Advertising and Promotion - Literature review Example

Advertising and Promotion 2 Advertising and Promotion Advertising is a complex communication method that entails using objectives and strategies to create an impact on consumer thoughts, feelings and actions. Additionally, advertising comprises of all the techniques that are utilised by marketers to reach their customers, and deliver their messages (Faber and Stafford 2005). Apparently, evolution of the defining modern advertising revolves from identification, information, promotion and sales. Conversely, promotion entails a short term strategy that revolves around brand building that emanates from promotions. Additionally, it consist of campaigns that are used to build company sales in a short period of time, making marketing of products, and services more easier (Hackley 2010). Apparently, advertising must revolve around five essentials for it to be effective. In essence, there must be paid communication, where a sponsor is identified. This should be followed by the will to inform or persuade a target audience, over and above, conveying messages through various varieties of largely non –personal mass media. In light of this, advertising comprise of creative idea, strategy, execution and the media. As such, both electronic and print media such as television, internet, magazine, and other media are utilised to reach a broad audience. Besides, creativity is crucial in making decisions on how to deliver the advertising messages. Of importance to note is that in advertising and promotion, how to say something and where it is said is just as important as what has been said. Role of Advertising According to Rajpal, et al 1996, advertising is one of the communications that plays important roles in the marketing field. These roles comprise of marketing, communication, economic, and societal. In marketing, there must be satisfaction of customer wants and needs by providing products such as goods, services and ideas. Moreover, marketing department is responsible for the sale of products through the use of the 4P’s in marketing; product, price, place or distribution, and promotion with inclusion of brand development. Notably, advertising denotes a message to a customer in relation to products or services, designed to create a response. Also, it is a marketing communication that utilises mass communication to transmit product information to facilitate connection between the buyers and sellers in the marketplace. In terms of economic aspect, advertising is able to make markets more cost effective, as well as, lowering products and services prices for customers. In addition, advertising has created demand for a brand using hard sell through persuasion and soft sell through image building techniques. Similarly, societal role of advertising is meant to inform the customer about innovations and issues that are current in the market place. Also, it assists in comparing products, mirrors fashion and design trends, teaches consumers about the new products that are in the market. Through this, consumer’s self image is shaped and self expression is facilitated, over and above, present’s images about the diversity in our world. Categories of Advertising Advertising has three distinct categories; institutional, non-profit and public service. Institutional advertising is advertising that is focused on establishing a corporate identity or winning the public over according to an organisation’s point of view. Non –profit advertising is mostly used by non-profits like charities, hospitals, orchestras, museums, and churches in honour of their customers, members, volunteers and donors. In the same way, public service advertising is mostly used to produce and run for free on behalf of a good cause (Faber and Stafford 2005). Medium of Modern Advertising Advertising in the modern world had continuously brought distinct ways of sending information to customers particularly because of innovation at the internet and technology levels. These mediums include internet advertising, radio advertising, website advertising, free advertising, online advertising, and internet advertising. Radio Advertising Radio advertising is one of the oldest ways to reach the public. It was invented before the internet and television. In fact, it was used to transmit information during the World War I. This medium of communication became more mainstream with the establishment of the first commercial radio station in 1920 followed by creation of national radio networks. In relation to this, advertising by use of the radio started in 1922, where the establishment of commercial broadcasting became an industry. Moreover, radio became increasingly attractive with the coming of network operation. The impact of radio advertising indicated that it could be done locally, regionally or nationally depending on the target audience. In essence, the use of radio was more effective in targeting specific ethnic groups, selected demographics or people with interest in common. Of importance to note is that radio advertising cannot be done by a single individual, but incorporation of agency or production company that has the experience of creating spots that are meant to target audience, and types of product being offered. It is worth mentioning that radio advertising could be created to have a variety of tones such as funny, scary and surprising. On the other hand, radio personalities increase the effectiveness through credibility and proper advertising (Faber and Stafford 2005). Internet Advertising Conversely, internet advertising is a huge business that began in 1996. It is believed to be one of the most commonly used medium of advertising and is currently associated with commerce. Most people routinely buy products from internet websites as it is easy and convenient to buy through the internet because there is affordability as compared to other mediums of advertising. In relation to this, businesses are trying take advantage of the internet and market their products effectively online. Apparently, the most basic internet advertising for any business or company is through the creation of their own website. Through this, the public is informed about their products and services. In fact, the selling of products and services could be conducted through the website or directly on their local stores. Various advertising agencies have specialized in campaigns that are designed specifically for online businesses. They include email campaigns, banner ads, and pop-ups ads among other types of advertising. For instance, there are various banners such as static banner, animated banner interactive banner. Of most important is that rich media banners allow consumers to have more interactions such as playing games. Other types of advertising on internet comprise of search engine web advertising, banner advertising , link exchange advertising among others. Additionally, multiple formats of advertising are present where internet advertising combines aspects of both traditional and personal elements. Apparently, this becomes more effective when preparing an online advertising strategy that incorporates the two elements. Contrary to the importance of internet advertising, it is apparent that some of the advertisings such as pop up ads can at times be very annoying to the audience (Faber and Stafford 2005). Website Advertising Website advertising is a two way medium that is capable of making or breaking the internet advertising. It is mandatory to have an informative, easy to read and use web page. In relation to this, website advertising includes banner ads, email campaigns and pop up ads. Basically, these are the common website tools used it attracts internet users into specific sites. Different devices could be used to suit businesses or companies’ specific needs. For instance, various banners may be used to advertise in various ways. At times, a company may pay to have a banner on another company’s high traffic website or choose to participate in a free banner exchange with other related website advertisers (Faber and Stafford 2005). Free Advertising Free advertising is the most unique medium of advertising. In fact, many businesses have huge budgets for their marketing and advertising departments. In light of this, they prefer using free advertising to make their target audience aware of their products and or services. As such, free advertising entails the word of mouth, telling someone who tells someone and it continues to ‘target audience’. Moreover, free advertising could entail writing articles that informs the public about the company or business and the products or services they are offering. Of importance to note is that, websites of similar or related interests work as positive advertising. Moreover, articles on subjects related to a particular company or business on the website are bound to bring more people to the website through the use of search engines. In relation to this, websites could also be put on the links page of related websites. In most cases, the link of the company is included for free with other sites willing to display banners for free. Further, the sites guarantee free service and advertising to people with similar interest hence making the advertisement well targeted. In other cases, companies exchange the advertisement with other companies for free advertising on the website thus promoting products and services. Apparently, free advertising may also be present in T.V, Radio and Newspapers where public announcements are mostly common (Faber and Stafford 2005). Online Advertising In the nineties, online advertising was becoming a common ground. Being a common medium of advertising, companies are guaranteed to have their products or services known to their target audience. Essentially, the online advertising has the ability to display images, audio, video and interactive capabilities. Advertisements such as banners, buttons, text links and sponsorships are sold in the same way that is done to the traditional media such as print and broadcast although the online advertising is more effective. Additionally, online advertising could include a home page that is used to promote the company, provide detailed products information to the customer, over and above, selling products directly the customers (Faber and Stafford 2005). The Development of Advertising Hackley 2010 articulates that advertisement timeline entails seven stages; age of print, emergence of consumer society, modern advertising era, age of agencies, the creative era, the accountability era, and age of social responsibility. However, the era of electronic media is continuously making advertising more intimate and personalized. Thus, advertising must evolve to keep up with the technology. In light of this, creativity entails more than the advertisement’s huge idea but finding new ways to engage consumers beyond traditional mass media. Advertisement must also be more creative. Needless to say, integrated marketing communication entails the unification of all marketing communication messages and tools to send consistent, persuasive messages that promote the brand’s goals. Notably, the elimination of trade barriers in the 1990’s opened huge international markets. Due to this, agencies are continuously forming multinational operations to address these markets. Consequently, advertisements become effective once they are able to get the attention of the audience, and create a positive impression for the brand. As such, a particular brand is separated from the competition. Through this, people are influenced to respond in the desired way hence the target audience responds as the advertiser intended (Rajpal, et al 1996). Strategic Planning In Advertising and Promotion For marketing communication, strategic planning denotes the process of identifying problems that can be solved through marketing communication , determining objectives, and deciding on strategies, and implementing tactics. In essence, a company must be having a goal in which they want to accomplish. Rajpal, et al 1996 argues that, there must be the means, design or plan for accomplishing the goal, over and above, the actions that are used to execute the plan. Similarly, advertising or IMC plan incorporates objectives, strategies and tactic that are present in business and marketing plan. Its main focus is on the communication program supporting a brand. Of importance to note is that, a campaign plan is an essential tool in advertising and promotion. In relation to this, a campaign plan mainly targets on solving a particular problem in a given time frame. The process incorporate a variety of messages carried out in different media and at times targeted to a different audience. A typical campaign outline consist of situational analysis, key strategic campaign decision, media strategy, message strategy, campaign management and other Marcom tools used in support. Situation Analysis Situation analysis in a campaign plan entails the background, swot analysis and key problems and opportunities. In terms of background, thorough research is done on the business that is relevant to the brand where pertinent information is gathered and a problem statement identified awaiting to be solved. In addition, there should be a thorough analysis on the strength, weakness, and opportunities and threats. As an advertiser or promoter, it is crucial to address the weakness and threats and leverage the strength and opportunities. Similarly, there should be identification on communication problems that hinder successful marketing, as well as, finding opportunities that advertising can create or exploit (Rajpal, et al 1996) Objectives It is importance to note that a campaign to create brand loyalty must have both cognitive and effective effects that must move people to repeat buying products and services. Basically, advertising is effective only if it creates an expression that is capable of influencing people to respond, and separate the brand from the competition. Consequently, measurable objectives must be present to enable advertisers know if the campaign or advertising is effective. Hence, a measurable objective should have; a specific effect that is measurable, a time frame, a baseline, the goal and the percentage change. Targeting Apparently, targeting entails identifying and profiling of audience. Essentially, marketing communication strategy is based on accurately targeting the audience that is meant to respond to a particular message. Moreover, targeting could include getting into the heads and hearts of the audience to determine the kind of message that will motivate them. Positioning It is important to note that, brand positioning is consumers’ mind dictates where products or brand stands in comparison to competition. As such, competitive situation comprises of ; product features and attributes that both tangible and intangible, competitive advantage where the products have a strong feature in an area that has strong target, where competition is weaker. Additionally, there is differentiation, a strategy that focus attention to product differences that distinguish a company’s product from the rest. Repositioning Repositioning works on condition that the new position is related to the brand’s core concept. The role of advertising in shaping the position is present, although the position is anchored in the minds of the target audience through their personal experiences. Thus, advertising plays role in relating new position to the target’s market in life experience and associations. Brand Communication Strategy In every advertising and promotion project, there must be a communication strategy in terms of brand identity, brand personality, brand position, brand image, brand promise and brand preference. Fundamentally, brand identity must be distinctive and familiar in terms of name, logo, colors, typeface, design and slogan. Additionally, there must be a connection that is built over time that leads to repeated purchase from target audience (Rajpal, et al 1996). IMC Planning Integrated Marketing Communications (IMC) planning carries a huge similarity to advertising planning although it is broader in scope where more marketing communication is involved. Its main aim is to effectively use marketing communication tools and functions and to control impacts of other elements of communication. Of importance to note is that effective IMC leads to profitable long term brand relationships (Hackley 2010). Conclusion Advertising and promotion are marketing tools that go hand in hand towards ensuring that the market for specific companies are in line with the expectation to the target audience hence improving their competitive advantage in the market. Bibliography; Faber,R and Stafford, M.,2005.Advertising, Promotion, And New Media. Armonk, NY. : M.E. Sharpe. Hackley,C.,2010. Advertising And Promotion: An Integrated Marketing Communications Approach. Los Angeles: SAGE. Rajpal, K et al., 1996. Advertising and Promotion Management. New Delhi: Mittal Publications. Read More