Apple Could Jump-Start Mobile Advertising, Challenge Old Media | Dailey Marketing Group

Advertising is more than just the means of disseminating product information. It is a primary communications tool of our economic system. Moreover, aside from its diverse role as a persuasive communication tool, it is also part of the everyday culture of virtually everyone. Actually advertising is a part of our social, cultural, and business environment.

The specific reasons that a company chooses to advertise at a particular level is often difficult to determine. However, there are a number of situations that usually dictate a higher proportion of advertising to sales than might otherwise be used.

• First, it introduces a new product of service; to enter the marketplace against established competition, extra weight is needed.
• Second, to encounter competition; some industries are engaged in price wars and have far more competition than others, especially when nobody is a real leader in the field.
• Third, to maintain a leadership position; companies decide to spend in advertising investing in promoting their brand names. Fourth, to emphasize price; among all competitive pressures, price is probably the most usually used feature that gets heavily promoted.
• Finally, to keep up with a fast growing industry; in fierce competitive fields it is vital to spend more on advertising to prevent others from surpassing your offer.

Advertising primary strength is that it reaches a large mass audience to intensify broad-based demand for a product. As specialists support, advertising can build brand awareness, create long-term brand images and positions, and increase brand knowledge effectively. It can furthermore, alter the image of an existing product and act as a reminder mechanism. Finally, advertising acts also as a memorability mechanism through message repetition.

Regarding new product launch, advertising is considered of vital importance as it can provide the necessary information to the targeted audiences and increase their awareness levels. It moreover can act as an Awareness-Identification-Desire-Action tool since it can provide all the incentives needed for a trial. As far as the action stage is concerned, advertising can become the element through which a prospect will decide upon purchasing the product or service. Coupons, free samples, discounts, and many other promotional mechanisms can become the reason behind a new product’s success. Penetrating any market is a matter of well-planned integrated marketing program and in order for a new product’s or service launch to be successful, advertising can serve as a valuable tool for the company’s future goals and current sales increase.

Advertising has limits, however. Consumers often tend to believe it is intrusive, and try to avoid it by changing the TV-channel, radio station or page. Because of the abundant of products and services in today’s world, clutter issues can threaten advertising, as the more advertisements exist, the more frustrated the consumer becomes. Another major drawback of advertising is that of lost impressions. Due to its high penetration, the mass market is not always the right target to which the messages are directed.

Regarding new product launch, advertising is valuable only to companies if it creates consumer identification, is differentiated from clutter, and in the long run its success is measured by repeat purchase. If a product or service stays viable for a longer period than its competition, it is due to its penetration to customer minds and homes.

In conclusion, advertising should be used in the marketing communication mix to maximize its strengths, which should be analyzed relatively to other marketing communication tools.

“You can have the most wonderful product in the world, but if people don’t know about it, it’s not going to be worth much. There are singers in the world with voices as good as Frank Sinatra’s, but they’re singing in their garages because no one has ever heard of them. You need to generate interest, and you need to create excitement.”

Donald Trump, American real-estate tycoon

Advertising doesn’t cost, it pays! And good advertising can pay you well. Bad advertising, or no advertising at all, invites disaster.

You have to advertise if people are to be made aware of your business and the benefits it offers them. Without advertising you rely on word of mouth recommendation or press editorial, both extremely effective, but slow and generally unpredictable.

Advertising takes many different forms, from painting your name on the side of a van to delivering leaflets door-to-door or posting printed cards in shop and post office windows. More often the term applies to classified and display promotions in appropriate media, usually newspapers and magazines, and it is with this definition we concern ourselves here.

Advertising by itself does not sell. It will not sell a bad product (customers will ask for refunds) and it won’t open up new markets. It is not a miracle cure that can generate sales for a dying product. Conversely, advertising will not sell your must successful products to people who simply don’t want them.

Main Points About Effective Advertising

It reduces the entire population to your target audience and reaches as many of those people as possible at least available cost.

It must always have an objective. This means having a clear idea about what you want to accomplish in your advertisement. Reasons for advertising include:

• To invite orders or enquiries
• To launch new products
• To publicise price changes.

The message must attract your target audience, it must interest them, create a desire for your product and prompt people to act (order or ask for further information). This acronym AIDA is one you will encounter many times in advertising.

• It must be truthful and straightforward. The nearer your advertisement is to reality, the more effective it is.
• Sufficient resources must be allocated to accomplish your advertising objectives.
• Testing is crucial to effective advertising, allowing good promotions to be repeated and bad ones to be eliminated.
• Every aspect of your advertisement must be prepared from the customer’s point of view. That person wants to know how you and your product can benefit him. The most important feature of any advertisement is the benefits it contains.
• It must be placed in the appropriate media.

Newcomers to business tend to confuse the real benefits of advertising, frequently considering it a necessary, and expensive, evil, not the long-term investment it really is. In short, effective advertising is the lifeblood of your business. Without it you will surely fail!

Making the most of your media efforts is important to every organization. Even more important is maximizing your profit potential when advertising through radio, television, and other methods of exposure.

The two most common forms of advertising consist of radio and television. First off, let’s talk about how radio spots can be an effective form of advertising.

Radio has many distinct advantages that a media buyer should take into consideration. Radio spots can be had on both local and national levels. This allows targeted marketing efforts to be coordinated. In other words, if you are advertising for a local company, you would be best off using local radio stations. Also, radio can be used in cooperation with other media efforts. Many companies find success in using radio spots to correspond with television efforts, or vice versa. This guarantees that you are reaching as many people as possible, both while at home, and while in the car. Also, it should be remembered that people often listen to the radio while on their way to purchase new products. So, if somebody is on their way to the car dealership to look at a new car, and hear a radio spot advertising for the newest luxury sport utility vehicle, the buyer would be more so inclined to check it out. When used alone, or with another form of media, radio advertising can be most effective and a great way to maximize return on investment.

Now let’s talk about advertising via television commercials. To many companies who can afford it, this is the most effective way to reach potential clients. Millions of people spend millions of hour’s everyday watching television, including the commercials. During the Super Bowl, advertisers spend millions of dollars on a single 30 second spot. That alone shows that advertisers feel that television is the greatest way to reach the largest amount of the population, with the smallest amount of effort. Like the radio, television spots are also available on both a national and local level. During the Super Bowl advertisers are paying to be seen by everyone watching the game, thus the price increases greatly. On a more local level, companies can place spots on local access television stations. Again, if you are going for a more regional presence, local stations would more than likely be the way to go. It will save you time, and also ensure that you are in front of your most prized customers.

The biggest factor in determining which media to use, outside of who your audience is, would be money. It is much less expensive to run a 30 second local radio advertisement than running a 30 second television spot during the Super Bowl. All of these factors are taken into consideration by the buyer before making a decision.

Overall, both radio and television provide a great way to get your message out. The more research that is done before the buying, the better chance you will have of making the most of your hard-earned money. The next decision will be think about whether you want a 40 inch television or a 35 inch television.