 16, 2012 7:24 pm

Post locked for copy pasting the post from another site.

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