Appropriate Advertising Campaigns - Essay Example

Introduction Winning customer’s heart in the cases of sales of company’s products is not an easy thing. This involves the process of creating awareness in the customer’s minds about the product and making them to prefer your products to the products of the other companies. The process of creating this awareness to the entire public to make customers is called advertising. Advertising creates the image of the product in the customers mind, this forms the basis of the customers argument and enables him/her to make comparison of the products with other existing or the emerging products of the other companies. From the argument made by the customer, they are able to form a concrete and promising interest on one product, leaving the others. The interest created in the customers minds and the hearts builds the customers loyalty on the brand or the product. It makes the desire in the customers to be yearning and desiring for more of the company’s products. The desire increases the sales of the company since the public or the customers will be demanding more and more of the products everyday. Then everyone needs to be associated with the goods that they see or hear everyday on their media sources. The resulting action because of successive well-planned advertising action is the penetration in the local and international market, which is the goal of every company or enterprise (Katz, 2003). Acceptance of the company’s goods by the customers is the most promising existence of the company, as compared to the capital basis of the company or the location. However, advertising is a very crucial activity that carries many responsibilities to the advertisers and the management of the company. Advertising needs to be designed in a way that it does not mislead the potential and the current customers. True information should be delivered to these most important stakeholders and high moral and ethical values must be taken into consideration and maintained throughout the activity. In choosing the advertising campaign or channel within the organization, the management should put particular crucial things into much consideration. This paper looks at the advertising campaign in a company, starting with the things that the company must put into consideration; it gives the three appropriate advertising campaigns and finally gives a conclusion showing the recommendations and the views to the companies. In designing the advertising process, the company must design its chain of the plan from the managing directors of the companies; to creative directors who form the process will be undertaken. Creative managers also must have the capabilities plan well and bring to the management the different appropriate methods to be used. These methods have to be designed and budgeted well taking into consideration the financial capabilities of the company involved. They must also have the capability to support their decision just in case the need arises. The art directors must be able to implement the proposed campaigns to provide a quality and a long-term advertising campaign model. The management and the accounts control on the other hand must budget well for the activity to take place smoothly (Parente, 2006). The funded appropriated to this activity should not be the one that brings financial crisis to the company’s kitty. Every step of the activity must be appropriated with enough funds to assist in a successful completion of the activity (Katz, 2003). Different campaigns proposed by the creative manager are the ones to be used in forming the basis on to how much to use and which channel to be used basing on the company’s financial capability. The best decision must be formed basing on the past experiences and possible live examples from the existing companies. Advertising ethics must be highly observed and healthy competition be involved in against the competitors of the company and the product in subject. Basing on the above-discussed issues, I have concluded on the following campaigns as the most appropriate to be used in the company’s context to express the products with much ease to the potential and the current customers also to convince those who have switched to other brands to reconsider. the methods takes into consideration the issues of moral standards and ethics, the transparency of the company to the customers of the good being advertised. The first appropriate campaign to be used in advertising is the media especially the radio and television. The television gives good and clear visual impression of the product being advertised. In the television, it is able to demonstrate the usage of the products. Television also demonstrates the history and the background of the products well. The company is also able to give the production process to show the customers how the goods and or services sold to them are produced. Upon going to the market, the customer having seen the product on the television will be able to distinguish the product from the others existing in the market. The customer may also be able to demonstrate or show the usage of the product to the friends having seen it on the television. There are high ethical and moral practices on the television as the advertisers take precaution of being sued by the viewers just in case of breach of the demonstrated and expressed information. It is upon the company’s management to decide which existing television channel to use basing on their budget and the price charged to them by that particular television channel. Most of the people own radio gadgets and opting to use it in the advertising of the goods and or services that do not require demonstration is a good and better decision (Parente, 2006). Things like the transport services can be well advertised in the radio. The whole community will be able to get the information since nearly everyone in today’s world own a radio. The second one and the most adorable is the family advertising campaign. This is where a family is used as a medium of the advertising activity. Each member of the family plays a role in the advert. This is mostly appropriate in advertising the household goods and or services like the detergents and the foodstuffs. Since everyone in this world belongs to a particular family, and wants the best for his/her family, people will pay attention to these kinds of adverts. It may be expensive to undertake this kind of adverts especially to the smaller enterprises although it is upon the management of the companies to decide. Family advertising reflects the community we live well since the advertisers are not some kind of robots or aliens. They are the people we know and easy to consult them from day to day just in case the need arises. There are high acts of moral and ethical issues in the family advertising campaign since the people involved are the family members and the targeted viewers are family members. Involving the families in the company’s advertising campaigns is good since this shows that these companies are formed in the context of the family and the society. Upon the proper planned budget, the company’s management is to decide on how much number of family members to use in their adverts. According to my views as a rational consumer, a current customer and a potential customer most probably to the advertised goods and services, the third appropriate campaign in advertising is the sales people or the door-to-door advertising. Here the company agents meet the prospective and the intended customers in their homes, places of work in their collection areas like the bus stops. Upon carrying the goods to be sold, he/she informs and demonstrates on the new products and their usage (Shaughnessy, 2004). This method though a little bit expensive, is the best for the company since it is also some kind of supplying. This is also a good social activity since in the process of asking questions to the agent, people gets know each other. There is also the context of advertiser-customer interaction, which makes it lively to the customer. The salesperson, which mostly involves the youths, is a good ground for creation of employment, this assists in developing the community and the society. Ethical and moral issues are highly respected in this method since the interaction with the customers involves and calls for the salesperson to conduct him/her in a good manner. The company must look at the nature of its goods and or services, if they call for much explanation to the customers, then salespeople are the best option (Shaughnessy, 2004). Conclusion It is the duty of the management and the companies at large to make the best amount of sales that maximize the profits for the benefits of the shareholders. Advertising as the best and appropriate method of increasing sales should be admitted and highly utilized. Proper research should be undertaken to determine the appropriate advertising campaign channel to be admitted and utilized. The company should base on the budgeting that does not impose much burden to the company. Ethical issues, which are the core of every business, should be admitted and highly practiced. Proper representation should be done and the proper prices be imposed on the goods and the services for easy access by the customers (Eisenberg, 2004) . Management should also look at the advantages and the disadvantages of the methods to be admitted applied. In advertising, it is important for the designers of the products to take into consideration the issues of social and environmental cases. The customers should also be given the chance to present their views on the method used in the advert. By considering all the above issues, we look forward to increased sales and profits. Bibliography Eisenberg, M., Ringwalt, C., Driscoll, D., Vallee, M., & Gullette, G. 2004, Learning From Truth: Youth Participation In Field Marketing Techniques To Counter Tobacco Advertising. Journal of Health Communication, 9(3), 223-231. Katz, H. E. 2003, The media handbook a complete guide to advertising media selection, planning, research, and buying 2nd ed, Mahwah, N.J.: Lawrence Erlbaum. Parente, D. 2006, Advertising campaign strategy: a guide to marketing communication plans 4th ed, Mason, Ohio: Thomson/South-Western. Shaughnessy, J., & Shaughnessy, N. J. 2004, Persuasion in advertising. London: Routledge. Read More