We can factor an advertisement into seven important components; 1. The Headline The Headline is the most read part of an advertisement. So advertisers try to tell maximum part of the product story through the headline. A headline will introduce the product or makes the promise statement or puts a question. It basically tries to attract the attention of the readers and create curiosity so the audience or reader sees further. The major types of headlines are: Direct promise of benefit News about the product Curiosity or provocative, and Command headlines Direct headlines make a direct promise about how the product will benefit the readers. Readers are often interested in what is new in the product so the words ‘new’, ‘improved’, etc. are often used in headlines. Such headlines provide some new ‘information’ and are called news headline. Sometimes the promise or benefit is not offered in the headline. Instead Continue reading
Advertising Management Concepts
Methods of Measuring Advertising Effectiveness
Advertising is aimed at improving the sales volume of a concern so its effectiveness can be evaluated by its impact on sales. Most of the managers believe that the advertisement directly affects the sales volume and hence they evaluate the effectiveness of the advertising campaign by the increase in the sales volume. Methods of Measuring Advertising Effectiveness There may be two types measures of advertising effectiveness namely; Direct measures and, Indirect measures. Direct Measures of Advertising Effectiveness Under direct measures, a relationship between advertising and sales is established. A comparison of sales of two periods or two periods or two markets may be done and the corresponding changes may be noted. The following are some of the methods that are generally used in measuring that advertising effects. i. Historical Sales Method Some insights into the effectiveness of past advertising may be obtained by measuring the relationship between the advertising expenditure Continue reading
Factors affecting Advertising Media Selection
The advertising medium refers to the means through which the advertiser can convey his message to audience. Proper selection of the media enables the advertiser to achieve the desired results. Hence, advertising media selection is vital for the success of an advertising campaign. An advertising medium is any object or device that carries the advertising message. It should be capable of accomplishing following three objectives: To reach the largest number of people possible. To gain their attention. To be less expensive. The character of the medium is largely determined on the objective and factual basis such as whether the coverage of the medium should be national, regional or only local. Factors Governing of Advertising Media Selection Selection of a suitable medium for advertising is really a complex problem to the advertiser. There are a number of kinds and classes of media in the modern advertising. Hence, the advertising media selection Continue reading
Role and Functions of Advertising Agencies
Role of Advertising Agencies The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. “Buildings age and become dilapidated. Machines wear out. People die. But what live on are the brands.” Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values – rational and emotional, physical and aesthetic – that consumers derive from them. The importance can be summed up as follows: ” A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor Continue reading
Benefits of Advertising
Basically advertising is an economic institution. Advertising performs important economic function for the advertiser, affects economic decisions of audience and is an integral part of the entire national and international economic system. Information. One cannot debate the importance of information for consumers about various products, services and organizations to make advantageous economic decisions. The decisions made in the absence or with insufficient information may produce negative and undesirable consequences. Because of ignorance the consumer may purchase inferior product or pay higher prices and may not even know that the product exists. Through ads the information reaches a large number of audience in the shortest possible time. Brand image building. There is hardly any disagreement on this issue. Advertising plays an important role in building the brand image. Consumers develop mental images of brands that may appeal to different market segments. These images may have their root in real or assumed Continue reading
Communication Effects of Advertising
The management should attempt to evaluate the effectiveness of the advertising campaign if the firm’s advertising goals are to be achieved and the ad effectiveness is to be increased. By regular evaluation of the advertising effectiveness, the short comings and the plus points would be revealed and the management would be able to improve the campaign by negating the shortcomings and retaining the favorable point. For this purpose, it is very necessary to know how advertising affects the buyer’s behaviors. But this is very difficult task because measurements are imperfect and imprecise. The effectiveness of advertising can be measured by the extent, it to which it achieves the objectives set for it. If it succeeds in attaining the objectives. Advertising can be said to be effective otherwise it will be a waste of money and time. In this sense, advertising can be recognized as a business activity like other activities. Continue reading