Advertising includes paid company or
product messages delivered to a target audience through Mass media. Advertising
isn't as interactive as personal selling or direct marketing, but it does allow
the advertisers a number of communication benefits specifically related to developing
a long-term brand image.
Provider Control
A major reason advertisers can
effectively communicate with consumers through advertising is Message control.
When you pay a media provider for the time or space to present your message,
you have much greater influence over the placement and content of your ad. Your
business can take the time to prepare a company or product-specific message
with visual and copy elements that convey your value proposition, or mix of
benefits to customers.
Media Selection Opportunities
The communication vehicle you choose to
communicate with also greatly impacts the effectiveness of your ads. The ideal
media mix reaches the broadest market possible, with little to no wasted
investment in those outside your potential customer base. If you operate a
computer repair business in a local market, for example, you can promote your
ad in a local computer and technology magazine. A small business with a broad
target market can communicate to a preferred audience by selecting the right
television or radio station at the right time of day to reach targeted
customers.
Long-Term Branding
Advertising is usually your best
communication method for building a long-term brand image. The control factor is
important to branding because you want to present a clear, consistent message
about your brand, including emphasis on factors like product quality, customer
service, low price or durability. In public relations, media companies may
present your company or products in different lights. You can budget for
advertising over time to deliver the right volume of placements that keeps your
brand on the top of people's minds.
Reach and Frequency
Two common objectives of promotional communication
are wide reach and frequency. Reach refers to the total number of consumers
that experience your ads. Frequency refers to the number of times on average
consumers see them. Wide reach and repetition is vital to attracting a sizable
customer business, building loyalty, develop a high level of brand awareness
and generating revenue. You can reach customers through a single medium like
television, or use a mix of media.
Media
Considerations
Television advertising provides both a visual
and audio impact, doubling your ability to communicate. With the proliferation
of local cable networks, television is more affordable than in previous years.
Television spots generally last only 30 seconds. Print advertising in
newspapers and magazines lets you address potential customers for more than 30
seconds. You are limited to making an impact visually with your written words,
so you'll more likely be successful if you can afford professional copywriting.
Outdoor advertising on buses, billboards, cabs and benches is effective for
making a quick impression, unless your sign is at an intersection. Stationary
outdoor advertising helps you address regular commuters many times.
Direct
Response
Direct response advertising provides a method
for potential customers to contact you directly, via a return card, link to
your Website or other response mechanism. Direct mail allows you to send your
message directly into the homes of your potential customers. List brokers can help
you create highly targeted lists. Direct mail is considered "junk
mail" by many consumers and often ends up in the trash. Internet
advertising allows you to target potential customers who perform Google and
other search engine searches using keywords related to your business. You pay a
per-click fee per ad, but have no idea who is viewing your ad.
