Effective Advertising - Research Paper Example

Effective Advertising Effective Advertising Literary review Advertising in business entails a marketing communication form that is mostly used to manipulate, persuade and encourage audience either listeners, readers, viewers to take or continue to take action (Applegate 2005, 57).The main purpose of advertising is to drive the behavior of the consumer with respect to profitable offering. However, ideological and political forms of advertising are also common. Additionally, advertising also reassures organizational shareholders or employees that their organization is still successful or viable. In most cases, sponsors usually cater for advertising messages and the adverts are usually viewed through various forms of media some of which include magazines, newspaper, radio advertisements, television advertisements, direct mail and outdoor advertisements (Applegate 2005, 60).In some cases, advertisements can be done through the new forms of media such as blogs. Generally, commercial advertisers always have the need to generate high consumption of their organizational services or products via the aspect of branding. This aspect entails product name association (Hepner 2009, 45).Alternatively, the non-commercial advertisers are the type of advertisers who spend a lot of money in advertising non-consumer products and services. Some of the common non-consumer products include interest groups, political parties, governmental agencies and religious organizations. The nonprofit organizations generally depend on persuasion modes that includes public service announcement. With reference to the research topic, this paper will generally elaborate on the general aspect of effective advertisement. In doing this, the research paper will focus its discussion on some of the implementation aspects of effective advertisement and the general concepts of advertising with reference to the Funnel approach. In elaborating the concepts of advertising, the paper will discuss how advertising concepts affects advertising and the role of internationalization during advertising. Generally, effective advertising is the type of advertisement that has the ability to meet its audience interests, inspire and intrigue them. Alternatively, it is the type of advertisement, which can persuade an organization, an institution or its customers that certain products or services can meet their expectations. Purpose The main purpose of this paper is to establish the general aspects of effective advertisement. Additionally, the paper seeks to discuss the implementation aspects that come with effective advertisement. In doing this, the paper will generally establish some of the concepts of advertising in relation to the Funnel approach. Lastly, the paper will discuss how advertising concepts role in effective advertising. On the same note, the paper will generally elaborate on the role of internationalization in advertising. Objectives The purpose of establishing an effective advertisement is to market an idea, service or a product. In marketing, effective advertisement allows a perfect communication between clients and goods hence the increase of awareness (Applegate 2005, 75). . Other objectives of effective advertisement include; Development of primary demands Introduce market price deals Establish immediate sale of products and services Develop brand recognition Establish service reputation and reliability Assist salesmen build product awareness Critical analysis An effective advertisement is the type of advertisement that is not specified to different advertisement elements; instead, it is the type of advertisement that has the ability to function effectively because of the elements deployed in favor of the advertiser and how the advertising elements have the ability to conjure and combine an effective advertisement. In simple terms, any picture would not be perfect unless it has a witty tagline(Sharma 2009, 86). Perfect portrayed images would not be anything unless it has eye-catching colors and matching background music. An advertisement would be baseless unless it has effective movements, which are enacted to stress the point (Sharma 2009, 90).While creating an advertisement, various things come in to the picture and most of these elements can effectively contribute to advertisement creativity, which the advertisers can establish while developing their advertisement (Sharma 2009, 106).This means that, in establishing an effective advertisement, advertisers should always break down the advertisement into various elements and choose the elements depending on the focus of the product and their ability to establish the advertisement up again. What makes an effective advertisement? Contrary to many assumptions and believes, developing an effective advertisement is not a difficult task. There are many effective advertisements that may appear differently on paper but very different after posting(Tellis, 2004, 58). In any advert, the period at which the advertisers make an impression on their target audience is always limited to a few seconds. Print and billboard advertisements may take as little as only 5 seconds while television and radio adverts may take up to 30 seconds (Tellis, 2004, 67). Generally, limited space and time encourages the advertisers to make the commercial full of the intended information to the brim. This aspect is misleading and can create a schizophrenic, cluttered advertisement, which might end up being lost among other similar adverts (Tellis, 2004, 78). The first step in establishing an effective advertisement is to determine the target audience. During target audience establishment, the advertiser must first assess the customer types that they would like to sell the products or services to (Hepner 2009, 97).In this case, the advertisers must establish the best potential clients for their business. It is important to write down as many categories as possible. Alternatively, it would be important for the advertising firm to decide the best category type they are willing to offer in the market. After the identification of the target audience, the advertising firm can then establish the best form of media on how it can reach its clients. In doing this, the advertising firm will have to determine the advertising methods of which the advertisement can be passed across the audience. Generally, it is always important for advertising firms to develop a coherent and concise advertisement, which can generally appeal to the target audience. In most cases, an effective advertisement should be able to connect effectively with its audience (Hepner 2009, 85).Additionally, the advertisement should be memorable in that the targeted audience can easily recall. The advertisement should also be able to provide information briefly and quickly. Long advertisements will most likely distort the message or confuse the target audience. The advertisement should not make the target audience hunt for the relevant advertisement information but instead, the advertisement should be in such a way that the target audience can be able to figure out what is happening or the advertisement message (Hepner 2009, 90). Alternatively, the advertisement should be catchy thus calling the information receivers into quick action. Effective advertisement should notcastigate the information receiver; instead, it should give the targeted audience an opportunity to digest the information and connect with the product or services being aired. Print advertisements and outdoor media are slightly different from the television adverts. A good and an effective print advertisement should generally be composed of four different elements(Levinson 1994, 46).Any effective print advert should have a provocative image, which will send a strong message to its viewers and readers. Additionally, the advertisement should have a strong headline and a logo, which will display contact information to the viewers (Levinson 1994, 56).Other aspects to consider in establishing an effective advertisement include choosing the right media for advertising, choosing the right time for the advert and establishing a frequency for the advertisement. Concepts of advertising (Funnel Approach) The purchasing Funnel approach is generally a consumer-marketing model that focuses on theoretical customer journey towards product and service purchase(Levinson 1994, 39).The Funnel approach was developed in 1989 and it mapped the theoretical journey of the customers from the moment the customer gets attracted to a product to the purchasing process. This model was known as the AIDA-model, which is an acronym of Awareness, Desire, Interest and Action. The Awareness model in advertising is the aspect where the customer is conscious of product or service existence while the desire model in advertising entails the customer need to a particular service or product(Voe 2006, 47). The interest model actively expresses product group interest while the action model in advertising is the aspect of taking a major step towards product purchase. Generally, the Funnel approach and its concepts play an important role in advertising (Voe 2006 56).The four models of the Funnel approach on advertising generally help in defining the aspects of business advertisement. In most cases, advertising entails awareness, desire, interests and action aspects, which are important models in advertising. Impact of culture on advertising Generally, different cultures usually adopt various cultural values impacts on advertising of marketing activities. Culture entails the beliefs, ways of doing things and the general understanding by a group of people (Voe 2006 67).The aspect of using cultural values or morals as a tool for boosting sales in marketing is always tactical. The entire process is called Capitalist Realism. Generally, culture plays a significant role on advertising because of the communication aspect. In reference to this, advertising generally promote the aspect of values, which are directly opposed to the wellbeing of human beings.Additionally, advertising promotes environmental sustainability and the aspect of fairness in the society. In simple terms, advertising has a detrimental influence in the society. Many advertisers redistribute the aspect of consumption thus directing spending from brand to brand hence promoting choice. By doing this, the advertisers are simply promoting choice and reflecting on some of the existing cultural values. Advertising does not only expand market share but instead it expands the market size. In any given culture, the aspect of advertisement encourages the society to borrow more, save less, consumer greater quantities and work harder to achieve more. Additionally, advertising generally impact values of a given culture. As it reflects on certain degree on any given society, it plays a big role in normalizing the behaviors or values. Conclusion From the research, it is quite evident that advertising remains an important aspect and an easy means in which organizations can market their goods and services. Alternatively, advertisement acts as a bridge that connects the organization, the customers and the goods and services together. An organization should not just put in place an advertisement for the sake of it but instead, it should always aim at establishing an advertisement, which is effective and stresses the point. During the creationof an advertisement, various things come in to the picture. This means that for any organization creating an advertisement, theyshould consider various elements, which will effectively contribute to advertisement creativity. Following the right process and protocols will always be important while establishing an effective advertisement. An effective advertisement will always bring money to the organization; therefore, the organization should at all times put more money and resources in doing the advertisement. Alternatively, organizations should always consider the Funnel Approach models during the creation of advertisement. In this case, the Awareness model, which entails the aspect where the customer is product or services conscious towards the existence,will generally guide the advertisement firm in the establishment of an effective advertisement. An effective advertisement will always bring more money to the company; therefore, there is always the need to put more investment on the marketing aspect in the organization. Recommendations There are many other tips and actions, which can be put in place for the purposes of establishing an effective advertisement in future. Some of the tips include; Inclusion of contact details for the potential clients to know how to reach the advertising organization. Creating a recognizable and distinctive advertisement format Ensuring that the advertisement is effectively organized to make it easy for customers to follow. Inclusion of the prices to ensure that the clients have an easy time to remember Bibliography Applegate, E. 2005. Strategic copywriting: how to create effective advertising. Lanham, Md, Rowman & Littlefield. Barrow, C. 2010. Cut costs not corners a practical guide to staying competitive and improving profits. London, Kogan Page Ltd. Hepner, H. W. 2009. Effective advertising. New York, McGraw-Hill Book Co. Levinson, J. C. 1994. Guerrilla advertising: cost-effective techniques for small-business success. Boston, Houghton Mifflin. Sharma, S., & Singh, R. 2009. Advertising: Planning and implementation. New Delhi, PHI Learning Private Limited. Tellis, G. J. 2004..Effective advertising: understanding when, how, and why advertising works. Thousand Oaks, Calif [u.a.], Sage. Voe, M. D. 2006. Effective Advertising Copy. New York, Macmillan Company. Read More