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Effective Business Advertising?

Effective Business Advertising?. SMIPA – UNIT 11. What do you think?. Discuss these business advertisements with your class What is effective? Or not? Is their message clear?. Types of Advertising. Advertising to Consumers Classified Advertising Display Advertising

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Effective Business Advertising?

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  1. Effective Business Advertising? SMIPA – UNIT 11

  2. What do you think? • Discuss these business advertisements with your class • What is effective? Or not? • Is their message clear?

  3. Types of Advertising Advertising to Consumers • Classified Advertising • Display Advertising • National Advertising • Retail Advertising • Co-operative Advertising • End-Product Advertising • Direct-response Advertising Ex of End-product advertising

  4. Advertising to Business & Profession • Trade Advertising • Industrial Advertising • Professional Advertising • Corporate Advertising

  5. Non-Product Advertising • Idea Advertising • Service Advertising • Political Advertising

  6. Advertising Objectives • Inform An informative ad is used to introduce a brand new company, product or service to the marketing. • Persuade Once customers have a basic understanding of your industry and product offerings, you must show them why your brand is elite. • Remind The general idea is to maintain top of mind awareness and protect against competitors coming along and stealing customers. • Specific Increasing brand awareness, developing more favorable customer attitudes, overcoming negative publicity, driving revenue, expanding the customer base and increasing sales volume are common examples.

  7. 12 Types of Advertising Medium • Television • Print • Radio • Billboards • Out-Of-Home • Email • Direct Mail • In-Store • Signage • Flyers • Social Media • Paid Search

  8. Functions of Advertising • Stimulates demand • Builds brand image • Develops brand preference • Strengthen other promotion-mixelements • Competitive weapons

  9. Benefits of Advertising • Information • Brand image building • Innovation • Growth of media

  10. Different Types of Advertising Appeals Personal Appeal Some personal emotions that can drive individuals to purchase products include safety, love, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.

  11. Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance.

  12. Humour Appeal Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product.

  13. Sex Appeal Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product appearing interesting.

  14. Effects of Advertising Positive Effects of Advertising • Public Service Advertisements • Social Benefits • Economic Benefits • Choice Negative Impacts of Advertising • Misrepresentation • Unrealistic Expectations • False Images • Children

  15. What makes an effective advertisement? • Does the ad tell a simple story, not just convey information? • Does the ad make the desired call to action a part of the story? • Does the ad use basic emotional appeals? • Does the ad use easy arguments? • Does the ad show, and not tell?

  16. Does the ad use symbolic language and images that relate to the senses? • Does the ad match what viewers see with what they hear? • Does the ad stay with a scene long enough for impact? • Does the ad let powerful video speak for itself? • Does the ad use identifiable music?

  17. DON’T MAKE MISTAKES!

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