Advertising and the Ways to Go About It

Advertising is the attempt to influence the buying behavior of customers or clients with a persuasive selling message about products and/or services. In business, the goal of advertising is to attract new customers by defining the target market and reaching out to them with an effective ad campaign.

Target Market

Establishing the target market is the critical first step in any advertising campaign – you need to know who your intended audience is before you can reach them. If your target audience is senior citizens, for example, an advertising medium such as Facebook is a poor choice. Similarly, Millennial's are much less likely to read newspapers or use the Yellow Pages.

Defining the target market involves building a demographic profile of the prospective customer by taking into account criteria such as age, gender, marital status, lifestyles, shopping habits, etc.

It is also important to check out the level of competition for your product or service with your target audience as you may need to compete on price and/or service.

     Common Advertising Methods

• Local website advertising: Many municipalities and Chamber of Commerce chapters have websites that provide listings of local businesses.

• Business web pages: Creating and maintaining a professional website with clearly outlined descriptions of business offerings, optimized for search traffic.

• Email: Requires a customer email list and adherence to anti-spam regulations. Email newsletters can be useful for keeping in touch with existing customers and passing on information about new products or services.

• Facebook: Taking advantage of social media by creating a business Facebook page and using it to regularly promote products and services. A common advertising venue for businesses such as restaurants who use Facebook fan pages to promote new menu items or specials and to receive feedback from customers. There are also a number of available 3 for doing business on Facebook.

• Twitter: Assuming the business has Twitter followers tweets can be used to send out short promotional messages.

There are many different types of advertising that are typically used by small businesses.

Online advertising: Online marketing includes a myriad of advertising opportunities, such as:

Newspaper advertising: While on the decline (U.S. newspaper ad revenue dropped by over 50% between 2006 and 2015) newspaper ads can still be an effective way to reach customers. Many municipalities have special interest newspapers which can be used by businesses for local advertising.

Yellow Pages: Usage of the printed pages is also in decline. However, there is an online version.

Direct mail: Can be very useful. Can be costly if sent via post, but even without a mailing list brochures, flyers, etc. can still be delivered directly to residences and/or businesses in targeted geographic areas. Unfortunately, statistics show that nearly half of direct mail ads are unread by recipients and tossed away as "junk mail."

Cable TV and radio – Cable companies often have local info channels that offer affordable advertising for small businesses.

Cold calling – By phone or in person can still be surprisingly effective. As an example, while on a call a service company can take the opportunity to visit neighboring residences/businesses and mention their services (or drop off flyers or brochures). Phone solicitation is now illegal in Canada to numbers registered in the National Do Not Call List unless the business has an existing relationship to the customer.

Vehicle (wrap) advertising – Turning a vehicle into a “mobile billboard” is an excellent way to maximize business exposure. Vehicle ads are eye-catching and in a major metro area can be seen over a million times a month.

Online Advertising Taking Over

Online advertising continues to grow rapidly, with over $229 billion invested globally in online advertising in 2017. According to statistic, this is projected to rise to $335 billion by 2020.

With over 2 billion users of social networks, spending on social media ads alone has grown to over $35 billion in 2017 from virtually nothing in 2010 (spending doubled from 2014 to 2016). Social media is particularly popular with advertisers, where easy access to user demographic data (such as age, interests, spending habits, etc.) companies can finely tailor ads to the audience.

 

Pop-up ad

             Pop-up ads or pop-ups are forms of online advertising on the World Wide Web. A pop-up is a graphical user interface (GUI) display area, usually a small window, that suddenly appears ("pops up") in the foreground of the visual interface. The pop-up window containing an advertisement is usually generated by JavaScript that uses cross-site scripting (XSS), sometimes with a secondary payload that uses Adobe Flash. They can also be generated by other vulnerabilities/security holes in browser security.

A variation on the pop-up window, the pop-under advertisement, opens a new browser window under the active window. Pop-unders do not interrupt the user immediately, but appear when the user closes the covering window, making it more difficult to determine which website created them.

History 

     Pop-up ads originated on the Tripod.com webpage hosting site in the late 1990s. JavaScript provided the capability for a web page to open another window. Ethan Zuckerman claims he used that capability to launch advertisements in separate windows as a response to complaints from advertisers about their ads appearing on pages with sexual content. Zuckerman later apologized for the unforeseen nuisance pop-up ads had evolved into.

"Pop-ups"Edit

• Certain types of downloaded content, such as images, free music, and others, can cause pop-ups, and therefore should not be trusted, especially pornographic sites' pop-ups (known as a "pornado" or "porn-storm", as coined by John C. Dvorak.) Also, the pop-ups sometimes look like ordinary web pages, and the name of the site shows up in a search bar. Many websites use pop-ups to display information without disrupting the page currently open. For example, they may provide needed extra guidance when filling in a form on a web page, without causing loss of any information already entered into the form. Most pop-up blockers allow this kind of pop-up. Some, however, reload the page, losing any information the user entered.
• Some web based installers, such as that used by McAfee, use a pop-up to install software.
• On many internet browsers, holding down the ctrl key while clicking a link makes it bypass the popup filter.
• Clicking (even accidentally) on one pop-up may open other pop-up ads.

Pop-under adsEdit

Pop-under ads are similar to pop-up ads, but the ad window appears hidden behind the main browser window rather than superimposed in front of it. As pop-up ads became more widespread and more intrusive, often taking up whole computer screen, many users would immediately close the pop-up ads that appeared over a site without looking at them. Pop-under ads do not immediately impede the view of content, but remain unnoticed until the user closes or minimizes the main browser window.

communication

         

           Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.              
               Advertising is always present, though people may not be aware of it. In today's world, advertising uses every possible media to get its message through. It does this via television, print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers, contests, sponsorship, posters, clothes, events, colors, sounds, visuals and even people (endorsements).The advertising industry is made of companies that advertise, agencies that create the advertisements , media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. A company that needs to advertise itself and/or its products hires an advertising agency. The company briefs the agency on the brand, its imagery, the ideals and values behind it, the target segments and so on. The agencies convert the ideas and concepts to create the visuals, text, layouts and themes to communicate with the user. After approval from the client, the ads go on air, as per the bookings done by the agency's media buying unit.

    

Advertising media selection

        Various means (advertising vehicles) such as billboards, magazines, newspapers, radio, television, and internet by which promotional messages are communicated to the public using words, speech, and pictures.

9 Types of Advertising Media Available to an Advertiser

(1) Direct Mail:

This is one of the oldest types of advertising media. Under this method message is sent to the prospective buyers by post. A mailing list is prepared for this purpose. Circular letters, folders, calendars, booklets and catalogs are sent under this type of advertising. In the sales letter an appeal is made to the buyers separately.It contains detailed information with regard to the product. The main aim of these letters is to create the reader’s interest in the product. The letter should be attractive, interesting and convincing. Booklets and catalogues contain information regarding detailed description and prices of different varieties of products. This method is very effective as it establishes direct contact with the consumer and also maintains secrecy in advertising. Detailed information with regard to the product can be sent to the buyers. The letters and circulars contain personal appeals which are greatly helpful in arousing their interest in the products. This method can be effectively undertaken in case the manufacturers are selling directly to the consumers. Direct mail advertising suffers from certain drawbacks also. It has limited access i.e. a small number of buyers can be covered. There are practical difficulties in preparing and maintaining up-to-date mailing list. This is also not suitable for every type of product.

(2) Newspapers and Magazines:

These are the important forms of press advertising, newspapers are the most effective and powerful medium of advertising. Newspapers contain valuable information with regard to different current events. It may be referred to as ‘a store house of information’. There are daily, bi-weekly and weekly newspapers. Newspapers have widest circulation and read by many people. The newspapers may be local, provincial or national. There is a separate advertisement department in every newspaper which classifies and designs different advertisements in the paper. Before selecting a newspaper the advertiser should take into consideration various factors viz., coverage of the newspaper, the class of customers and the cost of advertising etc. The newspapers offer widest circulation and have universal appeal. The cost of advertising is lesser as compared to other media. The newspapers have more repetitive value and are very helpful in introducing a new product. These are suitable for all types of goods having wider markets. A high degree of flexibility is ensured by newspapers i.e., the advertisement campaign can be undertaken and stopped quickly. Advertisements are the main source of revenue to the publishers. The most important benefit derived from the newspapers is that the advertiser’s message can be conveyed to the readers quickly.Besides newspapers suffer from certain drawbacks also. They have shorter life and are not suitable for illiterate people. Most of the people read the papers casually especially in the morning hours when they are in a hurry to join their respective jobs. Secrecy cannot be maintained in this type of advertising. Another drawback of newspaper advertising is that they are in black and white prints. Colored advertisements are not covered, which are more appealing and attractive.

Magazines:

Magazines or periodicals are other important media of communication. Magazines may be released weekly, monthly, quarterly, bi-annual or annual. These are read with more interest by the readers as compared to newspapers. Advertisements given in magazines are more descriptive and attractive. They are usually in colored form which depicts the product nicely and gives lasting impression to the reader.There are magazines or journals meant for general public and special class of people. There are exclusive magazines relating to industry, trade, finance and economics etc. There are also special magazines for men, women and children. The magazines have longer life and are very suitable for advertising specific goods. Magazines have lesser flexibility as compared to newspapers. Last minute changes cannot be introduced in the advertisement as they are sent to the press many days before the publication. There is lesser repetitive value and no secrecy can be maintained. Cost of advertising is higher as compared to newspapers. Their circulations are small and are suitable for educated readers only. In the introduction of a new product, magazines are not much suitable on account of lesser continuity.

(3) Radio Advertising:

Radio advertising is very popular these days. The advertisements are broadcast-ed from different stations of All India Radio. Radio advertising can be explained as “word of mouth advertising on a wholesale scale”. The advertising messages can be in different regional languages.The most important advantage derived from radio advertising is that it covers every type of listener whether illiterate or educated. It is a very effective medium for popularizing on mass scale various consumer articles. The coverage of this medium is wider extending to a large number of listeners. It ensures quicker repetition. Radio advertising suffers from shorter life, limited memory and short messages. Cost of advertising is higher. The message may not be listened properly by the listener. There is no secrecy. This is useful for those who possess radio sets. There is lesser flexibility and lack of personal touch.

(4) Television Advertising:

This is the latest and the fast developing medium of advertising and is getting increased popularity these days. It is more effective as compared to radio as it has the advantages of sound and sight. On account of pictorial presentation, it is more effective and impressive and leaves ever lasting impression on the mind of the viewer. It is a very costly medium which can be employed by big concerns only; it has a shorter life span and limited coverage. Back reference to the advertisement cannot be made after its presentation. The duration of the advertisement is very limited. Despite of the above mentioned drawbacks, this method of advertising is gaining rapid coverage and immense popularity among the masses.

(5) Film Advertising:

This is also known as cinema advertising. This also provides sight and hearing facilities like television. Short advertisement films are not prepared by big business houses which are sent to different cinema houses to be shown to the audience before the regular shows or during the intermission. It has more repetitive value but not to the same viewers. Its coverage is limited which benefits the local population only. It is a very costly medium involving higher distribution and film making costs. Only big organisations can afford to produce advertisement films. It ensures more flexibility at larger costs. Its effectiveness cannot be measured properly. Film making is a time consuming process.

(6) Outdoor Advertising:

This type of advertising include different media like posters, placards, electric displays or neon signs, sandwich men, sky writing, bus, train and tram advertising. This is also known as ‘Mural advertising’. The main aim of outdoor advertising is to catch the attention of passerby within twinkling of an eye. This is the most effective medium of advertising. This is very suitable in the case of consumable and household articles like soaps, medicines, fans, shoes and pens etc. Posters and placards are usually fixed on the walls near the road sides, railway station and bus stands. These posters are made of thick paper or metal plate or wood and carry the advertising message which can be easily read and seen from a distance. The posters also pasted on the back of buses, trains and trams which are greatly helpful in carrying the message throughout and outside the city. Painted displays are prepared by expert painters which carry attractive multi-colored pictures also to impress upon the people. Electric displays or neon signs are also used in order to impress the passerby. These carry a very short message. This is a very costly device. Sandwich-men move from street to street carrying the posters and peculiarly. They shout and sing praising the concern and the product. Sky writing is also known as air advertising. The pilots of the aeroplanes through whom this is carried write the advertiser’s message in the form of smoke or illumination. The message is quite visible even from a long distance. Balloons fitted with the message and pictures of the product are also flown in the sky.This type of advertising has a wider coverage and leaves effective impression on the people. It is very suitable for making the product popular and creating proper brand image. It has greater flexibility and can be designed by keeping in view the peculiarities of a particular locality. It requires lesser time and effort on the part of the advertiser to undertake this medium. This is more durable and economical form of advertising medium. It has been referred as reminder or residuary publicity which is used by the advertiser after all the other advertising media. Sticking of bills and posters destroys the walls of different building and adversely affects the cleanliness and beautification of a particular area. Various media like skywriting, sandwich-men, balloons and electric displays are very costly. They are beyond the means of a small trader.

(7) Window Display:It is a common method which is usually undertaken by retailers who display their products in the shop windows in order to attract the customers. This is also known as exterior display.

It is the most effective and direct method of influencing the people. Window display has direct appeal to the onlookers. It is instrumental in arousing the desire to purchase in the prospective customers. It acts as a silent salesman. In order to operate this method successfully, goods should be arranged properly and systematically in the show windows. The articles in the windows should be regularly- changed. The advertiser should not forget that the window is the index of his shop. Utmost care should be undertaken to display the products in windows.

(8) Fairs and Exhibition:

A trade exhibition or a fair is organised on extensive scale which is attended by different manufacturers and traders along with their products to be sold to the large number of people who visit the exhibition. The exhibition may be either organised on local, provincial or international basis. The examples of some of the international exhibitions are EXPO 70 of JAPAN, ASIA 72 and recent trade fair at Delhi every year. Different stalls or pavilions “are allotted to various traders who display their goods in these pavilions. The manufacturers also distribute the sales literature and sometimes free samples of goods to the people. Facilities of practical demonstration are also provided to the customers. The customers clearly understand the method of operation and use of the product. In the case of international exhibitions, traders of different countries assemble at one place; they can conveniently share the experiences of their respective countries with each other which are really informative and useful for all of them. It provides ample opportunity for learning. The huge gathering of people in the exhibition provides a larger market for sale.

(9) Specially Advertising:

Most of the business houses in order to increase their sales, advertise their products, give free gifts like diaries, purses, paper weights and calendars to the customers. The name of the firm or the dealer is inscribed on the articles presented.

Importance of Advertising

Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:

1. Advertising is important for the customers
   Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.
2. Advertising is important for the seller and companies producing the products
   Yes, advertising plays very important role for the producers and the sellers of the products, because
   • Advertising helps increasing sales
   • Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
   • If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
   • Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
   • The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.
3. Advertising is important for the society
   Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society.

The significance of advertising in business:

1. Crucial for a launch or announcement,
2. Source of revenue for publishers,
3. Promotes goods, services, ideas, and events,
4. Helps in increasing the sales,
5. Maximize the profit of an advertiser,
6. Creates consumer awareness,
7. Educate the society,
8. Is Art, Science, and Profession,
9. Demands creativity,
10. Marketing mix element,
11. Target oriented,
12. Use persuasion for results,
13. Demands monitoring of demand and supply,
14. Builds brand's image, and
15. Generates employment.

Objectives of Advertising

Four main Objectives of advertising are:

1. Trial
2. Continuity
3. Brand switch
4. Switching back

Let’s take a look on these various types of objectives.

1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.
2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
4. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Basically, advertising is a very artistic way of communicating with the customers. The main characteristics one should have to get on their objectives are great communication skills and very good convincing power.

Digital marketing

               Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

The 5Ds of digital marketing

To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:

1. Digital devices – audiences experience brands as they interact with business websites and mobile apps typically through a combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices.
2. Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.
3. Digital media – different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks.
4. Digital data – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries.
5. Digital technology – the marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.