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1. What forms of advertising do you know?
The main form of advertising is media. It can include wall paintings, billboards, street furniture
components, printed flyers, radio, cinema and television ads, web banners, mobile telephone screens, magazines, newspapers, sides of buses or cars, and so on. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. So you can see a lot of advertising in the streets.
Another famous type of advertising nowadays is product placement. It is when a product or brand is noticed in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand. It is very popular nowadays for cars, watches, clothes. For example, product placement for Ford, BMW and Aston-Martin cars are featured in recent James Bond films, most notably Casino Royale.
The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. For example, football. Increasingly, other media are overtaking television because of more consumer's usage of the internet.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam". So these are the most famous forms of advertising nowadays to my mind.
2. Explain the meaning of 'direct marketing'. Why is it considered targeted means of advertising?
Direct marketing is one of the type of marketing. There are two main characteristics which differs it from other types of marketing or advertising. The first is that it attempts to send its messages directly to consumers, without the use of other media. This involves unsolicited commercial communication (spam, junk mail, etc.) with consumers or businesses. The second characteristic is that it is focused on driving
purchases that can be attributed to a specific "call-to-action." If the advert asks the prospect to take a specific action, for example call a free phone number or visit a website, then the effort is considered to be direct response advertising.
Direct marketing is attractive to many marketers, because in many cases its positive effect (but not negative results) can be measured directly. For example, if a marketer sends out one million solicitations by mail, and ten thousand customers can be tracked as having responded to the promotion, the marketer can say with some confidence that the campaign led directly to the responses. The number of recipients who are offended by the junk mail/spam, however, is not easily measured. By contrast, measurement of other media must often be indirect, as there is no direct response from a consumer.
3. What is the difference between 'product placement' and 'product endorsement'?
Product placement advertisements are promotional ads placed by marketers using real commercial products and services in media, where the presence of a particular brand is the result of an economic exchange. When featuring a product is not part of an economic exchange, it is called a product plug.
Product placement appears in plays, film, television series, music videos, video games and books.
Product placement is linked with the inclusion of a brand's logo in shot, or just appearance of a product in shot. This is done without any special mention, it is done so that it looks like a natural part of work. Most movies today contain product placements. So the most common form is movie and television placements and more recently computer and video games.
In promotion and of advertising, a recomendation or endorsement consists of a written or spoken
statement, sometimes from a public figure, sometimes from a private citizen. So product endorsement it is when a well-known person says how good a product is in advertisements. And people will buy the product because they like or trust the person.
Today endorsements appear mostly in television advertising. For example, a smiling star may
demonstrate and describe the benefits that she receives from using this or that product. In the case of celebrity endorsements advertisers aim to use the recognition-factor to draw on the halo effect. In theory, this source transfers from the celebrity to the advertised product, brand, and manufacturer. A problem with using celebrity endorsements involves any negative publicity that the celebrity might get: it will also transfer back to the product, thereby reducing brand equity.
4. What makes Nike's advertising tick?
Phil Knight, the co-founder and former Chief Executive of Nike, has an absolutely clear and committed strategy to use celebrity athlete endorsement. He has built Nike’s expansion into sport after sport from its athletics roots on the back of sporting masters. From the beginning Nike has been prepared to take a gamble on sporting bad boys others would not touch. It was a strategy that began with Ilie Nastase, the original tennis bad boy. The Romanian had the quality that has come to represent Nike and its advertising: attitude. After extraordinary growth, Nike became number one trainer manufacturer in the US. But then it experimented unsuccessfully with expansion into non-athletic shoes, and lost its number one position to Reebok.
Knight bet the future of the company on a new feature: a new air technology inside the trainer. Sales took off and the rest is history. This brings to globalization and the question of how American the brand can be. Nike uses a mix of global ad campaigns such as ‘good v evil’ and local advertising such as its famous poster campaigns in the UK. Marketing directors at Nike do not rely on market research pre-testing which often reduces the impact of more experimental commercials. There is also the long relationship with one of the world’s best ad agencies. Things only happen in Nike ads that sportsmen and women can really do.
5. How should you plan an advertising campaign?
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.
The critical part of making an advertising campaign is determining a campaign theme, as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. Taking on your own advertising campaign is no easy task. You can do it on your own but you should be ready to roll up your sleeves and get to work. Your Marketing Plan
Nothing can help you identify your goals more than your marketing plan. You learn a lot about your company, your competitors and your long-term goals by creating and following your marketing plan. This is crucial to knowing what type of advertising is best for you.
Create a Plan of Action
Once you have your marketing plan, you must create a plan of action. Your plan of action also gives you crucial info you can use in executing your ad strategy.
Define Your Advertising Budget
How you advertise depends on your ad budget. You need to strategically use your advertising money. If you're only allowing a small portion of money to advertising, you wouldn't want to throw it all into the production of one commercial that runs at 2 a.m. Know exactly how much you will spend on your advertising first so you can make wise decisions in the creation and placement of all ad mediums.
Hunt for Affordable Opportunities
Running your own ad campaign means you have to be your own media director. You've got to find the best ad placement and the most affordable opportunities to fit into your budget. If you're limited to a very small budget, you can find many ways to bypass high advertising costs.
Know Your Target Audience
You can't advertise effectively if you don't hit your target audience. Know who they are before you start creating your ads. If your company sells scooters to seniors, you don't want to invest in cable ads to run on MTV.
Advertise in Appropriate Mediums
Of all the different advertising mediums you can use, you have to be able to use these mediums to your benefit. Spending all of your money on a direct mail campaign when your ad dollars would be better spent on print ads is going to limit how many customers you could've gained. Take a look at each medium, think about your target audience, take a look at your marketing plan and your plan of action and decide which medium(s) will be best for your ad dollars.
Don't Be Afraid to Hire Freelancers
If you can't turn your advertising over to an agency, still consider hiring a freelance copywriter and/or graphic designer. These professionals know what makes a good advertisement.
Many freelancers have worked in advertising agencies so you get the benefit of their expertise. Plus, freelancers can give you professional copy and materials at an affordable cost.
Consistency is Key If you're running TV and radio commercials, print ads and a direct mail campaign, keep them consistent.
Use the same announcer and music for your commercials. Print materials should use the same colors and fonts. Use the same tag line. You want to keep everything consistent so your potential customers start identifying your tag line, your colors, your font, your announcer, jingle - everything - that relates to your company's ad campaign.
Frequency
Buying space for one radio commercial that airs once at 4:30 in the morning isn't going to get much of a response. You want commercials to have a larger frequency so you can increase your chances of hitting hat target audience. If you're running a direct mail campaign, decide the frequency of your materials up front. Once you send your initial materials out, how many times will you send out follow up materials?
Know the answers before you begin to help maximize your strategy's success.
Books
When all else fails and you still run into questions, there are plenty of books you can use to give you guidance. Also be on the lookout for titles that have just been released so you can keep on top of current advertising trends.
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