The Advertisement - Essay Example

Advertisements Advertisements Introduction Advertisements are not only meant to increase sales in a business. Increasing the sales result in an increase in the profits of a business. But making more sales is not the only use of making adverts. Advertisements can be used as a way of introducing services and products in the market. Through adverts, people who get access to them will learn about the new product without necessarily having to buy them. Adverts can also be used to impress and motivate different trade channels. Making an advertisement about a product may change the perception of how people or consumers think concerning the product. Rumors may tarnish the quality of a product, but adverts will tend to assure that the product is good. Whether pitching or promoting products and services, all businesses need to make advertisements in order to make connections with their current and prospective customers. Small scale businesses face challenges in making choices on whether to spend their small advertising budgets on television or posters. Print adverts often come with lower sticker prices than the television adverts. TV adverts are strong and have a variety of advantages that the posters lack. Making adverts over the television is more effective than the posters because it reaches out to customers over a wide area at the same time. Methods This survey product on 20th of April 2014 and was given to ilac students , teacher who were in pre-degree iii classes on 8th of April 2014.there were 26persons received this survey however all that people who answered were asked to be anonymous, only there ages and countries can be recorded. Because ilac is an international language school, all of people who answered that surveys covered a particular age from 17-40 years old, include 11 different countries these anonymous were given survey with 10 questions about advertisement. Results Six of the respondents from Ilac, Russia and two from Asia said advertisements are meant to increase sales in a business. Increasing the sales result in an increase in the profits of a business. But making more sales is not the only use of making. Advertisements can be used as a way of introducing services and products in the market. Through adverts, people who get access to them will learn about the new product without necessarily having to buy them. Adverts can also be used to impress and motivate different trade channels. Making an advertisement about a product may change the perception of how people or consumers think concerning the product. Rumors may tarnish the quality of a product, but adverts will tend to assure that the product is good. Most people from South America and Canada believe that posters are best for making adverts. Students from Middle East and Asia were of a contradicting opinion saying Televisions are the best for making adverts. Whether pitching or promoting products and services, all businesses need to make advertisements in order to make connections with their current and prospective customers. Small scale businesses face challenges in making choices on whether to spend their small advertising budgets on television or posters. Print adverts often come with lower sticker prices than the television adverts. TV adverts are strong and have a variety of advantages that the posters lack. Making adverts over the television is more effective than the posters because it reaches out to customers over a wide area at the same time. All students from Ilac and one person from Canada said that at one particular point, they bought items because adverts trapped their attention. Brilliant and effective advertising involves making the right message to the appropriate people at the most appropriate time. Adverts have the potential to grab peoples’ minds and thoughts by including two or more brilliant ideas that sweeps people mind and make them to take appropriate action of purchasing a product right away. The adverts will enhance customer-product relationship. Advertising is a method of communication that makes the consumers be fully aware of the specific services and products available in the market. It is crucial to create brand positioning, awareness, and among potential customers. There exist multiple media through which these adverts are made and promoted such as radios, televisions, internet, and printed media (newspapers, magazines, and billboards). Adverts can be made in various forms such as video, graphical, audio, and textual (Connolly 2010). The aims of making advertisements can be categorized in to two broad groups. The first group of aim is where the advert is expected to bring direct actions such as the increased volume of sale. The second group deals with indirect action aims such as communication. Other aims falling under the groups are such as; To intensify the use of a product To sustain and maintain the preference of the brand Aims at building attractiveness To provide information To remind the public To change social attitude It induces the public To convince customers for direct purchase Adverts encourage the salespersons (Mehta 2008) Making advertisements over the television is beneficial to large businesses that intend to market their products over a wide area. Posters are suitable for use in local businesses that sell its products locally to a small group of people. With all that said, television adverts are better than posters for various reasons. TV adverts use several elements to convey messages that easily get the attention of customers. Adverts on TV have the chance of getting to local, national, and international customers in a short time. TV adverts are aired severally which tends to persuade and influence people toward a product. Companies can segment and organize the adverts depending on the target market. The adverts are rewarding regardless of the size of the business or company. Advertising is a by-chance game that tries everything in getting people’s attention. It does not matter whether it is intense, funny or bizarre, but it needs to get the attention from people. To achieve this, adverts should be relatable, pleasurable, and surprising (Connolly 2010). Ways of advertising have evolved into different complex forms of communicating. There are thousands of ways for which businesses use to deliver messages to their consumers. The Internet particularly provides most of them as banners, advertorials, branded viral videos, branded chat rooms, and sponsored websites (Eggleton & McNaught 2003). Every tactic or method available for use by the advertiser is discussed below, though some are new while others date back to many years ago Main Methods of Advertisements Direct mails Mails that are sent directly from the advertiser to the customers can be customized to meet their needs and nature. Business owners can build mailing lists containing their desired and current customers by having them leave their data or noticing their emails from their checks. As mails become out dated or change frequently, it is necessary to notice the mails that are returned (Eggleton & McNaught 2003). Customized Email messages Customized emails can serve as an excellent means of getting information out about the business. The email software should be designed in a way that includes signature line information in the end. While sending any email, the information will be automatically attached (Haydon 2004). Using Brochures or flyers Most of the word processing and desktop publishing software packages produce attractive trifold brochures. When brochures are well designed, they do contain much information and are, therefore, becoming a major method of making adverts (Haydon 2004). Magazines Magazines adverts are quite expensive. It is necessary to find out which magazines focus on which industry. If there any, then they can be useful as they focus on the right market and customers, as well. The next step taken should be placing an advert or a short article on the magazine. One should then contact a reporter who will be on the lookout for sources and new stories to collect quotes. The quotes help in making the adverts (Haydon 2004). Newspapers (major) One can get the business on the newspapers by writing letters to the editors and placing adverts. Placing adverts on the local dailies are expensive but, is rewarding. Newspapers provide details on how to make the adverts as well as the best time to make an advert. Newspapers that sell in neighborhood are close to the needs of the organization and should, therefore, not be ignored in advertisements (Haydon 2004). Newsletters Newsletters serve as a powerful means of advertising the services and nature of the business. For relevant adverts, the business should first hire consultants for initial layouts and designs. Publishing tools can be used to generate interesting newsletters though expensive (Haydon 2004). Radio announcements Radio adverts have an advantage as they tend to be cheaper than doing it in televisions. Many people also listen to their radios such as when driving. Radio adverts are billed on the length of the advert, number of adverts, and the time they are put on the air. The main consideration in radio adverts is to make them when the potential customers have their ears on the radio (Mehta 2008). Online chat and discussion groups As it applies to e-mails, one can get frequent exposure of the business by actively participating in online chat and discussion groups. Care should, however, be taken as most of the groups have strong rules against bogus adverts. Upon joining any group, one should check with the group rules to confirm what is appropriate and recommended in the group (Mehta 2008). Yellow Pages They are effective advertising platforms if the adverts are placed well in the right category of services. The name of the business should be descriptive and have a good standout such as being bold and contained on a large box within the box. The directory business also offers free advice on how best to place adverts on the yellow pages (Mehta 2008) Web pages Web page form of promotion came to existence some years back. Adverts and promotions are common on web pages. Most businesses are developing the pages with the only intent to look up to date; to advertise using the web particular expertise and equipment. One should have a computer, internet service provider, rent/buy a website name, design and install web graphics, and other functions. The website should also be maintained and promoted (Mehta 2008). Common Advertising Techniques An advert that is successful creates desires to the listeners, viewers, and the readers. The advert also provides relevant information on how to accomplish the desire and a good feeling to the potential customers. There are many services and product providers in the market and choosing the best technique in the advertisement increases the chances that the money spent on it will return value (Hua & Hanjalic 2011). The following advertisement techniques are frequently used; Repetition It is a simple, but, an effective technique that builds customer memory and identity awareness. Advertisements should mention or display the company and product name multiple times. Television advertisements that use both sound and sight enable the advertiser to differentiate repetition by altering delivery, which is audio to visual. A prominent advert that employed repetition is the Super Bowl advert for a HeadOn product. Although the advert did not mention the function of the product, viewers will always remember its name (Hua & Hanjalic 2011). Claims An advertisement that makes claims and promotes features of the product gives good results by educating, informing, creating expectations in the buyer. Claims often state facts and use hype by calling their brands the best while they have the same quality as other products. Claims at times mislead by omitting or using what political and advertiser campaigners refer to as weasel words. The words are statement modifiers that make the claim meaningless when studied in detail. Such words include fights, virtually, and help (Hua & Hanjalic 2011). Association These techniques associate a product or business with a catchy jingle or famous person. It creates a powerful emotional and psychological connection in the customer. Companies that make sporting equipment use successful sportsmen in their adverts. Brewers will always use a group of friends having fun while consuming their beer. Cosmetic companies are also known to use celebrities in advertising their products. Associating products with prominent people or places generates positive emotional responses in customers about the product (Hua & Hanjalic 2011). Bandwagon The technique sells products or services by convincing new customers that other people are using the product and should, therefore, join the crowd. Other such adverts inform customers that they will be old fashioned if they do not purchase the product. Such advertisements use words that linked to valued concepts and ideas that bring about instant approval. A statement such as; “America loves..." or “China loves…” connects a product with patriotism. Such an advert will create automatic positive response among citizens (Connolly 2010). Promotions Selling products coupled with gifts creates excitement among customers. Such an advert encourages customer participation and results in a firm bond with the sponsoring company or product. The sense and attraction of getting free items or rewards contributes to the success of an advert. Having limited time on offers adds urgency to getting the product, therefore, making the advert a success (Connolly 2010). References Connolly, S. (2010). Advertisements. Mankato, Minn.: Smart Apple Media. Eggleton, J., & McNaught, E. (2003). Advertisements. Auckland, N.Z.: Heinemann Education. Haydon, J. (2004). Advertisements. Southbank, Vic.: Thomson Nelson. Hua, X., Mei, T., & Hanjalic, A. (2011). Online multimedia advertising techniques and technologies. Hershey, PA: Information Science Reference. Mehta, J. (2008). Advertising, marketing and sales management. Jaipur, India: Book Enclave. Read More