Tricks for successful advertising

1. ADVERTISING: Essential; New Trends; Implications
Definition of Advertising: is a form of communication for marketing and used to encourage or
persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or
take some new action
Advertising research
Advertising research is a specialized form of research that works to improve the effectiveness and
efficiency of advertising. It entails numerous forms of research which employ different methodologies.
Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or
campaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing is
done after an ad airs to determine the in-market impact of the ad or campaign on the consumer.
Continuous ad tracking and the Communicus System are competing examples of post-testing advertising
research types
New Advertising Trends
From viral videos to branded entertainment
As marketers look for ways to keep pace with technology and media, advertising trends have changed
dramatically. Think, for example, about that crazy email you got from your friend -- the one featuring the
water skiing squirrel.
After you stopped laughing (and wondering why anyone would fashion tiny water skis to strap on a
squirrel) you noticed a product logo in the corner of the screen. And before you realized it, you had
"consumed" a brand message, and experienced one of the new advertising trends.
This form of sponsorship, known as "viral videos," is among many recent promotional vehicles replacing
conventional advertising. Thanks to YouTube, blogs, TiVo, Facebook and basic email, people are
spending less time watching television commercials and reading print ads. The advertising revolution is
on.
Declining ad purchases. Increasing video consumption
In 2009, U. S. ad spending plunged nine percent, according to consumer research firm Nielsen, shedding
$11.6 billion last year. And industry trade journal AdWeek wrote that the trend shows no sign of abating,
maintaining a pattern of at least six straight quarters of declines.
Conversely, as conventional advertising has been sinking, the number of videos seen online is rising.
Nielsen reported that year over year, all relevant video categories -- unique viewers, total streams, streams
per viewer and time per viewer --were up, led by 13 percent bumps in time per viewer.
So, clever folks that they are, advertisers have found new ways to capture those eyeballs, ideally without
offending the people behind them.
Branded entertainment. Laughing for dollars
Say your product is a tortilla chip, or a beer, or a sexploitation chick cop flick. Clearly, your target
audience is dudes 18 to 34. And where will you find them? In front of their computers, watching two of
the things they love most -- ideally at the same time during Burly Sports Show on Heavy.com or Carl's
Lock on SuperDeluxe.com. Web channels like these have developed new forms of entertainment, three
minute shows called "webisodes." They play directly to the ADD nature of the Internet, and people
looking for quick breaks in their workday.
Burly and Carl's toast and roast the previous week in pro sports, trashing athletes and their teams. In return
for the laughs, viewers allow the sponsors to ply their wares -- sometimes in the frame around the screen,
sometimes as part of the entertainment. And just in case you think this new web-centric format is less than
prime time, take a look at some of the ongoing sponsors: Doritos, Coke Zero, AT & T, Dove and of
course, sexploitation chick cop flick Bitch Slap.
You Tube. Your new ad network
The 30-second TV spot hasn't gone away entirely. It's just that the smart money is spending less of theirs
on media, and placing ads on YouTube. They then attempt to drive consumers there via other inexpensive
means. YouTube is a vehicle to attract viewers who might not be watching as much TV, or skipping the
shows in the brand's media buy. It's also an ideal vehicle to expand an advertiser's reach. The spot
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2. developed for an audience in Peoria is now reaching you wherever you are, thanks to You Tube's
international exposure.
Product placement. Products get a cameo
You and eight castaways are stranded on an island, competing for $1,000,000. And you could use, well
pretty much everything as you are, after all, castaways. Fortunately, Survivor host Jeff Probst announces
that you could win one of the nearby crates... all filled with tools, furniture and camping supplies; all
bearing the Sears logo. It's a shameless plug, also known as product placement.
Because advertisers know that TiVo has trained audiences to speed past the commercials, they now look
for ways to drop their brands right into the show. Sometimes, it's as overt as Probst pointing to a Sears
crate. Other times, it's as subtle as a Heinz ketchup bottle on a diner counter, looking every bit a part of the
scene. Either way, it gets noticed within the confines of the show.
Web video pre roll. The new :30 second TV spot
Whenever a serious news event occurs, like a politician or celebrity behaving badly, you Google a naughty
phrase and arrive at a news website, ready for the skinny. But before you get it, you'll have to get a "pre
roll" commercial message first. Those intros can range from a simple logo with the words "brought to you
by," to a shortened version of a TV spot. The beauty of the format is that it's an even exchange: You get
the news; the advertiser gets your undivided attention for 15 seconds or less. Even better for the brand,
they may have pre-identified you as a likely prospect through your past Internet behavior, and might even
be able to drive you from promo to purchase at their website. So please, big name public figures: Screw
up! We marketers are counting on you!
Viral videos. Slipping ads under the radar, via email
Remember our friend the skiing squirrel? He's hardly the only star of a sight gag gracing your email in bin.
Along with cat stunts, parenting games, or trivia quizzes, they're all part of a guerrilla marketing tactic
famously known as "viral videos." Advertisers realize that you're more likely to open a video from
someone you know. So we marketers have created all manner of cute, silly and informative videos and
games for you to send along, covertly carrying a sponsorship message. So don't think of your forwarding
friend as one of those annoying people who sends on every email she receives. Instead, applaud her as an
engine of commerce!
SEVEN ESSENTIALS OF ADVERTISING
Good advertising is the essential ingredient that makes a business thrive. Here are seven essentials of
effective advertising to make the most of your marketing efforts.
Advertising is to your business what rivers are to the ocean. It's how you grow, where all your needs
are brought in. Since customers are the greatest need of any business, you need effective ways to draw
them in. Advertising are the channels that funnel people to your business. Without advertising, or without
good advertising, your business is sure to be swallowed up by the competition. Follow these seven
essentials of effective advertising and make the most of your promotional opportunities.
Contextualization
Consider the city you live in and what the culture is like. What will be most effective where you are? If
you like in a big city, competition will be tough and you may need to think creatively. In a small town,
competition won't be as fierce and word of mouth will be your best ally, so minimal advertising should
work fine. Also consider your target market. Websites would be a good choice for young people, but
probably less effective for reaching the elderly. Always be aware of who your primary customer base is
and recognize the most effective ways to reach them specifically.
Location
Placing your ads in the right spots is paramount to success. Your ads should be clearly visible; avoid
cluttered locations with plenty of competing ads. You want yours to stand out or better yet, be the only ad
in that specific location or easily the most visible. You also want a high traffic location where you ad will
be seen by lots of people on any given day. Think strategically: When and where are people likely to have
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3. the opportunity to read an ad? Some suggestions might be roadside signs, single-ad billboards,
magazines/sitting room reading material, internet websites, etc. Not all of these may be good for you
specifically, but make sure you don't compromise when it comes to finding the right location. One or two
well placed ads are better than a dozen, frequently ignored ones.
Clarity
Nothing could be more useless than an ad that doesn't convey clearly the intended message. You need to
create ads that easily convey who you are, what your business is about, what you offer, and why you're the
right choice. People should be able to recognize the answers to all of these right away when they see your
ad. Don't be ambiguous, trendy, or try to over-think your message. Be clear so that people can make the
mental connection to your business easily and quickly.
Distinctiveness
What sets you apart from your competition? Why should people choose you? You ads should promote
your distinctiveness well. People need to know what sets you apart. Also, your ad should visually be
distinctive. Using alternative colour schemes and unique wording will make your ad stand out from the
rest. It may also be a good idea to have bright, unique company colours so that your ads, logo, and even
company vehicles stand out very noticeably.
Appeal
Does your ad easily catch the eye? Or does it look boring, out-dated, too busy, or poorly put together?
Using the right layout, colours, wording, letter font, and shape are all important to your ads appeal. If it
doesn't look interesting and it doesn't look attractive, no one's going to pay attention to it.
Simplicity
Don't complicate things! The best ad is one that people will notice at a glance. Try to convey only essential
information, especially on signs and billboards where the average person has only 2-3 seconds to see your
ad. The shorter your message the better. Make every word count, and get rid of any unnecessary wording
or patterns. As an example, think how eye-catching a black billboard with three white words on it would
be. The colours are high contrast and the message is short, and everyone will take notice. The simpler, the
better.
Provoking
While basic information is good for advertising, you also want to make your viewers think. Your ad
should do something to their mind that causes them to remember it. This could be in the form of a
provoking statement, a question, a catchy jingle (if using radio), etc. Whatever it is, you want your
business' ad to stick in people's minds.
INFLUENCE OF ADVERTISING ON DAILY LIFE
The impact of advertising is a matter of continuous debate. For and against claims about advertisement
have been made in different contexts. Cigarette manufacturers have been claiming that cigarette
advertising does not encourage smoking and their eventually successful
opponents just the opposite. Children under the age of four may be unable to distinguish advertising from
other television programs, as the faculty to judge a message
develops on attaining adolescence. There is, however, no doubt that Advertisement-loaded media do
influence our daily lives.
Marshall McLuhan, media thinker and philosopher of the electronic age, in his Understanding Media
observes: “The continuous pressure is to create ads more and more in the image of audience motives and
desires. The product matters less as the audience participation increases.”
An observant netizen has culled a few nuggets from the currently popular television advertisements that
tellingly illustrate McLuhan’s point:
Before going to propose to a girl
Believe in the best—BPL.
Proposing to a girl
Vicks ki goli lo kich kich door karo—Vicks.
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4. For writing a love letter
Likho script apna apna—Rotomac.
If you love someone
Go get it—Visa power.
Not satisfied with your date
Yeh dil mangey more—Pepsi.
Have many girl friends
The Complete Man—Raymonds.
Having many boyfriends
Yeh hai hamara suraksha chakra—Colgate.
Advertising promotes consumerism and encourages mass production. Some advertising campaigns
inadvertently or even intentionally propagate sexism, racism, and ageism. Is the advertisement industry
creating or merely reflecting cultural trends? Advertising often reinforces stereotypes as it banks on
recognizable “types” for telling stories in a single image or 30-second time frame.
The public perception of advertising is getting increasingly negative. It is accused of dishing out half-
truths and hoodwinking the consumer to benefit the advertiser or Big Business. Realizing the social impact
of advertising, Media Watch educates consumers about registering their concerns with advertisers and
regulators.
Advertisement sustains the media [newspapers, televisions, internet, e-mail, telephone] and the media
impact on our daily lives. They are full of advertisements. One has to search for the news in the ‘national’
dailies. They justify advertisements as newsreaders can use. From morning till late night, men, women and
children have to bear a blitz of advertisement.
Our tastes, our habits, our clothes, modes of travel, entertainment, our choices of schools, colleges,
universities, leave aside products, get decided by advertisements. Our hopes and frustrations too are
ordained by advertisement. The electronic society is losing touch with reality, as did the industrial society
with nature. We now live, not in a real but virtual world. We care more for the photograph than the face
before us.
Perhaps the most pernicious effect of advertisements is on middle-class children and their relations with
parents. Some of them have become “couch potatoes”, watching too much television, and unavoidably, too
many advertisements. Craze for fatty, fast foods among boys and girls is due to advertisements. This is
affecting children’s health and growth. Working couples do not have time and give hefty pocket money to
please their children who spend on chips and candies, spoiling their teeth and digestive system.
Advertisers make viewer/consumer believe that their product will make them achieve goals or fulfil
desires. They are commercializing our festivals, religious practices, sports and cultural events. Diwali, Eid,
Christmas, Gurparb, all have been tuned into commercial displays of saleable goods, bought, at times,
beyond means.
There is also a brighter side. Advertising is a powerful tool capable of motivating large audiences to
participate in campaigns against disease, poverty and war.
Power of advertising is overwhelming. It may not brainwash overnight. It will change you subtly, but
surely. It has the power to prevail. Our daily living is tightly in the ad grip!
The Effects of Advertising on Society
To a certain extent advertising has both positive and negative effects on society. Advertisements both
promote prosperity and also is propaganda. Advertising can effect people by making them donate blood
(Source A), smoke cigarettes (Source B), and "reinforce racial, cultural, and sexual stereotypes (source D).
Advertisements try to get consumers to follow what they are advertising or buy a product, sometimes
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5. through the use of subliminal messages, celebrity endorsements, or obvious signs. People in society are
influenced by most advertisements they see and either buy what they see or talk about what they saw to
other people.
Advertising has a positive effect on society in some ways as it promotes prosperity. In the American Red
Cross poster (source A) the band aids are a symbol of how easy it is to donate blood and how painless it is.
Donating blood saves lives, and at the cost of a wound that will heal in a day, anyone could do this to help
save a life. Advertising also "tells us about important issues such as the benefits of seatbelt use" (source D)
Wearing seat belts has saved the lives of many people. Advertising helps to promote awareness of health
and safety issues. Advertising has had a positive effect on me when I donated to the Haiti Relief Fund.
Advertising has negative effects on society as it is propaganda. Smoking advertisements have "promoted
the continued social acceptability and encouraged the incorrect belief that the majority of people smoke"
(Source B). People who smoke may have seen a smoking ad that made it appear as everyone smokes, so
they feel they need to fit in and start to smoke. Advertising also has made people become more "worried
about dandruff... embarrassed by teeth that weren't blinding white, toilets that didn't smell fresh" (Source
D) Ads have made people become paranoid about their looks and how their material objects appear to
others. Advertising has had a negative effect on me when I wasted my money on The Perfect Pull Up, the
ads showed that they were specially designed exercises, but they weren't.
Advertising can help to save lives, but can also create false images in a consumers mind, making them buy
material things that aren't necessities to their life. Society is influenced y every ad that is shown and it
helps and ruins society at the same time. When society is influenced by an ad they can promote something
for good, such as the Red Cross or they can help to promote corporations that just want to make money,
such as Wal-Mart.
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