What Makes Advertising Effective?

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What makes advertising effective?

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(Advert from The Esquire magazine, Georg Lois, March 1965)

MKT 251 Advertising and Media- Gordon Bowen
Alexia Gil Sánchez

(Word count: 2029)

Table of contents
1. Executive summary.............................................................................................3 2. Introduction………………………………………………………………...…..4 3. Findings………...……………………………………………………………….5 3.1. General……………………………………………………………………...5 3.1.1. The creativity……………………………………………………..53.1.2. The medium chosen……………………………………………....5 3.1.3. The budget……………………………………………………......6 3.1.4. The market segment and target audience…………………….......7 3.2. Specified………………………………………………………………...….8 3.2.1. The use of women in advertising………………………………...8

Recommendations…………………………………………………………………9 4. Conclusion…………………………………………………………………….10 5. References……………………………………………………………………..10

1. Executive summary

It is important to highlight how much companies rely nowadays on advertising. It is the era of communications, and the best way to reach a big audience is by using advertising as a marketing tool in an effective way.

• An essential premise is creativity, capturing the consumer or clients’ attention and stimulating them in order to make them feel interest towards the product. Creativity together with attractiveness, means being original and differentiating from competitors in some way. This will be important in order to reach higher sales or other established objectives. If this works, the message that businesses try to send to consumers will also be influenced by this attractiveness or prestige. • The key is to advertise a product in places that will reach the target market, such as an Internet campaign, an advert in the newspapers or a TV spot. There are many ways and channels where advertising is possible, businesses have to choose the right ones and diversify instead of picking just one. • The mediums chosen will depend also on the budget that has been established previously. Advertiser must be aware of the money they have in order to make the right selection. It’s important to make an organized planning of the budget in order to achieve a better price. • To make all the previous factors work, it’s necessary to reach the right target audience. All advertising campaigns must be directed to a targeted audience or to potential clients. It’s not worth creating generic adverts because they will eventually not reach our audiences’ attention. Knowing the necessities and characteristics of potential clients will allow businesses to design an effective advertising, as well as to choose the right channels and the most accessible mediums for them, designing this way the messages that will have a bigger impact.

The success in this task will give companies a competitive advantage over others. The purpose of this report is to investigate the factors that make advertising efficient and successful.

2. Introduction

“Advertising is the art of arresting the human intelligence just long enough to get money from it” (Blore, 2000). The basic objective of advertising is to sell. If a business does not have selling purposes with its advertising then we could say that they are doing art or merely entertaining, but not advertising. If there were any other purpose, which does not involve selling, then this would be a secondary objective.

Before selling, advertising has to be understood and perceived, this is mainly done thanks to the creativity of advertisers. Creativity is essential.

Agencies have the role of giving life to a product and making consumers have a reason to buy a product. They can use sex, humour, or focus on whatever category they consider, but the advert has to communicate the reason why people should buy a product. Without a reason it’s difficult to sell, and if companies don’t sell...
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